HEYTEA x FRAGMENT

Bubble tea meets fashion.

A 3-part TikTok campaign for HEYTEA Singapore's collaboration with Japanese designer Hiroshi Fujiwara's FRAGMENT, featuring talent Ong Yi Ting and a special appearance by Chloe Lim. The campaign launched the limited-edition Strawberry Mulberry-Noir Tea and exclusive all-black merchandise.

Producer · Director · Videographer · Editor
Hype Records × HEYTEA Singapore · 2022
181.2K+ organic TikTok views (@yitinggoyt)

(1) Street Interview
A look into Singaporeans’ love for bubble tea and their obsession.

(MP Poh Li San previously highlighted concerns about the rapid rise of bubble tea shops and their impact on public health, sparking wide public discussion—making her appearance especially relevant to the topic.)

(2) HEYTEA x FRAGMENT
Limited Edition Drink
Introduced the collaboration’s signature drink: Strawberry Mulberry-Noir Tea.

Special Appearance: Chloe Lim

(3) HEYTEA x FRAGMENT Merchandise
Showcased the all-black limited edition merchandise, including the Inspiration Tumblr Set and Teacup Set.