Is IP collaboration a business of its own in China?

Is IP collaboration a business of its own in China?

In 2023, brand collaborations were all the rage. With the accessible and everyday nature of tea and coffee chains, co-branding campaigns such as the HeyTea x Fendi and Luckin Coffee x Kweichow Moutai were huge sales successes for the respective tea and coffee chains and served as successful marketing for the partner brands. IP collaborations were also getting more attention as the year progressed. A year in collaborations: the good, the bad and…