Introduction:The city-limited fridge magnets launched by HEYTEA for its new store openings have sparked a collecting craze due to their locally inspired designs, with prices surging to 40–100 yuan in the second-hand market. This article analyzes the reasons behind this “proxy drinking” trend, introduces an upcoming points redemption system by the brand, and offers practical collection tips and precautions.

The city-limited fridge magnets, thoughtfully designed by HEYTEA for its new store launches, ingeniously blend distinctive local landmarks and cultural elements, successfully igniting a collecting craze. These small yet exquisitely crafted merchandise items are available for free with any purchase at the new store during its opening period, but their regionally limited distribution strategy has given rise on social media to cross-city proxy purchases, trades, and even high-price resales.

This highly anticipated series of fridge magnets first debuted last July with the opening of the Changchun flagship store. The design team drew inspiration from each city’s unique landmarks, historical background, or folk characteristics, seamlessly integrating these elements with HEYTEA’s brand identity system. Notably, the brand had previously released over fifty new designs in a concentrated launch two months ago, including some that teased upcoming cities not yet open for business.

Customers only need to purchase any drink at the newly opened store in the corresponding city to receive that location’s exclusive fridge magnet. However, the simple collection rule has led many enthusiasts to queue for over two hours just to get their hands on a single piece, as certain popular designs are only available in specific regions. Some have even organized “proxy drinking missions” via social platforms, asking locals to buy drinks and collect the merchandise on their behalf.

With the surge in collecting demand, exchange zones have emerged on social media, where enthusiasts trade items in an attempt to complete their sets. Some impatient collectors opt to directly purchase from others, driving the price of these originally free souvenirs up to 40–100 yuan on second-hand trading platforms. Searching related keywords now auto-suggests “fridge magnets,” displaying various resale posts.

In response to the heated discussion around #HEYTEAcityfridgemagnetsandthecrosscityproxyphenomenon#, the brand officially responded on social platforms: “We’re truly grateful for everyone’s love for the city fridge magnets, but there’s really no need to buy them at high prices—we’re also concerned about your budget.” They also announced a more user-friendly way to obtain the magnets: starting this month, the “HEYTEA GO” WeChat mini-program will host 1–2 points redemption events per month, allowing members to use accumulated points to exchange for their desired city-limited designs.

Experts suggest that collectors prioritize official announcements and plan store-opening visits in advance. If opting for second-hand transactions, it’s important to verify the authenticity and condition of the items. For long-term enthusiasts, registering as a member to accumulate points and taking advantage of future redemption opportunities is recommended to reduce collection costs.

The above content is compiled by CoffeeHunters, a coffee news website.