Introduction:At the end of 2024, HEYTEA launched a series of New Year merchandise, one of which—a woven mesh tote bag sold alongside a beverage—sparked discussion due to its paper rope material. Priced at around 37 RMB, this tote was marketed with a light luxury fashion vibe, but in practice, it was found to be water-sensitive and poor at bearing weight. This article takes you through the design, pricing rationale, and real consumer feedback on this merchandise, helping you decide whether it’s worth purchasing.
Just after 2024 ended, HEYTEA kicked off the new year by releasing a range of annual merchandise, including a New Year calendar and handwoven tote bags. They also set up surprise activities across more than 2,000 stores nationwide—customers with order numbers ending in 8225 received a slimming fruit and vegetable pack for free. However, the most talked-about item was the woven tote priced at around 37 RMB, which had to be purchased with a drink. Its material, unexpectedly made from paper rope rather than cotton or nylon, raised many questions among consumers.
HEYTEA’s New Year merchandise campaign can be seen as one of the brand’s typical marketing strategies. As a “model worker” in the tea beverage market, HEYTEA continuously rolls out new products, collaborations, and limited-edition merchandise throughout the year. This time, they introduced New Year-themed items during the holidays in hopes of maintaining public interest. Beyond viral drinks, merchandise has also become a key element in attracting customers.
The controversial woven tote was promoted in official materials with selling points like “light luxury, trendy, and relaxed,” showcasing an aesthetic similar to an avocado-green minimalist bag through carefully filtered photos, which successfully caught the attention of many HEYTEA fans. However, the bag is not sold alone but only as part of a bundled drink purchase. According to information on the official mini-program, the minimum total price for the bundle starts from around 55 RMB. After subtracting the drink price (approximately 18–19 RMB), the cost of the tote itself is about 37 RMB.
Many customers purchased the tote mainly driven by the psychology of “limited availability” and “high demand.” Even with limited product details, they still rushed to buy. But upon receiving the actual item, they discovered that the netting part was not made from common cotton or nylon, but rather from paper rope—a far cry from the texture shown in the promotional images.
Numerous users expressed disappointment on social platforms, bluntly stating things like “I’m afraid to use it outside in case it gets wet and falls apart,” “Spending 37 RMB on a paper net bag is just ridiculous,” and “It pricks your skin when you wear it—it’s completely impractical.” Some consumers pointed out that the tote isn’t suitable for carrying weight or getting wet, making it highly impractical, good only for organizing small items or as a photo prop, earning it the nickname “beautiful trash.”
Regarding the pricing and material choice of this product, there was also widespread discussion among users. Some felt that since it’s not meant for everyday use, it might have collectible value as a fashion accessory or limited-time event souvenir. Others, however, argued that given the 37 RMB price tag, at least more durable materials should have been used instead of moisture-prone, easily damaged paper rope.
In summary, although this woven tote has a certain visual appeal, its actual material and functionality don’t meet most consumers’ expectations. If you’re a buyer who values practicality, it’s recommended to carefully assess your needs before purchasing. But if you’re simply looking to collect a unique fashion item and don’t mind the material limitations, then this tote could still serve as an amusing little addition to your tea beverage shopping journey.
The above content is compiled by CoffeeHunters, a coffee news website.
