Introduction:In recent years, Heytea has accelerated its overseas expansion, with new stores in Canada and the UK attracting large crowds of fans who braved the cold just to receive free limited-edition city fridge magnets. Unexpectedly, these originally promotional giveaways were hyped up in the second-hand market, selling for as much as 200 Canadian dollars (approximately 1,019 RMB). This article delves into the reasons behind the fridge magnet craze, the real situation at the queues, and the tug-of-war between fans and scalpers, offering consumers a more comprehensive perspective and advice.

Heytea continues to expand its overseas presence, recently opening new stores in Toronto, Canada, and Birmingham, UK, generating an enthusiastic response from local fans. Particularly during the Toronto store’s opening, in addition to launch promotions such as buy-one-get-one-free, limited-edition city-themed fridge magnets were given away, instantly becoming highly sought-after items among fans and collectors.

It is understood that on the first day of the new Toronto store’s opening, the first 300 customers in line could receive a free city-exclusive fridge magnet. Despite the temperature dropping to as low as minus six or seven degrees Celsius, many fans braved the bitter cold, arriving early in the morning bundled up in down jackets, scarves, and gloves. Photos circulating on social media showed long queues snaking out onto the street outside the store, with some netizens claiming they were the first to enter at 9:30 AM, while others waited two to three hours just to get inside.

Although the store provided hot water and heat packs to help customers stay warm, due to the surge in orders, service efficiency was lower than expected, and many customers still had to wait several hours outside before they could enjoy their drinks. Some gave up due to the low temperatures and long waits, but many dedicated “merch enthusiasts” endured the snow and queues just to get their hands on this limited-edition freebie.

However, because they were so hard to obtain, these originally free fridge magnets saw their prices skyrocket in the second-hand market. According to information shared by netizens, the Toronto-limited fridge magnet was being sold for as much as 200 Canadian dollars (about 1,019 RMB), shocking many fans who had hoped to “get a bargain,” with some exclaiming, “I never thought it would be this expensive.”

Meanwhile, a similar scene unfolded at the new Birmingham store in the UK. Even though the shop tried its best to speed up service, even pushing equipment to its limits, customers generally had to wait one to two hours to get their drinks. In addition to bubble tea enthusiasts eager for a taste, there were also many fans who came specifically to collect the limited-edition fridge magnets.

Notably, the city-limited fridge magnets launched by Heytea overseas are usually only given out in the first few days of a store’s opening, and are available in limited quantities and on a first-come, first-served basis. As a result, whenever a new store opens, not only do loyal brand customers flock to the location, but it also attracts a large number of resellers and scalpers who rush to buy them and then resell at high prices for profit, driving market prices far beyond normal expectations.

Faced with the phenomenon of scalpers hoarding and inflating prices, many fans feel helpless, but also understand that completely eliminating the issue is difficult. Some consumers suggest that the brand consider selling these collectible limited-edition fridge magnets at reasonable prices publicly after the event ends. This would not only satisfy fans’ collection needs but also effectively reduce the opportunity for scalpers to profit from free resources, helping maintain market order.

Overall, Heytea’s overseas store openings have not only successfully sparked conversations around its beverages but have also unexpectedly turned limited-edition merchandise into a market focal point, highlighting the strong influence of brand power and fan economy. For consumers interested in collecting such city-limited merchandise, it’s important to pay attention to official updates while weighing the costs of queuing against market prices to make the most suitable choice.

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