Introduction:In 2024, micro-dramas have emerged as a new battleground for brand marketing. By leveraging the time-travel story of the Ming Dynasty traveler Xu Xiake, CHAGEE successfully combined tea beverages, culture, and short-form drama creativity, sparking widespread discussion. This article delves into the plot design, marketing strategy, and performance metrics of the drama, illustrating how new tea beverage brands can enhance brand visibility and resonate with audiences through cultural storytelling.

Micro-dramas continued to gain popularity in 2024, thanks to their concise storytelling—each episode lasting just a few minutes—and high shareability, making them an increasingly sought-after marketing tool for brands. Following pioneering attempts by brands like Starbucks and Mixue, CHAGEE also released a time-travel-themed micro-drama featuring the Ming Dynasty traveler Xu Xiake. By cleverly blending tea beverages, cultural tourism, and the micro-drama format, it not only received positive feedback from netizens but also significantly boosted the brand’s WeChat search index.

This wave of micro-drama popularity is no accident. According to the "China Network Audiovisual Development Research Report (2024)," as of December 2023, China’s online audiovisual users had reached 1.074 billion, accounting for 98.3% of all internet users, with nearly 40% regularly watching micro-dramas. Viewers are drawn to their fast pace, focused themes, and low time commitment per episode, making them an ideal choice for daily leisure.

The micro-drama launched by CHAGEE centers on the plot device of a "phone traveling through time," where the famous Ming Dynasty traveler Xu Xiake unexpectedly obtains a smartphone and is transported to present-day Anshun, Guizhou. In the story, after receiving a text message that reads “Boyaa Juexian invites you for tea,” Xu Xiake embarks on a tea-seeking journey. Along the way, he not only enjoys the natural beauty of Anshun but also experiences the stark contrast between life in the past and the present.

The narrative further connects with the modern-day experiences of a young woman named Weiwei, who is traveling in Anshun. Through the cross-temporal dialogue between the two protagonists, the drama naturally showcases the region’s rich historical culture and local charm. As the marketing centerpiece, Xu Xiake eventually visits a CHAGEE store to try the signature tea drink “Boyaa Juexian,” where he grasps the profound message of “travelling the landscapes together, bonding over tea and friendship.”

The drama is currently divided into two parts and, in addition to carrying strong cultural tourism promotion elements, it also deeply integrates the brand spirit with local culture. Feedback from netizens has been largely positive: “This creativity is amazing, they should definitely make a sequel!” “The cinematography and storyline are both spot-on, it makes me want to visit Anshun right away.” “The way food, history, and tea are combined here is really fresh—I’m looking forward to more content.”

Through this micro-drama, CHAGEE has elevated the fusion of the three elements—“tea beverage + cultural tourism + mini narrative”—to the next level. Rather than simply inserting products, the brand has woven its spirit into the storyline, creating a more emotionally engaging content experience. This innovative approach opens up a new horizon for the tea beverage industry in cultural communication and brand engagement.

In terms of data, the short drama has surpassed 1.2 million views across all platforms and drove the WeChat Index to a peak of 3.166 million on the first day of release (November 7), demonstrating its significant topical impact. Additionally, to sustain the momentum, CHAGEE launched a Guizhou-limited marketing campaign, offering consumers who purchase specified combo meals exclusive merchandise such as refrigerator magnets and warm tea cloud pouches, further enhancing consumer participation and brand recall.

Micro-dramas have now become a vital medium for brands to reach younger consumers, not only offering high interactivity but also deepening brand image through narrative. CHAGEE’s cross-industry experiment has not only captured market attention but also provided the industry with a valuable marketing example. In the near future, more tea beverage brands may enter this space, leveraging the connection between culture and storytelling to craft more distinctive brand experiences.

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