An antidote to speed and convenience, younger audiences are yearning for slower-paced traditions. Recognizing this, Ele.me launched a tea campaign for office workers, rooted in ceremony. Leveraging the traditional Chinese solar term Yushui, a time typically associated with new life and tea-drinking, the brand offered discounts on selected drinks and invited workers to share their favorite milk teas.
As spirituality rises faster than religion, how will you blend ceremonial heritage with contemporary lifestyles?
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