F&B packaging births new generation of collectors

In a world where most people keep photos and stamps in albums, Lin Mengxi stands out as she gathers packaging from milk tea and coffee products to create her own collection.

Whenever she encounters visually appealing designs or logos on food or drink packaging, the Beijing native meticulously cuts them out and places them in her album. Sometimes she repurposes them as bookmarks.

"These paper coffee cupholders and milk tea bags, though seemingly cheap, trivial and meaningless to others, have immense value to me because they are my way to unwind from the pressures of daily work and life," said the 31-year-old who works at a Shanghai-based media company.

"The joy these items bring far outweighs the allure of luxury purchases, offering eco-friendliness and a touch of style," she added.

While occasionally flipping through the album, she shares her latest collections and handmade creations with like-minded colleagues in a WeChat group and posts them on Xiaohongshu, a popular Chinese lifestyle-sharing platform, to engage with a wider audience to discuss the hobby.

"I even exchange items with others online after finding the packaging I've wanted but never obtained," she said, using it as a way for social interaction derived from a new consumption pattern.

Since Chinese food and beverage makers began teaming up with intellectual property owners of popular shows to launch co-branded campaigns in recent years, consumers like Lin have embraced the trend of collecting and transforming the packaging into resonant accessories, such as tote bags and tissue boxes.

Priceless joy

In June, domestic coffee brand Luckin Coffee teamed up with the acclaimed TV series The Tale of Rose starring Chinese actress Liu Yifei to promote its yellow rose latte.

Lin spent 31.9 yuan ($4.5) buying the themed coffee set, which contains two cups of yellow rose latte and a keychain featuring its main character "because I was drawn to the packaging bag and I also like the drama", she said.

The packaging bag features an elegant girl with long curly hair wearing a yellow dress and a dark green background that makes it appear as if she is standing in a forest.

"The coffee set was not expensive but I got such a beautiful bag while enjoying the drink. That's a win-win situation," she recalled.

In October last year, thanks to a coupon, she spent just 9.9 yuan purchasing a cup of cheese-flavored coffee co-branded between Luckin Coffee and Tom and Jerry, a United States animated cartoon series.

As a fan of the old cartoon, she cut out the image on the packaging and put it in her cherished album. She also turned the paper cupholder into a bookmark for reuse.

"The coffee price was quite cheap but the joy I got was priceless," she said.

"Although the packaging and holders may not be worth much money, the beautiful, interesting and nostalgic items always make me happy," she added. "Happiness is the most important thing. That's my attitude towards life."