Yayoi Kusama, Squid Game: Collabs bet on pop culture

Whether it’s through partnering with a world-famous artist, or the most-watched show on Netflix, brands can shoot to relevance through popular culture collaborations. One month on from Chinese household beverage brand Heytea’s tie-up with Japanese contemporary artist Yayoi Kusama, Jing Daily looks into the marketing impact of the pairing. Following its debut at Shanghai’s North Bund, the partnership’s giant pumpkin sculpture lands in Malaysia today. Meanwhile, Kaws has collaborated with Netflix’s most-watched show, Squid Game, and Dior has announced two more cafés in collaboration with chef Anne-Sophie Pic, along with a new savoury offering. Subscribe here to receive these updates directly via the Collaborations newsletter. Heytea x Yayoi Kusama Details: Tea series and merchandise, as well as sculpture on Shanghai’s North Bund from November 12 to November 17, 2024 Social context: In total, the collaboration’s dedicated hashtag “HeyteaKusamaYayoi” (喜茶草间弥生) has raked in 13.5 million reads on Xiaohongshu. #HeyTeaYayoiKusamacollab (#喜茶草间弥生共同呈现) has 6.4 million reads on Weibo. Verdict: Kusama’s monumental artwork, Life of the Pumpkin Recites, All About the Biggest Love for the People, was her largest pumpkin sculpture to date and part of the China Project of Love & Life. The 10m-tall piece, emblazoned with her signature polka dot motif, was on show on Shanghai’s North Bund from November 12 to 17, 2024, in collaboration with Heytea. The artwork reflects Kusama’s themes of love, unity, and peace, and promotes cross-cultural artistic dialogue. Kusama’s fan base is multi-generational — the 95-year-old artist has been active since the late 1960s. The collaboration therefore connects Heytea to older and younger demographics simultaneously. As a Japanese artist, Kusama has a wide fan base across East Asia, making this an instant hit with meteoric social media engagement just one month on from the installation launching. Dior x Anne-Sophie Pic Details: Two new cafe locations, in Ginza (Tokyo) on December 11 and Chengdu (China) on December 22 Social context: On Xiaohongshu, #Diorcafe has 2.37 million reads. Verdict: The ongoing collaboration with Michelin-starred chef Anne-Sophie Pic reinforces Dior’s positioning as a luxury lifestyle brand, extending its influence beyond fashion into fine dining and curated experiences. This blend of haute couture and haute cuisine appeals to an elite clientele. Ginza, Tokyo, and Taikoo Li, Chengdu are both renowned hubs for luxury shopping — the choice of locations demonstrates the French house’s strategic focus on affluent, fashion-conscious markets in Asia. By integrating these cafés into flagship fashion stores, Dior not only enhances in-store experiences, but also drives foot traffic and creates a holistic luxury ecosystem. Kaws x Squid Game Details: “Companion” doll for the animatronic doll Young Hee from Squid Game, December 19 Social context: #Kaws has 400 million reads on Weibo and #SquidGame has 3.16 million. Verdict: Kaws, Netflix, and AllRightsReserved deploy Squid Game’s global impact by merging Kaws’ signature Companion aesthetic with the show’s iconic Young-Hee character. This partnership bridges the realms of contemporary art and popular media, offering a unique collectible that resonates with both art enthusiasts and Squid Game fans worldwide. Underscoring the allure of the collab’s exclusivity, the timed online release and Seoul pop-up event at Shinsegae Department Store amplify anticipation, reinforcing the desirability and status of these figures. The tie-up taps into the immense popularity of the series (over 330 million views) while aligning with Kaws’ global appeal, ensuring a broad and engaged audience for this crossover project — however, online reviews are mixed. Some netizens have slammed it as a popular culture cash grab, while others laud its novelty and sense of fun, but either way, people are talking about it.

Pop culture collabs: Is mainstream always a good idea?

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Pop culture collabs: Is mainstream always a good idea?