Michael Kors, Adidas brew Chinese teahouse experiences

What happened Opening a teahouse has become a new ritual for fashion brands seeking to forge deeper connections with Chinese cultural consumers. Last month, Michael Kors unveiled its “little lazy bag,” the Jordi, in Hangzhou with a charming tea-and-spirits pop-up at the foot of Longjing Mountain — aptly named “Stretch Out.” Set against the misty backdrop of the region's famed West Lake in spring, the space offered an immersive retreat where visitors could sip tea, unwind, and momentarily escape the rush of modern life. The drink menu was befitting of the scenery. One highlight was the “Sip Gourd” (吸葫), a homophone and playful nod to West Lake — served in a vessel inspired by the traditional Chinese vegetable, the calabash. Other concoctions, such as the Tata and Lianlian, seemed designed to coax a sigh of relaxation from guests before the first sip. Longjing tea and West Lake have long symbolized ease, elegance, and the understated beauty found in Chinese tradition. It’s a sensibility that mirrors the ethos behind the Jordi bag — an invitation to live lightly, with intention. By blending the spirit of jet set travel with the ritual of Eastern tea culture, Michael Kors created more than a pop-up — it crafted a mood. And in doing so, it captured the poetic rhythms of Hangzhou itself, reinforcing not only the bag’s aesthetic appeal but its deeper emotional connection. The Jing Take Michael Kors isn’t the only brand capitalizing on Chinese tea culture. This spring, Adidas turned heads in Chengdu with its bamboo-inspired teahouse, Qingfeng, meaning “Clear Breeze.” On April 29, in collaboration with the newly renovated Chengdu Brand Center, the sportswear titan unveiled a limited-time immersive space in the heart of Taikoo Li. The concept? A sensory retreat designed to feel “as refreshing as the wind.” Chengdu and the surrounding Sichuan region have a deep-rooted tradition of tea and bamboo. Here, bamboo groves are not just part of the scenery but woven into everyday life — as symbols of grace, resilience, and tranquility. Adidas drew from this landscape to create a visual language of soft, muted green and filtered light — an homage to the shadows of leaves and the feeling of stillness in motion. The result was a teahouse not just in form but in feeling. With Qingfeng, Adidas brought its Climacool line — designed for breathability and temperature control— into quiet conversation. The crispness of bamboo met the meditative stillness of tea culture, forming a dialogue between cutting-edge function and cultural nuance. Camper's Kung Fu pop-up Meanwhile, Spanish footwear brand Camper celebrated its 50th anniversary by teaming up with Chengdu’s Chenjin Teahouse on a pop-up tea space earlier this month. This collaboration merged Camper’s China-exclusive red footwear with the rich heritage of traditional Kung Fu tea culture, presenting a distinctive brand experience steeped in authentic Eastern aesthetics. Through teahouse activations, fashion brands are embracing a deeper strategy: cultural resonance over conventional retail. With Chinese consumer loyalty shaped as much by feeling as by function, cultural fluency has become essential to experiential marketing — rooting products in local materials and emotional connections. Whether offering a serene retreat in Hangzhou or a sensory escape in Chengdu, the message is clear: Sometimes, it’s in moment of stillness that a message speaks the loudest. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Michael Kors, Adidas brew Chinese teahouse experiences

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Published May 23, 2025

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Michael Kors, Adidas brew Chinese teahouse experiences