Tao Ti, a leading Hong Kong beverage brand, has partnered with Japanese outdoor lifestyle label CHUMS to launch a summer campaign titled “Be a Green Viber.” Running from July 1 to August 2, 2026, the initiative encourages consumers to embrace green living through outdoor activities. Participants who purchase four bottled Tao Ti drinks can enter a lucky draw for CHUMS camping gear, shopping vouchers, or a spot at the “Green Field Camping Festival,” or opt to purchase a limited-edition Japanese-made camping cup.
A Fresh Take on Urban Wellness
The collaboration reflects a growing trend among Hong Kong consumers to seek respite from city life in nature. Tao Ti, known for its honey green tea and premium oolong tea, aims to integrate its beverages into this lifestyle shift. By tying purchases to outdoor rewards, the brand hopes to make “green vibes” accessible to everyday shoppers.
“We want to inspire people to pause, step outside, and enjoy simple pleasures—like sipping tea under the open sky,” a Tao Ti spokesperson shared. The campaign’s timing, in the height of summer, targets families and young professionals looking for weekend escapes.
How the Campaign Works
Customers can participate in two main activities:
- Lucky Draw for CHUMS Camping Gear: Submit a single receipt for any four Tao Ti bottled drinks (must include Honey Green Tea and/or Premium Oolong Tea) via the official campaign website. Prizes include:
- Three winners: CHUMS luxury camping set (valued at HK$7,275)
- Three winners: HK$2,000 CHUMS outdoor gear voucher
- Ten winners: Double entry to the “Green Field Camping Festival” plus gift pack (valued at HK$1,600)
- Limited-Edition Cup Purchase: From July 15 to 31, 2026, present the same receipt at designated The Overlander stores to buy a 550 mL Japanese-made camping cup for HK$99. The cup features a co-branded design of CHUMS’ iconic Booby Bird holding a Tao Ti honey green tea.
Special Packaging and Festival Plans
To mark the collaboration, Tao Ti has released limited-edition CHUMS packaging for its Honey Green Tea and Premium Oolong Tea, infusing the bottles with colorful, playful outdoor vibes. These special bottles are available in stores throughout the campaign period.
Looking ahead, Tao Ti will host its annual Green Field Camping Festival in November 2026, expanding the “Be a Green Viber” theme into a full-day outdoor event. Details will be announced via Tao Ti’s official website and social media channels.
Expert Insights on Brand Collaborations
Marketing analysts note that cross-industry partnerships between beverage brands and outdoor lifestyle labels are on the rise in Hong Kong, driven by post-pandemic shifts toward wellness and nature. “Consumers are no longer just buying a drink; they’re buying into a lifestyle,” said Dr. Karen Leung, a branding lecturer at Hong Kong Polytechnic University. “Tao Ti’s collaboration leverages CHUMS’ cult following to create an emotional connection that a standalone promotion couldn’t achieve.”
Actionable Takeaways for Readers
- Plan your purchase: Buy four Tao Ti drinks, ensuring at least one is Honey Green Tea or Premium Oolong Tea. Keep your original receipt.
- Enter the draw early: Visit the campaign website (www.tao-ti.com/activity/38) before August 2.
- Secure the cup: Act fast from July 15 to 31 at The Overlander stores—supplies are limited.
- Stay tuned: Follow Tao Ti on Facebook (@taotifans) or Instagram (taotihk) for Green Field Camping Festival updates.
The Bigger Picture
As Hong Kong’s outdoor gear market expands, with sales of camping equipment rising 30% year-over-year according to industry data, the Tao Ti–CHUMS partnership signals a broader cultural shift. By rewarding everyday purchases with meaningful outdoor experiences, the campaign invites consumers to redefine leisure—not as an escape, but as a way of life. For those ready to trade concrete for canvas, this summer offers a refreshing incentive to step outside and sip green.