Drink it, wear it: Tealive drops a line of bubble-tea inspired sling bags

Malaysian tea beverage chain Tealive is the latest Malaysian brand to tap into the collectibles and plushies culture, with the surprise drop of its "Bru & Friends" sling bag merchandise, a line of seven different bubble-tea inspired plushie sling bags, to be released at its 'Rasa Riuh Malaysians' ('chaotic joy feeling') event happening from 4 to 8 June at IOI City Mall Putrajaya this week.

The "Bru & Friends" sling bags represent some of Tealive's top selling drinks, such as its 'signature bang bang milk tea with brown sugar pearls', 'nishio fine matcha' beverage, and the 'milk choc shaka lava' just to name a few. Based on its Instagram post, Tealive has said that the sling bags will be sold on a "while stocks last" basis. 

Don't miss: Cute, cuddly, calculated: How plushies are helping brands stay relevant 

Complete with a cute face and a pair of legs, the slings will be launched alongside Tealive's straw cap blind packs, which feature the brand's boba-inspired mascot, Bru. The straw cap blind pack is not available for individual purchase, but can be obtained by buying two drinks at the event or at IOI City Mall's Tealive Plus store. 

Tealive is not holding back for its Rasa Riuh event, as it also teamed up with beauty patch brand dododots, for a Tealive-themed pimple patch drop named "Lets Par-Tea". Some of the designs feature Bru the mascot, as well as the tea chain's bubble tea flavours in characterised forms. Besides that, it is also launching an exclusive phone case together with local design group Bingka KL, which is well-known for its localised illustrations of iconic Malaysian foods and snacks. 

It also announced collaborations with other local brands, such as Bath Garden, Mutu Case, Stoned & Co., Pestle & Mortar Clothing, as well as beauty brand hygr for the event. 

Meanwhile, several other Malaysian brands besides Tealive have also been hopping on to the plushie train this year, including OLDTOWN White Coffee, which introduced its 'cuddly cup', 'cool beanz' and 'happy coconut' soft toys redeemable with the purchase of three packs of OLDTOWN products. 

Meanwhile, local food chain Bungkus Kaw Kaw released its "Kaw kaw crews" plushies and blind boxes, which features soft toy versions of the foods it serves, such as the toasted kaya toast, 'iced kopi' (iced coffee), and packet 'nasi lemak' ('coconut rice').

To dive deeper into the recent trend of brands releasing plushies as merchandise, MARKETING-INTERACTIVE spoke with industry players to uncover how plushies have become integral pieces of brand identity and customer engagement. 

Whether perched on a desk, attached to a backpack, or proudly displayed in a home, plushies serve as constant visual reminders of the brand. This post-purchase presence extends the customer’s emotional journey with the brand, creating a more memorable experience that keeps the brand top-of-mind.

“Every time someone sees it, it’s like a little reminder of that sweet memory,” said Evelyn Lee, head of marketing at Secret Recipe. Similarly, Elaine Chiew, general manager of marketing for Sushi King Malaysia said the connection between a consumer and the limited-edition plushies further reinforces positive memories associated with the experience they received from a brand's products. 

With that said, the secret to making these plushies successful isn’t just in their cuteness, it’s in their limited availability. Exclusivity and scarcity are essential drivers of consumer loyalty, and marketers know it. Chiew noted that by offering a plushie as part of a limited-edition drop, brands create a sense of urgency that taps into the consumer’s fear-of-missing-out (FOMO).

"This feeling of being a part of an exclusive group cultivates a deeper sense of loyalty, which is definitely an achievement every brand wants to get to," she added.

The trend is also evident across the causeway, with Milo Singapore's recent launch of its exclusive plushies inspired by local food favourites, in line with the brand's 75th anniversary in the country. In a series of Instagram posts, Milo shared images of the "breakfast party", including "Milo 'peng' ('ice')", "Milo cup", "Milo tin", "kaya toast" and "soft-boiled eggs".

Meanwhile, Pizza Hut Singapore also dropped a limited-edition plushie named "Sir Melts-a-Lot", inspired by its cheeseburger melts. Aimed at Gen Z and millennial consumers hungry for self-expression and a hit of nostalgia, the brand is positioning the plushie as more than just a novelty. Instead, it's part of a broader push to reclaim joy and play in 2025.

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