爷爷不泡茶 × 樱桃小丸子 丸趣乐园快闪

2026年05月29日-2026年06月07日

杭州 西溪印象城、金华世贸城市广场

项目现场

爷爷不泡茶 × 樱桃小丸子「大口吃冰，真 Relax 啊」联名快闪于2026年5月29日至6月7日双城限时落地杭州西溪印象城与金华世贸城市广场，精准卡位六一儿童节档期，打造茶饮品牌与国民经典动漫IP跨界融合的标杆营销事件。从空间叙事与造型语言审视，项目选址西溪印象城商场中庭核心展示空间，以樱桃小丸子标志性的红黄底色叠搭草莓粉与复古红格纹构建主视觉体系，完整复刻原作动画居家与校园的经典画风。入口巨型弧形格纹打卡拱门搭配立体小丸子与小玉落地雕塑形成高辨识度视觉锚点；场内错落排布多规格IP人形立牌、场景化卡通墙贴与悬挂式主题横幅，还原小丸子居家玩耍的经典画面；饮品售卖点位仿照动画街边小铺造型打造迷你茶饮快闪档口，从大型装置到桌面摆件实现全场景IP元素渗透，强化沉浸式童话氛围。制作层面，大型美陈采用环保KT板与实木骨架组合工艺，兼顾造型立体感与落地安全性；卡通印刷经高清原版IP授权制版，精准还原人物五官与服饰细节；限定周边如小黄帽、发夹、冰箱贴均按动漫原版形象开模定制，杯身与手提袋采用专属插画原稿印刷，更植入小丸子原版声优语音彩蛋，全链路落实正版IP落地标准。

产品端上线美十三草莓牛奶冰与草莓奶冻两款联名限定饮品，甄选美十三与红颜双品种草莓，搭配窨制茉莉茶汤、北海道牛乳奶冻与马蹄丸子，以果香奶香交织的夏日限定口感锚定季节消费；周边体系涵盖复刻动画的小丸子小黄帽、多款式发夹盲袋、角色冰箱贴盲袋与可涂鸦画板钥匙扣四大品类。互动环节设置猜拳赢福利、丸趣刮刮乐等游戏机制，杭州西溪印象城更专属增设限定挂件DIY烫印体验，到访顾客可亲手制作个性化IP配饰，活动期间不定期安排小丸子人偶巡游互动，丰富线下游玩体验。

作为拥有超百亿播放量与破亿册漫画发行量的国民IP，樱桃小丸子承载了几代人的童年集体记忆。爷爷不泡茶此次以「大口吃冰，真 Relax 啊」为主题，将动漫自带的温暖治愈内核与品牌主打的松弛休闲理念深度绑定，精准回应当下年轻人追求松弛、反内卷的生活诉求，跳出茶饮单品售卖的单一逻辑。对西溪印象城而言，项目带来亲子、年轻白领与动漫爱好者等多元客流，助力商场六一档期业态增收与话题曝光；对樱桃小丸子这一经典老牌IP而言，新式茶饮场景为其完成年轻化焕新。此次联名标志着茶饮行业IP营销从简单的形象贴牌向沉浸式场景运营、情感共鸣与社交裂变深度融合的战略进阶，以高颜值场景与情怀内容在社交平台形成自发传播热潮，实现品牌、商场与IP的三方价值共赢。

The Grandpa Doesn't Make Tea × Chibi Maruko-chan "Eat Ice Boldly, Truly Relaxing" collaborative pop-up landed for a limited time from May 29 to June 7, 2026, at both Hangzhou Xixi Incity and Jinhua World Trade Plaza, precisely targeting the Children's Day window to create a benchmark marketing event bridging a tea brand and a national classic anime IP. Examining spatial narrative and visual language, the activation occupied the central atrium display space of Xixi Incity, constructing its primary visual system through Chibi Maruko-chan's signature red-and-yellow palette layered with strawberry pink and vintage red plaid, faithfully recreating the classic animation aesthetics of home and school settings. A giant arched plaid check-in archway paired with 3D sculptures of Maruko and Tama formed a highly recognizable visual anchor; inside, staggered IP standees, scenic cartoon wall stickers, and hanging themed banners restored Maruko's classic play-at-home scenes; the beverage sales point mimicked the animation's street-side shop aesthetic as a mini tea pop-up stall, achieving full-scene IP penetration from monumental installations to tabletop decor to reinforce an immersive fairy-tale atmosphere. Production-wise, large-scale scenic installations employed eco-friendly KT board and solid wood frame combinations to balance dimensional presence with on-site safety; cartoon printing utilized high-definition original IP-authorized plates to precisely reproduce character features and costume details; limited-edition merchandise including the yellow hat, hair clips, and fridge magnets were custom-molded to original anime specifications, while cup bodies and tote bags employed exclusive illustrated artwork printing, further embedding original voice actor audio Easter eggs to maintain full-chain authorized IP standards.

On the product front, the collaboration launched two limited-edition beverages—Strawberry Milk Ice and Strawberry Milk Pudding—selecting Meisan and Hongyan strawberry varieties paired with jasmine-scented tea broth, Hokkaido milk pudding, and water chestnut balls, anchoring seasonal consumption through a summer-limited flavor profile of intertwined fruit and dairy notes. The merchandise system encompassed four categories: the anime-replica yellow hat, multi-style hair clip blind bags, character fridge magnet blind bags, and graffiti-board keychains. Interactive segments included rock-paper-scissors prize games and Maruko scratch-card fun, while Hangzhou Xixi Incity exclusively added a limited-edition charm DIY hot-stamping experience allowing visitors to craft personalized IP accessories, complemented by periodic Chibi Maruko-chan mascot parade interactions to enrich the offline experience.

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