• by Steve Smith , Staff Writer @popeyesm, March 14, 2025

What is a chain of bubble tea shops doing partnering with Frank’s Red Hots, let alone Charles Schulz’s Peanuts or the Final Fantasy game series? Those unlikely combinations have paid off for the Gong Cha beverage store chain. Brand partnerships have become a popular marketing hedge against the fragmented attention economy and brand invisibility.  Gong Cha’s Missy Maio, VP of Marketing, explains how hot sauce and tea made a surprising brand win. You can listen to the entire podcast at this link.