珍珠奶茶符號應用於春水堂聯名行銷之案例與分析

The Application of Bubble Tea Symbols in Chun Shui Tang's Co-Branded Marketing: Case Studies and Analysis

珍珠奶茶自1986年由「春水堂」創辦人發明以來，已成為全球茶飲市場的標誌性符號之一。作為重要的文化象徵，珍珠奶茶不僅代表春水堂的品牌歷史與文化價值，也影響其在聯名行銷中的視覺應用。近年來，春水堂與多個品牌進行異業合作，推出聯名產品，並透過行銷圖文與產品包裝強化市場推廣。
本研究以內容分析法（Content Analysis）為基礎，從符號學角度探討2020至2025年間春水堂聯名產品中珍珠奶茶符號的應用方式及其詮釋策略。
研究結果發現，食品類聯名品牌多直接運用珍珠奶茶的視覺元素（如形態、色彩、質感）以強化產品連結；非食品類品牌則透過象徵性設計，以概念延伸或視覺隱喻轉譯珍珠奶茶符號。春水堂透過異業聯名，將該符號延伸至影視文化、潮流設計與綠色消費，使其超越食品產業，成為跨領域文化象徵，提升品牌競爭力並深化臺灣文化影響力。

Since its invention by the founder of Chun Shui Tang in 1986, bubble tea has become one of the most iconic symbols in the global tea beverage market. As a significant cultural symbol, bubble tea not only represents Chun Shui Tang's brand history and cultural value but also influences its visual applications in co-branded marketing. In recent years, Chun Shui Tang has collaborated with multiple brands across different industries to launch co-branded products, leveraging marketing visuals and product packaging to enhance market promotion.
This study employs content analysis from a semiotic perspective to explore the application and interpretive strategies of bubble tea symbols in Chun Shui Tang's co-branded products between 2020 and 2025.
The research findings indicate that food-related co-branding partnerships predominantly use the visual elements of bubble tea—such as shape, color, and texture—to strengthen product association. In contrast, non-food brands incorporate symbolic design, extending the concept or translating bubble tea symbols through visual metaphors. Through cross-industry collaborations, Chun Shui Tang has expanded this symbol into film culture, trend design, and green consumption, allowing it to transcend the food industry and become a cross-sector cultural emblem. This strategy enhances brand competitiveness and deepens Taiwan’s cultural influence.