Held at the Asian Civilisations Museum Green, the activation runs from 1 to 24 May, with sampling sessions every Friday and Saturday evening. 

Visitors can try both Yeo’s First Harvest Green Tea with No Sugar and the newly launched Oolong Tea, positioning taste as the entry point into the campaign.

The space is designed to extend the brand’s digital concept, “The Journey of a Single Leaf”, into a tactile format. 

Interactive elements guide visitors through how a single tea leaf is processed into different varieties, translating production knowledge into an accessible, experiential format.

Sampling is paired with heritage-led installations that highlight Asian tea traditions, reinforcing the cultural context behind the beverages while anchoring the experience within the broader festival environment.

The activation also connects back to digital touchpoints, where consumers can continue the journey online through a gamified platform, bridging physical engagement with mobile interaction.

By anchoring its campaign at a cultural festival setting, Yeo’s shifts its product launch from a retail moment to a lived experience—placing tea not just as a drink, but as a story visitors can see, taste, and interact with.

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