What question did this study set out to answer?

To explore how otome game co-branded marketing affects female consumers' purchasing behavior, particularly in the context of Heytea's collaboration with 'Love in Light and Night'.

March 14, 2026Open Access

A Study on the Marketing Mechanism of Cosplay Games to Promote Female Consumers 'Purchasing Behavior: A Case Study of Heytea's Collaboration with Love in the Light and Night

Key Points

To explore how otome game co-branded marketing affects female consumers' purchasing behavior, particularly in the context of Heytea's collaboration with 'Love in Light and Night'.
Reviewed literature on co-branded marketing and female consumer behavior
Examined a case study of Heytea's collaboration with an otome game
Developed a theoretical model on the influence of co-branding on purchasing behavior
Identified key factors like brand alignment and emotional resonance as crucial for successful collaborations
Found that female consumers' decisions are influenced by character identification and perceived emotional value
Highlighted Gen Z women's psychological traits as significant in purchasing decisions.

Abstract

This paper reviews literature across three key areas: co-branded marketing, female consumer behavior, and female consumer purchasing behavior. Building on this foundation, it explores the mechanisms through which otome game IP co-branded marketing influences the purchasing behavior of female consumer groups, using the collaboration between Heytea and "Love in Light and Night" as a case study. Research indicates that successful otome game collaborations depend on: - Alignment between brand image and game IP - Establishing emotional resonance with female consumers - Accurate understanding of Gen Z women's psychological traits Female consumers' purchasing decisions for otome game co-branded products are influenced by multiple factors, including identification with game characters, perceived emotional value, and motivations for social sharing. Integrating existing research findings, this study establishes a theoretical model on the impact of otome game IP co-branding on female consumer purchasing behavior, providing guidance for beverage brands' entertainment IP collaboration strategies.

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