EIREducational Innovation Research3029-18443029-1852WHIOCE PUBLISHING PTE. LTD.10.18063/EIR.v3i10.1488ArticleIP Visual Symbol Reconstruction and User Emotional Connection Construction of HEYTEA's Cross-Border Cultural and Creative Co-Branding in the Context of New Consumptionhttps://artdesignp.com/journal/EIR/3/10/10.18063/EIR.v3i10.1488HuXiaoyang20253102025-11-26In the new consumption era, there is a deep integration of the China-Chic revival and the experience economy. Competition in the new-style tea beverage industry has shifted from the functional level to the value and emotional levels, and cross-border cultural and creative co-branding has become a core approach for brands to achieve differentiated competition and enhance brand value. As a benchmark brand in the new-style tea beverage industry, HEYTEA has formed a large-scale layout in its cross-border cultural and creative co-branding practices. As the core carrier of co-branding communication, IP visual symbols are not only a visual integration of the brand and cultural and creative IPs, but also a crucial bridge connecting user emotions and conveying brand philosophy. Taking HEYTEA’s cross-border cultural and creative co-branding practices as the research object, this paper, based on the core characteristics of the new consumption context and combined with relevant theories such as semiotics, emotional design, and brand IPization, systematically explores the reconstruction logic and implementation paths of IP visual symbols in HEYTEA’s cross-border cultural and creative co-branding, and analyzes the internal correlation between visual symbol reconstruction and user emotional connection. This study provides theoretical support and practical references for HEYTEA and similar new-style tea beverage brands to achieve user emotional resonance and enhance core brand competitiveness through IP visual symbol reconstruction, while enriching relevant research on brand cross-border co-branding and IP visual communication in the new consumption context.HEYTEA, cross-border cultural and creative co-branding, IP visual symbols, symbol reconstruction, emotional connection

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