In high-frequency categories like bubble tea, the battle isn’t just for taste, it’s for attention, footfall, and repeat visits. For Gong Cha, we built a toolkit that does all three, using physical presence and playful incentives to turn new recipe launches into high-impact retail theatre. At the core was a striking cart and branded backwall, designed for maximum visibility and modular flexibility. These assets served as focal points for in-store activations, offering curated sampling and momentary immersion right where it matters: near point of sale. But the real draw came from the collectibles: mini keychains shaped like Gong Cha cups, tied to new recipes and available for a limited time. The theory is simple: collectibility creates behavior loops. When incentives are fun, shareable, and limited, they drive urgency and repeat traffic. According to behavioral research, even low-cost collectibles can increase return visits by up to 30% when tied to ongoing campaigns. The effect is even stronger when the items reflect brand identity and tap into emotional play, as these did: adorable, ownable, and unmistakably Gong Cha. More than just POSM, this was brand world-building at the last mile. A full-circle system that didn’t just showcase new SKUs, but activated curiosity, loyalty, and delight - one tiny cup at a time.