# Fashionable Co-Branded Cafe Pop-Ups KITH and Versace Take Over New York City's Cha Cha Matcha By Kalin Ned | Published 2019-02-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cafe-popups References: [hypebeast](https://hypebeast.com/2019/2/kith-versace-cha-cha-matcha-pop-up) & [chachamatcha](https://chachamatcha.com/pages/about-us) This cafe pop-up is an example of the interdisciplinary activity of contemporary fashion brands and how they insert themselves into a cross-business narrative. The initative is launched by [KITH](https://www.trendhunter.com/trends/kith-and-chips-ahoy) and [Versace](https://www.trendhunter.com/trends/tag-bag), mixing and elevating the aesthetics of the popular modern streetwear brand and the high-end fashion label. The [co-branded cafe pop-up](https://www.trendhunter.com/trends/velvet-vault-x-brandor) takes over the downtown locations of Cha Cha Matcha — a business that proudly continues the culture and popularity surrounding the green tea leaf powder. The collaboration boasts a series of KITH x Versace cup designs for both hot and iced drinks, as well as a few stencils that call attention to the partnership. The cafe pop-up is effortlessly capable of engaging consumers thanks to the popularity of the two fashion brands, as well as the modern favoritism toward matcha drinks. Photo Credits: [@ronniefieg](https://www.instagram.com/ronniefieg/?hl=en) ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 98% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Co-branded Cafe Pop-ups:** Fashion and Food industry can leverage on this recent trend and collaborate to create more experiences. - **Interdisciplinary Activity of Contemporary Fashion Brands:** Disruptive innovation opportunity for fashion brands to explore unconventional collaborative projects. - **Cross-business Narrative:** The trend promotes complementary and not competitive partnerships among businesses. ### Industries Being Reshaped - **Fashion:** Fashion industry can take advantage of the trend to create unconventional and engaging experiences for customers. - **Food and Beverage:** Food industry can partner with fashion brands to create unique and trendy experiences that will attract new customers. - **Hospitality:** The trend enhances customer experience and offers opportunities for hospitality industry to collaborate with brands to create exciting experiences. ## Related on Trend Hunter - [Stylish Soda Pop-Ups](https://www.trendhunter.com/trends/poppi-world.md) - [Collectible-Themed Beverage Collaborations](https://www.trendhunter.com/trends/chagee.md) - [Nostalgic Branded Pop-Up Events](https://www.trendhunter.com/trends/new-york-city-popup-event.md) - [Luxe Parisian-Inspired Pop-Ups](https://www.trendhunter.com/trends/longchamp-x-constantin-riant.md) - [Luxury Designer Cafe Takeovers](https://www.trendhunter.com/trends/burberry-takes-over.md) - [Glittery Vanilla Beverages](https://www.trendhunter.com/trends/couplet-coffee-half-magic.md) - [Luxury Fashion Label Cafes](https://www.trendhunter.com/trends/dior-cafe.md) - [Chinese Tea Brand Pop-Ups](https://www.trendhunter.com/trends/chinese-tea-brand.md) - [Tennis-Forward Pop-Ups](https://www.trendhunter.com/trends/lacostes-activations.md)