Blooming Fiercely: How Auntie Shanghai’s “Dark Night Rose” Tea Celebrates Female Empowerment

For this year’s International Women’s Day, modern tea brand Auntie Shanghai launched its “Dark Night Rose” series under the theme “Blooming Fiercely.” In a powerful homage to the iconic Mexican artist Frida Kahlo, the campaign uses tea as a medium to celebrate female strength, freedom, and the journey of self-realisation.

More Than a Drink: A Message of Strength

In recent years, brand marketing has moved beyond products to connect with consumers on a deeper, emotional level. Auntie Shanghai recognised this cultural shift and designed its Women’s Day campaign to address the theme of female empowerment.

The “Dark Night Rose” series was created to answer a core question: How can a cup of tea tell her story? The answer lies in using the rose—a symbol of passion, freedom, and resilience—as the central element. This approach aligns perfectly with the modern woman’s desire for products that reflect her values and support her self-care journey.

The new series features two drinks:

• Dark Night Rose Velvet Purple: A rich and refreshing fruit tea blending rose, black mulberry, strawberry, lemon, and premium jasmine tea.
• Dark Night Rose Glow Bottle: A wellness-focused drink featuring edible red rose petals and five antioxidant-rich “black” superfoods, including black goji berry, aronia berry, and black grape.

The campaign was a massive success. From its initial launch to date, the “Dark Night Rose” series has sold over 15 million cups. On International Women’s Day alone, 1.5 million cups were sold, with merchandise sold in many stores by noon. The campaign generated over 200 million impressions on social media.

Frida Kahlo: The Spirit Behind the “Dark Night Rose”

Frida Kahlo, known as the “Rose of Mexico,” is the inspiration for the campaign. As one of the 20th century’s most influential female artists, her life was one of pain and perseverance.

After surviving polio and a devastating bus accident, she endured dozens of surgeries and constant pain. Yet, she transformed her suffering into powerful, raw, and beautiful art. Her iconic self-portraits are a testament to her unbreakable spirit. The campaign’s theme, “Dark Night Rose, Blooming Fiercely," is inspired by her 1940 self-portrait, where she wears a necklace of thorns, yet flowers bloom defiantly from her head.

Auntie Shanghai connects this powerful image to the female journey. Like a rose in the dark, women can bloom brilliantly even when surrounded by thorns. The campaign aims to share Frida’s fearless spirit with every woman: to live passionately, embrace your true self, and bloom freely, no matter the circumstances.

A Long-Term Commitment to "Her Story"

Auntie Shanghai's support for women extends far beyond a single campaign. The brand is a long-standing advocate for female-focused charities. In 2023, it launched a "Women's Health Care Plan" to support women in need, and this year it partnered with a non-profit on the "Send Her a Little Red Flower" program.

This commitment is also built into the brand's identity. In a recent brand upgrade, Auntie Shanghai introduced a new visual style inspired by the "Modern Shanghai Woman" and launched an IP called the “Cheetah Lady" to symbolise the beauty, freedom, and courage of women today.

From product innovation to cultural collaborations and social responsibility, Auntie Shanghai is building a brand that truly champions women. The "Dark Night Rose" is more than a drink—it’s a conversation about freedom, resilience, and the light that shines within every woman.