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HEYTEA’s path to buzz in China and beyond through digital marketing and co-branding


Established in Guangdong in 2012, HEYTEA (喜茶) is a new-style tea drink brand that blends traditional Chinese tea culture with modern aesthetics, acclaimed for inventive teas and chic outlets. As of May 2023, it boasts 241 stores across China, concentrating on first and second-tier cities in the East and South. Moreover, the brand’s international growth is noteworthy, […]

What the success of bubble tea in China reveals about Chinese consumers

Bubble Tea in China

With more than 140.5 billion RMB of annual sales made by milk tea shops in 2019, the success of bubble tea in China is well proven. If you are lost among all the new entrants to the market, the latest innovations and the dynamics of the sector, this article retraces the history of bubble tea […]

The Secret Recipe of HEYTEA’s Buzz in China

It is nothing unusual to see hundreds of customers waiting in queues for globally anticipated products such as the latest iPhone. Recently, however, the Chinese brand HEYTEA (in Chinese: 喜茶 xi cha), had convinced clients to line up for more than five hours –– and for quite a different type of product. Indeed, since mid-February, […]