“First-generation internet-famous bubble tea stores are low-key shutting down”: Trending hashtag on Chinese social media
Once a national obsession among Chinese young people, traditional milk tea appears to be losing its appeal. In the 1st week of December, Weibo netizens were discussing that #first-generation internet-famous bubble tea stores are low-key shutting down# (初代网红奶茶店开始悄悄倒闭). This hashtag garnered over 180 million views within four days. One of China’s most popular milk tea brands, Yi […]
“What happened to the milk tea brands which were exposed on March 15th”: Trending hashtag on Chinese social media
While traditional milk tea in China has been losing its popularity among young people nationwide in the past few years, new-style tea brands appear to be gaining momentum. According to a newly released report on China’s new-style tea market by the China Chain Store & Franchise Association and Meituan, the market size of the new-style […]
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, […]