ONCE a prized product and signature cultural symbol of ancient China in global trade, China’s tea is seeking to refresh and recapture the world with a modern look and flavor.

In early December, Shenzhen-based HEYTEA, a leading brand of Chinese new-style tea, opened its first U.S. store on Broadway, New York, selling over 2,500 cups of new-style tea on the first day of business.

“By providing high-quality products and services, we aspire to deliver a joyful brand experience to consumers in New York City and beyond, contributing to the ongoing development of the U.S. tea industry,” said Gu Yujia, vice president of strategy at HEYTEA.

HEYTEA, which has over 3,000 domestic stores, launched its first overseas store in Singapore in 2018, and accelerated its globalization pace in 2023, opening outlets in the U.K., Australia and Canada, among others.

HEYTEA said its London store has registered maximum sales of some 2,000 cups a day since opening, while its average daily sales exceed 1,300 cups. The brand’s Melbourne store saw nearly 3,000 cups sold in just a day.

The Shenzhen-based firm is not alone in venturing abroad. This year, counterpart Naixue, also a Shenzhen firm, opened an outlet in Thailand.

Featuring a diverse combination of materials like fresh fruits, fresh tea leaves, milk and cheese, new-style tea drinks have become a cup of tea for many young Chinese consumers, who would queue for modified tea drinks featuring rich flavors and colors.

Drinking tea is popular in over 160 countries and regions and is a daily routine for nearly half of the world’s population, who would consume over 3 billion cups of tea on a daily basis, according to Wang.

So far, Southeast Asian countries remain a major overseas expansion destination for Chinese new-style tea brands.

The market value of China’s new-style tea drinks is likely to surpass 200 billion yuan (about US$28.17 billion) in 2025, according to an industry report jointly released by the China Chain Store & Franchise Association and e-commerce platform Meituan.

Lai Yang, an expert with the China General Chamber of Commerce, is upbeat about the overseas market prospects of new-style tea, which has potential for gaining wider popularity among Western consumers given the rising influence of Chinese culture globally.

“Challenges and opportunities coexist when doing business overseas,” Lai noted. “To survive and thrive in overseas markets, new-style tea brands have to optimize products and services based on a deep understanding of the local market.”

(Xinhua)