Liu Minxia

mllmx@163.com

AS the Olympics captivate spectators and athletes, HEYTEA, a Shenzhen-based tea chain, is engaging new audiences in Paris with its unique fusion of flavors and cultures at a pop-up store situated in the heart of the Olympic city.

Having already established a presence in the United States, the United Kingdom, Australia, Canada, Singapore, Malaysia, and South Korea, HEYTEA is leading the pack as the first Chinese new-style tea brand to enter the French market.

The pop-up store, dubbed “HEYTEA Paris Olympics Spectators’ Tea Room,” is located in the bustling 11th arrondissement of Paris, renowned for its high population density and notable landmarks like the Winter Circus, the Saint-Ambroise church, and Musee Edith Piaf.

Featuring four flagship drinks crafted from a diverse range of ingredients including fresh fruits, tea leaves, milk, and cheese — a departure from the prevailing powdered bubble tea products that dominate the French tea market — the new outlet has garnered significant attention, selling over 1,000 cups on its opening day July 5.

“This is a fantastic opportunity for French consumers to get to know and love our new-style teas,” said Gu Yujia, vice president of HEYTEA’s overseas strategy and franchise division.

In addition to its tea offerings, the store retails sport-themed collectibles such as badges and tea bowls, featuring designs that blend traditional Chinese cultural elements with Olympic themes.

Notably, certain badge designs sold out prior to the commencement of the Games, according to HEYTEA. The pop-up store, which integrates Chinese cultural elements and Olympic motifs also in its interior decor and product packaging, will be in operation until Aug. 15.

“HEYTEA is testing the waters of the European market with our Paris pop-up store, and we’ve received great feedback from local consumers. This gave us confidence and we eagerly look forward to HEYTEA’s future presence in Paris,” said Gu.

Established in Shenzhen in 2012, HEYTEA now has more than 4,000 stores in more than 300 cities in China and globally, catering to a customer base exceeding 100 million worldwide.

It launched its first overseas store in Singapore in 2018, and accelerated its globalization pace last year, opening outlets in the United States, the United Kingdom, Australia, and Canada, among others within that year.

HEYTEA’s outlet in the Soho area of London had set a single-day record of 2,000 cups. Its outlets in Swanston Street, Melbourne, Australia set a record of selling nearly 3,000 cups in one day, and its first New York store sold 2,500 cups on its first day in December 2023.

HEYTEA is not the only Shenzhen-based tea chain venturing overseas. Nayuki Holdings, the operator of the Naixue tea chain, opened its first store in Thailand at the end of 2023.