CHAYAN YUESE, a brand popular among the young and known for its new-style Chinese tea and a logo featuring a classical Chinese belle, announced Sunday that it will open its inaugural permanent South China stores in Nanshan District next month.

The brand from Changsha in central China’s Hunan Province, previously also known as Sexy Tea, will launch two stores simultaneously, with one in Mixc Shenzhen Bay and the other in MixC World.

The two stores will open on B1 Floor at Mixc Shenzhen Bay and on LG Floor at MixC World. Both sites have been furnished and are now in the final stages of preparation for opening. Unlike its pop-up trial in the Dongmen area in Luohu District in 2021, the two stores will operate long-term.

In addition to classic offerings such as Youlan Latte and Shengsheng Oolong, the stores will introduce new products tailored to local preferences and sold exclusively in Shenzhen. The store designs and product packaging will also draw inspiration from local cultural elements, creating a unique tea experience.

In the five months that Chayan Yuese ran its pop-up store in Shenzhen between April and September 2021, many locals spent up to three hours queuing just to get a sip of the tea, and some paid a few hundred yuan to hire scalpers to buy a cup.

The brand stated that its entry into Shenzhen is a strategic decision based on thorough market research. The stores will be directly operated and continue its strict quality control system, while committing to localized operations.

A shoppers’ paradise, Nanshan has seen a significant share of first-to-market restaurants and drink shops open over the past three years, with a majority of them being national first stores and flagship stores. Mid-to-high-end brands accounted for over 60% of the eateries.

Home to more than 420,000 enterprises and a young population with strong purchasing power, Nanshan has become a prime destination for food and drink brands looking to expand.

Previously, tea brand CHAGEE opened its first Super Tea Warehouse flagship in MixC World Qianhai, which features a giant space and sells drinks, pastries, as well as other merchandise.

Naixue’s first national green tea and light meal store, as well as the first South China stores of brands like Qingchun Pumen vegetarian restaurant and Ninomatcha, have all chosen Nanshan to establish their first foothold in southern China.(Debra Li)