A new trend is brewing

With over 950 stores across China, beverage company Heytea has established a strong connection with people's daily lives.

On May 20, 2022, Heytea partnered with the marriage registration offices of the civil affairs bureaus in Shenzhen, Wuhan in Hubei province, Xi'an in Shaanxi province, and Chengdu in Sichuan province to launch the "great joy day" flash-gifting event, bringing even more happiness to newlyweds on their special day. Over 70,000 couples received free Heytea on their wedding day last year.

Heytea also launched a series of products in collaboration with the hit drama A Dream of Splendor, which is set in a period of ancient China when tea culture was flourishing and tea drinking had become an integral part of the lives of both the literati and common people. The co-branded drinks, inspired by those consumed in the drama, sold over 300,000 cups on the first day of their launch.

The decor of some of Heytea's stores features a combination of traditional Chinese styles and youthful design to deliver a new tea-drinking experience for young Chinese consumers.

One notable example is the store located in Beijing's Zhongguancun area, where traditional architecture is given a modern twist. The store's design team has reinterpreted the iconic roof elements of traditional Beijing buildings and incorporated them into the modern tea space, creating a unique fusion of old and new.

Heytea has recently launched a series of limited edition fridge magnets at its branches across the country, featuring over 200 designs related to different cities that highlight their local culture and history.

Sun Xuling, co-founder of Theatre Tea, a modern teahouse chain in Beijing and Shanghai, has noticed people have been paying more attention to their health, which is showcased in their preference for seasonal teas and drinks with less sweetness.

"The health benefits of tea become particularly apparent when it is combined with the four seasons," she says. In winter, people prefer to drink black tea or fermented tea, while in summer, green tea is much preferred.

People are developing an interest in a slower pace of life and enjoying their time, which is a good start for those who want to try tea, Sun says.

"But it needs time for younger generations to develop an enjoyment of drinking tea," she adds.

Sun recalls that they have done a small-range survey of people who don't drink tea, and their impression of tea is its bitterness.

Tea blends at Theatre Tea are quite popular, such as the lychee white tea with coconut milk and the oolong tea with fresh grapefruit juice and red guava puree.