Heytea's first global handcrafted store officially opened on September 19 in Nantou Ancient Town, Shenzhen. This is the first store Heytea has created with the concept of "handcrafted." The store has three floors, each themed around hand-stirred ice cream, hand-muddled fruit tea, and hand-brewed famous teas, offering over 50 innovative drinks available only at this location, including hand-stirred ice cream and cocktails. The store is located at the intersection of Zhongshan East-West Street and North-South Street in the ancient town, facing the Xin'an County Magistrate's Office across the street, and the top floor also features a small garden for customers to relax. Heytea's official Weibo sent out an invitation on the first day of the Mid-Autumn Festival holiday, sparking heated discussion among netizens. As coffee enthusiasts, we might as well experience the charm of handcrafted beverages from this handcrafted store, while Front Street Coffee also continues to provide professional coffee knowledge exchange for enthusiasts. [more…]

Heytea has opened its first global handmade tea shop in Nantou Ancient Town, Shenzhen. The three-story space corresponds to three product lines: hand-stirred ice, handmade tea, and hand-brewed fine tea, launching over 50 new products at once. From Musang King durian to mangosteen, Thai golden pomelo, and guava, to traditional brewed pure teas covering China's six major tea categories and creative mixed cups, this shop is clearly not satisfied with the conventional tea beverage playbook. The most expensive single item, "Large Musang King Durian," is priced at 138 yuan, and the cups have also been custom-designed. The new-style tea beverage brand is returning to deep cultivation of original leaf tea, driven by the continuously expanding tea beverage track and the rising proportion of pure tea. This article takes you through a complete understanding of the product structure, pricing strategy, and industry significance of this new launch. [more…]

On August 27, while releasing its 2024 interim results report, Haidilao announced a striking appointment: Zhang Junjie, founder of Chagee, will join the board as an independent non-executive director for a three-year term with an annual salary of 1.2 million yuan. This cross-industry collaboration quickly sparked heated discussion among netizens, with some speculating whether the two companies might merge, while others pointed out that the two parties had already collaborated through Shuhai Supply Chain. Zhang Junjie is only 29 years old but has over 13 years of experience in the catering industry. His founded Chagee achieved a store growth rate of 233% in 2023, with total sales exceeding 10.8 billion yuan. Haidilao's move is interpreted as an important step in its product diversification strategy, particularly in exploring the handcrafted tea beverage sector. This article will provide a detailed analysis of the background of this appointment, the origins of the collaboration between the two parties, and Haidilao's ambitions in the beverage market. [more…]

In 2021, Starbucks celebrated its 50th anniversary and announced the expansion of its eco-friendly store framework, accelerating the global rollout of its "Greener Stores" initiative. This green store format made its debut outside North America, choosing Shanghai as its first location, and subsequently expanded to Suzhou, Shenzhen, and other cities. Recently, North China also welcomed its first green-certified store—Starbucks Beijing CITIC Prudential Store. When customers purchase handcrafted beverages in the store, they can get a reusable cup for an additional 15 yuan, or enjoy a 4 yuan discount if they bring their own cup. This certification system was co-initiated by Starbucks and WWF in 2018, covering eight major standards including energy conservation, water consumption, and waste treatment, with the goal of building or renovating 10,000 green stores globally by 2025. However, in the face of the rise of local coffee upstarts, whether Starbucks' green strategy can maintain its lead is worth watching. [more…]

After the renovation of Heytea's Ganzhou Market store in Zhangye, Gansu was completed, the sign was quietly changed to "Yicha," and the QR code for Heytea's mini-program was still posted at the entrance, but the store's information could no longer be found through official channels. From the buzz of check-in photos sparked by the opening of the first store, to the second store remaining unopened for a long time after hoarding was put up, and then to both stores disappearing from the official mini-program, this series of changes was actually related to the rules for distributing city-limited fridge magnets. Now the "Yicha" reopened at the original site has no connection to Heytea officially, and its font has even been questioned by netizens as infringing. Local consumers' expectations were dashed, and they still hope the brand can re-enter Zhangye. [more…]

The first Heytea store in Chongqing's Beicheng district has suddenly closed. This store, which had been highly popular since opening in 2018, was once regarded as a landmark presence for the brand in the Chongqing market. The closure surprised many loyal customers, and Heytea's subsequent internal email announcing the suspension of business partnership applications caused even more waves in the tea beverage industry. From the end of its first Chongqing store to the successive closures or suspensions of stores in Zibo, Xuecheng, Binhu and other places, and then to the company's proactive halt of franchise expansion, Heytea's series of moves have sparked widespread discussion about brand strategy adjustment, store quality control, and the competitive landscape of the industry. [more…]

Recently, a netizen posted on social media reporting a significant quality gap between the same drinks bought at HEYTEA franchise stores and directly operated stores. Using the "Thousand-Mesh Matcha Triple Thick Matcha" as an example, the customer ordered delivery from a directly operated store; although delivery took over 20 minutes, the drink arrived still hot, with a rich taste and generous toppings. In contrast, at a franchise store for self-pickup, the drink was picked up within three minutes but had a pale color, bland flavor, and scarce toppings. Later, at another franchise store for self-pickup, the volume was actually one-third less, and the chewy texture was poor. The post resonated widely, with netizens complaining about inconsistent quality at franchise stores, which led to a guide for identifying store types through business licenses. The incident reflects the challenges of quality control under HEYTEA's rapid expansion. [more…]

Heytea's sub-brand Heytea Tea House has recently been reported to have closed stores in Jiangmen, Huizhou, and Zhongshan one after another, just half a year after opening. This store, inspired by Song Dynasty tea houses and specializing in freshly extracted tea lattes, was once a popular spot for fans to line up and check in. Since its launch in 2017, Heytea Tea House has only 11 stores nationwide, and the Jiangmen Zhongtian Xindi store is actually its first store to close. This news has led many consumers to think of Heytea's previously discontinued sub-brand "Heye Tea," and has also sparked discussions about competition in the tea beverage market and the survival space for sub-brands. Front Street Coffee continues to follow developments in the coffee and tea beverage industry, bringing readers the latest observations. [more…]

Following the closure of the last store of its sub-brand Xixiaocha, Heytea confirmed on November 3 that it will open franchising, with partnership fees kept under 500,000 yuan and franchise store formats primarily under 50 square meters. Heytea stated it will leverage a decade of accumulated experience and resources to develop its partnership business in non-first-tier cities with suitable store formats, providing partners with comprehensive support in branding, products, quality control, food safety, operations, training, and supply chain. In recent years, Heytea has accelerated its expansion into lower-tier markets, successively adjusting prices, launching IP collaborations, and shutting down its budget sub-brand. Opening franchising is now seen as a key step to further capture market share in third- and fourth-tier cities. Whether the new tea beverage sector will face a new round of involution, and whether direct-operated brand Nayuki will follow suit, remains worth watching. [more…]

Heytea's first store in Japan has officially landed in Dotonbori, Osaka, and the announcement of its February 15 opening immediately sparked heated discussion. Yet compared with the opening itself, what really set netizens abuzz was the menu pricing leaked on the mini-program—most drinks are priced between 950 and 1,250 yen, equivalent to about 45 to 60 yuan, nearly more than double the domestic price. Some Japanese netizens compared it with local rice prices and lamented that four cups of Heytea could buy five kilograms of rice. Are overseas ingredient and rent costs enough to justify this pricing? And are local consumers willing to pay? This article takes you through it. [more…]

Recently, a netizen discovered a notice in the pickup area of a Nayuki store that read "Not Heytea. If picked up by mistake, compensation at full price," with the words "call the police" also handwritten in the blank space. After the photo was shared online, it quickly sparked heated discussion. Netizens familiar with tea beverage brands pointed out that Heytea and Nayuki differ noticeably in name, logo, and store style, so confusion should not occur under normal circumstances. Some even joked that the words "Heytea" highlighted in red and enlarged on the notice could instead easily lead hurried delivery riders to mistake this store for Heytea, making the reminder counterproductive. Through this strongly warning notice, many people saw the helplessness of Nayuki employees—after a delivery order is taken by mistake, the employee on duty not only has to deal with customer dissatisfaction but also has to bear the corresponding loss. [more…]

The new tea beverage market landscape is constantly evolving. Even HEYTEA, which insisted on direct operation for ten years, has announced it will open franchising, targeting lower-tier markets. This strategy has attracted the attention of many franchisees, and some former Yidiandian franchisees are even planning to abandon their old stores to switch to HEYTEA. However, HEYTEA's partner selection criteria are quite strict—not only are the fees not low, but applicants are also required to commit full-time, provide proof of assets, and have management experience. Whether switching is wise remains unknown. This article compiles relevant reports and data, and includes a Front Street Coffee information entry for readers' reference. [more…]

Recently, a Heytea store in Xi'an Joy City was exposed by consumers for poor hygiene conditions in its preparation area, quickly sparking heated discussion online. According to the whistleblower, the store's counter, refrigerators, juicers, and other equipment were covered in milk tea stains, materials were scattered around, and there was even a strong smell of sour rags and rotten fruit. Upon verification, the store was a directly operated location rather than a franchise, which further raised public doubts about Heytea's food safety management. Heytea later issued an apology and announced that the store would be closed for rectification, while also strengthening employee training and optimizing operational standards. This incident has once again pushed the issue of hygiene control in chain tea beverage brands into the spotlight and serves as a reminder for consumers to pay attention to the transparency of beverage preparation environments. [more…]

Since early November, news of Hee Tea closing stores in multiple cities has emerged one after another, sparking widespread attention. Some netizens reported that stores they frequented suddenly ceased operations—not for renovation and upgrades, but for permanent closure. According to statistics, stores closed in November include the Ganzhou Market store in Zhangye, Gansu; the Lanzhou Guofang Department Store store; and the Zhejiang University Zijingang Campus store, among other locations. Among them were both established stores that had operated for a decade and new stores that had been open for less than six months. This phenomenon is believed to be related to an internal letter Hee Tea released in September, which stated that the company would no longer pursue short-term store-opening speed and would instead focus on store quality and operational excellence. At the same time, a blogger claiming to be a city partner revealed that Hee Tea's franchise policy is being adjusted, with applications becoming more difficult, store-building costs increasing, and even a trend of "restricting new store openings and encouraging closures." [more…]

During the recent National Day holiday, sales at multiple Heytea stores experienced explosive growth, with some stores seeing increases of over 600%. Among them, the Heytea original store located in Jiangbianli, Jiangmen, Guangdong became the focus: both total sales and single-store single-day sales topped the lists, with overall sales rising 210% compared to before the holiday, and the highest single-day sales exceeding 4,500 cups. On social platforms, many consumers posted screenshots of queues with waits of over 140 minutes, while store employees worked overtime for consecutive days, with some so exhausted they fell asleep on the spot. This cup of Jiangbianli-exclusive Zhizhi Ganpu reached a peak single-day sales of 3,500 cups, a 550% increase compared to before the holiday. This article takes you through the real situation of this original store during the holiday. [more…]

Recently, the Heytea store in Southampton, UK, replaced its menu with an all-English version, sparking strong dissatisfaction among overseas Chinese consumers. The original poster pointed out that after all Chinese product names disappeared, ordering became difficult, and even Chinese employees made mistakes because they were not accustomed to the new menu. Subsequently, netizens discovered that multiple overseas stores in London, New York, Sydney, and other locations had also switched to all-English menus, and the official app also removed the language selection option, instead displaying based on location. Although some people believe this is catering to localization, more people criticize the move for diluting the brand's Chinese symbols and harming the ordering experience of overseas Chinese. Heytea customer service did not respond directly, and some consumers said they might spontaneously boycott it. [more…]

On September 18, Heytea sent an internal letter titled "Creating Differentiated Brands and Products for Users" to its business partners, directly addressing the increasingly fierce homogenized competition and low-price involution in the tea beverage industry. The letter proposed "creating differentiated products and brand experiences for users to the utmost" as the direction for breaking through, explicitly stating it would not follow popular categories, not engage in pure low-price competition, and would control the pace of store openings and focus on operational quality. However, netizens had mixed reactions: some supported the differentiation strategy, while others complained about weak product innovation and declining quality. Can Heytea win back consumers with this strategy? This article will sort out the key points of the internal letter and voices from all sides. [more…]

A Heytea store opened in Rowland Heights, Los Angeles, USA, has recently been confirmed to be permanently closed. The store operated from its opening in September 2024 to the end of business on May 22, 2025, lasting less than a year. As Heytea's first store to shut down in North America, this news has drawn considerable attention and discussion among consumers. Regular customers were surprised by the sudden closure of a milk tea shop that once had long lines, while nearby residents said they had seen it coming. Factors such as the store's remote location, inconvenient parking, rental costs, relatively high drink prices, and intensifying competition from peers are considered possible reasons why the store struggled to survive. This article will review the course of events, consumer feedback, and the possible business challenges behind it, while also offering coffee and tea beverage enthusiasts selected recommendations from the Front Street brand. [more…]

New-style tea beverage brands' attempts to cross over into the coffee track are encountering setbacks. Crow Coffee, invested in by the founder of Heytea, has closed its founding store in Shenzhen Tianli Central Plaza and put it up for rent, leaving the brand with only one store remaining in Dachong. Meanwhile, AOKKA Coffee, invested in by Nayuki, has also announced that it will close all of its Shenzhen stores by the end of August. Looking back at 2022, Heytea and Nayuki quickly entered the coffee market by investing in brands such as Seesaw, Minor Figures, KUDDO, and Monster Drowsy, but these invested brands now generally face the predicament of store closures and contraction. This article reviews the current store status of each brand and analyzes the challenges and industry competitive landscape faced by tea beverage brands crossing over into coffee. [more…]

Heytea opened a new store near Columbia University in the United States. The store had originally planned to hold a soft-opening event on January 23, claiming that Columbia students could receive a free cup of milk tea and a limited-edition fridge magnet by showing their student ID. However, many students who showed up that afternoon were told by staff that they needed an invitation from the brand to enjoy the perk. They queued in sub-zero temperatures only to leave empty-handed, triggering widespread dissatisfaction and complaints. Some staff even claimed that the related promotional posts on the platform were false information, while the students who posted them countered that the rules had been changed by the store at the last minute. After the incident quickly escalated, Heytea issued an apology that same evening, admitting shortcomings in the planning and execution of the event, and reiterating that on the official opening day of January 24, Columbia students could still receive a free drink by showing their ID. [more…]