The NAIXUE store in Bao'an Uniwalk, Shenzhen, debuted as the "second NAIXUE Tea · green light drinks and light meals store nationwide," but customers noticed that the wording on the light sign had changed from "by NAIXUE" to "by Naisnow NAIXUE." On social platforms, some netizens also shared that two stores had adopted the "Naisnow NAIXUE" name and a new snowflake-shaped logo, sparking widespread discussion. NAIXUE was originally called "Nayuki," but because it was often mistaken for a Japanese brand, it gradually changed to "NAIXUE" in 2023. Tianyancha shows that its parent company submitted 8 trademark applications in March this year, including "Naisnow NAIXUE." Netizens have mixed opinions on the new name. Some speculate that it is paving the way for overseas expansion, while others think it is neither Chinese nor Western, hard to remember and hard to pronounce. The new logo has also been said to resemble a biotech company or a software icon. Whether frequent brand name changes affect brand awareness has become a point of concern. [more…]

Nayuki Tea recently quietly changed its store signage at a new outlet in Nanning, Guangxi, with the original "奈雪の茶" becoming "奈雪的茶," and the English logo also changing from NAYUKI to the pinyin NAIXUE. The company officially responded that this is an upgrade move for the brand's seventh anniversary and will be rolled out gradually nationwide. This new tea beverage brand, founded in Shenzhen in 2015 and listed in Hong Kong in 2021, is turning a new page in its eight-year brand history through a visual rebranding that removes Japanese-style elements. Since June this year, its parent company has intensively applied for multiple NAIXUE trademarks, and the signage replacement work at nearly a thousand directly operated stores nationwide has already begun. [more…]

This summer, bucket-sized fruit teas quietly took over milk tea shop menus. From Heytea and Nayuki to ChaPanda and CoCo, major brands have rolled out 1-liter or even larger bucket drinks, attracting consumers with high cost-performance. Bucket tea drinks are nothing new—back in 2019, they went viral thanks to Jay Chou fan support, and in 2020 Nayuki even launched a 5-liter "mighty bucket." However, issues like the short optimal drinking window and rapid bacterial growth in bucket tea drinks cannot be ignored. From giant buckets to portable packs, what evolution has bucket tea drinks undergone? And why have this summer's bucket fruit teas made a comeback? This article will break it all down for you. [more…]

Recently, several tea beverage brands—including Heytea, Nayuki, ChaPanda, Good Tea, Mixue Bingcheng, and Shuyi Tealicious—were reported to have jointly adjusted their full-reduction strategies on food delivery platforms. The original full-reduction discounts have been uniformly changed to 1 off 50, 1 off 70, or even canceled outright. Once the news broke, related topics quickly trended on social media, with views exceeding 180 million. Merchants say profits are thin, while netizens question why milk tea, which isn't cheap, still isn't making money. Behind this controversy lie both the pressure of platform commissions and delivery costs, and a reflection of the difficult position of the new tea beverage industry, caught between price cuts and losses. [more…]

A netizen ordered an Iced Shaken Peach Oolong Tea at a Starbucks store and asked to swap the tea base to black tea, but because the black tea was sold out and it would take ten minutes to brew, the barista retorted, "Are you really that insistent?" and then suggested going to Naixue Tea. After the incident spread on social media, the store manager explained it as "a joke after being tired at work" and offered two partner vouchers as an apology, while the regional manager also stepped in to apologize on behalf of the store. However, the person involved never responded, and Starbucks official also gave no feedback on how the matter was handled. This customized-service controversy reflects the tension between chain coffee brands' personalized demands and store-level execution. [more…]

As summer tea beverage consumption heats up, Nayuki Tea has once again come into the public eye due to food safety issues. A customer in Nanchang, Jiangxi, bought a Nayuki chocolate cake through delivery and discovered two live worms inside after receiving it. After reviewing surveillance footage, the store said there were no abnormalities during the freezing and thawing stages, and pointed out that nearly three hours had passed since the order left the store, making it difficult to clearly determine where responsibility lies. The customer suspected the worms hatched from eggs, and with the two sides giving differing accounts, netizens also began discussing how to gather evidence and defend rights in food delivery cases. The incident is still awaiting a determination of responsibility by relevant departments and the delivery platform. [more…]

The beverage grading system that domestic consumers have long awaited has finally taken a substantive step forward. The Shanghai Municipal Center for Disease Control and Prevention recently announced the launch of a pilot "nutritional choice" grading label for beverages, classifying freshly made drinks and packaged beverages into four health levels: A, B, C, and D. Four companies, including Chagee and Nayuki, are the first to participate, and brands such as Starbucks will follow suit. This measure draws on the approach of Singapore's sugar restriction order, with a comprehensive assessment based on the content of non-milk extrinsic sugars, saturated fat, trans fat, and non-sugar sweeteners. Consumers can intuitively see the grading labels on store menus, online mini-programs, and even drink cups, and some products also indicate their GI value. Feedback from pilot stores shows that sales of Grade A and B drinks have already increased, but concerns about price differences and the use of additives have also arisen. [more…]

In recent years, domestic demand for coffee has continued to climb, attracting many brands to enter the fray across industry lines. New-style tea drink brand Lelecha has also launched an independent coffee brand—Doudoule—and opened its first store in Shanghai. Previously, tea drink brands such as Naixue Tea had already stepped into the coffee sector, and the integration of tea drinks and coffee is becoming a new industry trend. Doudoule continues Lelecha's strict quality requirements, launching products such as the Dirty series coffee, priced at 15-28 yuan. At the same time, Lelecha is continually closing the distance with young consumers through cross-industry marketing. This article will provide an in-depth analysis of Doudoule's features, market strategy, and the challenges it faces, and explore the prospects for tea drink brands expanding into coffee. [more…]

During the first New Year's mini-holiday after the adjustment of pandemic control policies, people who had recovered from COVID-19 began traveling in large numbers, rapidly heating up the food and beverage consumption market. Long queues reappeared outside milk tea and coffee shops, with some stores seeing orders surge, and even scenes of ordering systems showing queues of over a hundred cups. From Auntea Jenny to Naixue Tea, sales data from multiple brands rebounded significantly, and foot traffic in many commercial districts recovered to 60 to 80 percent of the same period in previous years. Although the pace of recovery remains uneven, the city's lively atmosphere is gradually returning, and the industry is full of expectations for a comprehensive rebound in spring. [more…]

Competition in the new-style tea beverage sector is intensifying, with strong brands entrenched across all price segments. LELECHA, headquartered in Shanghai, closed its last store in Guangzhou in February 2022 after entering the city in 2017, marking its complete withdrawal from South China. Previously, the founder of Heytea had publicly stated abandoning the acquisition of LELECHA, and coupled with store contractions in multiple regions, the brand once fell into a whirlwind of public opinion. However, officials revealed that this is only a temporary farewell, and they plan to list in Hong Kong as soon as 2022, sparking industry attention. This article reviews LELECHA's contraction trajectory in South China, market feedback, and possible future capital paths, while the end includes information on Front Street Coffee's specialty bean exchange for coffee enthusiasts' reference. [more…]

The Naixue store in the sunken plaza of Guangzhou Tianhuan Plaza was quietly withdrawn without any prior announcement. The orange-pink signboard was removed, and advertising fabric was pasted on the floor-to-ceiling glass, leaving many regular customers astonished. This Naixue PRO store, which opened in May 2021, was the first PRO store on the central axis of Guangzhou's CBD. In addition to regular tea drinks, it also offered coffee, baked goods, and snack merchandise, and had long served as a showcase for the brand's co-branded theme stores. After operating for more than four years with stable customer flow and continuous events, it suddenly disappeared one day, sparking various consumer speculations about the reason for the closure and drawing renewed attention to Naixue's ongoing trend of store contraction in recent years. [more…]

There is another new case of a domestic food and beverage brand crossing into coffee. Hefu Lao Mian has officially announced its coffee brand "Pick ME no Coffee & Hot Food" and has intensively applied for related trademarks, from "Hefu Yibei Coffee" to "CAFE PICK ME Coffee Convenience Store," making frequent moves. The brand is positioned to provide young people and office workers with good-tasting, affordable coffee, paired with quality hot food, in an attempt to create a new coffee consumption scenario. At the same time, brands such as Xtep and Nayuki Tea have also recently entered the coffee track, making cross-industry competition increasingly fierce. This article sorts out the details of Hefu Lao Mian's coffee layout and includes boutique bean information channels such as Front Street Coffee for coffee lovers' reference. [more…]

Once upon a time, a cup of milk tea was a staple of young people's daily consumption, and the tea beverage sector was once regarded as a hotbed of entrepreneurship. However, the latest data shows that in the past year, about 130,000 milk tea shops across the country quietly exited the market, with an average of more than 350 operators choosing to close their stores every day. Even leading brands such as Heytea and Nayuki's Tea have found it hard to escape store closures for their first outlets in some cities. A peak season that is not peak, cutthroat price competition, and rising franchise risks have plunged this once-booming industry into a deep round of reshuffling. This article, drawing on data from multiple sources including Zhaomen Catering and Jihai Brand Monitoring, analyzes the multiple reasons behind the large-scale contraction of tea beverage stores. [more…]

The first product in Naixue's newly launched "Daily 500 Fruit & Veggie Bottle" series, "Slim Little Green Bottle," focuses on the daily 500g fruit and vegetable ratio recommended by the Chinese Nutrition Society, and claims to have no added sugar and to be freshly squeezed to order. After hitting the market, however, quite a few consumers reported that it tasted noticeably sweet, with some even describing it as "syrup-like," and others posted photos showing the drink looking yellowish, questioning whether it was really freshly squeezed. Naixue employees responded on social media that the sweetness comes from fruits such as apples, pears, and sweet oranges that naturally contain sugar, while the yellow-green color is a normal phenomenon after apples oxidize, and stressed that all ingredients are processed the same day and kept refrigerated for a limited time. The controversy also sparked playful online discussion about the kale leaves at the bottom of the cup. [more…]

Beijing Naixue Catering Management Co., Ltd. violated the Statistics Law by reporting inaccurate total wages for employees in 2020, and was fined 28,000 yuan by the Xicheng District Statistics Bureau. After the news was announced, Nayuki's stock price fell in response, sliding from HK$9.35 per share to HK$9.25, and by December 3 it had dropped further to HK$8.84, hitting its lowest record since listing. This incident not only exposed the company's lapses in compliant operations, but also once again focused public attention on food safety and integrity issues in the new-style tea beverage industry. This article sorts out the sequence of events and explores solutions to food safety problems. [more…]

Duck Shit Fragrance—the name sounds rather unconventional, yet it is a highly sought-after variety of Phoenix Dan Cong. It doesn't actually have a duck feces smell; instead, it is famous for its rich fruity aroma. This article will use the Duck Shit Fragrance from the veteran Chaozhou tea factory Nanfu as a reference, comparing it with Naixue's Duck Shit Fragrance Dan Cong to explore which one has a more intense aroma. The article will also introduce the specific characteristics of two Phoenix Dan Cong Duck Shit Fragrance teas from 2017 and 2020, including origin, altitude, tree age, and flavor descriptions, taking you deeper into this strangely named yet highly charming tea. At the same time, Front Street Coffee will also recommend related products for you. [more…]

It is standard practice for tea beverage brands to launch Longjing series new products in spring, but Gu Ming and Nayuki sparked heated discussion by choosing the same West Lake Longjing intangible cultural heritage inheritor, Fan Shenghua. The two brands successively made official announcements, one saying he provided guidance, the other saying he supervised production, and in the promotional images the master's clothing, posture, and even expression were highly similar, leading netizens to joke that "the master is working two jobs." Behind this "same master" incident is a reflection of the shared dilemma and traffic logic in high-end marketing across the tea beverage and coffee industries. [more…]

In today's booming beverage industry, brand imitation is an endless phenomenon. From milk tea to coffee, from store decor to brand naming, some merchants use highly similar visual designs to make it hard to tell real from fake. This article reviews cases of knockoff beverage stores that have sparked heated discussion online, covering imitation versions of well-known brands such as Heytea, Naixue, Yihotang, Starbucks, and Luckin, showcasing the "creative brainpower" of copycat merchants while also reminding consumers to pay more attention in their daily consumption. As coffee lovers, understanding these phenomena is not only interesting but also helps us more rationally distinguish authentic brands from fakes and support the development of original brands. [more…]

Recently, at the location of the former Manner store at the Wujiang Road subway entrance in Shanghai, a "Chaji Xiancui" construction hoarding has appeared. Its English signage is highly similar to that of Chagee, and together with the slogan "COFFEE OR TEAPRESSO?", it has sparked speculation about whether this leading tea beverage brand is planning to enter the coffee sector. However, according to fans, Chaji Xiancui is actually a sub-brand under Chagee that specializes in "concentrated brewed tea." Its store equipment resembles semi-automatic espresso machines, using high-temperature and high-pressure extraction to produce tea concentrate, which is then blended with dairy products; the products still fall within the tea beverage category. At present, the brand has already opened two stores in Shanghai, and the Wujiang Road hoarding is for a new store that is about to open. [more…]

Shanghai has surpassed New York with 7,494 coffee shops, becoming the city with the most coffee shops in the world, and coffee culture is accelerating its penetration into daily life. However, data from Dianping shows that Shanghai has as many as 9,056 tea beverage shops, even more than coffee shops. From 3-yuan instant milk tea to the new-style tea drinks led by Heytea, and then to the ancient-style sentiment of Chayan Yuese, tea beverage brands are deeply cultivating consumers' minds through quality upgrades, cross-industry collaborations, and e-commerce channels. In comparison, the specialty coffee market still remains to be developed, and most consumers have limited awareness of pour-over and specialty coffee. The coffee industry can learn from the successful path of tea beverage brands. Brands such as Front Street Coffee need to promote culture and ensure quality in order to move consumers. [more…]