The largest flagship store "Nayuki Life," created by Nayuki in Shenzhen Coastal City, has recently been obscured by hoarding, confirming that it has quietly withdrawn, and the original site will be taken over by Pop Mart. The store was formerly the world's largest flagship store "Nayuki Dream Factory," launched in 2019 at a cost of 20 million yuan, covering 1,000 square meters and offering a diverse range of products including baked goods, tea drinks, coffee, craft beer, Western cuisine, and retail. After the Dream Factory closed in May 2022, "Nayuki Life" debuted in August of the same year with a new model. Although it retained a bookstore and coffee brand collaboration, it canceled food and alcohol services. Nearby residents reported that the store did brisk business on weekdays and was packed on holidays, and its sudden closure has surprised many. Official customer service responded that the lease expired and was not renewed, and there is no news yet on whether a store will be opened at another location. Meanwhile, reports of Nayuki store closures have also emerged in Guangzhou, Zhuhai, Nanchang, and other places. [more…]

Nayuki quickly rose to fame with its combination of tea drinks and soft European bread, becoming a leading brand in the new-style tea beverage sector. However, its largest store nationwide, Nayuki Dream Factory in Shenzhen Coastal City, recently quietly closed, and the site will be upgraded to "Nayuki Life," a lifestyle concept store. This thousand-square-meter flagship store, which once generated nearly a million in revenue within three days of opening, carried Nayuki's ambition to experiment from tea drinks to coffee, craft beer, Western cuisine, retail, and other multi-format ventures. From Nayuki Tavern to Nayuki PRO, and further to Nayuki Bookstore and ready-to-drink product line layout, Nayuki has continuously tried to break the boundaries of tea drinks. This renovation of its largest store reflects the collective anxiety of brands seeking differentiated breakthroughs amid intensifying homogenized competition in the new-style tea beverage industry. This article reviews the rise and fall of Nayuki Dream Factory and explores whether multi-format development can truly be the way for tea beverage brands to break through. [more…]

Nayuki Tea has once again been thrust into the spotlight due to food safety issues. The Market Supervision Administration of Jing'an District, Shanghai, recently imposed a penalty on Nayuki's Shanghai Meilongzhen Plaza store for selling expired grape-flavored cakes to consumers, with a fine of 50,000 yuan. This is not an isolated case—since its listing on the Hong Kong Stock Exchange in June this year, Nayuki's stores have repeatedly been exposed for food safety scandals such as cockroach infestations, spoiled fruit, and excessive bacterial counts. Consequently, its stock price has plummeted from the issue price of HKD 19.80 to around HKD 9, leading to a significant drop in market value. From being the "first stock of new-style tea drinks" to being plagued by negative news, Nayuki's brand reputation is facing a severe test. [more…]

Nayuki received a fine for a false advertisement regarding mulberry ingredients, drawing attention to its brand marketing methods. This is not the first time Nayuki has been embroiled in controversy; since its listing, multiple stores have been exposed or penalized for food safety issues. Meanwhile, Nayuki has been trying to connect with young consumers through cultural, artistic elements, and social marketing. From high-priced tea drinks to loss-making financial reports, to closing its largest store and establishing a new company, Nayuki is seeking a new path to survival. This article reviews the sequence of events, historical penalty records, and the multiple challenges the brand faces in marketing and operations, and explores the core of competition in the new tea beverage industry. [more…]

While brands like Heytea, Nayuki, Starbucks, and Luckin are fiercely battling it out in the end market—rolling out collaborations, launching new products, and cutting prices in turn—it is actually the ingredient and packaging suppliers behind them that are quietly making a fortune. From Jiahe Foods to Sanyuan Biology, from Tianye Co. to Hengxin Life, and on to Dexin Foods, a group of supply chain enterprises for the new-style beverage industry are collectively sprinting toward the capital market. They serve well-known brands such as Uni-President, Xiangpiaopiao, CoCo都可, Mixue Bingcheng, Genki Forest, Nayuki, and Luckin, and have achieved soaring performance through products such as sugar substitutes, juices, paper cups, and syrups. This article will sort through the listing landscape of these low-key suppliers and reveal the real path to riches for upstream enterprises under the wave of new consumption. [more…]

On July 14, Nayuki suddenly announced the removal of its virtual stock membership campaign, sparking widespread attention. The campaign allowed users to earn Nayuki coins through purchases and to buy and sell virtual stocks linked to the real share price, even supporting leveraged trading. Within just hours of launch, it was mired in controversy, with netizens questioning its legality. Industry experts pointed out that Nayuki coins are essentially consumption points and have not yet crossed legal red lines, but the model is aggressive and should not be simply imitated. At the same time, Nayuki's frequent food safety issues have also led consumers to question its marketing strategy. This article will sort out the course of the incident, the legal controversy, and the brand's hidden concerns. [more…]

While Heytea, Nayuki, Starbucks, and Luckin are battling it out on the front lines over co-branded collaborations, new product launches, and price wars, few have noticed that a group of suppliers behind them is quietly rising. From Jiahe Foods to Sanyuan Biology, from Tianye Shares to Hengxin Life and Dexin Foods, an increasing number of raw material and packaging companies behind new-style beverages are beginning to sprint toward the capital market. Some of these companies provide non-dairy creamers and sugar substitutes, some supply fruit juice concentrates and flavored syrups, and others specialize in producing paper cups and plastic cups. While terminal brands fight in a red ocean, upstream suppliers have seized the momentum to grow bigger, raked in huge profits, and collectively embarked on the path to listing. [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…]

Nayuki, once hailed as the "first stock of new-style tea drinks," has delivered a less-than-stellar half-year report card: revenue dipped slightly year-on-year, and after adjustments, it swung from profit to loss. Facing multiple pressures—questions over price cuts, the impact of the pandemic, and competition from peers—Nayuki has begun setting its sights on the coffee track, seeking new growth points by investing in brands like AOKKA. Meanwhile, brands such as Heytea and Chayan Yuese are also making their own moves to save themselves. Is the collective push by new tea drink brands into coffee a move of desperation or a new trend? This article reviews Nayuki's latest performance and investment moves, and takes stock of the self-rescue paths within the industry. [more…]

The new-style tea beverage market has been stirring recently. High-end brands Heytea and Nayuki have successively announced price cuts, with the lowest dropping to 9 yuan. Nayuki launched a "Relax" series priced at 9-19 yuan, promising to launch at least one "single-digit" product every month, while Heytea announced it will not raise prices this year. Consumer reactions have been mixed, with some cheering and others questioning reduced cup sizes and lower quality. This article reviews the price-cut moves of the two major brands, netizen feedback, and industry data, analyzes the consumption trends and market logic behind the involution in new-style tea beverages, and includes related news about Front Street Coffee. [more…]

Recently, Nayuki launched "Unsweetened · Nayuki Black Grape," promoted as having 0 added sugar with all sweetness coming from fruit, yet it drew complaints from consumers for being too sweet. The brand replaced sucrose with apple juice, but concentrated apple juice can have a sugar content exceeding 50, meaning the actual sugar content of the entire drink is not low. This approach is similar to the strategy some brands use of hiding additives in ingredients, maintaining sweetness while preserving the "healthy" selling point. Consumers' impression of juice as naturally burden-free is being exploited, while the risk of blood sugar spikes remains. This article sorts out the ins and outs of the incident and includes related product information from Front Street Coffee, exploring the trade-off tea beverage brands face between taste and health. [more…]

Valentine's Day has always been a key moment for tea and coffee brands to compete for attention, and Nayuki's Tea took the opportunity this year to launch rose-themed limited-edition products, including the Mountain Wild Treasure Tea series and two cute merchandise items. However, after the new products hit the market, they unexpectedly flopped. Many consumers reported that the drinks tasted strange and were hard to swallow, and some even experienced palpitations and an inability to sleep all night after drinking them. What exactly went wrong with this rose milk tea? Was it a mistake in flavor formulation, or was there something hidden in the caffeine content? This article will walk you through the real feedback on Nayuki's Valentine's Day new products and explore why netizens jokingly called it the "new king of insomnia." [more…]

Recently, a woman discovered curly hair attached to a lychee at the bottom of her cup after drinking milk tea, sparking concern. The store involved responded that the lychee tea uses a lidded rather than sealed packaging, the source of the hair is currently unclear, and it is willing to pay ten times compensation and accept investigation, but the individual refused compensation and demanded the store be shut down for rectification. Meanwhile, hygiene problems in the tea beverage industry occur frequently: a Nayuki Tea store was exposed for cockroaches crawling everywhere and rotting fruit, and cockroaches appeared on the counter at Yihetang. Food hygiene and safety concern consumer health, and whether a well-known brand or an ordinary store, production processes should be strictly controlled and safety systems implemented. [more…]

In recent years, new-style tea beverage brands have no longer been content with their original track and have turned their eyes toward the coffee sector. From Tea Yanyuese launching an independent coffee brand, to Heytea investing in a specialty coffee chain, and then Naixue Tea taking a stake in AOKKA, cross-sector moves have been frequent. At the same time, Mixue Ice Cream & Tea had long been deeply cultivating the coffee market with "Lucky Cup," and CoCo都可 was even earlier, taking the lead in testing the waters back in 2014. As China's coffee market scale approaches 500 billion, capital and companies of all kinds are accelerating their entry, and the number of financing events has surged. This article will sort out the journey of new-style tea beverage brands entering the coffee track, key cases, and market data, and explore the strategic considerations and industry impact behind this trend. [more…]

In the scorching summer, iced drinks are back in the consumer spotlight. To stand out in fierce competition, new tea beverage brands keep reinventing their marketing tactics—from early niche fruits and co-branded limited editions to today's popular milk tea scratch cards, blind box draws, and even giveaways of gold, lottery tickets, and cars. Suguo Fresh Fruit Tea uses its new yellow skin (wampee) product to promote "scratch for real gold," Heytea and Nayuki use puns plus tear-open cards and lottery tickets to grab attention, while Chagee uses high-end lipstick blind boxes to precisely target female customers. Behind these gimmicks is the thrill and sense of participation brought by "eliminating uncertainty." Of course, for those who just want to quietly enjoy a good coffee or milk tea, returning to the product itself may be the lasting way forward, and Front Street Coffee has always advocated focusing on flavor and quality. [more…]

Milk tea has once again become a hot topic, this time because Guangdong's milk tea consumption has jumped to first place nationwide. Alipay's spring report shows that warmer weather has driven an overall 10% increase in milk tea consumption, with online orders from middle-aged and elderly groups surging by 25%. From the fact that southern provinces account for 80% of consumption to Guangdong residents drinking 2.5 more cups per week per person than those in the Northeast, the data behind this reflects the deep penetration of milk tea culture. This article will trace the thousand-year evolution of milk tea from Mongolian butter tea to Hong Kong-style and Taiwanese-style, and then to new-style tea drinks, analyze the capital layout and brand echelons under a market scale of hundreds of billions, and remind readers: although milk tea is good, do not be greedy. [more…]

At the start of 2022, office workers lost both their milk tea freedom and coffee freedom in quick succession. But then new-style tea drink brands proactively cut prices, with Heytea and Nayuki even offering cups for 9 yuan, while coffee brands such as Starbucks and Luckin raised prices one after another due to rising raw material costs. Behind this divergence—one cutting prices, the other raising them—lies the reality that consumers are returning to rationality, the traffic dividend for new-style tea drinks is fading, and the coffee market is still in its early stage of expansion. This article sorts out the logic behind the price divergence between the new-style tea drink and coffee industries, and looks ahead to the future market landscape. [more…]

Luckin Coffee officially announced on September 23 a collaboration with *JoJo's Bizarre Adventure: Stone Ocean* for October, launching themed events across its nationwide stores. This is not Luckin's first crossover; previous partnerships with Coconut Palm and EDG both sparked heated discussion. Looking across the coffee and tea beverage sector, Manner's collaborations with Helena Rubinstein and LV, Heytea's tie-in with *A Dream of Splendor*, and Nayuki's partnership with *Love Between Fairy and Devil*—brand co-branding has become an important strategy for breaking fixed impressions and achieving customer base complementarity. This article reviews several recent typical cases and includes Front Street Coffee's professional communication channels for coffee enthusiasts to gain deeper insight into industry trends. [more…]

For office workers, milk tea and coffee are practically the "life-extending duo" for daily energy boosts, and they feel even more precious after a holiday ends. Mixue Bingcheng, with its dense network of stores from shopping malls to street corners and its affordable prices, lets many consumers enjoy a sweet treat with ease. However, a Mixue Bingcheng store in Guilin, Guangxi, was recently fined 2,000 yuan by regulators and had the involved ingredients confiscated because its roasted coffee powder had exceeded its shelf life. This incident has once again cast a shadow over the brand's image. Food safety issues occur frequently in the new-style tea beverage industry. While expanding rapidly, can Mixue Bingcheng hold the line on quality? This article will review the course of the incident and the industry background, and include channels for obtaining professional coffee information. [more…]

Typhoon "Ragasa" approached Guangdong with Category 17 intensity, prompting Guangzhou, Shenzhen and other cities to successively activate "five suspensions" measures, forcing residents to pause going out for a day. As the typhoon made landfall in Yangjiang's Hailing Island and weakened, the "five suspensions" were lifted across various areas, and demand for tea beverage consumption was instantly unleashed. Orders on delivery platforms surged at one point, with stores of Starbucks, Heytea, Nayuki, 1 Dian Dian, Chagee and others generally experiencing order explosions, some stores briefly receiving two to three hundred orders, leaving milk tea workers overwhelmed. Insufficient staffing and material preparation led to slow order fulfillment and frequent mistakes, with consumers waiting over an hour. This post-typhoon tea beverage consumption wave not only reflects the high-frequency rigid demand for drinks in daily life but also makes frontline workers the most direct "bearers" of the pressure. [more…]