At a time when tea beverage brands are competing to invite celebrity endorsements to gain traffic, Chagee originally planned to hold an offline event at Changsha IFS with celebrity Lin Yi in attendance, but it was temporarily called off because the number of people who showed up far exceeded expectations. This turn of events not only forced the brand to issue an emergency apology, but also triggered a chain reaction—a large number of disappointed fans turned to the rival Sexy Tea store also near Changsha IFS, unexpectedly bringing the latter a wave of orders and attention. This article will review the whole incident and analyze the reasons behind and impact of the cancellation of this event. [more…]

During the National Day holiday, the fully automated milk tea robots that appeared in some Changsha Chayan Yuese stores became a focal point for tourists. Customers noticed that staff only needed to place a labeled cup in the designated position, and the robotic arm could complete most of the preparation process, with only the cream top needing to be added before handover at pickup. This experiment sparked polarized discussion online: supporters believe standardized operations help ensure consistent output and reduce the burden on employees; opponents point out that during peak customer flow, the robot's cup output speed is actually slower than manual work, resulting in longer waits, and equipment cleaning and customization needs still depend on staff handling. Whether automated tea-making can truly integrate into the freshly made tea beverage scenario has become a new topic of discussion in the industry. [more…]