On the evening of August 5th, Sexy Tea (Chayan Yuese) hit the top of the trending searches due to its rule of "not supporting two people queuing simultaneously for ordering and picking up," with reads reaching 300 million times, sparking intense discussions among netizens. Many consumers questioned that this "standing punishment" queuing was actually hunger marketing, intended to extend customers' stay in the store and create a false impression of a bustling business. In fact, this is not the first time the brand has trended for its queuing rules—at the beginning of the year, some stores required customers to wait on-site after ordering, and leaving meant having to re-queue, and they even closed the mini-program ordering. Some customers reported that a single person had to complete two queues alone, while those with companions could split up, causing those who ordered first to wait longer. The brand had publicly apologized for this, stating that the adjustment was originally intended to enhance the consumption experience and drink taste. This article sorts out the context of the incident and various viewpoints, and includes related recommendations from Front Street Coffee. [more…]

On December 16, Tims China opened its first store in Nanning, Guangxi, launching opening promotions such as buy-one-get-one-free, adding 1 yuan for a Farmer's Wrap, and giving away limited-edition cups, attracting a large number of consumers to line up in cold weather. The queue began gathering at 7 a.m., and number tickets were distributed within 20 minutes, sparking netizens' doubts about "paid stand-ins." This article reviews the promotion rules, the on-site queue situation, netizens' comments, and similar marketing phenomena by brands in non-first-tier cities, along with related recommendations from Front Street Coffee. [more…]

Recently, Chayan Yuese has once again become the center of public attention due to its ordering and pickup rules. Some customers at the Changsha airport store waited nearly fifty minutes before getting their drinks, questioning its cumbersome ordering process and unreasonable marketing methods, which struck a chord with many. In fact, Chayan Yuese has adjusted its ordering rules multiple times, and consumers have kept complaining. Although the company responded officially that the new rules are meant to ensure the texture of the milk foam, netizens were not convinced. This article reviews the course of the incident, the views of various parties, and the brand's response, and explores the logic and controversy behind the queuing phenomenon in the milk tea industry. [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…]

The opening of two Tea Yanyuese stores in Nanjing triggered a queueing frenzy, forcing the closure of subway entrances and exits, drinks sold out in five minutes, scalpers reselling at high prices, and even riot police being called in to maintain order. Faced with questions over hiring people to queue and reselling hype, Tea Yanyuese issued an apology and promised purchase limits; however, two hours later Sina Finance published an investigative article pointing directly at the agency-buying queues as a premeditated false prosperity. Is this uproar down to brand appeal or marketing tricks? With the pandemic not yet subsided, what hidden dangers does gathering in queues bring? This article sorts through the whole incident and explores the queue economy and public order issues behind internet-famous tea brands. [more…]

Starbucks partnered with Stayreal, the streetwear brand co-founded by Mayday lead singer Ashin and Taiwanese artist No2Good, instantly igniting the enthusiasm of the band's fans and netizens alike. The online limited-edition themed cups were snapped up by tens of thousands of people the moment they went on sale, with the official app and mini-program lagging due to overwhelming traffic. Some users failed to complete payment and missed out on the cups they wanted, sparking complaints. Meanwhile, the limited-edition Starbucks gift sets released at physical stores, thanks to their relatively low threshold for acquisition, attracted a large number of fans who queued up with stools in the early hours of the morning. This collaboration craze showcased the fans' frenzy while also exposing the inadequate capacity of online channels and the controversy over offline queuing rules. [more…]

Last weekend, Heytea's new store at Canton Tower officially opened its doors to customers. What should have been a lively opening celebration instead turned into a complaint fest due to the chaotic rules for claiming limited-edition merchandise. The brand launched an exclusive fridge magnet inspired by the Canton Tower and promised that only 200 would be stocked each day, available on a first-come, first-served basis. As soon as the news broke, a large number of fans got up early on their day off and rushed to the scene, only to find disorderly queues, inconsistent explanations from staff, and the quantity of merchandise shrouded in mystery. What annoyed consumers even more was that after they had already placed orders and waited in a long line, they were told when they were about to check in that the merchandise had already been given out, and they could only come back the next day. How did this new store marketing campaign, which should have been a plus, spiral out of control step by step? [more…]

In recent years, mainland new-style tea beverage brands have been rushing into Hong Kong one after another, with Mixue Ice Cream & Tea, Heytea, Nayuki, and Shuyi Tealicious having already established a presence. On September 28, Chagee, positioned as a mid-to-high-end brand, opened its first store in Hong Kong at K11 Art Mall in Tsim Sha Tsui, right next to Nayuki and Heytea. On opening day, they invited Charmaine Sheh to make an appearance and rolled out promotions like buy-one-get-one-free, attracting long queues of customers with wait times reaching three to five hours. This article sorts through key information including store design, product pricing, promotional activities, and market prospects to give you a quick look at this Hong Kong tea beverage frenzy. [more…]

Korean singer Lee Hyori and her husband Lee Sang-soon opened a café on Jeju Island, and within just three days of opening, it sparked discontent among nearby café owners as fans queued for hundreds of meters and products sold out in 12 minutes. Former ruling party lawmaker Jeon Yeo-ok publicly criticized their star effect for squeezing the survival space of local cafés. Lee Sang-soon later responded that opening the shop was purely a personal decision, and that they would switch to a reservation system and step back into a behind-the-scenes role. The incident reflects the double-edged effects of celebrity side businesses in the coffee industry: they can boost the surrounding commercial area, but may also struggle to last due to excessive enthusiasm and a gap in quality. This article sorts out the whole course of the incident and explores the operational dilemmas and possible paths forward for celebrity coffee shops. [more…]

The city-exclusive fridge magnets that HEYTEA launched for new store openings quickly sparked a collecting craze, thanks to designs that incorporate local characteristics and cultural history. Because they could only be obtained at newly opened stores in the corresponding cities, social media platforms saw phenomena such as cross-city proxy purchases, swaps, and even high-priced buyouts. The free merch was resold on second-hand platforms for 40 to 100 yuan, and HEYTEA later responded that it did not endorse high-priced buyouts, and planned to launch a monthly points redemption campaign so that more consumers would have a chance to collect fridge magnets from different cities. [more…]

Lyu Liang, founder of Chayan Yuese, has repeatedly stated publicly that the brand is not unwilling to expand beyond Changsha, but rather fears that out-of-town expansion could lead to a survival crisis. However, Chayan Yuese has not only opened stores in Changde, but has also stepped beyond Hunan Province, entering the West China market and establishing a presence in Chongqing. On Children's Day, four Chongqing stores opened simultaneously, sparking enthusiastic pursuit among consumers in the mountain city, but controversy arose from day one: incidents such as three-hour queues, online orders requiring waits of over 24 hours, resold cups fetching nearly 500 yuan, and viewers being blocked in livestreams were exposed one after another. The brand subsequently responded to the markup reselling and livestream controversies. This article will sort through the sequence of events and include related information from Front Street Coffee. [more…]

Chagee has recently opened new stores in Hainan, Fujian, Guangdong and other places, launching a 9.9 yuan promotional offer that has attracted large numbers of consumers to line up to buy. However, many customers who ordered in advance through the mini-program still encountered a second queue when picking up their drinks at the store. Employees at some stores did not check the pickup codes and distributed drinks on a first-come, first-served basis, causing chaos at the pickup scene. Consumers complained that what was supposed to save time turned into waiting in line for more than half an hour, an experience inconsistent with the official claim of "pick up in store without queuing." Long-time users were not surprised by this phenomenon, believing that low-priced promotional items are made in concentrated batches and that employees ignore pickup codes and taste notes in order to improve efficiency. But most netizens are worried that this move will affect the brand's image, and some even speculate whether it is done intentionally to create a bustling scene. [more…]

On a cold, windy weekend morning—the kind of day meant for sleeping in until you wake up naturally—hundreds of people were already queuing for hundreds of meters outside Manner stores in several cities across China before dawn. Seven Gingerbread Man–themed stores in Shanghai, Shenzhen, Chengdu, Nanjing, Hangzhou, and elsewhere attracted a large crowd of young people to get up early and endure the cold by offering a 9ml Jo Malone perfume and a Christmas badge with the purchase of a new coffee. The queue at the Shanghai Xuhui Binjiang store was the most spectacular: some people got up at 6 a.m. and arrived at 7 a.m., and by the time the store opened at 9 a.m., the line had already reached number 300. What exactly is the magic of this collaboration that makes young people willing to wait two or three hours in the freezing 0°C wind? Let’s take a closer look. [more…]

Blue Bottle Coffee's first mainland China store—Shanghai Yutong Store—went from a phenomenon-level check-in spot with seven-hour queues on opening day to announcing a temporary closure in response to epidemic prevention and control measures. What was the process like? This article reviews the changes in customer flow since the store opened, adjustments to epidemic prevention measures, and the development of Shanghai's current round of the epidemic. As a brand widely regarded as the "textbook" example in the specialty coffee field, Blue Bottle's temporary farewell this time has left many coffee lovers feeling regretful. In the face of the epidemic, health always comes first, and we will continue to follow updates on its reopening. [more…]

A 10-yuan drink made by mixing three sticks of Nescafe instant coffee powder with hot water has unexpectedly turned a small sugarcane juice shop in Nanjing that has been around for more than 30 years into an online sensation. Singer Guang Liang was recently spotted queuing outside the shop to buy one, pushing the topic onto trending searches. With the brand supplying free stock, media outlets rushing to report, and celebrities showing up to check in, why exactly has this literally "hand-brewed coffee" become a traffic magnet? Is it the appeal of good quality at a low price, or a bandwagon trend on social platforms? This article walks you through the course of events and explores the consumer psychology and coffee culture phenomenon behind it. [more…]

On the day its first Nanjing store opened, Cha Yan Yue Se shot to the top of trending searches because of the sheer number of people queuing and scalpers driving the price up to 200 yuan a cup. The Xinjiekou store was forced to close, while the Jiangning Jingfeng store remained open. The brand revealed that it plans to open five stores in Nanjing in the future, while market regulators made clear that scalping on behalf of buyers is illegal. This article reviews Cha Yan Yue Se's expansion trajectory in cities such as Changsha and Shenzhen, compares it with the development paths of similar brands such as Nayuki, and explores the balancing challenge facing internet-famous tea drinks among quality control, supply chains, and consumer rationality. [more…]

Recently, Changsha tea beverage brand Chayan Yuese has attracted widespread attention due to the establishment of a branch company in Shanghai and the release of recruitment information in Shenzhen. There has been much speculation from the outside about whether it will enter the Shanghai and Shenzhen markets, but the brand responded that the new Shanghai company is only a creative studio and there are currently no plans to open stores. However, the focus of netizens' discussion has fallen on Chayan Yuese's signature queuing and verification mechanism—many people believe that this model is difficult to adapt to the fast-paced consumption habits of Shanghai and Shenzhen, and that if it insists on its original rules, it may be difficult to gain a foothold. At the same time, Heytea, Chagee, and local brand Tea Li Yishi have already occupied the local market. If Chayan Yuese enters at this time, the competitive pressure cannot be underestimated. This article will sort out the ins and outs of the incident and the views of all parties. (Compiled by Front Street Coffee) [more…]

On a sweltering 40°C day, most people would rather stay cocooned in air-conditioned rooms, yet an unusual queue formed at Suzhou's Yanlord Cangjie Commercial Plaza—outside the nation's first MUJI coffee pop-up store, customers were lining up under the scorching sun, umbrellas in hand. What drew them was not a new matcha product, but two Suzhou-exclusive brand badges. However, the queuing process was nothing short of a "roasting" ordeal, with indoor areas also unable to escape direct sunlight, weakening the air conditioning and leading to frequent complaints about insufficiently cold drinks and ice cream melting in seconds. This pop-up event will continue until November, and those who have already "braved the battle" are advising: if you're not set on the giveaways, it might be better to wait for cooler weather before going. [more…]

Shanghai, known as the "Coffee Capital," always attracts a large crowd of coffee lovers eager to check in at coffee festivals. However, a recent coffee event held in a park left many people with mixed feelings: entry queues exceeded an hour, the venue was packed like the Spring Festival travel rush, mobile signal was so poor that payments couldn't be made, and some specialty coffee prices were seen as steep by visitors. At the same time, some "freebie hunters" who weren't there for the coffee crowded around to collect giveaways, adding to the headaches of vendors and queuing consumers. Longtime enthusiasts lamented that the coffee festival is getting livelier and more commercialized, but that sense of ease and the true essence of coffee seem to be fading. [more…]

The chain coffee brand Peet's opened its first store in Northwest China at Xi'an Daduhui, drawing a large crowd of fans who lined up early in the morning on opening day. What attracted the crowd was not just the title of "first regional store," but also limited-edition city-exclusive fridge magnets, enamel cups, and kraft paper backpacks and other merchandise. The number of people queuing on site was so large that the line curved around twice, and customers generally had to wait about two hours to enter the store. The store has not yet opened an online ordering channel and only supports orders at the bar, which has affected efficiency to some extent. Peet's plans to open a total of three stores in Xi'an, with subsequent stores to appear one after another. However, some consumers and enthusiasts remain wait-and-see about the brand's long-term performance in the inland market, believing that high-priced products may face challenges in the current consumption environment. [more…]