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The source, an issue of the newsletter "知らなかった!中国ITを深く理解するためのキーワード" authored by IT journalist Takemi Makino, provides an in-depth analysis of the resurgence and modernization of the Chinese tea café industry. It explains how a new style of cold, arranged Chinese tea―like fruit teas and cheese-cream teas―has captivated young consumers, replacing the traditional perception of tea as "dull." The success of industry leader Heytea (喜茶) is detailed, highlighting its critical adoption of three key factors: high-quality ingredients, effective use of online services (such as mobile ordering and delivery via WeChat Mini Program), and artistic branding which fosters a "Guochao" (国潮) or national trend movement celebrating traditional Chinese culture with a modern twist. The source contrasts this sustainable business model with the short-lived boom-and-bust cycle of other "Insta-worthy" businesses, suggesting that Heytea’s strategy ensures lasting success and transforms the perceived value of traditional Chinese products.
By Takefumi MakinoThe source, an issue of the newsletter "知らなかった!中国ITを深く理解するためのキーワード" authored by IT journalist Takemi Makino, provides an in-depth analysis of the resurgence and modernization of the Chinese tea café industry. It explains how a new style of cold, arranged Chinese tea―like fruit teas and cheese-cream teas―has captivated young consumers, replacing the traditional perception of tea as "dull." The success of industry leader Heytea (喜茶) is detailed, highlighting its critical adoption of three key factors: high-quality ingredients, effective use of online services (such as mobile ordering and delivery via WeChat Mini Program), and artistic branding which fosters a "Guochao" (国潮) or national trend movement celebrating traditional Chinese culture with a modern twist. The source contrasts this sustainable business model with the short-lived boom-and-bust cycle of other "Insta-worthy" businesses, suggesting that Heytea’s strategy ensures lasting success and transforms the perceived value of traditional Chinese products.