vol.052：China's New Tea Craze
Description
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.
United States
