Amid the changing preferences of consumers towards healthier lifestyles, Heytea, the Chinese fruit tea chain, has opened its first Chinese-style teahouse in Shanghai. This move aims to focus on the authentic flavor of tea leaves, emphasizing fresh extraction.
Facing intense competition, Heytea is seeking new growth opportunities. The first Chinese-style teahouse was inaugurated in Guangzhou in November last year, and it has reported encouraging sales.
In recent years, consumer tastes have shifted towards light and healthy natural tea drinks, moving away from sugar-laden milk teas and bubble teas. A significant majority of Generation Z individuals prioritize nutrition and health when selecting food and beverages, according to an industry report.
Given the challenges in developing new products for tea chains, many are turning to China’s rich tea traditions. Heytea’s competitor, Chagee, introduced a ‘tea bar’ in June last year. Nayuki Holdings also joined this trend by opening a natural leaf teahouse in Shenzhen in October, focusing on both traditional and modern teas.
