HEYTEA is making waves this New York Fashion Week with the grand opening of its latest store, strategically located at Herald Square (1293 Broadway, New York, NY 10001). The new venue will open its doors on Friday, September 13th, featuring a unique blend of East and West with a live jazz performance that afternoon, encapsulating the brand’s fusion of traditional and modern elements, or #Teashion.
Currently boasting eight permanent locations across the US, HEYTEA has become synonymous with New Style Tea and New Asian Tea. Renowned for its high-quality beverages, the brand stands out by avoiding inexpensive tea powders in favor of real organic milk, premium tea leaves, and fresh fruits. This commitment to quality and innovation has redefined the bubble tea market.
In a move that sets a new industry standard, HEYTEA has been transparent about its product recipes since 2023. Additionally, it offers a zero-calorie sugar alternative, a proprietary development that maintains the rich flavors of its teas while providing a healthier option for consumers.
The Herald Square concept store, the brand’s first in the US, will be a visual and sensory retreat inspired by traditional Oriental pavilions and ink paintings. The design merges classic and contemporary elements, featuring bamboo accents, lacquer work, rice paper, and light films to create a serene oasis amidst the bustling cityscape. The store’s aesthetic includes modern interpretations of traditional motifs, such as ink textures and faux stone tiles, harmoniously integrated with the Manhattan city map to evoke rhythm and order.
Jessica Shen, HEYTEA’s Associate Global Brand Director, expressed excitement about the store’s opening. “We are thrilled to launch our ninth US location in New York during NYFW. Design is integral to HEYTEA’s identity, which is why we’ve collaborated with New York designer Sandy Liang to bring this vision to life.”
“This concept store will offer a tranquil space where visitors can unwind and savor authentic Asian tea. We aim to recreate the ambiance of traditional Oriental teahouses, where tea is enjoyed as part of a larger cultural experience. Our store celebrates tea as a symbol of Asian culture and art, much like the ink motifs found throughout.”
The menu will feature a diverse range of offerings, including ‘In Season,’ ‘Cheesy Fruit Tea,’ ‘Fruit Tea,’ ‘Milk Tea,’ and ‘Pure Tea,’ each crafted to provide a unique and unforgettable tea experience.
This store marks another significant step in HEYTEA’s ambitious global expansion, which began with a modest tea shop in Jiangbianli, Guangdong, China, in 2012. The brand’s innovative approach to tea has sparked a global phenomenon, challenging and transforming the traditional bubble tea market.
Following a successful US debut in December 2023, HEYTEA now operates five stores in New York and four on the West Coast (Los Angeles, Irvine, Rowland Heights, and Seattle). The inaugural New York store set a record with 2,500 cups sold on its first day. With over 4,000 locations in more than 300 cities worldwide, HEYTEA serves over 100 million customers globally.
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