Known as "Starbucks of the East", HEYTEA is the first new Asian tea chain brand to enter the French market
The privately-owned Chinese brand has revolutionised the entire tea drinking industry in China where the market value of new-style tea drinks is likely to surpass $27.88 billion in 2025
LONDON, UK / ACCESSWIRE / July 12, 2024 / In a bold move, Chinese brand HEYTEA is ready to captivate the European market during the Olympics as it launches its innovative beverage collection in mainland Europe. With an impressive customer base of over 100 million globally, HEYTEA is set to introduce its distinctive range of teas to Paris, the cheese capital of the world. Collaborating with the trendy Chinese restaurant chain, BAO Family, HEYTEA will showcase its exceptional products at a pop-up location in the heart of Paris, France.
HEYTEA, the pioneer of Cheese Tea, combines the tradition of tea with a tantalizing layer of fresh cheese, offering a unique and flavourful experience. Venturing beyond its roots as a modest tea shop in Guangdong in 2012, HEYTEA has taken the beverage world by storm by revolutionizing the tea industry with its 'new style tea' movement. By incorporating fresh ingredients such as fruits, tea leaves, premium milk, and natural sweeteners, HEYTEA has emerged as a leading innovator in the tea market across Asia.
Yujia Gu, Vice President, Overseas Strategy & Franchise, HEYTEA comments, "Firstly, we believe that Paris is THE place to bring our brand to consumers this summer. The eyes of the world will be on Paris because of the Olympics and there will also be many tourists visiting this wonderful city.
Secondly, we know that Parisians have a great love for fine food and beverages. We, HEYTEA is the originator of Cheese tea, we created Cheese Tea, with a layer of cheese foam on the top. It has attracted lots of consumers.
This is a fantastic opportunity for French consumers to get to know and love our new-style teas. That's why we have launched our pop up in association with BAO Family, as we share similar brand values in leading Chinese culture trend. "
Already known for its partnerships with brands like FENDI, Adidas, and Fragment. HEYTEA and BAO Family are joining forces to create a pop-up at Bao Express, in the heart of the 11th arrondissement.
HEYTEA's strategic expansion plans have extended to various countries including Singapore, the United Kingdom, Australia, Canada, Malaysia, and South Korea. Powered by a recent financing round of 500 million USD in 2021, HEYTEA has secured significant investments from renowned entities like IDG, Sequoia China, Tencent, and other leading capital firms. The brand's foray into the U.S. market with the opening of its Broadway store in New York has also garnered wide acclaim, with an extraordinary sales volume of 2,500 cups on the launch day.
As HEYTEA continues to push boundaries and redefine the tea culture, the partnership with BAO Family marks a significant moment for both brands. The exclusive pop-up at Bao Express in the vibrant 11th arrondissement of Paris will introduce French consumers to HEYTEA's iconic beverages, including Grape Boom (the original), Mango Grapefruit Boom, Supreme Brown Sugar Bobo Milk (the original), and Cheese Green Tea (the original). Unveiling a fusion of tradition and modernity, HEYTEA aims to leave a lasting impression on the discerning palates of Parisian tea enthusiasts.
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SOURCE: HEYTEA