Source : InvestHK
On the Christmas Eve in 2018, Sha Tin New Town Plaza, a shopping mall located in Hong Kong, got suddenly very crowded.
A huge crowd queuing up for more than 3 hours just to get a cup of Cheese Tea from the Chinese tea-drink brand Heytea. Due to the buy-one-get-one free promotion during the Christmas holidays, some people started lining up as early as 6:00 am.
Source : Medium.com
Heytea officially announced on 3 January 2019 that it has opened its first Hong Kong store on 24 December 2018. They chose to expand into Hong Kong’s market due to the city’s international status as well as its vibrant food and beverage scene. It helps to promote Heytea as a popular and innovative tea-drink brand among global consumers, especially the younger generation.
The store not only offers its signature cheese tea, but also a great variety of fruit tea and ice cream. The tea is imported from all over the world which aims to renew the traditional tea culture. Besides, it introduces an exclusive product combined with Hong Kong local food culture, namely, the Eggette Roll Sundae, adding new vitality into the brand, according to its founder Nie Yunchen.
He said “geographically, Hong Kong is adjacent to Guangdong Province and Shenzhen. Hong Kong people have already known our brand and often buy our tea when they visit Shenzhen or other cities in Guangdong. In order to thank our supporters and cope with an increasing demand of our tea, we think it is the right time to extend our reach to the city.”
“Hongkongers are born to like milk tea,” said Li Zhenglei, development director of Heytea. Li confirmed that Heytea opens its second Hong Kong store in Causeway Bay on 12 January 2019. “We are quite confident that our tea products will be very welcomed by our customers in Hong Kong.”
In order to avoid a huge crowd like the last opening, Heytea planned to replace the traditional order and payment method by ordering through their mobile app.
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The second shop of Heytea located in Causeway is named as “Heyteago”, their customer can order online in anytime, anywhere for a cup of tea-to-go. Therefore, cheese-tea lovers can save their time and no need to queue up for 3 hours outside Heytea again.