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Search Results for: Nayuki

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The success of Nayuki, the Chinese new-style tea store going global

August 13, 2020

In contrast to the downfall of the Chinese coffee-based beverage company Luckin Coffee, China’s new style tea market did not cease to expand during the pandemic which caused major economic recessions across the globe. Nayuki, A local Chinese new style tea company, announced its new round of funding this June, which was a nearly 100-million-dollar investment. As of March 2018, the valuation of Nayuki was approximately 6,000 million RMB. According to the white papers for

bubble tea sales in China

“First-generation internet-famous bubble tea stores are low-key shutting down”: Trending hashtag on Chinese social media

April 17, 2024

Once a national obsession among Chinese young people, traditional milk tea appears to be losing its appeal. In the 1st week of December, Weibo netizens were discussing that #first-generation internet-famous bubble tea stores are low-key shutting down# (初代网红奶茶店开始悄悄倒闭). This hashtag garnered over 180 million views within four days. One of China’s most popular milk tea brands, Yi Dian Dian (一点点), had over 4,000 outlets in February 2021, but this number decreased to 3,018 in November 2023. Its decreasing popularity

genki forest in CHinabecomes chi forest

From Genki Forest to Chi Forest: a Chinese soda brand planning to become the “Coca-Cola” of China

December 14, 2023

Founded in 2016, Chi Forest (previously known as Genki Forest) is a Chinese soft drink brand that specializes in sparkling water and instant tea. It is also renowned for its low-calorie, low-sugar products, catering to the Chinese Generation Z and Millennials, who seek healthier consumer options. Being only 7-year-old Chi Forest became the fastest-growing beverage brand in China. In 2022, Chi Forest topped the list in an iiMedia survey, with 74% of 1,767 consumers expressing a preference

The US bubble tea market predicted to grow the fastest: Tips for Chinese tea brands to localize

June 13, 2023

The global bubble tea market is expanding quickly. According to Fortune Business Insights, the size of the global bubble tea market reached US $2.29 billion in 2022. It also forecasts a Compound Annual Growth Rate (CAGR) of 7.5% from 2023 to 2030, expected to exceed $4.08bn in seven years. Another report by Facts & Factors predicts the CAGR of the global bubble tea market to be 8.1% from an initial value of $2.1 bn within

Caffeine Delights: China’s coffee market is growing at an incredible speed

January 30, 2023

In a country where tea is considered to be the national beverage, coffee had not high hopes to be positively accepted in the market, when it first entered in the 1980s. 30 years later, the situation has drastically changed: although consumption per capita is still low, China’s coffee market sales have skyrocketed in the last couple of years. Coffee is likely to become one of China’s favourite drinks. When love for a product blooms, many

daxue-consulting-virtua-idol-body-positivity

Why the next stage of Chinese virtual influencers is body positivity

July 22, 2022

A virtual influencer is an AI-generated fictional character that brands in China have been using in place of human Key Opinion Leaders (KOLs) for a variety of marketing-related activities. Their flawless evergreen youth and ability to be controlled is highly desirable as often a human KOL’s actions or political comments can lead companies to face the wrath of ‘cancel culture’. However, these perfectly designed characters are not without their own downsides. Virtual influencers’ perfect appearance

The inebriating atmosphere of the bar industry in China

April 28, 2022

As China’s nightlife industry keeps blooming, dropping by a bar with several friends has become a popular choice. Drinking cocktails, playing dice games while chatting with friends, and listening to live music are typical lifestyles for people in China. Since its initial establishment in the early 2000s, the bar industry in China has quickly gained momentum and prospered – especially among younger generations. During its two decades of existence, the bar industry in China has

beverage brand advertising China

“土” is in: How a beverage brand makes corny rural-style advertising cool again

September 3, 2021

Starting with a viral popularity of its corny theme song, MXBC (Mi Xue Bing Cheng 蜜雪冰城), a beverage brand known for its cheap drinks, became a phenomenal hit among Chinese Gen Z in 2021. MXBC infused a brainwashing jingle and catchy lyrics into their theme song, triggering a wave of parodies and short videos on Douyin. Successively, in July and August, it continued promoting their brand mascots via memes of its mascots, Snow King and

virtual influencers in China idols kols kocs

The many faces of virtual influencers in China: Vocaloids, KOLs, KOCs, idols and brand ambassadors

March 4, 2021

L’Oréal announced their branded virtual idol for the brand’s Chinese fans, Mr Ou. L’Oréal is not the only brand to invest in a virtual ambassador, virtual influencers in China are a growing phenomena. In fact, by 2023, China’s virtual KOL market is expected to be worth RMB 1.5 billion according to South China Morning Post. While the virtual influencer market in China is currently only a sliver of the over 100 billion RMB KOL market,

Lelecha new-style tea brand in China

How LELECHA broke into China’s milk tea market with two “dirty” products

September 24, 2020

In 2017, the new-style “milk tea” exploded out of the blue into China’s tea market. In Shanghai, many internet-famous (wang hong 网红) milk tea brands, such as Hey Tea (喜茶) and LELECHA (乐乐茶), have become a big hit. The new LELECHA opening in Xintiandi (新天地) went viral on social media. The lineup was no less than the crowds of Hey Tea, which Zhang Kun, the operations manager says they “never intentionally hyped ourselves as publicity

Bubble Tea in China

What the success of bubble tea in China reveals about Chinese consumers

September 9, 2020

With more than 140.5 billion RMB of annual sales made by milk tea shops in 2019, the success of bubble tea in China is well proven. If you are lost among all the new entrants to the market, the latest innovations and the dynamics of the sector, this article retraces the history of bubble tea analyzing its success. The incredible success of bubble tea in China since 1996 Bubble tea is a drink made from

Nostalgia marketing in China: Case studies of brands sparking cherished memories

August 12, 2020

Nostalgia marketing aims to capture or recapture the customer’s attention through appealing to cherished memories. Some brands have taken full advantage of nostalgia marketing in China and have resulted in high sales and brand awareness. Chinese millennials grew up during a time when China was relatively closed off to the rest of the world. Hence, the product of their nostalgia is usually domestic brands or domestic cartoons. However, this doesn’t mean nostalgia marketing is limited

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