Chinese tea, once a treasured symbol of ancient global trade, is making a vibrant comeback with a modern twist, driven by innovative brands that blend traditional ingredients with fresh, trendy elements.
New-style tea drinks, featuring fresh fruits, tea leaves, milk, and cheese, are captivating young consumers with their rich flavors and vibrant colors.
Chagee, a prominent Chinese milk tea brand, debuted in Indonesia this March, selling over 4,000 cups on its first day, an impressive six cups per minute. Four months on, the brand remains immensely popular, with consistent lines of eager customers.
With its stylish interiors, flavorful drinks, and affordable prices, Chagee's stores are a hub for young patrons eager to savor the distinctive brand experience.
"For me the drink is very good. The pricing is okay too. The people that are serving are very friendly," said one of the customers.
In just four months, the tea brand has expanded to its fifth store in Jakarta.
Another tea beverage brand Mixue, which entered the Indonesian market four years ago, now boasts over 2,000 physical stores across the country.
Chinese brands have given full consideration to Southeast Asian consumers' preferences, tailoring specific flavors to meet the demand of local consumers. In addition, a comprehensive end-to-end supply chain system has been crucial for cost control and ensuring product quality.
"We have two warehouses in Indonesia, enabling free delivery across the entire island of Java. Basically, we can deliver within five days, and have an ample supply system," said Han Wenchao, head of operations for the Indonesian branch of Mixue.
The popularity of tea beverage stores has also generated more employment opportunities for the local community. Storefront positions of Chinese brands alone have directly created about 12,800 jobs.
Analysts say that these stores are not just selling drinks - they're shaping cultural conversations through modern tea experiences.
"In fact, the cultural attributes of tea enable it to break down cultural barriers across nations. It is not simply a matter of exporting a product. The fact that new-style tea beverages are gaining popularity overseas demonstrates the strong appeal of Chinese tea culture to the world. At the same time, it represents an embodiment of China's traditional culture, and also reflects our country's growing influence," said researcher Chen Fuqiao from Tea Research Institute, Chinese Academy of Agricultural Sciences.
This summer, an increasing number of new-style tea brands have introduced drinks featuring ingredients such as kale and bitter melon.
The trend of green fruits and vegetables in the new-style tea industry is bringing new development opportunities for farmer owners and is also driving the growth of the industrial chain.
China's new-style tea captivates global consumers with innovative flavors, trendy elements
