As a packaging solutions provider deeply embedded in the HORECA industry, we at Cuploom keep a close watch on the dynamic tea and coffee markets. China, a global leader in beverage innovation, offers critical insights for brands worldwide. Here are the key trends we observed this week that highlight the strategic shifts in branding, expansion, and customer experience.
- The Co-Branding Craze Cools Down: A Shift Towards Quality over Quantity
Our latest data reveals a significant strategic shift among China’s top 10 tea brands. In 2024, these brands launched a staggering 122 co-branding campaigns—averaging a new one every three days. However, the pace has slowed considerably in 2025. In the first seven months, only 40 campaigns were launched, extending the average to one every five days.
Analysis: This slowdown suggests that brands are moving away from frequent, low-impact collaborations. The market is maturing, and consumers are seeking more meaningful brand partnerships. The focus is shifting from short-term hype to long-term brand building and authentic connections.
- Brand Diversification: From Handcrafted Tea to Full-Fledged Dining
The popular handcrafted tea brand A-Ma’s Handcraft is venturing into the restaurant business with its new incubated brand, “LUOSHi（鑼獅）.” The first location is set to open in Shanghai’s prestigious Xintiandi district. Similarly, Yegelato known for its Gelato, has opened its first global flagship store in Shanghai, a two-story building that now also serves desserts, cakes, and coffee.
Analysis: This trend shows that successful beverage brands are leveraging their brand equity to expand into new categories. They are creating holistic lifestyle experiences rather than just selling a single product. This requires a flexible and scalable brand identity that can translate across different formats and offerings.
- The Rise of Hyper-Local Success Stories
While major chains dominate headlines, a local Guangzhou-based fruit tea brand, Lichun Teapresso（梨村茶铺）, is quietly capturing the market. Starting from a single community store in 2021, it has now expanded to five prime locations. One of its new stores achieved an impressive monthly revenue of ¥470,000 (approx. $65,000 USD) shortly after opening.
Analysis: Lichun Teapresso’s success proves that a strong product, authentic branding, and a deep understanding of the local community can create a powerful competitive advantage. It’s a reminder that in the food and beverage industry, a genuine connection with customers can be more powerful than a massive marketing budget.
- Expansion and Rebranding: The Big Players Double Down
TikiEasy Coffee, the coffee brand from Chinese gas station giant Sinopec, has unveiled a new brand identity centered around a “T” super symbol. The company also announced its network has grown to over 1,800 stores, covering more than 150 domestic cities and expanding overseas into markets like Laos and Australia.
Analysis: This move highlights the importance of a strong, recognizable brand identity for large-scale expansion. As Easy Joy Coffee competes in a crowded market and enters the international stage, a clear and memorable brand is essential for standing out and building customer loyalty.
Our Takeaway: What This Means for Your Brand
The trends from China’s tea and coffee market offer a clear lesson: success is no longer just about the product inside the cup; it’s about the entire brand experience.
Strategic Branding is Crucial: As the co-branding frenzy subsides, brands that have a clear identity and tell a consistent story will win.
Experience is Everything: From flagship stores to local community shops, creating a memorable customer experience is non-negotiable.
Packaging is Your Silent Salesperson: In this competitive landscape, your packaging is often the first and most tangible interaction a customer has with your brand. It must communicate your story, reflect your quality, and create a lasting impression.
Whether you are expanding into new markets, diversifying your product line, or building a local following, your packaging is a critical asset. It needs to be as strategic, innovative, and high-quality as the product it holds. At Cuploom, we help brands translate their vision into packaging that captivates customers and drives growth. Because in today’s market, every detail matters.