The week’s news reveals a sector simultaneously pursuing geographic expansion and capitalizing on peak seasonal demand. From new market entries to franchise strategy adjustments, these developments signal a dynamic period of growth and operational fine-tuning across the Chinese tea and beverage landscape.
TamKoKo(泰柯茶园) and ChaYanYueSe(茶颜悦色) Pursue Expansion
TamKoKo(泰柯茶园), a Thai-style tea brand, has surpassed 250 domestic stores since its debut in Suzhou in April 2025. Meanwhile, established player ChaYanYueSe(茶颜悦色) has announced its first foray into the Guangdong market, with a store opening scheduled for April in Shenzhen and plans for further expansion in the region.
These moves illustrate contrasting growth strategies. The rapid scaling of a new entrant like TamKoKo(泰柯茶园) demonstrates the market’s capacity for niche concepts, while ChaYanYueSe(茶颜悦色)’s carefully planned entry into a major new city represents a significant milestone in its geographic diversification.
Heytea(喜茶) Deepens North American Presence with Concept Lab
Heytea(喜茶) has opened its “HeyteaLab” location at Toronto’s Eaton Centre, launching eight globally exclusive new products to mark the occasion. The brand currently operates nearly 4,000 stores across over 330 cities, with its international footprint exceeding 100 locations in regions including Hong Kong, Macau, and overseas markets, and over 45 stores in North America.
The launch of a lab concept with exclusive products indicates a strategy focused on market differentiation and brand experience in mature international markets. The milestone of over 45 North American stores confirms the brand’s sustained commitment to building a physical presence in the region.
CHAGEE(霸王茶姬) and TianLaLa(甜啦啦) See Holiday Sales Surge
During the 2026 Spring Festival holiday, CHAGEE(霸王茶姬) reported significant traffic spikes, with key locations in scenic areas, highway service zones, and transportation hubs seeing sales more than triple compared to the pre-holiday period. Cities like Shanghai and Beijing led in absolute volume, while stores in Zhanjiang averaged over 2,500 cups sold per day. Concurrently, TianLaLa(甜啦啦) experienced a more than eightfold increase in sales across its thousands of township stores, with some scenic outlets in Chongqing Rongchang and Shanxi’s Xinzhou Ancient City seeing growth exceeding 1,500%.
The holiday period served as a powerful demand catalyst, particularly for brands with strong penetration in travel corridors and tourist destinations. These figures highlight the substantial revenue potential tied to domestic travel and the consumption power of both urban centers and emerging county-level markets during peak seasons.
ChaPanda(茶百道) and Others Capitalize on Travel-Driven Demand
ChaPanda(茶百道) saw sales led by major tourist hubs including Chongqing, Chengdu, Shanghai, Beijing, and Hangzhou during the holiday. The highest growth rates were observed in regions like Jiayuguan in Gansu, the Aba Prefecture in Sichuan, and Qianjiang in Hubei, with one scenic location reporting a staggering 4,500% sales increase, supported by many outlets operating throughout the festival.
The correlation between travel hotspots and beverage sales is clearly demonstrated, with secondary cities and specific tourist attractions becoming major growth drivers. The decision by many businesses to forgo the traditional holiday closure proved critical in capturing this surge in on-the-go consumer demand.
Molly Tea(茉莉奶白) Revises Franchise Policy
Molly Tea(茉莉奶白) has released its 2026 franchise policy, which includes reduced initial costs for new franchisees, bringing the estimated single-store investment to approximately CNY 230,000. The policy introduces a mechanism for recycling equipment based on depreciated value, offering an exit pathway for operators. For existing franchisees, incentives include tiered discounts for multi-store openings, regional development benefits, and a policy favoring the use of existing equipment.
The updated franchise structure reflects a strategic effort to lower the barrier to entry for new partners while simultaneously rewarding loyalty and expansion from its current base. The inclusion of an equipment buyback provision is a notable feature aimed at reducing perceived risk for prospective franchisees.
Peet’s Coffee Reports Strong China Growth
JDEPeet’s, the parent company of Peet’s Coffee, reported that the brand achieved “strong double-digit organic sales growth” in China during 2025. Across the broader Asia-Pacific region, the company posted an organic sales increase of 8.5%, with price realization contributing 9.9%, partially offset by a -1.4% impact from volume/mix.
Peet’s performance underscores the sustained premium coffee demand in the Chinese market, even as the broader regional metrics suggest a complex environment where price adjustments are currently a more significant driver of growth than volume increases.