1. China’s Tea and Coffee Marketing Activity Surges in March
Industry data for March 2026 indicates a high-intensity marketing period, with leading brands launching 98 promotional events and 51 cross-brand collaborations. Mixue, Yeye Bupaocha, and Kenyue Coffee emerged as the most active participants, driving consumer engagement through high-frequency limited-time offers and localized campaign strategies.
The surge in activity highlights the intensifying competition in China’s beverage sector as brands strive to maintain market share during the spring season. Shopping malls, high-speed railway stations, and university campuses remain the primary battlegrounds for these volume-driven marketing efforts.
2. HEYTEA Partners with White Swan Hotel for Sachima-Inspired Dessert
HEYTEA has announced a premium collaboration with Guangzhou’s legendary White Swan Hotel to launch a limited-edition Sachima Ice Cream. The dessert fuses HEYTEA’s signature tea-base soft serve with the hotel’s famous traditional Sachima, offering a nostalgic yet modern flavor profile to Cantonese consumers.
This partnership underscores the trend of “New-style Tea” brands collaborating with heritage hospitality icons to elevate brand positioning. By integrating traditional regional pastries into modern tea formats, HEYTEA continues to leverage cultural storytelling to appeal to diverse age groups.
3. Popular Nanjiang Licorice Guava Returns to HEYTEA Menu
Following strong consumer demand, HEYTEA has officially brought back its “Nanjiang Licorice Guava” bottled beverage. The product features a unique savory-sweet profile inspired by Chaoshan-style fruit pickling, utilizing Nanjiang ginger and licorice to enhance the natural aroma of red guava.
The return of the licorice guava series reflects the growing consumer preference for regional, health-conscious flavors in the ready-to-drink segment. Seasonal and regionally inspired returns have become a key strategy for maintaining inventory efficiency while satisfying loyal customer bases.
4. Confectionery Giant Amas Food Group Files for Hong Kong IPO
Amas Food Group, known for its creative candy brands and global distribution, has officially submitted its IPO application to the Hong Kong Stock Exchange. The group plans to utilize the capital to expand its R&D capabilities and strengthen its international supply chain, particularly for its popular 4D gummy products.
The IPO filing signals a major milestone for the Chinese confectionery industry as major players look to global capital markets for expansion. Amas’s success in Western retail markets provides a blueprint for other Chinese snack and beverage groups aiming for a global footprint.
5. Nestle Debuts Functional Beverage ‘Hep’ for Digestive Health
Nestle has launched “Hep,” a new functional beverage brand in France designed to support digestive health and calcium intake. The product targets the growing wellness segment, offering a convenient, science-backed solution for daily nutritional gaps in urban populations.
The entry of major conglomerates like Nestle into the functional beverage space highlights the long-term shift toward health-focused liquid nutrition. This trend is expected to influence product development in the Chinese tea and coffee market, where functional add-ons are becoming increasingly mainstream.
