Starbucks (星巴克) Launches “Bear Staff” Apparel Collection
Starbucks (星巴克) has officially released its new “Bear Staff” apparel and accessories collection across China. The series features T-shirts, tote bags, and pins inspired by the brand’s iconic Bearista. This move marks a continued effort by the coffee giant to strengthen its lifestyle brand presence and deepen emotional connections with younger consumers through themed merchandise.
Mixue (蜜雪冰城) Opens World’s Largest Flagship in Nanjing
Mixue (蜜雪冰城) has inaugurated its massive 2,000-square-meter flagship store in the Xinjiekou district of Nanjing. Spanning three floors, this “Super Flagship” is currently the brand’s largest global outlet. It features an integrated service model including a flagship beverage bar, a brand museum, and a dedicated retail area for “Snow King” IP merchandise, signaling Mixue’s ambition to elevate its brand image beyond low-cost positioning.
(Mixue Nanjing Flagship Interior)
Heytea (喜茶) Debuts Exclusive Beverage at Universal Beijing Resort
Heytea (喜茶) has announced the launch of a location-exclusive beverage, “Berry Cocoa Forest,” specifically for its outlet at Universal Beijing Resort. This customized product strategy leverages the high foot traffic of premium tourism destinations to drive brand premiumization. The drink combines seasonal fruit elements with a unique presentation tailored for theme park visitors.
(Heytea Universal Beijing Resort Store)
Naìsnow (奈雪的茶) Introduces “Bayberry Ice Cream Tart”
Naìsnow (奈雪的茶) continues its seasonal innovation with the debut of the “Bayberry Ice Cream Tart.” The product features fresh bayberries (Yangmei) paired with creamy ice cream in a flaky pastry base. This launch coincides with the peak season for bayberries in southern China, reinforcing Naìsnow’s core strategy of combining high-quality fresh fruit with artisanal bakery items.
(Naìsnow Bayberry Ice Cream Tart)
April Report Highlights Increasing Mall Store Density
New industry data for April 2026 reveals a significant uptick in coffee and tea store density within Tier-1 city shopping malls. According to the report, beverage store occupancy increased by 12% year-on-year. Analysts attribute this growth to the aggressive “store-next-to-store” expansion strategy of leading brands such as Luckin Coffee (瑞幸咖啡) and Mixue (蜜雪冰城), as they compete for dominant physical presence in high-traffic commercial hubs.
