Mixue (蜜雪冰城) Expands Presence in Shopping Malls
Mixue (蜜雪冰城) added 32 new mall locations in April 2026, bringing its total mall store count to 3,082. While this represents only 6.53% of its total footprint, the brand continues to strategically increase its visibility in high-traffic commercial hubs to diversify its customer base.
Grandpa No Tea (爷爷不泡茶) Collaborates with Chibi Maruko-chan
Grandpa No Tea (爷爷不泡茶) has launched a nostalgic collaboration with the popular anime *Chibi Maruko-chan* (樱桃小丸子). The partnership features new strawberry-themed beverages and a nationwide “buy-one-get-one-free” promotion, aiming to leverage IP emotional resonance to drive summer sales.
Xiao Coffee (小咖咖啡) Plans 600 Million RMB Promotion Campaign
Xiao Coffee (小咖咖啡) founder, Zhu Baoju, announced a massive brand promotion budget of nearly 600 million RMB for the year 2026. Currently operating 728 stores, the brand aims to significantly boost its market awareness and store density through aggressive marketing and expansion.
(Xiao Coffee (小咖咖啡) Modern Interior Design)
M Stand Partners with Retro Gaming Brand Subor
M Stand has launched a cross-sector collaboration with the retro gaming brand Subor (小霸王). The collaboration offers limited-edition beverage packages that include a retro handheld gaming console, successfully tapping into the “gaming nostalgia” trend among young urban professionals.
(M Stand x Subor (小霸王) Collaboration Merchandise)
Heytea (喜茶) Adjusts Delivery Packaging Fees
Heytea (喜茶) has increased its delivery packaging fees to 1.5 RMB per item. The brand cited rising raw material costs and the implementation of more robust individual packaging for smaller items like pastries as the primary reasons for the adjustment.
CHAGEE (霸王茶姬) Reports Q1 2026 Financial Divergence
CHAGEE (霸王茶姬) reported a mixed Q1 2026 performance, with total revenue growing by 4.5% year-on-year. However, same-store GMV (Gross Merchandise Volume) saw a 16.1% decline, indicating challenges in maintaining high-density store profitability as market competition intensifies.
(CHAGEE (霸王茶姬) Modern Storefront)
TianLaLa (甜啦啦) Launches Watermelon-Themed Series
TianLaLa (甜啦啦) is launching a new “Watermelon Refresh” beverage series starting May 30. This seasonal rollout is designed to capture the early summer fruit demand with a focus on fresh ingredients and affordable pricing.
(TianLaLa (甜啦啦) Seasonal Watermelon Series)
