Interpreting the "Panoramic Report on Chinese Tea Beverages Going Global": The Global Tea Beverage Track Heats Up in 2025, Brands Find Paths to Breakthrough

As the domestic tea beverage market enters a stage of stock competition, going global has become a new growth curve for tea beverage brands.

The Panoramic Report on Chinese Tea Beverages Going Global, released by Feishu Shennuo (MeetIntelligence), focuses on the market opportunities and pathways for Chinese tea beverages "going out." Through regional data, consumer behavior insights, and typical brand case studies, the report clearly outlines the trends and breakthrough logic of the global tea beverage market. It holds significant reference value for tea beverage enterprises, cross-border service providers, and investors.

From the overall perspective of the layout, Chinese tea beverages are transitioning from "testing the waters" to "scaled expansion." Among them, Southeast Asia has become the core market with the fastest incremental growth, while Europe, America, Japan, and South Korea are also gradually gaining a foothold.

The freshly made tea beverage market in Southeast Asia is highly fragmented, dominated by mid- to low-end brands. The chain scale of local brands is generally not high, and no brand with absolute dominance has emerged yet. The Chinese brand Mixue Bingcheng performs well overall, but faces competition from lower-priced local brands such as Haus and Esteh Indonesia.

As the domestic tea beverage market enters a stage of stock competition, going global has become a new growth curve for tea beverage brands.

The Panoramic Report on Chinese Tea Beverages Going Global, released by Feishu Shennuo (MeetIntelligence), focuses on the market opportunities and pathways for Chinese tea beverages "going out." Through regional data, consumer behavior insights, and typical brand case studies, the report clearly outlines the trends and breakthrough logic of the global tea beverage market. It holds significant reference value for tea beverage enterprises, cross-border service providers, and investors.

From the overall perspective of the layout, Chinese tea beverages are transitioning from "testing the waters" to "scaled expansion." Among them, Southeast Asia has become the core market with the fastest incremental growth, while Europe, America, Japan, and South Korea are also gradually gaining a foothold.

The freshly made tea beverage market in Southeast Asia is highly fragmented, dominated by mid- to low-end brands. The chain scale of local brands is generally not high, and no brand with absolute dominance has emerged yet. The Chinese brand Mixue Bingcheng performs well overall, but faces competition from lower-priced local brands such as Haus and Esteh Indonesia.

An Absence of Premium Brands exists in the high-end market, and the level of competition is relatively low. This segment is primarily occupied by premium Chinese fresh tea beverage brands like Heytea and NAYUKI, and there is still room for incremental growth.

The price band distribution is also clear. The budget market (<$2) is dominated by Mixue. The mainstream market ($2-$5) is occupied by CoCo and Gong Cha. The premium market (>$5) is the domain of Heytea and NAYUKI.

Whether a tea beverage brand can gain a foothold overseas depends not only on location but more crucially on its ability to truly integrate into the local market in terms of products, marketing, and operations.

Product Localization: From taste and ingredients to compliance requirements, brands need to adapt to local conditions. For example, introducing new flavors aligned with local dietary habits, using local ingredients to enhance familiarity, and even respecting religious and cultural customs in formulations and processes.

Operational Localization: Not only open stores in core urban areas but also utilize online platforms to integrate delivery, e-commerce, and social channels, achieving omni-channel coverage to enhance reach and conversion.

Content Localization: Leveraging the influence of celebrities and local influencers can quickly build awareness and trust. Breaking through demographic barriers through IP localization or cross-brand collaborations. Marketing campaigns tied to local and international holidays strengthen emotional connections and brand identity. Combining these with trending events to tell a compelling "brand story" can continuously elevate influence.

From the practices of leading brands, it can be seen that product digitalization, operational digitalization, and marketing digitalization have become a common path to successful global expansion.

Mixue Bingcheng: IP Penetration + Supply Chain Cost Reduction

Centering on the "Snow King" IP, it engages in high-frequency interactions on platforms like Instagram (averaging over 600 interactions per post in Indonesia, with a cumulative total of over 14,000) to strengthen user recall. On the supply chain side, Mixue has established 27 overseas warehouses, covering 7 core regions. Combined with its MES (Manufacturing Execution System) and WMS (Warehouse Management System), the brand achieves low-cost and efficient operations for its 45,000+ global stores.

Heytea: Premium Positioning + Social Media Marketing

Targeting mid-to-high-end markets in Europe and the US, with in-store pricing at $4-$8. It accurately reaches young people through holiday marketing combined with hashtags like "CHAGEECNY" (over 20,000 interactions on Instagram). In terms of channels, it has partnered with delivery platforms like Deliveroo and launched an English website (heytea.com), creating a closed loop of "in-store experience + online ordering".

NAYUKI: Cross-border Collaborations + Category Innovation

Through cross-border collaborations with brands like VERSCTA, it has launched limited-edition products such as "TricksOrGrapes", covering over 50 overseas markets. It also combines its "hand-beaten lemon tea" with local tastes to strengthen its differentiated competitiveness.

Overall, the global expansion of Chinese tea beverages has transitioned from "land grabbing" to "refined cultivation". In the future, as Chinese tea beverage brands continue to deepen their efforts in supply chains, products, and marketing, the "Chinese taste" is poised to create an even larger wave across the globe.