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Brand Discovery

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HeyTea is a tea brand start from 2012 in China, we are the originator of new-style tea, also is one of the most popular tea brand in the country. Our target audience primarily consists of  Gen Z and younger Millennials. What sets us apart from other tea brands is our unwavering commitment to using  fresh milk, fruit and craft tea, and continuing explore high-quality ingredients around the world, also combine with Eastern zen culture and our products. Now we have over 4000 stores globally. In December 2023, HeyTea made its grand debut in the United States, opening its first store in Manhattan, New York. We currently have stores on both the West and East Coast, primarily in major districts, and we continue to expand our reach.

Target Audience

• Primary (60%): Gen Z and younger Millennials, active in social media, and value experience, willing to pay more for quality and aesthetic appeal.  They vow HeyTea both a treat and a social activity.
• Secondary (25%): Older millennials and young professionals who appreciate premium artisanal drinks, with a higher spending power and view HeyTea as a drink fit their lifestyle, often purchasing during work breaks or social outings.
• Tertiary (15%): Curious newcomers and occasional treat-seekers across various age groups who are drawn to try trending products or seek unique experiences. This includes people influenced by social media buzz and a fan of some collaborations with HeyTea, they may not a regular customers but contribute to brand awareness and marketing.