In recent years, Chinese new-style tea beverage brands such as Meixue Bingcheng, Naixue Tea, Heytea, Bawang Tea Ji, and Bingchun Tea have successively entered the Southeast Asian market and gained the favor of many consumers. The popularity of Chinese tea beverage brands not only brings more diverse consumption choices and promotes the development of tea culture to the people of Southeast Asian countries, but also promotes local employment and industrial development. Relying on brands - at least 14 Chinese tea beverage brands have entered Southeast Asia. From Bangkok's BTS Siam station in Thailand, you can easily see the Chinese tea beverage brand Jasmine Milk White, which just opened in September last year. The store is full of popularity, with a continuous stream of customers coming to make purchases. The Siam Business District is located in the center of Bangkok, integrating shopping, food, and entertainment, and is the first choice for many tourists and local residents to go shopping. Not far from the Jasmine Milk White Shop, there is often a long queue in front of another Chinese tea drink brand, Bawang Tea Lady Shop. Within a few kilometers, there are two or three Meixue Ice City stores that entered the Thai market earlier. In recent years, Chinese tea beverage brands have gone global one after another. According to industry insiders, at least 14 Chinese tea beverage brands have entered Southeast Asian countries. By the end of 2023, the number of Mi Xue Bing Cheng stores in Vietnam and Indonesia has exceeded 1300 and 2300 respectively. Bawang Tea Ji, which entered the Malaysian market in 2020, now has over 100 branches in the area. In December 2023, Nayuki Tea's first store in Bangkok achieved sales of 300000 Thai baht (approximately 34.3 Thai baht per US dollar) on its opening day. In August 2024, Nayuki Tea opened its first global flagship store in Thailand with a 3-day turnover of nearly 1 million Thai baht, setting a new record for the brand's overseas sales. At the same time, Nayuki Tea has opened multiple stores in Singapore's Changi Airport Star Shine Complex, Malaysia's Tun Razak International Trade Centre, and other locations. On the first day of its opening in Malaysia, the store's sales exceeded 40000 ringgit (approximately 4.47 Malaysian ringgit per US dollar), breaking the daily revenue record for overseas stores. When searching for keywords related to Chinese tea drinks on overseas social media platforms, you can see many local consumers holding Chinese tea drinks and taking photos, writing positive reviews such as "delicious", "good-looking", "come again next time", etc. Thai netizen Paganti said that as long as you are near Siam Square, you want to go to Jasmine Milk White Shop and bring a delicious drink. "The white tone of the walls in the shop is mainly matched with bright and beautiful brand colors, and the photo taking and check-in are particularly impressive. The space design is also very reasonable, and you can easily enjoy leisure time with friends. College student Aum left a message under the official post of Wen Cha Tea Drink, saying that there are many fruit pulp in the tea drink, sufficient ingredients, and the semi transparent cup design is very innovative, allowing you to see the color of the tea drink. Relying on innovation - fully considering the preferences of local consumers, Southeast Asia has a hot climate throughout the year, no obvious seasonal characteristics in the cold drink market, and a long business cycle. Chinese tea beverage brands actively adapt to the local market, carry out various innovative operations, and gradually establish a foothold in the local market. Conducting in-depth research to understand the preferences of local consumers is the key to achieving development Thomas, the regional manager of Jasmine Milk White in Southeast Asia, told reporters that his team has more than 10 years of overseas business experience. As early as a year before the opening of the first store in Southeast Asia at Siam Square, they had visited more than 490 related stores in Bangkok and surrounding areas, and conducted sufficient market research on local consumer groups. At present, the daily average sales volume of the first store is stable at 800-1000 cups, and as of the end of December 2024, the sales volume of a single store has exceeded 100000 cups. The tea beverage products launched by Chinese brands fully consider the preferences of Southeast Asian consumers, including taste, sweetness, ingredients (such as pearls, coconut milk, mangoes, etc.), and packaging design. By the end of 2023, Singapore will expand the labeling of beverage nutrition levels to include freshly made beverages. Bawang Tea Lady's products in Singapore have been adjusted according to relevant sugar reduction and control requirements. The local tea market in Thailand mainly uses tube shaped ice cubes, which are cheaper but easier to melt. Jasmine Milk White uses crescent shaped ice cubes to reduce the problem of diluting the taste of the drink due to the rapid melting of the ice cubes. Considering that locals enjoy eating durian and salted egg yolk, HEYTEA's store in Singapore has specially launched salted egg yolk ice cream and durian ice cream, both of which rank high in recommendations from platform users. Nayuki Tea has launched a limited edition series of tea drinks in Thailand, including "Dahongpao Milk Tea" and "Litchi Rose Milk Tea", to create a richer and more flavorful Thai flavor. Zhang Yufeng, Senior Director of Tea Public Communication at Nayuki, said, "The raw materials we use pay attention to respecting local dietary habits, and the quality of tea drinks is the guarantee of the brand. Some innovative operating models have also been successful in the Southeast Asian market. In April 2022, Ba Wang Cha Ji hired badminton star Lee Chong Wei from Malaysia as her spokesperson to increase her popularity. In 2024, Bawang Tea Lady underwent a brand new product and space upgrade. The Orchard Shopping Centre store in Singapore has launched the "Tea Bar" concept, with over 233 square meters of space where customers can sit and enjoy tea drinks and desserts. According to the person in charge of Bawang Tea Lady Singapore, the store has already exceeded 10000 foot traffic in just 3 days of opening. Southeast Asia has a large group of young consumers, and Chinese tea brands focus on enhancing consumer experience in their development process. Wen Cha has opened stores in popular business districts such as Bangkok, Phuket, and Pattaya in Thailand. Wen Zhi, the President of Wen Cha, told reporters that Wen Cha has implemented a membership system for tea drinks, providing customized tea drinks and exclusive experience activities for members, such as regularly holding "Wen Cha Experience Days", tea culture salons, group customized milk tea, etc., which have been well received by local consumers. Relying on culture - friends often like to order "Boya Juexian" when they gather together. A "BING CHUN" store located in Haiphong, Vietnam is filled with young people who come to check in. The decoration is trendy, the taste is refreshing, and the price is moderate, so it is very popular among young people. We can sell seven or eight hundred cups a day, "said Fan Xing, the manager of this Bingchun tea drink. Many young customers also post selfies on social media after buying drinks. Chinese tea beverage brands entering the Southeast Asian market not only meet the needs of local consumers, but also bring positive effects in promoting tea culture and driving market development. Young people are the main consumers of milk tea. In order to meet the consumption needs of young people, Chinese tea beverage companies have launched new milk tea products with different ingredients such as fruits, taro balls, and water milk, constantly enriching consumers' taste buds. Shang Xiangmin, co-founder of Bawang Tea Lady, introduced that the tea making process of the new tea drink displayed in Southeast Asian stores is deeply loved by local people. In terms of the overall style design of the store, the company will also combine traditional Chinese tea culture with local cultural elements to create a social and leisure space for enjoying beautiful times. In the design of tea beverage products, adjustments will be made according to the taste of local consumers. Southeast Asia and China have similar tea drinking cultures. Chinese tea beverage brands going global combine traditional Chinese tea culture with modern elements through brand stories, product packaging, and store design, further enhancing Southeast Asian consumers' understanding of Chinese culture. According to Singapore's Lianhe Zaobao, a post-90s Singaporean said that he has been waiting for more Bawang Chaji stores to open since Bawang Chaji pop-up stores landed in Singapore in June 2024. When I was traveling in China, I had a drink of 'Boya Juexian' by Thai tea queen, and it felt very refreshing with a fragrant tea aroma. I believe that this is not only a tea drink product, but also a way to convey Eastern tea culture to the world. The drink cup of Thai tea queen is printed with bilingual names in both Chinese and Thai. Thai university student Jia Tian told reporters that the tea drink "Boya Juexian" is very popular among Thai university students. Previously, we only liked the refreshing taste of this tea drink. When we learned about its cultural connotations, friends would like to order a cup of 'Boya Juexian' to express the feeling of finding a kindred spirit. Many people have also fallen in love with the rich Chinese tea culture as a result, "said Jia Tian. In addition, tea shops can also drive the growth of local upstream demand for raw materials such as fruits and vegetables, creating more job opportunities for the local market, such as store staff and delivery personnel. Thomas told reporters that when Jasmine Milk White first entered the Thai market, the monthly salary of sales personnel recruited in the tea beverage industry was between 13000 and 14000 Thai baht. Currently, the basic salary for local recruitment has been increased to 16000 to 17000 Thai baht per month. As store revenue increases, employee salaries and rewards will continue to rise. According to the website data of Meixue Ice City Indonesia, the company has a total of about 250 employees in Indonesia, of which more than 96% are local employees. The company also helped over 1400 Indonesian business partners achieve self employment, directly creating approximately 12800 store jobs. Andy, the investment manager of the company, said that joining Meixue Ice City not only gave him a stable job, but also allowed him to experience different work cultures and career opportunities. He said, "Being exposed to Chinese management concepts and market operations has been of great help to my career development