Chinese tea brand Heytea has launched its first store outside of Asia in London’s Chinatown, accelerating its international expansion.
The London Heytea store is located on Shaftesbury Avenue in the neighbourhood of Soho, close to Leicester Square, the Prime Minister’s Office, and Buckingham Palace.
The expansion follows the brand’s success when launching its first overseas store in Singapore in 2018.
Heytea reportedly announced the opening of applications for overseas business partnerships earlier this year, including plans to open in countries including the UK, the US and Canada.
Established in 2012 and headquartered in Nanshan District, Shenzhen, Heytea is one of the most popular tea brands in China due to its modern interior design, photogenic packaging and innovative drinks.
Heytea currently operates more than 1000 stores in China and four locations in Singapore. The brand launched its convenience-store-like concept in Singapore in 2021, as part of its strategy to attract more young customers, especially Gen Z.