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T Illustration / Eve - 3L

ONE CITY,

ONE

NEW-STYLE

TEA

I t’s only been five years since the new-style tea like to travel to Changsha for the sake of Sexy Tea, but it’s

drinks have entered the mainstream consumer
a bit expensive to travel all the way just to try milk tea.
market, but it has already developed a multi-layered
structure, with various groups and distinctive fea- Meanwhile, those who did come and tasted the tea shared
their experience on social media with overstated narratives
tures. Leading brands such as HEYTEA, Nayuki Tea, and and emotional descriptions, which made people even more
LELECHA have been seen as industry trendsetters, while A curious and eager. Naturally, Sexy Tea has been warmly
little Tea, Coco Tea, Honey Snow Ice City have topped the welcomed, planning to expand out of Hunan and opening
milk tea delivery rankings by virtue of fast production, high its first off-site branch in Wuhan in 2021.
consistency and affordable prices. The same passion and good milk tea brands also
This scenario was changed in 2018 by a local Changsha emerged in several provinces, and they proved to have more
milk tea brand called “Sexy Tea”. The Chinese-style design in potential market power than the online popular brands that
packaging, the excellent taste and the sincere attitude towards put out soft-sell advertisements by KOL (Key Opinion Lead-
consumers have made it a popular choice. What adds fuel to er). Perhaps the same as Sexy Tea, due to considerations of
Sexy Tea’s social media popularity is the issue of when it will budget costs, brand benefits and other issues, they cannot
step out of Hunan province. be a multi-site chain brand, but they turned out to be a
While consumers in Hunan can still head to Changsha fascinating charm of “local milk tea”. Based on local charac-
for a cup of Sexy Tea during the holidays, people in the rest teristics, we’ve rounded up four local milk tea brands that
of the country may not be able to. Many young people would are worth a visit.

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