In 2012, HEYTEA created the first ever Cheezo Tea, bringing a brand-new tea-drinking experience to China and abroad. With its slogan “INSPIRATION OF TEA”, HEYTEA sources the finest tea globally and serves drinks made with originality and ingenuity, hoping to inject new life to traditional tea culture. It aspires to spark inspirations to customers through each sip of tea.
As such, HEYTEA has opened a new store at Westgate, Singapore on 7 September,with a store design that features a “traditional Chinese handscroll” theme to add more “Zen” qualities to the space.
An inspired-by-handscroll space : the Conceptual idea of Zen
Store design has been the epitome of how HEYTEA demonstrates “inspiration”. With the conceptual idea of minimalism, HEYTEA creates a multi-dimensional space at Westgate, hoping to provide customers with an immersive store experiences to enhance inspiration and creativity.
Historically, Chinese handscrolls have been used for both calligraphy and paintings, and throughout time, it has become the standard format for paintings. Capturing the features of Chinese handscroll, the handscroll-liked furniture was adopted in-store to harmonize the notion of Zen. On the other hand, Tea, the aromatic delight which fosters inspiration, has also been an essential part of Chinese culture for thousands of years. With this new store, HEYTEA hopes to bring forth new life to tea culture and further elevate special aesthetics in a traditional style.
In addition to the Westgate store opening, HEYTEA introduces an ingenious version of its Very Grape Cheezo – the Tipsy Grape Beer. The swirl of malty beer and crispy tea creates a new refreshing sensation alongside every sip. It is currently available at both Clarke Quay and ION stores, and will be coming to the Westgate store soon.
Internationalize Chinese tea culture
With its origins rooted in a small lane called “Jiangbianli”in China in 2012, HEYTEA has since opened 268 stores in more than 35 cities in China and aboard. Since 2012, the brand has been committed to serving the finest tea drinks made with originality and ingenuity. HEYTEA aspires to rejuvenate and internationalize Chinese tea culture, to use technology in the age of digitalization to enhance operations, and to spread a new style of Chinese tea culture around the globe.
HEYTEA’s founder Neo believes that tea culture has been a representative symbol in China, and that HEYTEA can and will be striving to build a global brand for tea.
HEYTEA’s first oversea store launched in Singapore in 2018. Since its debut in November, 2018, HEYTEA has opened three more stores, and will further explore possibilities of tea in the Lion City to connect with more customers and fans. Taking Singapore as the start of its global journey, HEYTEA continues to work on its international expansion plan and hopes to ultimately achieve brand globalization.