Heytea has branched out with a new type of store: Heytea Craft. The concept store opened in Guangzhou’s Shipaiqiao district on 8 July. As the name suggests, it puts the craft behind Heytea’s drinks front and centre, showcasing the production process rather than simply the finished product. The move is the brand’s latest attempt to differentiate itself in China’s increasingly crowded premium tea market.
The store generated attention online well before opening, thanks to an old trick of theirs that plays on curiosity while hinting at its central theme: making tea production fully visible. Construction hoardings featured a small peephole labelled ‘Take a peek’, encouraging passers-by to look inside the unfinished space. The installation quickly spread across Chinese social media, fuelling anticipation ahead of the launch.
Previous Heytea concept stores include Heytea Lab, Heytea Pink and Heytea DP
Inside, a long, open preparation counter stretches across the store, allowing customers to watch every stage of the drink-making process, from brewing to blending. Staff also interact directly with visitors, turning tea preparation into part of the retail experience.
Heytea is reinforcing its premium positioning through transparency instead of novelty
The exclusive menu revolves around seven bespoke tea bases and five preparation methods: pot brewing, slow infusion, hand pour-over, fresh extraction and hand-roasting. These techniques are used across five exclusive product lines, including gelato, one of China’s fastest-growing food and beverage categories.
The Dao View: Heytea Craft reflects shifts in China’s premium tea sector
As competition heats up and product innovation becomes easier to replicate, China’s premium tea brands are looking beyond flavour alone to create memorable in-store experiences. The same trend is playing out across luxury and fashion retail. Simply offering a product is no longer enough; brands increasingly need to offer an experience.
Heytea is no stranger to this strategy. The company has previously experimented with concepts such as Heytea Lab, Pink and DP. Craft is its latest iteration, making the production process itself part of the attraction. By turning craftsmanship into something customers can see rather than simply claim, Heytea is reinforcing its premium positioning through transparency instead of novelty—a strategy that could prove just as valuable as the drinks themselves.
