Chinese tea brand Naixue has opened its first store in Chiang Mai, Thailand, inside the popular Central Festival mall. This is the brand’s eighth location in Southeast Asia, and it’s already off to a strong start: lines formed from day one, orders kept climbing, and first-month revenue reached nearly THB 3.5 million (about $107,000 USD). At peak times, the store sold more than 2,000 cups a day, quickly earning a reputation as one of the city’s top tea spots.
Central Festival is the largest luxury mall in Northern Thailand and a major shopping destination in Chiang Mai. It houses over 250 international and local brands and sees more than 20,000 visitors daily. Naixue’s store sits in a prime location on the ground floor. Its open, wood-toned design adds a relaxed and welcoming touch that draws people in.
“The tea is fresh, smooth, and looks as good as it tastes,” said one customer. Local Chinese residents were especially excited, with one posting, “Naixue is finally here!” The menu offers around 50 tea and bakery options, sticking to the brand’s signature style. Fan favorites like cheese grape tea are available, alongside new additions such as matcha cheese coconut water, which have quickly become crowd-pleasers.
Naixue’s success in Southeast Asia didn’t happen by chance. The brand has found the sweet spot between staying true to its identity and embracing local tastes. In Malaysia, for example, all products use Halal-friendly ingredients to honor local customs. The brand also partners with delivery platforms like GrabFood to make ordering easy and convenient.
Now, the spotlight is shifting to the U.S. Naixue has already started teasing its first American store, with hoarding up in Flushing, New York, sparking buzz among overseas fans. As it gears up to enter the North American market, Naixue seems ready to share modern Chinese tea culture with a global crowd—one sip at a time.