Heytea USA: 2026 Brand Guide & Expansion Roadmap
Heytea (喜茶) has officially moved beyond being a “Chinese trend” to becoming a global phenomenon. In the US, it is often called the “Apple of Boba” due to its sleek design and focus on “Real Tea, Real Milk” (rejecting the artificial powders common in traditional bubble tea).
The Heytea Identity: “New-Style Tea”
Unlike mass-market competitors, Heytea’s US strategy focuses on Brand Momentum.
- Real Ingredients: They use fresh local milk (partnering with Sysco in the US) and premium loose-leaf tea.
- The “Zen” Experience: Stores are designed as modern social spaces, blending Zen aesthetics with high-tech efficiency.
US Expansion Milestones (2025-2026)
As of late 2025, Heytea has expanded to over 30 US stores, up from just 2 in early 2024.
- Silicon Valley: Their Cupertino store (near Apple HQ) broke sales records, symbolizing their “tech-friendly” brand image.
- New York City: The Times Square LAB store maintains a daily average of 2,000+ cups, even during the off-season.
- Localized Innovation: The US exclusive “iYerba” (a superfood smoothie with yerba mate, kale, and chia seeds) has become a top seller, proving their ability to adapt to American health trends.
Halal & Quality Standards
While Heytea is not a Malaysian brand, its US operations maintain high global standards for ingredient sourcing, ensuring transparency that appeals to the health-conscious US demographic.
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