Portfolio Companies

HEYTEA takes inspiration as its starting point and natural ingredients as its standard. It brings a fresh interpretation to traditional Eastern tea culture, offering consumers a cup of tea that delivers inspiration and a sense of Zen.

HEYTEA is a pioneer and driving force in the new-style tea beverage industry. Founded in 2012 in Jiangmen, Guangdong, HEYTEA introduced the original cheese tea concept by combining fresh milk and freshly brewed tea, effectively opening up the new tea beverage category.

In addition, through its retail store environments and brand communications, HEYTEA consistently crafts a relaxed and understated brand narrative, expressed through a playful yet restrained design language. This cohesive brand experience has not only strengthened its brand equity, but also helped accelerate the industry’s broader transition toward brand-led competition.