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Chayan Yuese

Chayan Yuese
Native name
茶颜悦色
Number of locations
500 (2024)
Area served
Hunan, China

Chayan Yuese (Modern China Tea Shop[1]) is a Chinese milk tea chain based in Changsha, Hunan Province.

Chayan Yuese milk tea

It was founded by Sun Cuiying and her husband Lyu Liang in 2013.[2] The branding references traditional Chinese culture.[3] The brand distinguishes itself partially by the use of higher quality ingredients.[1]

It operates over 500 stores, primarily in Changsha and other cities in Hunan. The brand's milk tea enjoys nationwide fame, despite its limited geographic availability, with on some occasions customers waiting for hours in line and scalpers reselling beverages for up to 15 times the original price.[4] Chayan Yuese has become Changsha tourist attraction, with some visitors coming to the city merely to try Chayan Yuese's beverages.[3][5][6]

Several other companies started mimicking the traditional Chinese inspired theme of the Chayan Yuese, such as Chagee.[7] In 2021 the company won a lawsuit after suing two smaller tea stores for imitating its logo.[8]

In 2021 the company apologized for perceived sexist texts on mugs which compared picking up women to picking up baskets, a local slang for something easy to gather.[1][9]

In 2022 the company opened a coffee store chain called Yuanyang and in 2024 it launched lemon tea brand Good MoreNing.[2]

  1. ^ a b c "Bittersweet Success".
  2. ^ a b 董志成. "Milk tea brand proves all the rage in Hunan - Chinadaily.com.cn". epaper.chinadaily.com.cn. Retrieved 2024-09-05.
  3. ^ a b Luo, Minxin; Shi, Zeyu (2023-12-29). "Behind The Sensation: The Marketing and Hidden Worries of Chayan Yuese". Highlights in Business, Economics and Management. 23: 558–564. doi:10.54097/0ebpxc70. ISSN 2957-952X.
  4. ^ "Hunan Government Website International-enghunan.gov.cn Chayan Yuese". www.enghunan.gov.cn. Retrieved 2024-09-05.
  5. ^ Yi, Kejie (2020-12-15). "Chayan Yuese: A Low-Key New Tea Player". China Marketing Insights. Retrieved 2024-09-05.
  6. ^ "Milk tea brand proves all the rage in Hunan". Retrieved 2024-09-05.
  7. ^ "FoodTalks全球食品资讯网". www.foodtalks.cn. Retrieved 2024-09-05.
  8. ^ ""茶颜悦色"起诉"茶颜观色" 不正当竞争侵权，一审获赔170万元". www.yicai.com. Retrieved 2024-09-05.
  9. ^ "茶颜悦色连发两份道歉信，为什么营销老是出问题？|Morketing_全球营销商业媒体平台". www.morketing.com. Retrieved 2024-09-05.

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