Milk tea makers seeking new ingredient for growth

Domestic milk tea makers are ramping up efforts to tap new growth opportunities in more scenarios, and cash in on the nation's consumption upgrades.

During this year's Qixi Festival－also known as Chinese Valentine's Day－which fell on Aug 4, Chinese boutique teahouse chain Heytea, in cooperation with local governments in some cities, launched a cultural event called "Sending out love on Qixi". During the event, the tea maker offered free fruit tea, Qixi Festival-themed fans and badges for newlyweds, and a variety of interactive activities with festive elements, such as floats and a queqiao, or magpie bridge, which in the legendary tale at the heart of the Qixi Festival is a bridge made of living magpies who join together to cross the galaxy to unite two separated lovers.

The event captured the hearts of some local consumers. "This is so joyous. We are grateful to be offered free fruit tea from Heytea during the Qixi Festival. My wife and I are fans of Heytea. Being given a bottle of Heytea's fruit tea and its Qixi-themed gifts on our special day expanded our joy," said a consumer surnamed Wang. He and his wife got their marriage certificates on the Qixi Festival day and joined the event in Qingdao, Shandong province.