Milk tea, bubble tea, pearl tea, etc., has in recent years become something of a national obsession in China, especially among the young. But the craze hit new heights in Nanjing last week, as citizens became demented over a new shop’s opening.
Modern China Tea Shop, known as Chayan Yuese (茶颜悦色) in China, opened its first two stores in Nanjing last Thursday, 18 August. But not for long. Everything was sold out by 09:30 and the shops shuttered.
At their branch in Jiangning District, queues had begun forming outside the Kingmo shopping mall opposite 1912 as early as 04:00. District police officers were deployed to the location to maintain public order.
For those who didn’t fancy such an early start, scalpers had set up dedicated platforms on WeChat. Services on offer included standing in line to purchase the specialty tea, at prices of up to ¥200 per cup.
Local media subsequently contacted the Nanjing Market Supervision Bureau, which responded that it was illegal for scalpers to buy on behalf of others.
Modern China Tea Shop makes Bubble Tea Public Apology
The following day, 19 August, Modern China Tea Shop posted an apology on their official WeChat account. It said that that a simple cup of milk tea had caused too many unnecessary discussions, disrupted people’s attention and brought a “storm” to Nanjing. The statement concluded, “The company is deeply sorry for this”, reports The Paper.
Modern China Tea Shop’s success stems from a marketing effort that positions the brand as focusing on Chinese style and history. Traditional Chinese illustrations and stories are depicted on its products in a move which resonates with consumers during a time when it’s cool to be Chinese.
The brand was was established in 2015 and is headquartered on the Huangxing Pedestrian Street of Changsha, capital of Hunan Province.
Bubble tea, also known as boba tea, has its roots in Taiwan and dates from the 1980s. The unique chewy texture loved by many was an invention of Taiwanese artist and entrepreneur, Tu Tsong-he, who added black tapioca balls to traditional milk tea in 1986.
