Further Expanding Southeast Asian Market, YIHETANG Opens The Second Store in Malaysia, with over RM 35,000 Sales on First 3 Days of Opening

From April 14 to 16, 2025, leading Chinese new-style tea brand YIHETANG celebrated the grand opening of its second store in Kuala Lumpur, Malaysia. Following its first store opened in December 2024, the second store has ignited a spending spree with a “Buy One Get One Free” promotion. It also recorded sales of over RM 35,000 over the three days, proving the robust brand energy of YIHETANG in the Southeast Asian market. YIHETANG is gaining presence in this market at a faster speed, from opening two stores simultaneously in Thailand to signing contracts with the intentional franchisees at a brand press conference in Vietnam, showing its role as a pacesetting Chinese tea beverage brand going global.

Situated at Block E, 1st floor, Sunway Geo Avenue, a core traffic hub in Kuala Lumpur, the new store welcomed a long queue of consumers on the first day of opening. Consumers responded warmly to the “Buy One Get One Free” promotion. Signature products “YIHE Roasted Milk Tea”, “Mint Milk Green Tea” and “Wheatgrass Lemonade” were the best-sellers. The store even sold a peak daily cup volume of nearly 2,000 cups. Moreover, local consumers could spend as low as RM 1.90 on one designated product at 17:00-19:00 for three days running. According to a local media outlet, “YIHETANG’s high cost performance and innovative tastes precisely match the needs of young people. Its high popularity suggests the success of quality and the localization strategy.”

The rapid opening of YIHETANG’s second store in Malaysia well reflects the brand’s fast expansion in the Southeast Asian market. Against the backdrop of accelerated globalization of the tea beverage industry, YIHETANG , driven by its localization and standardization strategies, shows a robust development momentum in this market. In the first week of the simultaneous opening of the two stores in Bangkok, Thailand in November 2024, YIHETANG became one of the top three brands in the milk tea category on a local food delivery platform. During the eight-day trial operation of its first store in Malaysia in December 2024, store sales approached RM 35,000. These are testimonies to YIHETANG’s precise control over consumer taste in this market. Through the selection of a core traffic hub in the city as the location of its second store in Malaysia as well as a series of flagship products, including “YIHE Roasted Milk Tea”,“Mint Milk Green Tea” and “Wheatgrass Lemonade”, YIHETANG has further strengthened its operational philosophy of “Global Tea Beverages, Local Expression”.

While accelerating offline arrangements, YIHETANG focuses more on building a sustainable business ecosystem in its going global strategy. It held a brand press conference in Vietnam in late March. The brand presented its operating system of over 8,000 stores worldwide through data, an innovative way to attract investments with immersive brand experience, showing 200 local media representatives and business leaders its brand strength. At the closing the event, around 20 intentional franchisees signed contracts with YIHETANG on the spot, a new high of the number of contracts signed at one overseas meeting held by the brand. This also signified YIHETANG’s accelerated construction of a global franchise network.

The impressive results of the second store in Malaysia not only verifies YIHETANG’s explosive force in the Southeast Asian market, but also highlights the country’s unique value as a strategic core. As an economic and cultural hub in the Southeast Asian market, Malaysia becomes a benchmark market for YIHETANG to test its localization capabilities with its mature business ecosystem, a high-intensity younger customer base and a diversified consumption structure. The country is also a strategic point for YIHETANG to expand the Southeast Asian market. On the other hand, the brand has further consolidated its presence in its “strategic triangle in Southeast Aisa” – consisting of Thailand and Vietnam as two wings and Malaysia as the hub, generating regional coupling effects so as to accelerate collaborative release of supply chain and brand energy.

Such a market breakthrough is systematically supported by YIHETANG’s globalization strategy. Winning an overseas trademark lawsuit and the upcoming 6.5-version visual identification system signify the brand’s critical leap from “scale expansion” to “quality upgrade”. YIHETANG has realized cross-border management standardization through digital operations hub, while exporting cultural experience based on “oriental aesthetics of tea beverages”. The brand is building double barriers with localization and globalization.

As the new tea beverage industry enters a phase of refined growth, YIHETANG continues to stand out as a brand grounded in long-termism. Backed by a solid supply chain, innovative cultural expression, and a win-win franchise ecosystem, YIHETANG is proving that true globalization is not merely about duplicating stores across borders—it’s about fostering shared values and mutual resonance with diverse markets around the world.