Regional Cultural Shaping and Cross-city Expansion Strategy of the New Style Chinese Tea Brand: Case Study of Chayan Yuese

DOI

10.2991/978-2-38476-609-3_96How to use a DOI?

Keywords

New Chinese-style tea drinks; Chayan Yuese; Regional culture; Cross-city expansion; Market strategy

Abstract

With the new-style tea beverage industry entering a phase of intense competition and chain expansion, how to take regional cultural brands beyond the original city has become a real problem for brand management. This study takes the case of Chayan Yuese entering Shenzhen in 2026. Based on public news reports, brand information and relevant information on brand management, it analyses how the new Chinese tea brand re-codes Changsha’s regional culture, new Chinese aesthetics and Shenzhen urban consumption scene in cross-city expansion. The study found that the expansion of Shenzhen mainly relies on three types of mechanisms. Cultural identification is formed with Changsha origin, new Chinese vision and direct experience. Realise urban adaptation with high-energy business circle, classic menu and Shenzhen limited products. Form opening communication and experience control with queueing, limited purchase, social platform sharing and technical dining. This study shows that the cross-city development of regional cultural brands needs to transform short-term punching into stable repurchase, and cultural recognition into sustainable store management ability.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiayu Li
PY  - 2026
DA  - 2026/09/04
TI  - Regional Cultural Shaping and Cross-city Expansion Strategy of the New Style Chinese Tea Brand: Case Study of Chayan Yuese
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 885
EP  - 893
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_96
DO  - 10.2991/978-2-38476-609-3_96
ID  - Li2026
ER  -