-- YIHETANG, a well-known Chinese brand known for its original and innovative freshly-made tea beverages, has recently achieved further progress in its expansion in Malaysia. Between November and December 2025, the brand opened two new stores in Kuala Lumpur—the UCSI University store and the Berjaya Times Square store.
Covering two different consumption scenarios—a campus and a downtown commercial hub—the openings signify YIHETANG's strategic shift in Southeast Asia from "single-point validation" to "scenario-focused development." This move also clearly reflects the steady pace and long-term approach of the brand's going global strategy.
Since 2021, YIHETANG has progressively entered the Vietnam, Thailand and Malaysia markets. In 2024, the brand opened its first store in Malaysia, completing its initial validation of local consumer preferences, product acceptance, and operational models.
The openings of the two new stores will further test the brand's product performance and operational capabilities across different customer profiles and consumption patterns, generating practical experience for future scaled expansion and more representative market insights.
The UCSI University store precisely targets the "campus lifestyle hub," primarily serving students and young consumers nearby. Since its soft opening in November, the store has steadily built brand recognition through initiatives such as a 20% off store-wide discount and interactive social media campaigns.
During the official opening period, it continuously attracted students with a time-limited "Buy One Get One Free" promotions and social shares, integrating into everyday consumption routines of students. It is reported that the store achieved over RM 20,000 in revenue within its first three days of operation. The top three best-selling beverages were “YIHE Roasted Milk Tea”, “Mint Milk Green Tea” and “Wheatgrass Lemonade”, showing YIHETANG's strong adaptability and product consistency in high-frequency consumption scenarios on campus.
The Berjaya Times Square store, which opened in December, plays a more typical role as an “Urban Showcase”. Located in one of Kuala Lumpur’s premier commercial hubs, the store attracts both local consumers and international tourists, placing heavier demands on brand recognition and contextual presentation.
Aligning with the Christmas season, YIHETANG launched a series of engaging promotions including “Buy One Get One Free” offers, themed greeting cards, and fun ring-toss games, successfully blending festive vibes with the tea beverage experience. Data shows that the store sold nearly 3,000 beverages within its first three days of opening, generating over RM 20,000 in revenue. Top-performing products included “Mint Milk Green Tea”, “Freshly Squeezed Watermelon Juice”, and “YIHE Roasted Milk Tea”, demonstrating the brand’s capability to thrive in high-traffic urban settings.
The bestselling product lineup from both stores clearly illustrates YIHETANG’s global-local strategy. Instead of simply replicating its domestic offerings, the brand adapts to local taste preferences and spending habits while maintaining its core quality and flavor profile, hence fostering local collaboration across product development, supply chain management, and talent development systems. This approach also lays a solid foundation for sustainable overseas operations. With a long-term vision, YIHETANG is building a solid “global brand, local operations” model, ensuring its stores authentically integrate into the markets they serve.
It is noteworthy that the localized approach is not a standalone overseas strategy, but a natural extension of YIHETANG’s longstanding brand philosophy, "Infusing Eastern Charisma, Inspiring the Young”, in overseas markets. Even in cross-cultural contexts, the brand has always been focusing on younger consumers, consistently conveying its brand core through high-quality, reliable products and fun experience.
YIHETANG’s global expansion is defined not by speed, but by a disciplined focus on depth and long-term execution. To date, the brand has opened more than 60 overseas stores. With the successful openings of its two new stores in Malaysia, YIHETANG has set a clear goal: opening over 100 overseas stores by 2026.
From initial market entry to multi-store collaboration, and from single-store pilots to scenario-focused development, YIHETANG is steadily deepening its presence in Southeast Asia. Driven by its dual-core "global brand, local operations" strategy, the brand is moving beyond market entry toward building scalable and sustainable global growth.
Contact Info:
Name: Feng Zhimin
Email: Send Email
Organization: Yihetang (Hubei) Catering Management Co., Ltd
Website: https://www.yihetang.com/
Release ID: 89179918
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