HeyTea Opens First Flagship Store in Bangkok's CentralWorld
HeyTea has opened its first Thai flagship store at Bangkok’s CentralWorld, drawing long lines with its premium tea offerings. The outlet features a ‘HeyTea Lab’ concept, exclusive menu items like jackfruit oolong cloud tea, and is the brand’s largest store outside China. Executive Matthew Haoge Zhou cited Thailand’s strong food culture and tourism appeal as key reasons for the launch.
The Bangkok CentralWorld outlet lives up to expectations, with long queues forming for HeyTea’s first Thai store. The shop distinguishes itself with a premium aura, chic modern design, and refined taste, earning it the moniker ‘cool mood, great taste.’ Its premium promise means no tea powder, artificial creamer, or synthetic additives—each drink is made with real tea leaves, fresh milk, and fresh fruit. The signature cheese tea, first introduced in 2012, went viral and remains a bestseller, while consistent global flavor is ensured through quality‑control innovation and social‑media savvy.
The store also offers Thailand‑exclusive items. Situated on the 1st floor in the Beacon zone near Pop Mart, it is a ‘HeyTea Lab’ concept—rated top‑tier and the brand’s largest outlet. Outside China, only three such labs exist; Thailand’s is the newest after New York’s Times Square and Toronto, and the first in Southeast Asia.
The HeyTea Lab concept goes beyond size, serving as an innovation space where customers can watch an open kitchen turn tea leaves into beverages. It comprises three zones: Tea Lab for milk tea, fruit tea, and cheese tea; Bake Lab for pastries and baked goods; and Gelato Lab for smooth, specialty gelato.
The Bangkok location is also the global debut of the brand’s new teaAir line, presenting the ‘tea cloud’ concept for the first time worldwide—think tea whipped into a fluffy, cloud‑like foam. The inaugural cloud tea is a jackfruit‑infused oolong, sold exclusively in Thailand, accompanied by two exclusive treats: a Thai‑tea‑flavored egg tart and a Lime Thai Milk gelato. Drink prices range from 90 to 195 baht.
Matthew Haoge Zhou, HeyTea’s international PR manager, said Thailand was chosen for its high potential in food and drink culture, pop culture, and its status as a global tourist destination, ranking it on par with New York and Toronto. He added that, besides being cool and tasty, the brand is also lovely.
