Notable Roles | - Founder and Chairman, HeyTea |
Key Recognition | - Forbes Asia 30 Under 30 for retail and e-commerce leadership |
Background and Early Foundations
Nie Yunchen was born around 1991 in Jiangxi Province, China before moving to Guangdong with his family. He started his entrepreneurial journey after technical college and a brief stint running a smartphone shop, exploring what resonated with young urban consumers. In May 2012, at about age 19, he opened a modest tea shop called Royal Tea in Jiangmen, Guangdong Province, focusing on real tea leaves and fresh milk. This emphasis on quality and flavor innovation led to the creation of cheese-topped tea, defining HeyTea’s signature product. The brand was rebranded to HeyTea in 2016 and quickly expanded into major cities and international markets, propelled by strategic investments from IDG Capital, Meituan and others. Today, HeyTea is a global leader in new-style tea beverages, embodying a fusion of tradition and modern branding.
Career Milestones and Impact
Year | Milestone |
|---|---|
2012 | Founded first tea shop named “Royal Tea” in Jiangmen, Guangdong, focusing on high-quality brewed tea and fresh ingredients. |
2016 | Rebranded "Royal Tea" to HeyTea (喜茶) after a trademark issue; introduced cheese-topped tea as signature product. |
2018 | Expanded into major Chinese cities including Guangzhou, Shenzhen, and Shanghai; opened first international outlets in Hong Kong and Singapore. |
2019 | HeyTea secured major investments from IDG Capital, Meituan and other backers fueling rapid domestic expansion. |
2025 | HeyTea grew into one of China’s leading premium tea brands with thousands of stores and further international presence. |
- Global Reach: 4,000+ stores worldwide as of 2025 including China, Singapore, Hong Kong, UK, US, Australia, Canada, Malaysia, South Korea.
- Innovation: Cheese-topped tea made from fresh ingredients
- Funding: Raised hundreds of millions from major investors including IDG Capital, Meituan and Sequioa China.
Leadership Style and Influence
Nie Yunchen reinvented traditional tea drinking by blending quality tea with modern flavors and design, resonating with younger consumers seeking lifestyle-centric experiences. Unlike many milk tea brands that rely on powdered ingredients, he emphasized fresh milk and real tea, pioneering a new category often described as “new-style tea.” Under his leadership, HeyTea became an aspirational brand with minimalist aesthetics and social-media appeal, shaping beverage trends across Asia.
Legacy and Future Focus
Nie Yunchen’s legacy lies in transforming a small local tea shop into a global beverage phenomenon redefining tea culture among Gen Z and millennials. HeyTea’s success reflects a shift toward quality, experience-driven consumption. Moving forward, the brand continues international expansion and product innovation while balancing global tastes with its Chinese cultural roots.
