'Cheesy Iced Tea' is the newest beverage sensation that has people in China lining up outside for hours. The adventurous flavor combination was introduced by a once small street-side shop in Jiangmen, Guangdong, which has since grown into the popular chain brand, Hey Tea, a busy location in many urban centers.
The rapidly growing beverage spot's bizarre flavor combination was inspired by Gong Cha, another popular tea brand which tops it's drinks with a thick layer of cream. Instead, Hey Tea's drink blends its bitter teas with a thick, neutralizing cheese that's imported from Australia and New Zealand. Allegedly, the cheese helps the drink achieve its smooth and sweet flavor. People will reportedly wait in a five-hour line to get their hands on this highly sought after Instagrammable treat.
Cheese-Topped Iced Teas
People are Waiting in Five-Hour Lines to Try Hey Tea's 'Cheesy Iced Tea'
Trend Themes
1. Cheesy Iced Tea - Innovative beverage trend combining bitter teas with a thick layer of imported cheese, creating a smooth and sweet flavor.
2. Long Queue Phenomenon - Growing trend of consumers waiting for hours in line to experience unique and Instagrammable food and beverage offerings.
3. Cream-topped Drinks - Increasing popularity of drinks topped with cream or cheese, providing a creamy contrast to the base flavors.
Industry Implications
1. Beverage - Opportunity for beverage companies to experiment with unconventional flavor combinations and unique toppings to attract customers and create a buzz.
2. Food Service - Disruptive innovation potential in the food service industry by incorporating unexpected ingredients or flavor profiles to create memorable and highly shareable dining experiences.
3. Social Media Marketing - Rise in demand for visually appealing food and beverage products creates opportunities for marketing agencies to develop engaging social media campaigns that leverage the allure of Instagrammable treats.