People are Waiting in Five-Hour Lines to Try Hey Tea's 'Cheesy Iced Tea'
Ellen Smith — October 19, 2017 — Lifestyle
References: heytea & odditycentral
'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.
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.
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.
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