Premium Chinese tea chain Nayuki Tea specializes in fresh fruit teas, cheese teas, and soft-baked breads, offering a modern, elegant lifestyle experience.
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See all ads on AdLibrary →Nayuki (奈雪的茶) was co-founded in 2015 by Peng Xin and Zhao Lin in Shenzhen. The brand pioneered the premium tea-plus-baked-goods concept in China, pairing signature fresh fruit teas with artisan soft pretzels and pastries. Nayuki became the first new-tea brand to list publicly on the Hong Kong Stock Exchange in 2021 and operates hundreds of stores across China. Also searched as Nayuki.
Nayuki's ad strategy is built on lifestyle aspiration — the brand sells a complete cafe experience, not just a drink. Their store design (floor-to-ceiling windows, botanical aesthetics) functions as organic ad content, generating millions of Xiaohongshu check-in posts. Paid media amplifies seasonal fruit tea launches and pastry pairings through food photography that dominates social feeds. Browse Nayuki campaigns on AdLibrary.
Nayuki runs Facebook and Instagram ads targeting Chinese diaspora and Asian lifestyle consumers with aesthetic food photography and cafe ambiance imagery. Their content strategy mirrors the Xiaohongshu approach — aspirational lifestyle, fresh ingredients, beautiful store spaces — translated for Western social feeds. International presence supports their Hong Kong listing narrative.
Copy themes: seasonal freshness ('just-picked lychee, first squeeze'), premium tea-plus-pastry pairing, female lifestyle empowerment, and store ambiance as lifestyle destination. Copy avoids aggressive discount messaging — price is communicated as a fair trade for the full Nayuki experience, not a deal.
Nayuki shows that in F&B, store design is advertising. When every physical touchpoint is photogenic, customers create content that outperforms any paid creative. The tea-plus-pastry bundle also demonstrates the power of a complementary category extension — it raises average order value while creating a new content hook (the pairing moment) that single-item competitors cannot replicate.
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