This Niche Tea Brand Hits ¥500K Monthly, Another Local Powerhouse Goes Viral!

Teaful Garden’s “Xiaoman Milk Tea Festival” Street Parade Campaign

Recently, the topic “Giant milk tea spotted on Xiamen streets” has been trending on social media. Photos shared online show staff from the milk tea brand carrying oversized milk tea cups and paper bags, attracting plenty of attention.

Many netizens commented:

“They’ve literally become walking billboards!”

“Why are they carrying such huge teacups?”

“Too bold—I’d be embarrassed to look!”

“This is so fun and creative.”

“Introverts are in awe.”

“Are all milk tea shops doing wild marketing like this now?”

“Please bring this to Quanzhou!”

This creative campaign is part of Teaful Garden’s anniversary celebration—the “Xiaoman Milk Tea Festival,” where they give away 52,000 free cups of milk tea. The brand has also launched a street parade tour.

These “walking ads” have been spotted by many people, who happily took photos with them. The brand has also announced that Fuzhou will be the next stop on the tour, sparking excitement among local consumers and generating significant online attention.

Fun marketing strategies like this certainly attract customers. As a relatively new Chinese tea drink brand, how does Teaful Garden build its strengths and ensure long-term growth?

1. Focusing on Fujian Tea – Building Uniqueness with Local Features

According to Ele.me data, since April of this year, the number of brands offering “pure tea + milk” drinks has nearly doubled compared to last year, with order volume increasing by over 740%. Green tea remains the most used pure tea, followed by oolong and black tea.

Light milk tea remains a key trend, with brands constantly innovating. Many are upgrading their ingredients—shifting from non-dairy creamer to fresh milk, and using higher-quality tea leaves with more natural aroma and flavor.

Better milk and classic tea varieties have become a common strategy for new product releases. More young consumers are also developing an understanding and love for Chinese tea.

Teaful Garden, founded in 2022, follows the idea that “Fujian is home to China’s best tea.” The brand explores different tea flavors from Fujian, attracting consumers who appreciate traditional Chinese tea.

For example, the brand uses Da Hong Pao—a highly recognizable and prestigious type of tea—as one of its main ingredients. Sourced from Wuyi Mountain, this tea is known for its strong aroma and rich taste.

The brand also carefully pairs tea with milk to balance flavor and fragrance. Even the drink names reflect Fujian’s culture, such as “Zhuang Yuan Hong” and “Yan Xue Hong Pao.”

Besides Da Hong Pao, Teaful Garden also uses Pinghe Baiya Qilan, Fuding Chenpi White Tea, and Anxi Tieguanyin—all sourced from core production areas to ensure high quality.

The brand’s team often travels to tea mountains to find the best leaves, reinforcing their commitment to quality. Teaful Garden has built a unique identity through tea and gained consumer trust.

2. Clever Marketing Strategies to Boost Brand Visibility

Creative cup designs often help brands stand out.

To differentiate itself, Teaful Garden introduced handmade bamboo-style cups with calligraphy labels like “Xiamen” or “Quanzhou,” creating a strong local identity. This design received millions of online views and became a tourist must-try item.

During Christmas, the brand launched a gold butterfly packaging design—elegant and festive. Many consumers used the cups and packaging to DIY golden Christmas trees.

Whether the “Chinese red” Da Hong Pao series or the green “Que She” series launched this year, the brand uses color to catch attention. These cups become Instagram-worthy accessories that turn heads on the street.