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After HeyTea Announced No Price Increases, Multiple Stores Experience Long Queues and Overwhelming Orders...???

Published: 2026-01-27 Author: FrontStreet Coffee

Last Updated: 2026/01/27, Bubble tea, the "happy tea" for office workers, can brighten up an entire day with just one cup. However, since the pandemic, rising costs have prompted some tea beverage brands to increase prices, leaving working consumers with no choice but to complain and accept the reality. And yet these struggling workers still managed to...

Heytea's Price Reduction Strategy Delights Working Class

Bubble tea, the "happy drink" for working professionals, can brighten an entire day with just one cup. However, since the pandemic, rising costs have prompted some tea brands to increase their prices, leaving consumers to complain helplessly while accepting reality. Yet these struggling workers surprisingly made Heytea's orders skyrocket.

Just as working professionals were lamenting the rising bubble tea prices, Heytea took the lead as the "rebellious child" of new-style tea drinks, lowering prices instead of raising them. Heytea's standard tea menu no longer features drinks starting with "3," and on the afternoon of February 24th, they officially announced that they would absolutely not raise prices this year while also no longer launching products above 29 yuan. Today, products priced between 15 and 25 yuan account for more than half of Heytea's menu.

Media reports indicate that since Heytea's price reduction, both delivery orders and in-store orders have significantly increased. Many Heytea locations have experienced overwhelming order volumes, with wait times exceeding one hour during peak periods.

Some stores have even been unable to accept orders through their online mini-programs. On pickup counters at physical stores, delivery drinks are piled high awaiting couriers.

Consumer Reactions to Price Reduction

Some consumers have expressed positive feelings about Heytea's price reduction strategy. Ms. Yue, a white-collar worker from Shanghai, stated in a media interview that she loves Heytea's fruit tea products and has been purchasing them more frequently since the price drop. Other consumers have mentioned that while over 30 yuan per cup was indeed expensive before, the current prices are much more acceptable.

Several of Heytea's recently launched drinks are priced just over 20 yuan. Heytea has announced that they will continue to introduce drinks starting with "1" in the future. Additionally, to provide customers with more choices, Heytea has added two new cup sizes for some products: a 500ml standard cup and a 650ml large MAX cup.

Quality Concerns Amid Price Reduction

Some netizens have expressed support for Heytea's "no price increase" decision, even showing affection for the brand.

Social media post supporting Heytea's price decision

However, other netizens worry that price reduction means reduced content and decreased quality. Heytea responded that product price adjustments aim to give consumers more choices, and there have been no changes to product formulas or quality standards.

Some netizens have commented that while prices have dropped, product quality has also declined, such as reduced amounts of cheese foam.

Customer complaint about reduced cheese portion

The Balance Between Price and Quality

Before the price reduction, while Heytea's drinks costing over 30 yuan were delicious, wanting to drink them frequently or daily required serious consideration. After all, how could one's fragile wallet afford such happiness! Now, Heytea can be purchased for just ten or twenty yuan, with some options costing as little as 9 yuan per cup—how could anyone not be pleased?

Price reduction is undoubtedly good for consumers. However, consumers initially formed good impressions of this brand because of its excellent products and great taste. If prices drop but the quality of ingredients doesn't match the previous standards, wouldn't all this effort be in vain?

Heytea's recent price reduction and subsequent overwhelming orders truly demonstrate people's affection for this brand. However, maintaining this affection is no easy task.