Heytea, the renowned Chinese tea brand, has arrived in Boston, opening its first store in Allston on January 24, marking another step in the expanding new-style tea culture in the U.S.

Known for its signature cheese tea and high-quality fruit teas, Heytea has become one of the most popular bubble tea brands and has revolutionized the traditional bubble tea market with its “new-style tea” concept in China. As one of over 4,000 stores worldwide, the Boston store has attracted many international students and local tea lovers. Its Boston debut brings a new tea experience to this city.

Long Queues and Social Media Buzz 

From the moment it opened, the Heytea Boston store saw an overwhelming response, with tea lovers lining up as early as 9 a.m. to secure limited-edition city fridge magnets and other opening perks.

“I waited in line for two hours and finally became one of the first 200 lucky customers to get the exclusive opening gift. Totally worth it!” said Haolong (Andy) Jia, a Northeastern University student.

Social media played a key role in spreading the news. On Instagram, Heytea USA announced the grand opening of their Boston Allston store on January 24 and received more than 300 likes. Local influencers also contributed to the buzz. For instance, @foodwithmere shared a reel about the opening, expressing excitement over the popular drink chain’s arrival in Boston.

Meanwhile, on Rednote (Xiaohongshu), multiple posts about Heytea’s opening gained hundreds of likes and comments, with users sharing their first impressions, menu recommendations, and photos of the Boston-exclusive fridge magnet.

Customers were also drawn in by Heytea’s strategic promotions, a limited-time deal starting January 31:Buy any two drinks to get a Heytea tote bag (while supplies last)

According to Heytea’s official website, “While coffee invigorates and alcohol intoxicates, tea holds a unique place as a calming and soothing influence, much needed in today’s hectic world.” 

Founder Neo envisioned bringing authentic quality tea to inspire and bring joy to young people. This philosophy continues today, establishing Heytea as a leading brand in the global tea industry.

Heytea’s logo design is a key part of its brand identity. The logo features a side profile of a person sipping tea at a 45-degree angle, representing the signature way to enjoy their cheese tea. Inspired by ancient Chinese coin profiles, the design symbolizes timelessness and inclusivity.

Additionally, Heytea customizes its logo with city-inspired elements, making each variation unique and collectible. The Boston store’s special edition logo, featuring a character wearing a Harvard-style maroon beanie, reflects the city’s unique cultural and academic identity.

The design symbolizes Boston’s reputation as a global academic hub, home to prestigious institutions like Harvard University and MIT. The character is also reading a book labeled “Lobster”, Boston’s famous seafood scene, particularly its renowned lobster rolls and New England cuisine.

Taste from home

The opening of Heytea Boston has drawn not only local students but also tea lovers from across the U.S.

Lucy Lu and Joanna, both students from Las Vegas studying in Boston, brought their friend from the University of Nevada, Las Vegas, to experience Heytea’s new-style tea together.

“Many bubble tea shops in Boston tend to be overly sweet, but Heytea lets you adjust the sweetness and really taste the fresh fruit,” said a University of Nevada, Las Vegas student.

“We’ve tried a lot of bubble tea places in Boston, but Heytea’s fresh fruit teas are different. The flavors remind me of the ones I’ve had in China,” Joanna added.

In addition to long-time fans, some customers were curious newcomers. Tri Tran and Evelyn Huynh, students at Northeastern University and Massachusetts College of Pharmacy and Health Sciences (MCP), are passionate about bubble tea and often visit Teazzi and Ten One. On the day of their visit, they noticed the long queues and stylish branding, which led them to give Heytea a try.

They ordered matcha and brown sugar boba milk tea, praising Heytea’s modern store design and fresh tea aroma.

“The store feels very clean and modern, and you can smell the fresh tea in the air—it’s refreshing,” shared Huynh, a bubble tea enthusiast.

For customers who had previously tried Heytea in China, the Boston location did not disappoint. Jia mentioned that he had first attempted Heytea in high school in China and was pleased to find the flavors nearly identical in Boston.

Although the menu is slightly smaller than in China, Heytea’s signature drinks remain top choices:  

• Cloud Mango – Rich mango flavor, refreshing and smooth  
• Grape Boom – Freshly blended grape with jasmine green tea
• Matcha Cheese Tea – A perfect balance of bitter matcha and sweet cheese foam

Joanna commented the Grape series “tastes just like the classic fruit tea flavors from Chinese tea shops. It’s rare to find such fresh fruit tea in Boston.”

In addition to fruit teas, Heytea’s diverse selection caters to various tastes. The Light Milk Tea series offers a refreshing balance of premium tea and fresh milk, while the Classic Milk Tea series, featuring Brown Sugar Boba and Sago Milk Tea, is popular among traditional milk tea lovers.

The Pure Tea series originates from high-mountain tea leaves for a natural taste, while the iconic Cheese Tea series blends silky cheese foam with premium tea, creating a sweet-savory balance. 

Will Heytea Become Boston’s Next Bubble Tea Hotspot?

Heytea emphasizes the role of tea polyphenols, theanine, and caffeine in shaping its drinks’ flavors, aromas, and effects, comparing their interaction to a symphony. The brand has gained attention for its approach to blending traditional tea elements with modern influences, expanding its reach to a wider audience.

Boston’s bubble tea market is highly competitive, with several notable brands establishing a presence in the area. For instance, Gong Cha, founded in Taiwan in 2006, has expanded to nearly 2,000 locations worldwide, with Boston serving as its U.S. headquarters. The brand plans to surpass 500 stores in the U.S. by 25, reflecting its aggressive growth strategy in the bubble tea market.

Ten One Tea House recently opened its sixth location in Harvard Square, joining other popular chains like Tiger Sugar, Gong Cha, and Kung Fu Tea.

However, the competitiveness has led to turnover among bubble tea shops in Boston. For example, Tiger Sugar is expected to close its Harvard Square location less than years after its grand opening, reflecting the challenges businesses face in this saturated market.

Despite fierce competition, Heytea has already won over local tea lovers. Lu and Jia both said they plan to revisit Heytea, though Jia noted she may wait until the crowds die down.

Whether it’s brand influence, high-quality tea, or a unique store experience, Heytea’s Boston location has undoubtedly attracted a large fan base.

The arrival of Heytea not only provides more diverse options in the city’s tea scene but also marks the growing influence of modern Asian tea culture in the U.S.