-- As Malaysia’s tea beverage market continues to heat up, YIHETANG, a well-known Chinese innovative freshly-made tea beverage brand with over 8,000 contracted stores globally and global presence across Vietnam, Thailand and Malaysia, keeps deepening its local operations, embedding itself into local consumer scenarios through innovative engagements. To welcome the upcoming Valentine’s Day, the brand rolled out a series of campaigns integrating local festive culture with social habits, successfully driving both brand visibility and sales growth. In the meantime, YIHETANG unveiled its fifth store in Malaysia - the Bandar Sunway store for soft opening, marking a new phase where scale expansion and brand building go hand in hand.
Local Festival, Brand IP: A New Playbook for Regional Marketing
Highlighting “emotional resonance”amid romantic Valentine’s Day vibes, YIHETANG precisely reached local youngsters through the introduction of its brand IP, “Mr. Tang”, KOL engagements and fun interactions. During the campaign, the “Mr. Tang” parade at Kuala Lumpur’s Berjaya Times Square drew crowds of younger consumers for snapshots, sparking user-generated social sharing. Consumers even received the adorable “Magpie Straw” and “YIHE Roasted Milk Tea”free of charge as gifts after sharing relevant contents on social media platforms, making“YIHE Roasted Milk Tea” one of the best-selling products during the campaign.
YIHETANG also invited local KOLs for store visits, strengthening its youthful brand image through diversified contents. Since February 7th, “YIHETANG Snap With Love Challenge”has been rolled out across all YIHETANG stores in Malaysia. This has effectively sparked a wave of user-generated contents, since consumers who post their photos will participate in a lucky draw and may win prizes like LG Freezer, FUJIFILM QuickSnap Camera, among others. At Berjaya Times Square, an interactive “Countdown Challenge” brought the crowd into the moment, drawing consumers and the brand a little closer.
In line with the love in the air as Valentine’s Day approaches, YIHETANG has also launched two limited-edition Valentine’s Bundle Offers available across select stores, each with two drinks priced at RM 9.90. Statistics suggest that the roll-out of the special offers has remarkably boosted product sales. Top 3 best-selling products at the Berjaya Times Square store are “YIHE Roasted Milk Tea”, “Jasmine Milk Tea” and “Grape Lychee Iced Tea”, all are products within the offers except for the classic bestseller “YIHE Roasted Milk Tea”. This well signifies the brand’s agile response to local consumer preferences.
Localized at Scale: Empowering Marketing, Deepening Market Presence
The successful Valentine’s Day campaigns were driven by YIHETANG’s proven operational model in Southeast Asia—one that integrates localized operations with systematic support. The brand prioritizes digital operations and market deepening in Malaysia, establishing an agile model that combines headquarters empowerment with local decision-making. This grants local teams full autonomy in planning and execution, ensuring that every campaign is aligned with local consumer culture and social trends.
The brand amplifies its reach by combining a tiered influencer network, trend-jacking, and offline experiences—boosting visibility, engagement, and brand affinity all at once. Such moves also reflect YIHETANG’s shift from “product introduction” to “brand localization”— a true deepening of its market strategy.
“Mr. Tang” Goes Local: Brewing a Youthful Tea Culture
The debut of “Mr. Tang” in Malaysia marks a localized expression of YIHETANG’s brand philosophy, “Infusing Eastern Charisma, Inspiring the Young.” Rooted in joyful interaction as its core language and attuned to local festive vibes and social rhythms, the brand has brought its IP to life, forging deeper emotional ties with younger consumers.
With the opening of its Bandar Sunway outlet, YIHETANG now runs five stores in Malaysia—each strategically positioned near campuses or commercial hubs. What began as an effort to export products and store formats has since evolved into a systematic roll-out of brand philosophy and a mature localization framework. This year’s Valentine’s Day campaigns stand as a vivid and compelling example of that new narrative—showcasing how YIHETANG channels the glamour of modern Oriental tea beverage culture through a localized lens, while further consolidating its youthful brand image.
Looking ahead, the brand will remain committed to a long-term vision for Southeast Asia—deepening its presence and strengthening its brand influence through product innovation, socially driven engagements, and regionally tailored campaigns. By weaving Eastern tea beverage culture into the rhythm of local life with tea as a cultural bridge, YIHETANG is moving beyond “going global” towards true rootedness, fostering competitiveness that transcends market cycles.
Contact Info:
Name: Feng Zhimin
Email: Send Email
Organization: Yihetang (Hubei) Catering Management Co., Ltd
Website: https://www.yihetang.com/
Release ID: 89183932
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