A whirlwind of Chinese tea drinks is sweeping across the land of ten thousand islands, and a handshake across the ocean is redefining the boundaries of 'national milk tea'. Under the neon lights of Marina Bay in Singapore, a group of young people take selfies holding cups with the "BINGXUE" logo printed on them; On the streets outside Angkor Wat in Cambodia, local residents queue up for a matcha giant ice cream; In the busiest commercial district of Jakarta, the three story tea shop is bustling with people day and night. These seemingly unrelated images are connected behind a common story - the globalization journey of BINGXUE.

Recently, the global headquarters of BINGXUE welcomed a special group of guests - the Indonesian national agency team. This is not an ordinary business visit, but a triumphant journey. Since the signing in early 2023, the Indonesian team has expanded the network of BINGXUE stores across the Indonesian archipelago in less than two years, rapidly growing it into a "national milk tea brand" in the hearts of local consumers.

In the tropical climate of Southeast Asia, where the average temperature exceeds 30 ℃, the consumption habit of "liking sweetness and ice" naturally matches with tea products. On the vast territory of Southeast Asia, Indonesia, with its unique geographical and population advantages, has become a strategic highland for Chinese tea beverage brands to go global.

As the largest and most populous country in Southeast Asia, Indonesia has a population of 280 million with a median age of less than 30 years old. This young country provides a continuous flow of tea drinkers, and these young people have become fertile ground for the rapid rise of BINGXUE in Indonesia. Among Southeast Asian countries, Indonesia has a relatively high proportion of Chinese, which provides a unique cultural bridge for the entry of BINGXUE. The natural affinity of the Chinese community towards Chinese tea beverage brands has become the most powerful driving force for brands when they first enter the market.

Walking into a BINGXUE store in Jakarta, local consumers have slightly different drinks from those in China - higher sweetness, lighter tea flavor, and more chewy pearls. Behind these subtle changes is the deep localization strategy of BINGXUE in the Indonesian market.

In the Indonesian market, BINGXUE takes the word "fusion" to the extreme. The brand not only brings traditional Chinese tea drinking techniques to Indonesia, but also actively absorbs local specialty ingredients and beverage culture, creating a unique product experience. This two-way cultural exchange not only satisfies the taste buds of Indonesian consumers, but also maintains the core characteristics of Chinese tea drinks.

The Indonesian team's visit to the global headquarters this time is not a simple ceremonial visit. In the strategic meeting between both parties, product innovation, supply chain optimization, and talent training became the core topics. These issues directly point to the key to the continued deepening of BINGXUE in the Indonesian market.

The strong supply chain system of BINGXUE supports the rapid expansion of overseas stores.

The journey of Southeast Asia during the BINGXUE is a microcosm of the global transformation of Chinese consumer brands. When the Indonesian team took a photo with the global headquarters personnel, behind them was not only a strategic cooperation map, but also a world map of cultural integration.

The fragrance of tea knows no borders, and the taste buds touch people's hearts.