In May 2025 TANING opened its first overseas store in Auckland, New Zealand, and a cup of Ya Shi Xiang lemon tea set off a wave of interest in Eastern-style tea. Many asked the same question: why Oceania as the first stop overseas, rather than Southeast Asia, which is much closer?
There are three reasons. First, the stage of the market. Competition in China's tea market has moved into price wars and format wars, while a market like New Zealand is still at the "discovery" stage for fruit tea: customers are strongly drawn to made-to-order drinks, so a brand has room to build awareness without pressure. Second, the people. Auckland has an established Chinese community and local consumers who are open to tea, so a new brand can hold a base while working outwards into the mainstream. Third, policy. Agreements such as RCEP have made the route into Oceania far smoother for Chinese tea brands than it used to be.
The product strategy for the first store was clear: Ya Shi Xiang lemon tea as the hero. The rich aroma of Phoenix Dancong from Chaozhou plus the clean acidity of perfume lemon creates a flavour signature that is hard to copy. Supply was arranged in advance: tea base shipped direct from the owned garden in Chaozhou, fresh fruit from partner farms locally, keeping the cup consistent.
The first store was never only about selling a cup of tea. It proved TANING's store model works in the southern hemisphere and produced experience for every country that followed — site selection, licensing, staff training, each step turned into a template that can be repeated.
