Chinese tea company Heytea has launched its first store in the US – in the heart of Broadway, New York, – as it continues its rapid international expansion, including into Malaysia, Australia, Canada, and London.

The brand marked its US debut with a Times Square billboard and chose a location just a 10-minute walk from major New York landmarks.

Heytea described its US entry as a success after selling 2500 cups at Broadway on opening day.

“As the initial entry point for Heytea into the US market, New York City holds extraordinary significance for the growth of our brand,” said Yujia Gu, VP of strategy at Heytea.

“By providing high-quality products and services, we aspire to deliver a joyful brand experience to consumers in NYC and beyond, contributing to the ongoing development of the US tea industry,” he said.

‘Teaholics’ shared photos of their experiences at the new store on social media channels including TikTok and Instagram.

Gu said the brand plans to keep expanding the tea market in the US.

Established in 2012 and based in Jiangbianli, Guangdong, Heytea has 3000 stores worldwide.