Retail in Asia

In Sectors

China’s cheese tea bakery Nayuki opens in Singapore


The cheese tea bakery, which draws inspiration from the Japanese philosophy of ‘Kaizen’ (a dedication to continuous improvement), opened to Singapore shoppers on December 8.

SEE ALSO : Top 10 Asian brands to keep an eye on in 2019

Marking its debut international store opening, Nayuki has teamed up in a joint venture with BreadTalk Group for its officially opening in Vivocity.

Vivocity store has been designed to reflect Nayuki’s philosophy: sophisticated and comfortable with seating and premium ingredients such as fresh fruit and tealeaves.

“When it comes to shop design, we work with different designers, artists and some influential KOLs [key opinion leaders],” Peng Xin, Nayuki’s co-founder told China Daily in an interview.

Singaporeans can now enjoy Nayuki’s signature “fruit tea and soft euro bread pairing” concept featuring the famous Supreme Cheese Strawberry tea and Strawberry fresh cream bread combo.

In addition to the café’s breads and teas, the outlet also stocks cold brew teas, as well as selling an exclusive edition of its award-winning Alisan Mountain Dew Tea.

Founded in Shenzhen, Nayuki was launched in 2015 from an appreciation of tea-drinking culture, something that has been known to China for centuries.

To keep the tradition alive among the younger generation, Nayuki seeks to make tea drinking appealing through a stylish and modern tea concept, and effectively retailing it to millennials.

And it’s proven successful. With over 100 stores across China across some 13 citie, Nayuki has garnered a cult following with celebrities and international lifestyle brands alike opting to partner with it.

China is the largest market for tea drinking globally, with 13% of the world’s consumption taking place in China, according to Euromonitor. However, teeing up with BreadTalk Group and entering Singapore is the next step forward in global expansion, according to Peng.

SEE ALSO : The Cheesecake Factory to open in May in Hong Kong

“Singapore is an important market. We chose Singapore to learn how to meet international standards – and then we can go global,” said Peng.

Founded in 2000, the BreadTalk Group Limited is a Singaporean multinational food and beverage corporation headquartered in Paya Lebar, Singapore.