Introduction:A recent rebranding of Shenzhen Nayuki stores to the new logo “Naisnow Nayuki” has sparked widespread discussion in the market. From the earlier “Nayuki (Nayuki)” to “Nayuki Tea (NAIXUE)” and now to “Naisnow,” what considerations lie behind the brand’s multiple name changes? Do the new logo and naming strategy support international market expansion? This article explores the brand’s strategic adjustments and real consumer feedback.

A Nayuki store located in Bao’an DQianli, Shenzhen, has recently reopened under the guise of “the second Naisnow Nayuki green light beverage & light food store in China,” attracting many consumers to try its new drinks and light meals. However, many observant customers noticed that the brand signage on the store’s lightbox had quietly changed from the previous “by NAIXUE” to “by Naisnow Nayuki,” prompting discussions on-site.

Meanwhile, photos posted by netizens on social platforms show that two stores have officially adopted the new name “Naisnow Nayuki,” accompanied by a new green-and-white logo inspired by snowflakes. One of the stores is already in official operation, with all promotional materials and the storefront updated; the other is still under renovation, but the new brand name can already be seen on its lightbox.

Many fans, upon first seeing “Naisnow,” mistook it for a knockoff brand and even prepared to take photos to report it—until entering the store and confirming that the drinks and services were consistent with the original Nayuki outlets. They were then surprised to realize it was an official new image launch. Consumers have expressed shock at yet another rebranding and have begun discussing the motives behind it.

In fact, Nayuki’s original brand name at launch was “Nayuki (Nayuki),” but the Japanese character “の” in the name often led consumers to mistake it for a Japanese brand, causing much misunderstanding and controversy. To reduce such issues, the brand began unifying all store signage across the country to “Nayuki Tea (NAIXUE)” starting in 2023, using full pinyin.

According to data from the Chinese enterprise information platform “Tianyancha,” Nayuki’s parent company—Shenzhen Pindao Catering Management Co., Ltd.—submitted eight trademark registration applications in March this year, including the new name “Nayuki Naisnow” and its corresponding logo design. This shows that the brand has long been working on a comprehensive upgrade of its brand image, and the new logo and name have already started being used in some newly opened stores.

The new brand name “Naisnow,” which appears simple yet blends Eastern and Western elements, has sparked intense online discussion. Some netizens speculate that this move may pave the way for the brand to enter overseas markets, suggesting that the syllable “xue” is difficult to pronounce in certain languages, and that switching to an English combination might be more conducive to global promotion.

However, a large number of consumers are unimpressed with the new name, bluntly stating “neither Chinese nor Western, a total mishmash,” or “sounds like pinyin and English, impossible to remember.” They believe the name neither clearly conveys a Chinese brand identity nor possesses the simplicity and recognizability of an international brand. Additionally, the new green-and-white snowflake logo has also drawn skepticism, with some netizens noting its style resembles that of a biotech company or a software application icon, making it hard to associate with a tea or coffee brand.

The brand’s frequent name changes have also made some loyal customers worried, fearing it could cause confusion among existing consumer groups and further dilute brand equity and market recognition. There have been cases in the past where tea beverage brands suffered declining visibility due to repeated rebranding, eventually fading from the market—a scenario frequently cited by consumers during discussions.

Many users suggest that the brand should focus more on product quality and user experience rather than frequently altering its brand image. For consumers, a delicious cup of coffee or tea is often more crucial than the logo or name. How to strike a balance between a new image and product strength will be a key challenge for Nayuki’s future development.

The above content is compiled by CoffeeHunters, a coffee news website.