Introduction:A 1,000-square-meter flagship store of Nayuki’s “Nayuki Life” in Coastal City, Nanshan, Shenzhen, was suddenly fenced off and vacated, with the space to be taken over by the popular toy brand Pop Mart. This outlet, upgraded from the world’s largest tea beverage flagship store “Nayuki Dream Factory” in 2019, once housed a diverse range of offerings including baked goods, coffee, craft beer, and more. At its peak, it was packed with customers during holidays. This article details its operational pivot from a 20 million RMB investment to closure, analyzes the survival challenges of tea beverage brands in core commercial areas, and includes practical insights on commercial district selection and format mix.
Recently, a conspicuous fence appeared at Coastal City in Nanshan, Shenzhen. The flagship store of Nayuki’s “Nayuki Life,” which once occupied a prime spot in the mall, has officially vacated. The space will subsequently be taken over by the trendy toy brand Pop Mart, drawing attention from consumers and commercial observers.
Going back to November 2019, Nayuki invested20 million RMBto establish the world’s largest tea beverage flagship store, “Nayuki Dream Factory,” here.Spanning 1,000 square meters,the space integrated a variety of formats including baked goods, tea beverages, coffee, craft beer, Western cuisine, and retail. At the time, the brand emphasized that this store served not only as a testing ground for new products but also focused on offering freshly baked and brewed tea beverage experiences. It quickly became a popular landmark in the Coastal City commercial area after opening.
However, after just two and a half years of operation, “Nayuki Dream Factory” ceased operations in May 2022. In August of the same year, an upgraded version, “Nayuki Life,” reemerged with a new look. While it retained bookstore collaborations and coffee brand co-branding, it eliminated the original food and beverage service. The number of partner brands expanded to 15 across different fields, and the overall product line was streamlined compared to its predecessor.
According to frequent visitors nearby, even after the format adjustments, “Nayuki Life” remained quite popular, especially during holidays when in-store seating was often fully booked. Its prominent array ofgreen sunshadesnear the mall entrance became a key visual identifier for customers and was even regarded as one of the distinctive “landmark stores” in Coastal City.
The sudden fencing off and vacating of the store took many citizens by surprise. On-site observations showed that the once bustling shop area had been enclosed by construction fences, bringing an abrupt end to the originally planned long-term flagship store. On social media, multiple netizens shared their surprised experiences of discovering the shop closed while passing by, such as real-time feedback like “I was drinking tea here yesterday, and it’s suddenly closed today.”
Regarding the reasons for the closure, the brand’s official customer service responded that it was due tothe lease expiring without renewal,and did not disclose whether there were any plans for relocation. Staff at the management office of Shenzhen Coastal City also confirmed that the store closure was due to the normal expiration of a commercial contract, and that Pop Mart would take over the space. However, there are also speculations online thatthe high rental costs in core commercial districtsmight have been a key factor prompting the brand to adjust, especially the operational pressure of maintaining a large space with a diverse format.
It is worth noting that Nayuki’s recent store adjustments in multiple cities are not isolated incidents. According to consumer feedback, stores such as those in the South District of Huachenghui, Guangzhou; Fuhuali, Zhuhai; and Building B of Parkson, Nanchang, have all closed without prior notice, indicating that the brand is optimizing its store network nationwide.
From investing heavily in the “Nayuki Dream Factory” in 2019, to transforming into “Nayuki Life” and adjusting its formats in 2022, and now to the withdrawal of its flagship store from Coastal City, this series of changes reflects the strategic evolution of tea beverage brands in physical retail. For readers interested in commercial site selection, the operation of mixed-format businesses, or the dynamics of the coffee and tea beverage market, this case offers a practical perspective on observing the lifecycle of stores in core commercial areas.
The space previously occupied by Nayuki’s flagship store in Coastal City will soon welcome the arrival of Pop Mart. The original1,000-square-meter spatial planningand experience with a diverse format mix may offer valuable reference for subsequent brands. Consumers who miss the unique atmosphere of this landmark may want to keep an eye on the brand’s store layout adjustments in other commercial areas in the future.
The above content is compiled by CoffeeHunters, a coffee news website.
