Introduction:The Chinese new tea beverage brand Jasmine Milk White officially launched in Sydney’s Chinatown on October 18th, achieving outstanding results with over 10,000 cups sold and nearly AUD 28,000 in revenue within just three days. This article provides an in-depth analysis of its site selection strategy, clever store design, localized product adjustments tailored to the local market, as well as its marketing tactics during the opening period—offering insights into how this tea brand, centered around oriental floral aromas, quickly gained popularity overseas.
Chinese new-style tea beverage brands are accelerating their expansion overseas, and Australia—with its multicultural backdrop and vibrant food and beverage consumption environment—has become a hotspot for many brands. As a tea brand that emphasizes oriental floral notes, Jasmine Milk White chose Sydney’s Chinatown as its first entry point into Australia, officially opening on October 18th. This marks its third global store following New York in the United States and Bangkok in Thailand.
The store is located at Shop 5, 78-86 Harbour St, Sydney NSW 2000, in the heart of Sydney’s Chinatown, covering approximately 80 square meters. It sits near Korean BBQ restaurants and Tianjin steamed bun shops, in an area bustling with foot traffic and rich in cultural fusion.Prime Location, just a 15-minute walk from Central Station and close to Darling Harbour—a popular tourist destination with high daily foot traffic, and also near Star City, Sydney’s only legal casino—provides the brand with a solid foundation of steady customer flow.
For its entry into the Australian market, Jasmine Milk White did not directly disclose employee salary details but instead released recruitment information via social media, emphasizing the search for “energetic individuals who love milk tea and enjoy interacting with customers.” This sparked speculation that the brand might soon establish a presence in Sydney. As it turned out, the brand had already begun laying the groundwork for local staffing as early as September in preparation for the October opening.
In terms of design, the Sydney flagship store of Jasmine Milk White was created by the local design team HAOStudio. The theme is defined as “A Heartfelt Floral Connection Resonating Globally.” The interior extensively uses warm color palettes and soft materials, blending Eastern architectural elements such as metal line arrays with a minimalist modern style to create a tea-drinking space that combines international vision with local cultural essence. Wall displays align with the overall visual language, delivering an immersive brand experience.
In terms of product strategy, Jasmine Milk White continues the brand’s consistent focus on “floral teas,” highlighting classic Eastern floral tea series such as jasmine, gardenia, osmanthus, and orchid. To better cater to the tastes of Australian consumers, a limited-edition “Fragrant Osmanthus” was specially launched, using a locally familiar spice profile to enter the market and successfully attracting many local customers to try something new.
In the two days before the official opening, the brand held a trial operation event where customers received a pink sachet as a small gift upon visiting, along with the opportunity to sample exclusive limited-time drinks ahead of others. In the three days before formal operations (October 18th to 20th), Jasmine Milk White launched a “buy one get one free” promotion, though with a limit of four cups per order, and distributed 200 limited-edition city-exclusive scent sachets and Sydney Opera House-themed scent sachets. The first 100 customers also received a practical and stylish pink DuPont bag.
According to official brand data, the Sydney store achieved remarkable results within the first three days of opening:Total sales exceeded 10,000 cups,with daily sales of popular tea beverages surpassing 3,500 cups,and overall GMV reaching AUD 28,000. A single-day sales record was also set, marking the highest ever for the brand in overseas markets. Analysts have pointed out that Australia’s generally more relaxed pace of life, combined with the opening promotions and consumers’ novelty toward Eastern floral teas, were key factors driving the strong sales.
Jasmine Milk White’s overseas expansion has been steady—from entering New York in the United States in April this year, to setting up in Bangkok, Thailand in September, and now establishing a presence in Sydney. Each step reflects the brand’s deep understanding of and strategic adjustments for local markets. This Sydney flagship store not only broke the brand’s own overseas sales records but also reaffirmed the appeal and potential of Eastern tea beverages in the international market.
The above content is compiled by CoffeeHunters, a coffee news website.
