First to conceptualise and successfully popularise the novelty pairing of tea and soft-euro bakes in a trendy lifestyle cafe setting, Nayuki has stirred massive phenomenal success in China with its unique concept using teas, bakery and with a large café space. It combines fruit-based cheese teas and soft-euro bakes, both popularized by the brand in China. Growing rapidly with almost 300 stores ranging from 1200 up to 4000 square feet in prime locations across China, Nayuki has revolutionized and elevated the tea-drinking lifestyle to the next level. The Nayuki formula proved to be successful, creating snaking queues with every outlet opened in China. The brand even earned the reputation of “The Nayuki Veloci-tea” (奈雪速度) by opening over 180 stores in 2 years, a term coined by the media which drew reference to Shenzhen speed, a metaphor to describe the fast and growing pace of life in the city.