As a representative brand of new Chinese tea beverages, Nayuki’s Tea has adopted a series of strategies in its global market expansion. In terms of product strategy, Nayuki’s Tea focuses on regional characteristics, such as launching baked products in Japan that incorporate local ingredients to enhance brand affinity. The pricing strategy is positioned in the high-end market to enhance the brand image, but it may limit the size of the consumer group. The channel strategy adheres to the direct operation model to ensure brand consistency, but it brings challenges in capital and operation. The marketing strategy relies on the brand’s popularity, spreading word of mouth through social platforms, but the results have not met expectations.

Compared with other brands, Nayuki’s Tea has a relatively singular strategy, lacking effective local marketing and flexible operation models. Although several stores have been opened in the overseas market, the pressure of operation is great, and it was ultimately unsustainable. The experience and lessons of brand going global emphasize the importance of product localization, marketing strategy, and the flexibility of operation and pricing strategies.

The case of Nayuki’s Tea provides valuable references for other brands, pointing out that in the context of globalization, brand internationalization needs to focus on localization, flexibly use different operation models, and adapt to market challenges. Although Nayuki has encountered setbacks in the overseas market, its exploration has provided experience and lessons for the international layout of new tea beverage brands, and it needs to continuously optimize strategies to achieve broader success in the future.