Our Story 我们的故事

It all started on December 28, 2013.

That day, we opened a small store in Changsha—less than 30 square meters. From one freshly brewed cup of tea to another, we’ve grown steadily and now have nearly 1,000 directly operated stores and over 10,000 team members.

For twelve years, we’ve stayed true to our original dream of “New-Style Chinese Tea,” becoming a warm and unique presence in the hearts of many young people.

Along the way, we’ve gathered our own insights about tea and started exploring new possibilities—launching our own retail tea products so everyone can enjoy the tea lifestyle from home.

一切始于2013年12月28日…

那天，我们在长沙开了一家不到 30 平米的小店，小到转个身都得打招呼。靠着一杯杯现调鲜茶，我们慢慢混出了一点名堂。十二年过去，如今有了近 1000 家店和上万名伙伴。
我们一直干的，就是“新中式鲜茶”这件事。说得高大上一点，是想把茶做得更年轻、更好喝；说得实在点，就是想让大家喝茶更轻松些。
后来我们发现，茶挺好，搭配的小零食也挺受欢迎，只要品质好，大家都爱。于是我们顺势一头扎进零食领域，做些我们自己也喜欢吃的东西分享给大家。
一路折腾下来，才发现一杯好茶、一个好产品，背后都有一堆人忙得不亦乐乎。找茶的、研发的、设计的、挑毛病的……大家都很认真，时常为一个东西互相挑战。
所以，我们不太管它叫“产品”，更像是“作品”——有点认真，也有点倔脾气。
它们承载着我们对茶的理解、对美的追求，还有想和你们打个招呼的心意。

To Our Surprise, The Small Snacks That Paired With Our Tea — Like Cookies And Roasted Pecan Pieces—Also Became Fan Favorites, Giving Rise To The Saying: “Come To Chayan, Sip And Snack.”

“来茶颜，吃吃喝喝”

So we continued to expand into snacks, hoping to share the beauty of tea in more delightful ways. Along the way, we’ve learned that every great product comes from many hands and hearts. From the partners who search the mountains for the best tea leaves, to the developers, designers, and reviewers behind the scenes — every step is shaped by passion and care.

That’s why we like to call each one a piece of art.

Each piece of art carries our understanding of tea, our pursuit of beauty, and the heart behind every piece we share with you.

As we move forward, we hope to continue creating meaningful pieces with all of you — filled with warmth, inspiration, and endless possibilities.

十二年来，我们始终坚守“新中式鲜茶”的初心，也因此成为许多年轻人心中温暖而独特的存在。在做茶的过程中，我们积累了不少心得，也开始探索茶叶的更多可能——推出自有茶产品零售，让大家在家中也能轻松享受茶饮的生活方式。

Black Oolong Jasmine White Matcha

2013

On December 28, our very first tea shop opened in Changsha, Hunan — along with our very first creations: Youlannatie, with the Authentic Ceylon Black Tea and our now-iconic Roasted Creamy Pecan Pieces.

在湖南长沙，开出了第一家门店，也诞生了第一款原创茶饮和零食——碧根果碎（Roasted Creamy Pecan Pieces）。

2018

The number of stores surpassed 100, with over 1,000 partners joining our growing family.

门店数量突破 100家，伙伴人数超过 1000人，一个充满热情与创造力的团队正在形成。

2020

Marking a new chapter, we stepped beyond Changsha for the first time. Store count reached 300, and our team grew past 3,000. This was also the year our retail products — teas, snacks, and creative goods — began to take shape.

门店数量突破 100家，伙伴人数超过 1000人，一个充满热情与创造力的团队正在形成。

2021

Our footprint expanded to three cities, with more than 400 stores sharing our love for tea.

来到三座新城市，门店数量突破 400家，与更多朋友相遇。

2022

Recognized with the iSEE Awards: Comprehensive Innovation Silver Reward, celebrating our dedication to innovation and craft.

荣获 iSEE Awards 第四届产品类综合创新奖银奖（Comprehensive Innovation Silver Reward），这是对我们持续创新与匠心精神的认可。

2023

Our footprint expanded to three cities, with more than 400 stores sharing our love for tea.

干脆面包丁（Crispy Pretzel Pieces）爆火出圈，这一年卖出了1000多万包，成为茶颜零食系列的代表作。

2024

Honored as one of the Most Loved Brands on Tmall, with our floral teas ranking among the Top 3 tea products.

在天猫线上商城，荣获最受消费者喜爱的品牌；我们的花草茶系列成为茶品类 TOP3 产品。

2025

Now with nearly 1,000 stores nationwide, our products have earned recognition on a global stage:

iSEE Awards 2025: 2 Tea Innovations & 3 Snack Flavor Awards
International Taste Institute: Superior Taste Award 2025 (★★) for Original Cold Brew Tea / Tea Box
FBIF Wow Food Awards 2025: Best Confectionery & Most Popular Product
Forbes China Top 50 Potential New Retail Brands 2025

And for the first time, Chayan has stepped beyond China — reaching tea lovers in the U.S. through online retail.

在天猫线上商城，荣获最受消费者喜爱的品牌；我们的花草茶系列成为茶品类 TOP3 产品。

iSEE Awards 2025：2款茶产品荣获创新奖，3款零食荣获美味奖
International Taste Institute：原味冻萃茶 / 茶小匣荣获 SUPERIOR TASTE AWARD 2025（2星）
FBIF Wow Food Awards：提神醒脑爆炸糖（Lime Burst Soft Gummy）荣获奖项
入选 Forbes China Top 50 潜力新零售品牌

这一年，我们也第一次走出了国门，将茶颜带向更大的世界，登陆美国线上电商市场，与更多的朋友分享一份我们的温暖。

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LITTLE LOVE PROGRAM

Warmth in Every Cup

小爱计划 | 传递温暖的每一杯茶

At Chayan, we believe that even small acts of kindness can bring warmth to those around us.

茶颜悦色相信，每一份小小的关爱，都能温暖身边的人。

In 2019, we met a mother and son: the son was seriously ill, and the mother worked hard to support them. Despite their hardships, they remained optimistic and resilient. Inspired by their story, our founder, together with Chanyan' partners, visited them and decided to dedicate a portion of the monthly profits from a nearby store to help the family. This experience led to the launch of the Little Love Program in July 2019, encouraging all Chayan' partners to turn compassion into action.

2019年，我们遇到了一对母子：儿子患病，母亲辛苦维生，但他们依然乐观坚强。品牌创始人带着其他伙伴一起去探望他们，并决定用附近门店每月所得的一部分利润来帮助他们。受到这件事的启发，同年7月，茶颜悦色成立小爱计划，希望让伙伴都能将温暖付诸行动。

Little Love Stores: When entire store partners volunteer to become a Little Love Store, a small portion of every cup sold is contributed to the Little Love Fund, which is used to support people in need.
Little Love Tea Cart: Mobile tea carts bring our tea to welfare centers, nursing homes, and care facilities for people with disabilities—allowing more people to experience warmth through our tea.
Chayan Charity Shop: Pre-loved books and tea products are sold internally at low prices, with all proceeds going to the Little Love Fund to support future charitable activities.

As of June 2025, we’ve organized 70 events, reaching over a thousand people, making every cup of tea a cup of warmth. Moving forward, Chayan will continue to craft tea with care and share this warmth with even more people.

小爱门店：当一家门店内的全员伙伴自愿成为小爱门店后，每售出一杯奶茶，会将这家门店所售每杯奶茶的一小部分利润纳入小爱基金中，当有需要的人出现时，可以用这笔资金去帮助他们。
小爱奶茶车：用移动奶茶车将我们的茶送至福利院、敬老院和残障人士托养中心等，让更多人感受温度。
茶颜爱心铺：闲置书籍和茶叶内部进行低价售卖，所得全部纳入小爱基金，用于后续的爱心活动。

截至2025年6月，我们已开展70场活动，覆盖上千人，让每一杯茶都传递温度。未来, 茶颜悦色也将继续身体力行做一杯有温度的茶，并把这份温度传递给更多的人。