BINGXUE, a mass-market tea beverage brand from Shandong, has officially opened its first U.S. store in Davis, California. This milestone marks the brand's entry into North America, following its expansion into Southeast Asia, Central Asia, Africa, and other international markets. The brand's global expansion is backed by years of investment in supply chain capabilities, international compliance, and overseas store operations.
The store, which opened on October 2, drew strong foot traffic and sustained crowds throughout the day. The line stretched more than 50 meters along the street, creating a new consumer destination in the neighborhood. Several signature soft serve and beverage products sold out within half a day, while customer traffic remained high throughout the day, with staff working at full capacity to serve customers.
According to store data, more than 1,000 beverages were sold on opening day, generating strong consumer interest in the local market. The store quickly became a popular new destination in Davis, with many local residents sharing their visits on social media and generating widespread local buzz. The grand opening also received significant attention and support from local government and business representatives.
Davis Mayor Donna Neville attended the ribbon-cutting ceremony in person, joining the BINGXUE team to mark the official opening of the brand's first North American store. Mayor Neville visited the store to learn more about BINGXUE's ingredient standards, product portfolio, and global supply chain, and sampled several of the brand's signature tea beverages.
The beverages were well received for their quality and refreshing flavors, further strengthening BINGXUE's connection with the local community and highlighting its growing presence in the market. Representatives from the local chamber of commerce also attended the grand opening to congratulate the BINGXUE team and engaged in in-depth discussions with the brand on topics including localized operations and community collaboration.
BINGXUE began preparing for FDA requirements related to relevant ingredients three years ago, while its supply chain planning started even earlier. The company has spent years preparing its ingredients, certifications, production processes, and compliance systems for the U.S. market. Founded in Shandong in 2014, BINGXUE began its international expansion in 2023 and has entered 18 countries and regions with more than 5,000 contracted stores worldwide.
The choice of Davis for its first U.S. store was based on the city's university ecosystem and young consumer base, supported by localized adjustments. Davis is one of the birthplaces of the U.S. "Farm-to-Fork" movement, where local ingredients and sustainable agriculture are deeply embedded in everyday life. BINGXUE's global expansion strategy began with the long-term development of its brand, supply chain, and international compliance capabilities.
Key points
- BINGXUE's matcha soft serve ranks No. 1 globally in sales, according to research by Champ Consulting.
