The Spring Break holiday has sparked a significant surge in travel, with CHABAIDAO stores in tourist areas seeing sales rise to 1.5 times their typical daily volume. At a CHABAIDAO outlet located inside the Chengdu Research Base of Giant Panda Breeding, a tourist from Hangzhou, Ms. Wang, explained her visit while waiting in line. "When I was planning my trip, I learned that CHABAIDAO adopted a panda named 'Cha Cha,' so I came specifically to buy a drink and plan to take a photo holding it up with 'Cha Cha' later," she said with a smile.
Ms. Wang noted that Zhejiang province implemented a Spring Break this year, which conveniently connected with the Qingming Festival, creating a six-day "super-long holiday" ideal for long-distance travel. "With Spring Break and Qingming Festival back-to-back, we specifically planned visits to the Panda Base and Sanxingdui to let our child experience firsthand what they learn in textbooks. This kind of holiday is especially meaningful," she added. In fact, many parents like Ms. Wang are using the Spring Break to travel with their children.
This year, provinces including Sichuan, Zhejiang, Jiangsu, Anhui, Hunan, and Hubei have pioneered the implementation of Spring Break, encouraging numerous families to venture out for spring outings, museum visits, or zoo trips, fueling a spring travel boom. This surge has also driven a comprehensive warming of the "spring economy."
Taking CHABAIDAO as an example, from April 1 to April 6, the brand achieved double-digit sales growth in provinces that implemented Spring Break, such as Sichuan and Zhejiang. Nationwide, overall sales at its scenic-area stores reached 1.5 times the usual daily average.
The sales explosion at scenic stores during Spring Break is not coincidental but results from CHABAIDAO's long-term dedication to integrating into cultural and tourism settings. Public information shows that in recent years, CHABAIDAO has consistently expanded its presence in tourism channels, positioning its tea beverages as "light consumption infrastructure" within travel contexts. It has opened themed stores or pop-up shops in and around numerous tourist attractions across the country, offering consumers not just a drink but a "been there" experience.
The Chengdu Panda Base store is a prime example. According to a CHABAIDAO representative, in 2023, the company signed an agreement with the base to adopt a giant panda for life, naming it "Cha Cha," demonstrating its commitment to panda conservation and biodiversity protection through practical action. "Seeing so many parents and children come specifically to see 'Cha Cha' truly moves us," the representative said. "Many children hold up their drinks to take photos with 'Cha Cha,' and their joyful expressions make this initiative feel particularly meaningful."
Beyond the Chengdu Panda Base, long queues have also formed at CHABAIDAO stores near other popular tourist destinations. Many parents mentioned that after visiting museums or zoos, buying a cute, aptly named milk tea not only quenches thirst but also serves as a perfect souvenir for social media, becoming a "Spring Break travel essential."
Furthermore, CHABAIDAO has incorporated travel themes into its product offerings. The company's representative revealed that its "Spring Flower Yogurt Smoothie," launched specifically for spring travel scenarios, has been very popular among children, with sales exceeding one million cups since its release. New coffee items like "Cloud Top Bloom Latte" and "Pink Mist Guava Latte" have also become favorites among accompanying parents, with some stores selling over a hundred cups of coffee daily.
From a simple cup of milk tea to the panda "Cha Cha," and from scenic stores to spring-limited beverages, CHABAIDAO is creating a unique spring scene through its innovative "beverage + culture and tourism" model.
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