On September 20, 2025, NAYUKI launched its market preview in the form of a pop-up store on Prince Street in Flushing, New York. The venue witnessed extensive queues that stretched around street corners, with netizens commenting that it "feels like relatives from home have arrived," sparking widespread emotional resonance. Under NAYUKI's official social media accounts, numerous consumers left messages asking for updates on the official opening date and future expansion plans in other New York areas.

The store is situated in a New York Chinese community area with daily foot traffic exceeding 100,000 people and rental costs 30% lower than Manhattan. Within a 5-minute radius, multiple Chinese tea drink brands including Hey Tea and Shanghai Auntie have clustered together, forming a distinct overseas Chinese tea drink hub that locals call "Bubble Tea Street."

According to the "2025 US Fresh Tea Drink Data Report" released by MenuSifu, the US fresh tea drink market is growing at an annual rate of 9.1%, with an estimated 5-10 times expansion potential remaining. Currently, no single brand holds more than 5% market share, indicating the industry structure remains undefined. Data shows that in 2024, the net increase in bubble tea stores across America reached 6,636 outlets, with brown sugar milk tea category sales growing 48.7% year-over-year. Asian-characteristic ingredients such as matcha and pearls are increasingly welcomed by mainstream consumers. Additionally, over 36% of bubble tea shops adopt a "tea drink + light food" hybrid model, simultaneously selling products like fried chicken, desserts, or sushi, demonstrating the continued evolution of tea drink business format integration.

Notably, despite significant market potential, competition in the US tea drink sector continues to intensify. Starbucks CEO previously stated that the company has been closely monitoring the global popularity trend of matcha beverages and emphasized their supply chain control capabilities, saying "Supply is indeed tight, but Starbucks has strong partnerships with tea suppliers and, like with coffee, can ensure stable supply."

As the only publicly listed company in the new-style tea drink sector, NAYUKI remains among the few brands in the industry that continue to report losses, making international expansion a crucial direction for its strategic transformation. Financial data shows that in the first half of 2025, NAYUKI achieved revenue of 2.18 billion yuan, down 14.4% year-over-year, with adjusted net losses of 118 million yuan.