On September 20, Chagee Holdings Limited opened the doors to its first tea trade cultural theme store on Beijing Road Pedestrian Street in Guangzhou. The store's design is anchored in Guangzhou's tea trade culture, weaving the city's local tea heritage deeply into the consumer space.

The new outlet spans four floors, with each level progressively illustrating the cultural journey of tea—from its circulation and trade to its integration into daily life. The facade, painted in the deep tones of steeped tea, draws from Guangzhou's qilou arcade architecture and traditional hanging sign aesthetics, blending seamlessly into the Beijing Road neighborhood's urban fabric. Materials with a coarse, matte finish evoke the character of Guangzhou's historic tea houses while preserving a modern commercial atmosphere.

Inside, the store houses a range of functional zones, including a tea culture exhibition area, a handicraft section, seating spaces, an interactive stamp corner, and retail displays for boxed tea and merchandise. These offerings aim to combine cultural storytelling with hands-on consumer engagement.

During its initial opening phase, Chagee has partnered with the Guangzhou Ruifeng Tea Culture Museum to host a mini tea heritage exhibition on the third floor. Curated by a professional team and grounded in local tea history, the display showcases archival materials and artifacts related to tea leaves, trading houses, and commerce, transforming abstract cultural narratives into visual and tactile experiences. The exhibition traces the historical development of tea circulation and trade, while visitors can also deepen their understanding of Guangzhou's tea culture and commercial history through exhibitions, textures, scents, and interactive activities.

The Guangzhou Ruifeng Tea Culture Museum, the city's first "Tea and the World" themed museum, features six pillars—tea museum, archival hall, academy, technology, lifestyle, and health—alongside a systematic review of China's tea trade history.

Beijing Road, once a traditional commercial hub, served as a key domestic tea distribution point. In the past, tea shipments arriving in Guangzhou were sorted for export through the Thirteen Factories, while domestic supplies gathered along Beijing Road for wholesale and retail to local residents and inland merchants. Tea trade houses were once highly concentrated in this area. Over time, tea evolved from a mere commodity into a vehicle for daily social interaction and hospitality, embodying Guangzhou's enduring culture of greeting friends with tea.