Eight months after I first reported that HEYTEA was looking into opening its second Montgomery County location at Westfield Montgomery Mall in Bethesda, the chain has posted coming-soon signage at its future space on Level 1. It will be in the former Luggage Plus space, between L'Occitane en Provence and Vydration. Where is Luggage Plus? It has moved upstairs in the same wing, to a space right outside of Macy's Home.
Now, you may be saying, do we need another tea shop in Montgomery County, or even at the mall? Yes, you do, because HEYTEA is one of the most innovative and popular tea chains in the world. When they opened their first Maryland location in Rockville, the line was out the door.
What is the secret of HEYTEA's success? In 2012, in a small alleyway called Jiangbianli in Jiangmen, China, its young founder invented cheese tea, the product that would become the company's signature beverage. The brand's other signature is its worldwide popularity on social media, stimulated by the company's effort in creating Instagram-ready store interiors and packaging, and drinks that have as much appeal to the camera eye as to the taste buds.
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