Taiwanese bubble tea sensation Re-Sleep 5 Minutes (再睡5分鐘), operating as NAP TEA, has announced the imminent opening of its tenth Hong Kong location, continuing its aggressive expansion strategy across the city since its debut last year. Founded by popular Taiwanese YouTuber “Dro Mei” (滴妹), the brand, famous for its signature “Comforter Thick Milk Foam” (棉被厚奶蓋) and rich ‘Au Lait’ series, confirmed that the milestone store will debut in Tsuen Wan, signaling the brand’s deepening penetration into the New Territories market.
The new branch will be situated in the bustling Kolour Tsuen Wan shopping center, specifically at Shop G26, G/F, Kolour, 68 Chung On Street, Tsuen Wan. This launch follows a successful rollout across prime locations including Mong Kok, Tsim Sha Tsui (K11 MUSEA), Kwun Tong (apm), Kwai Fong, Causeway Bay, and Yuen Long, demonstrating strong local consumer appetite for the brand’s distinctive take on contemporary Taiwanese tea culture. While an official opening date for the Tsuen Wan outlet has yet to be finalized, the announcement, confirmed via the brand’s official Threads account, has already generated significant buzz among local residents eagerly awaiting increased accessibility in the district.
The Strategy Behind NAP TEA’s Rapid Growth
NAP TEA’s success in Hong Kong is largely attributed to its unique product focus that differentiates it from the crowded local bubble tea scene. The brand champions two core categories: the “Comforter” series, featuring an exceptionally thick, three-centimeter layer of creamy foam topping a refreshing tea base, and the “Lying Down Au Lait” (躺著喝歐蕾) series, which offers indulgent milk-based creations.
Key menu highlights driving sales and generating strong word-of-mouth include the:
- Comforter Black Tea (棉被日安紅): The brand’s flagship beverage, marrying aromatic black tea with its dense, smooth milk foam.
- Jasmine Green Tea Au Lait (午茉綠歐蕾): A fragrant, milky blend offering a delicate complexity.
- Frozen Calamansi Lemon (凍香檸): A popular Hong Kong-exclusive drink providing a bright, refreshing contrast to the creamy offerings.
- Brown Sugar Pearl Signature Milk (黑糖珍珠好濃鮮奶): A classic with an elevated, rich flavour profile.
The strategy of choosing high-traffic retail hubs, such as Kolour in Tsuen Wan, allows NAP TEA to capture both daily commuters and weekend shoppers, solidifying its presence as a major player in the city’s robust food and beverage landscape. The Tsuen Wan store marks the fourth location in the New Territories, underscoring a strategic move to serve communities beyond the primary urban cores.
Related F&B Promotions and Industry Context
In related news concerning high-quality tea beverages in Hong Kong, competing Taiwanese brand Chi Cha San Chen (吃茶三千) recently concluded a promotional event to drive customer loyalty. From January 2nd to 3rd, customers purchasing any drink and adding HK$20 for a limited-edition keychain were granted a perpetual 10% discount on all future transactions. Furthermore, this keychain offered the exclusive benefit of a two-week period of 50% off selected drinks (starting at HK$13.5 per cup), excluding the airport branch.
The simultaneous expansion of premium tea chains like NAP TEA and Chi Cha San Chen highlights the segment’s enduring strength and growth potential in Hong Kong, where discerning consumers continue to seek high-quality, specialty drink options. As NAP TEA establishes its tenth foothold, the focus shifts to securing operational efficiency and maintaining the novel product quality that initially captured the Hong Kong market. Fans should monitor the official NAP TEA channels for the confirmed opening date of the Tsuen Wan branch and any associated grand opening promotions.