The popular Taiwanese handheld beverage brand, Nap Tea: Say Hi to 5 Mins More Sleep (再睡5分鐘), founded by high-profile YouTuber Di Mei (滴妹), is continuing its aggressive expansion across Hong Kong, announcing the imminent opening of its 11th location in Tsuen Wan. Following the successful launch of its Kai Tak Airside outlet earlier this month, the brand confirmed via its official social media channels that the new shop will be situated in Kolour Tsuen Wan (千色匯), signaling its sustained momentum exactly one year after entering the competitive Hong Kong market.
The new branch, which is currently undergoing fitting-out work, will occupy shop G26 on the ground floor of Kolour Tsuen Wan. This strategic move into the New Territories hub of Tsuen Wan reinforces Nap Tea’s ambitious goal of establishing a strong presence across Hong Kong Island, Kowloon, and the New Territories within a short timeframe. Since launching its first Hong Kong store in Mong Kok, the brand’s unique positioning and social media appeal have resulted in rapid patronage and continuous growth despite prevailing retail headwinds.
Accelerated Expansion Fuels Local Demand
Nap Tea first arrived in Hong Kong in February 2025, quickly distinguishing itself in the cluttered bubble tea landscape. The synergy between its recognizable founder, whose massive following provides instant brand visibility, and its signature “comfort drink” offerings—such as the creamy “Lie Down and Drink Au Lait” (躺着喝歐蕾) series and the indulgent “Quilt Thick Milk Cap” (棉被厚奶蓋)—has been key to its viral success.
The swift opening of an eleventh store—shortly after securing a coveted spot in the newly opened Airside mall in Kai Tak—demonstrates a robust market reception. This rapid geographical spread not only bolsters the brand’s visibility but also addresses consumer feedback. Online comments from local residents highlight the convenience brought by these new locations; many Tsuen Wan locals expressed relief that they “finally won’t have to travel all the way to Mong Kok” for their favourite drinks. This localized accessibility is a crucial factor in cementing customer loyalty in a high-density city like Hong Kong.
Strategic Location in Kolour Tsuen Wan
The selection of Kolour Tsuen Wan is a highly calculated move. Located in a bustling commercial and residential centre, the new shop on the ground floor ensures maximum foot traffic exposure. This location caters directly to the dense population of Tsuen Wan residents who seek convenient, high-quality beverage options close to major transport links and shopping complexes.
The brand’s strategic timing and location choices suggest a sophisticated understanding of Hong Kong’s retail geography—targeting busy consumer hubs to convert social media hype into sustained physical store sales. Analysts view Nap Tea’s continued investment as a positive indicator for the resilience of the city’s contemporary dining and casual beverage sector.
Beyond Beverages: The Creator Economy’s Impact
The success story of Nap Tea also serves as a compelling case study of the power of the creator economy in modern business. Founded by a major Taiwanese content creator in 2020, the brand leveraged its digital following from day one, translating cultural influence into commercial dominance.
This fusion of digital celebrity and physical retail suggests that modern food and beverage ventures benefit significantly from inherent brand loyalty established through online engagement. As Nap Tea continues its expansion trajectory, stakeholders will watch whether the brand can maintain its high customer engagement and quality standards across all 11, and potentially more, outlets in the coming year.
New Outlet Details:
- Brand: Nap Tea: Say Hi to 5 Mins More Sleep (再睡5分鐘)
- Location: Kolour Tsuen Wan (千色匯), G/F, Shop G26
- Status: Currently undergoing decoration
- Founding Year: 2020 (Taiwan); Hong Kong market entry 2025
The anticipation surrounding the Tsuen Wan opening reinforces Nap Tea’s position not just as another bubble tea shop, but as a major player rapidly redefining the handheld beverage market in Hong Kong, driven by unique products and powerful celebrity backing. Local residents are encouraged to stay updated via the brand’s official social media channels for the official launch date.