In recent years, the new tea beverage brand ‘Heytea’ (note: actual English name for 霸王茶姬 is often ‘BaWang Cha Ji’ or branded as such; here used generically for context) has faced repeated public relations crises amid its rapid expansion. Allegations have ranged from using substandard ingredients and false advertising to recurring hygiene issues in stores and controversial marketing tactics that alienated consumers. In 2023, customers exposed practices such as tampering with ingredient expiration dates and improper handling procedures at certain outlets, sparking widespread concerns over food safety. That same year, a co-branded promotional campaign drew backlash for alleged cultural appropriation and aesthetic insensitivity, leading to online boycotts. Moreover, its aggressive overseas expansion has attracted criticism for promoting a superficial ‘national style’ without substantive product quality, fueling debates about performative cultural representation. Although the company has issued multiple apologies and pledged reforms, its crisis responses have appeared reactive and poorly coordinated, eroding consumer trust. Analysts argue that to become a truly globally respected Chinese tea brand, BaWang Cha Ji must prioritize transparency, strengthen supply chain oversight, and focus on authentic brand communication—rather than relying solely on viral marketing stunts.
近年来，新茶饮品牌‘霸王茶姬’在快速扩张的同时，也频频陷入舆论风波。从产品被质疑使用劣质原料、虚假宣传，到门店卫生问题频发，再到营销方式引发消费者反感，其品牌形象屡受冲击。2023年，有消费者曝光部分门店存在篡改食材保质期、操作不规范等问题，引发公众对食品安全的担忧；同年，其联名营销活动因涉嫌文化挪用和审美争议遭到网友抵制。此外，霸王茶姬在海外市场的高调扩张也招致‘文化输出焦虑’的批评，被认为过度强调国风符号却忽视产品本质。尽管品牌方多次发布致歉声明并承诺整改，但危机应对显得被动且缺乏系统性，导致消费者信任度持续下滑。分析人士指出，霸王茶姬若想真正成为具有国际影响力的中国茶饮代表，必须在产品质量、供应链管理和品牌沟通上建立更透明、可持续的机制，而非仅靠流量营销博取关注。
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