Recently, a video released by the new tea beverage brand ‘Heytea Cha Ji’ (also known as ‘Ba Wang Cha Ji’) showcasing the hand-pounded preparation of milk tea has sparked widespread discussion on social media. In the clip, staff members rhythmically beat a mixture of fresh milk and brewed tea with specialized tools—a visually striking process that netizens jokingly dubbed ‘martial arts milk tea’ or ‘assault-style milk tea.’ The video quickly trended across multiple platforms, amassing over 100 million views.In response, the brand clarified that this ‘hand-pounding’ technique is not for show but a deliberate method to physically enhance the fusion of tea aroma and dairy richness, thereby elevating the drink’s flavor complexity. Heytea Cha Ji emphasized its commitment to using whole-leaf tea and high-quality fresh milk, framing the handcrafted step as an innovative expression of its philosophy: ‘Oriental tea, global taste.’Many consumers praised the artisanal dedication displayed in the video, saying it builds trust through transparency. Others questioned its practicality, citing low efficiency and high costs that hinder scalability. Nevertheless, the campaign undeniably captured massive public attention and reinforced the brand’s unique identity.Amid intensifying competition in the new tea beverage market, Heytea Cha Ji has leveraged short-form video marketing to blend traditional craftsmanship with contemporary aesthetics—boosting consumer engagement and offering the industry a fresh approach to content-driven branding.
近日，新茶饮品牌‘霸王茶姬’发布的一则手打奶茶制作视频在社交媒体上引发热议。视频中，店员手持特制工具，对鲜牛乳与茶叶混合液进行反复捶打，动作节奏感强、视觉冲击力十足，被网友戏称为‘打人式奶茶’或‘功夫奶茶’。该视频迅速登上多个平台热搜，相关话题阅读量超亿次。对此，霸王茶姬官方回应称，这种‘手打’工艺旨在通过物理方式充分激发茶香与奶香的融合，提升饮品口感层次，并非作秀。品牌强调其产品坚持使用原叶鲜茶与优质牛乳，而手打环节是其‘东方茶，世界味’理念下的创新表达。不少消费者表示被视频中的匠人精神打动，认为这种可视化制作过程增强了信任感；也有部分网友质疑其实用性，认为效率低、成本高，难以规模化复制。但不可否认的是，该视频成功吸引了大量关注，进一步强化了品牌差异化形象。在新茶饮竞争日益激烈的当下，霸王茶姬借由短视频内容营销，巧妙融合传统文化元素与现代消费审美，不仅提升了用户参与感，也为行业提供了新的传播思路。
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