Autumn's First Milk Tea: China's Liqiu Craze Blends Tradition and 2025 Marketing
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8-7Mia: You know, it's fascinating how a new tradition can just spring up and feel like it's been around forever. In China, as soon as autumn officially begins, there's this huge phenomenon called Autumn's First Milk Tea.
Mars: Right. It really only blew up around 2020, but it's already become this massive marketing event. This year alone, over 100 milk tea brands on platforms like Meituan are rolling out new products and promotions. Big names like HeyTea, Nayuki, and even Luckin Coffee are all in on it with seasonal drinks, special merchandise, and discounts. It's a huge commercial deal.
Mia: Interesting. So you're saying it's a perfect example of how China's consumer market can cleverly blend a traditional solar term with modern habits to create entirely new business opportunities.
Mars: Exactly. It's a brand new cultural expression, born from commerce. But what's really compelling is that it's not just about buying a drink.
Mia: I see. So beyond the marketing, there's a deeper social and emotional connection here. How exactly does a cup of milk tea become a symbol of caring for someone?
Mars: Well, it's become a modern gesture of affection between friends, partners, and family. It's a way to maintain social bonds. You'll literally hear people asking, It's the start of autumn, have you had your first milk tea yet? It's a conversation starter, a little check-in.
Mia: That's kind of sweet.
Mars: It gets better. The tradition even extends to appreciating essential workers. Platforms like Meituan actually give out free milk tea to their delivery riders during this peak period, as a way to acknowledge their hard work. It's about sharing and gratitude.
Mia: Oh, that's a really nice touch. It shows that even a simple purchase can be loaded with genuine emotional meaning, acting as a bridge between people.
Mars: Precisely. And that emotional investment is happening within an incredibly competitive market.
Mia: So this Autumn's First Milk Tea event is a golden opportunity for brands to launch new products and grab attention. You see it in the huge spike in orders and the long lines at popular shops. But for the consumer, it seems to be driven by a search for ritual and a sense of belonging. Getting that first milk tea is like participating in a collective cultural moment, which then gets amplified when everyone shares it online.
Mars: That pursuit of ritual and collective participation is a huge driver. It's a way for people to find a sense of stability and identity in a world that's changing so fast.
Mia: So, how common is this model of using social media amplification to drive consumer behavior in China's market today? What does it really mean for brand strategy?
Mars: It's absolutely central. The viral effect of social media essentially transforms a personal experience into a collective celebration almost instantly. Brands have to learn how to skillfully tap into that. It's about creating buzz and encouraging user-generated content to maintain momentum and, ideally, convert that into long-term brand loyalty. You're not just selling a cup of tea; you're building a community culture around it.
Mia: That makes sense. This deep fusion of culture and commerce makes Autumn's First Milk Tea a really powerful case study. So, what's the big picture here? What are the key takeaways from this whole phenomenon?
Mars: I think it boils down to four key things. First, Autumn's First Milk Tea is a new, viral tradition in China that marks the change of seasons, especially for young people. Second, it's a major commercial event, with over a hundred brands jumping on the bandwagon. Third, beyond the money, it carries real emotional weight—it’s about showing you care, maintaining relationships, and even honoring workers. And finally, consumer participation is all about seeking ritual and belonging, with social media acting as a massive amplifier. It's a masterclass in blending ancient tradition with 21st-century marketing.