Keemun Black Tea Group, based in Qimen county, Huangshan, East China's Anhui province, opened its third overseas store in the United Kingdom, on London's Oxford Street in May, expanding the Chinese tea brand's push into lifestyle-focused international markets.
Named Lotus Realm, the venue combines traditional tea art, Chinese desserts and wellness experiences, while introducing a "tea by day, cocktails by night" concept designed for younger consumers.
Keemum Black Tea expands its UK footprint with a new London outlet. [Photo/Huangshan Daily]
The launch marks another step in Qimen county's broader effort to promote Anhui's signature black tea overseas. Earlier stores in Bristol and Derbyshire explored partnerships with local businesses and cultural tourism experiences, while the London branch focuses more on lifestyle and social interaction.
The London opening reflects a shift beyond simple product sales toward immersive cultural consumption, according to local staff. Qimen plans to continue expanding its presence in the UK and broader European market through themed tea spaces, cultural events and innovative products.
Originating in Anhui province, Keemun black tea is regarded as one of China's most famous black teas and has long been popular in Europe.