Core Insights - The rise of green beverages, particularly matcha and vegetable-based drinks, has become a trend in Hangzhou's summer market, with significant consumer engagement and brand response [2][3]. Industry Trends - Green beverages are gaining popularity, with products like matcha and kale juice being highlighted as health-oriented options that attract consumers [3][5]. - Social media platforms, particularly Douyin, report that topics related to "matcha" are expected to reach 7 billion exposures by July 2025, indicating a strong consumer interest in these products [2]. Company Developments - The new tea shop "Li Shan Shan Tea" in Hangzhou has seen high demand for its green beverage "You Jian Chun Shan," which sold out quickly, reflecting the popularity of green drinks among young consumers [3]. - "Kudi Coffee" has introduced a green beverage, "Kale Coffee," which has sold over 2,000 cups in a month, showcasing the successful integration of green ingredients into traditional coffee offerings [3]. - The brand "Xian Ji" opened its flagship store in Hangzhou, achieving a monthly revenue of 700,000 yuan within three days of launching its signature green drink, "Zhi Ci Qing Lu" [3]. Consumer Behavior - Consumers are increasingly prioritizing health and wellness, shifting from traditional sweet beverages to those that offer perceived health benefits, such as weight management and nutritional balance [5]. - The trend reflects a broader change in consumer preferences, with a focus on the health contributions of beverages rather than just taste [5].