In recent years, Teazzi has entered the Indonesian market and become one of the favourite drinks among Generation Z. Teazzi is a Taiwanese tea boutique brand dedicated to delivering an exceptional experience through the art of high-quality tea. Teazzi’s uniqueness lies in its use of high-quality teas and its modern, aesthetically pleasing presentation.   Teazzi arrived in Indonesia in 2021 and has opened many outlets in major cities. Before entering the Indonesian Market, Teazzi had already successfully expanded into the United States. Its branches are located in New York, California, and Las Vegas. This brand even won an award as “New York’s Favourite Milk Tea”.  The quality and authenticity of Teazzi are attractive advantages. Teazzi uses imported tea leaves from Taiwan to ensure an authentic taste, offering three different types of tea leaves: Deep Roast Oolong, Four Seasons Oolong, and Jasmine Green Tea. In the age of social media, drinks such as “Deep Roast Oolong Milk Tea and “Apple Green Tea” are very Instagrammable. In today’s era, consuming beverages like this is not only about taste but also about identity. Teazzi’s digital marketing strategy is also well-suited to Gen Z characteristics, such as promoting through social media, strategically placing stores in malls, featuring photo-friendly store designs, and offering a variety of interesting flavors to try. All these elements make Teazzi more than just a drink, but also part of an “experience” and a lifestyle. Teazzi has successfully become a symbol of modern lifestyle among Indonesia’s Gen Z. Through the quality of authentic Taiwanese tea, aesthetic presentation, and effective digital marketing strategies, Teazzi has been able to attract young people who love to follow trends. Now, enjoying Teazzi is not just about taste, but also a way to express oneself, show social identity, and follow a contemporary lifestyle that is close to the digital culture of Gen Z.   Sources: https://www.teazzi.id/our-story https://www.kompas.com/food/read/2023/03/31/190000475/brand-minuman-yang-dijuluki-new-york-s-favorite-milk-tea-kini-hadir-di https://insiderindonesia.com/detail/605432/menu-favorit-teazzi-yang-bikin-ketagihan   Written by M. Fairuz Falifasya Lubis, Management 2025, Public Relations The 19th IMOTION