Bawang Tea Queen has brought the summer business to the gelato counter.

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Bawang Tea is extending its new summer products from a cup of tea to a scoop of Gelato.

On May 21st, Bawang Tea announced that the first batch of Geelato stores have opened in five cities: Shanghai, Shenzhen, Beijing, Chengdu, and Wuhan, totaling nine locations, all situated in key business districts and city landmarks.

Gelato refers to Italian ice cream, which usually emphasizes a denser texture, lower air content, and stronger flavor expression. From the naming, Geelato combines Gelato with Bawang Tea's "tea," and the product flavors follow this concept.

The first batch of Geelato series products includes ten flavors such as Boya Juexian, A Stroke of Moon Over the Mountains, and Cloud Caramel, along with three Geelato tea products. Bawang Tea is attempting to extend its existing tea flavor assets from the cup to the ice cream counter.

In the past, every high-temperature season would see cones, sundaes, smoothies, and sorbets become seasonal supplements in tea shops.

However, this year, ice cream is no longer just a low-priced traffic builder or a seasonal single item, but is starting to become a relatively independent product line for some brands. Before Bawang Tea's Geelato, Heytea also launched "Heylato" as a LAB store exclusive.

The foundation for this kind of cross-industry trial lies in top tea brands already possessing mature store networks, stable young customer bases, supply chain systems, and digital operation capabilities.

They have the ability to quickly launch new products in high-potential locations, and use membership systems, mini-programs, and social platforms for a cold start. Consumers who originally just come in for a cup of tea may conveniently try a Gelato as well.

But Gelato itself is not a light category that can be endlessly replicated.

It places high demands on store location, offline foot traffic, product freshness, cold chain management, and staff operations. Compared to milk tea, Gelato is more prone to balancing issues between taste consistency, inventory loss, and store efficiency.

Especially in franchising systems and large-scale expansion, the management difficulty of frozen products increases further.

In addition, Gelato is highly dependent on offline traffic, with sales possibly dropping sharply in winter, and higher cold chain and loss costs. If stores can't reliably attract enough customers, the ice cream counter may turn from a summer bonus to an operational burden.

Therefore, Bawang Tea's trial needs not only to verify whether consumers are willing to pay for tea-flavored Gelato but also to test the compatibility of frozen products with the original delivery systems of tea shops.

Only when a relatively stable model forms between foot traffic, transaction size, repeat purchases, and loss, can Gelato become a replicable business from a brand event.

And the counters of milk tea shops will grow ever more crowded in this process.

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