Reporter | Lu Yibei
Edit | Zan Huifang
Nanjing tea brand "Fushimi Momoyama" changed its name.
On September 9, Fushimi Momoyama issued a statement through the official public account that it will be officially renamed "Fu Xiao Peach", and the replacement of related materials in its stores nationwide has been carried out. At the same time, it also apologized for the controversy and turmoil caused by the previous name and name change, saying that "as a 100% Chinese brand, the company and all employees do not have any intentions and behaviors that do not respect history." ”
The incident fermented in August this year, some netizens posted on social media that Fushimi Momoyama Mausoleum is the mausoleum of Japan's Meiji Emperor, and the name of the tea brand Fushimi Momoyama is similar to it. In fact, as early as 2020, Fushimi Momoyama was questioned by consumers for similar name issues.
In a statement issued by Fushimi Momoyama in December 2020, the brand explained that "Fushimi Momoyama" is not a mausoleum name, but an abbreviation for a place name, referring to the area around Momoyama in the Fushimi District of Kyoto, Japan, and is often referred to simply as "Fushimi Momoyama". The mausoleum mentioned on the Internet is indeed located in this area, but it does not represent this place, and it cannot be equated with the word "Fushimi Momoyama".
However, this statement does not seem to be accepted. The outside world believes that the fundamental reason for the controversy over the name of Fushimi Momoyama is not the collision with the japanese emperor's mausoleum, but "a Nanjing milk tea brand, which took the name of the Japanese region." ”
At the same time, the name of the main company operating in Fushimi Momoyama has also been questioned. Fushimi Momoyama's parent company was Nanjing Senritsu Restaurant Management Co., Ltd., and "Senritsu" was an important figure in the Japanese tea ceremony, inheriting and creating the world-famous "Kusana tea ceremony". According to the information of tianyancha APP, on August 3, 2021, the company changed its name to "Nanjing Heqiyi Catering Management Co., Ltd."
Fushimi Momoyama was founded in 2017, formerly known as "Bijing Tea Liao", the first store was opened in September 2017 in Nanjing MingwaLang, due to the appearance of many cottage stores during the trademark registration period, it was renamed the registered trademark "Fushimi Momoyama" in 2019. In 2019, the brand received tens of millions of yuan of PreA round financing from Hangzhou Kuaifeng Investment, with a valuation of 200 million yuan at one point.
At the beginning of its founding, Fushimi Momoyama once gained attention in the tea market with its light Japanese brand style.
In terms of products, Fushimi Momoyama is positioned in the middle end, and the overall customer unit price is about 24 yuan. The products love to use the combination of tea + sake, using local special liquor to make sake tea, and the signature products include "Sakurai Plum Oolong" with Japanese plum wine.
However, these products, which combine wine and tea, account for a small proportion of the overall menu structure. Its most popular products are still those quite cute Japanese style milk teas, such as the signature products of the same name, such as "Fushimi Momoyama" and "Strawberry Daifuku Milk Tea", etc., and its iconic marshmallow cream top and brightly colored strawberries have been the popular punch card photo standard on the Little Red Book.
According to the official website, the founder of the brand went to Kyoto, Japan in 2016 and was inspired by the unique drink of "tea + sake" in Fushimi Momoyama, and only then came up with the idea of creating a brand. In fact, the unique Japanese style did make Fushimi Momoyama quickly emerge in the highly competitive tea market, but now it is like a thorn in the back.
In terms of store design style, Fushimi Momoyama is designed to "Hanatsuki Poetry Sake Tea", and mostly uses log color decoration, sea signs mixed with Japanese, menu design, and models wearing Japanese costumes to create a romantic Japanese style.
Driven by the distinctive positioning of the style, Fushimi Momoyama quickly became an Internet red tea brand, and its stores quickly expanded to all parts of the country under the impetus of the chain franchise model. Ai media consulting data shows that the number of Fushimi Momoyama stores increased by 176% from 2018 to 2020.