# brand crisis

From Nasdaq Darling to Crisis: The Rise and Reckoning of Tea Chain Founder Zhang Junjie

Zhang Junjie’s tea chain rose rapidly to a Nasdaq listing and social prominence in 2025, but aggressive expansion, falling same‑store sales and a viral caffeine scare have since put the company under intense pressure. The episode underlines the challenges facing premium Chinese consumer brands: sustaining profitable growth, managing reputational risk on social media, and reconciling founder celebrity with corporate accountability.