This study examines how Mei Leaf enhances brand identity through cross-cultural design strategies—cultural symbols, contextual narratives, and language localization—while analyzing their role in cultural identity construction. Drawing on Hofstede’s and Hall’s theories, a qualitative analysis of 510 YouTube comments reveals that user experience evaluations (e.g., community interaction) surpass traditional cultural relevance in discussions, highlighting modern tea culture’s focus on engagement. Traditional craftsmanship (e.g., “tea utensil aesthetics”) and cross-cultural comparisons (e.g., Chinese vs. Japanese tea ceremonies) shape cultural identity but reflect instrumentalization trends. Tensions arise between health claims and cultural authenticity, as users value both tea’s benefits and spiritual traditions. The study proposes three strategies: 1) balancing traditional and modern elements in content; 2) incentivizing user-generated content; 3) emphasizing tea culture’s holistic value over scientific claims. Findings offer theoretical and practical guidance for Chinese tea brands’ globalization, stressing cultural adaptation and precise localization. Future studies should expand non-Western perspectives and test strategies across diverse markets.