A new trend is brewing
Appreciation of traditional tea rituals infused with a modern twist is growing among China's younger consumers, Li Yingxue reports.
In China, tea is more than just a beverage; it's a way of life. Tea makers and modern teahouses are devoted to introducing the culture to more people by creating new drinks, designing related products, and crafting comfortable spaces for tea consumption.
In Shenzhen, Guangdong province, after launching a stove-boiled tea set last winter, the Bay by Chef Fei, a restaurant run by Michelin-starred chef Huang Jinghui, launched a roasted green tea in spring, which is handmade by tea experts.
An art salon discussing the relationship between public art and the aesthetics of life was held in Shenzhen in February, when all the participants were seated around a tea-brewing stove.
With over 950 stores across China, beverage company Heytea has established a strong connection with people's daily lives.
On May 20, 2022, Heytea partnered with the marriage registration offices of the civil affairs bureaus in Shenzhen, Wuhan in Hubei province, Xi'an in Shaanxi province, and Chengdu in Sichuan province to launch the "great joy day" flash-gifting event, bringing even more happiness to newlyweds on their special day. Over 70,000 couples received free Heytea on their wedding day last year.
Heytea also launched a series of products in collaboration with the hit drama A Dream of Splendor, which is set in a period of ancient China when tea culture was flourishing and tea drinking had become an integral part of the lives of both the literati and common people. The co-branded drinks, inspired by those consumed in the drama, sold over 300,000 cups on the first day of their launch.
