A celebration of Chinese tea culture and its dialogue with the world was held on August 9, 2024, as CHA I ENJOY, a renowned tea brand, hosted its brand upgrade event, "Tea Banquet," in Shanghai. At this Tang Dynasty-inspired event, CHA I ENJOY’s founder, Mr. Zhang Xiaoqiu, outlined four major areas of enhancement: brand, product, market, and marketing, revealing the brand's vision and future strategy.
Leading Global Chinese Health Tea Brand, Bringing Oriental Tea to the World’s Youth
Tea is the epitome of Chinese lifestyle. For thousands of years, tea, silk, and porcelain were among China’s primary exports. Mr. Zhang Xiaoqiu, the founder of CHA I ENJOY, emphasized that "In the 21st century, CHA I ENJOY will focus on China’s top ten famous teas, empowering new Chinese tea beverages, and simultaneously launching a series of tea drinks both domestically and internationally to introduce Chinese tea to the world’s youth."
The Tang Dynasty, a period of great prosperity in China, is synonymous with Chinese culture in the eyes of the world. Tea flourished during this era, not only because of Lu Yu's "The Classic of Tea," but also because tea culture, tea ceremonies, and tea art began to take shape, and tea drinking became widespread. The global influence of tea culture also began in the Tang Dynasty, with Japanese tea ceremonies tracing their roots back to this period.
Fu Tianfu, a national inheritor of Jasmine Tea, expressed his views on tea culture: "As long as our traditional culture is integrated into new tea beverages, our Chinese tea will undoubtedly reach the world." The brand upgrade event vividly showcased how people of the Tang Dynasty enjoyed tea, the variety of tea snacks they had, and other tea-related elements. This immersive "Tang Tea Banquet" not only highlighted the renewed tea-drinking experience offered by CHA I ENJOY but also underscored the brand’s mission: to make Chinese tea beloved by young people worldwide.
Rooted in Chinese Tea, Revamped Product Line Leads the New Trend in Health Beverages
During the brand upgrade event, Mr. Zhang Xiaoqiu also announced that CHA I ENJOY will use traditional Chinese teas as the core of its product line, with plans to regularly launch new Chinese-style tea beverages that inherit the essence of traditional Chinese tea.
The "Vermilion Bird Da Hong Pao" is one of the first products in the "Rooted in Chinese Tea" series, made with high-quality tea leaves. This is the first product in CHA I ENJOY's national tea series, a special type of oolong tea, with future plans to introduce green tea, white tea, black tea, yellow tea, and other varieties.
Liu Anxing, a representative inheritor of Wuyi Rock Tea (Da Hong Pao) production techniques, stated: "Tea technology is not just about traditional machines. Innovation in new tea beverages is driven by technology, giving us new ways to enjoy tea."
The event also resurrected a tea snack that had disappeared from Chinese tea culture for years: "Tang Fruit," a delicacy from the Tang Dynasty, which was later brought to Japan by envoys and evolved into the Japanese "Wagashi." CHA I ENJOY revived this lost intangible cultural heritage by creating new versions of Tang Fruit inspired by the "Hundred Flowers" and "Twelve Flower Gods," launching them as a significant new product at the event.
A Global Journey for Chinese Tea and Culture
The brand upgrade event not only showcased CHA I ENJOY’s new direction but also revealed its ambition: to be the global leader in Chinese health tea and to make Oriental tea a favorite among young people worldwide.
Wang Jianrong, former curator of the China National Tea Museum, emphasized cultural confidence: "We were once very fashionable in history. We must rebuild our confidence and redefine fashion; we must guide the new development of tea culture. New tea beverages are an excellent way to lead young people’s tea-drinking habits. When we go abroad, we must combine our culture with those of other countries."
Tea represents a lifestyle deeply rooted in Chinese culture and has evolved into a choice that benefits global health. Confident in Chinese culture, CHA I ENJOY is committed to spreading Chinese tea and culture worldwide, making Chinese tea a favorite among young people everywhere.
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