...Shenwei Feng Professor Travis Asian Behavior and Thought 17 March 2016 Chinese Tea Culture Tea is a kind of drink. It is made from tea leaves, and steeped in hot water; then, you can drink it. It seems like coffee, but the taste and color of tea is different from coffee. From the color, tea can be divided by green tea, black tea, white tea, yellow tea and oolong. The color difference is because the way it is produced is different, but the functions of these teas are similar; all of them can detoxify and refresh. Due to the different origins of tea, tea can be divided into many levels. A good place can produce better tea, and there also is different tea from different areas. In China, most Chinese like to drink tea, especially the older. I did not like drink tea when I was a child, but when I grew up, I started to like the tea. When I was a child, I travelled with my family to go to Wu Yi Mountain. It was the earliest memory about tasting tea; even now I can recall some of the taste of tea. Because I was very young, I did not know what kinds of teas I tasted, but I could remember that I was most impressed by a taste of tea. This tea was very bitter when it came on my tongue, but when I drank some water after I tasted this tea, I felt the water was very sweet. This sweet was different from the sweet of candy, it made me comfortable and relaxed. Another tea was produced by the lotus leaf, and it could help people lose weight; but I could not taste it because I was a child...
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...only sweet and tasty, but refreshing as well. Shen Nong felt less tired, so he went on to drink all the water from the pot that was how tea is found (Liu, 2012). In Tang Dynasty, the Chinese tea and tea culture was spread to eastern countries, especially Japan. Though tea originated in China, but it was carried forward in Japan. Nowadays, tea has become a famous drink in the world. There are many types of tea in China and Japan. The main Japanese tea is Sencha, Genmaicha and so on. (Stevens, 2013). In China, the Green tea, Black tea, Oolong teas are very popular. There can be various mixtures of flowers with green tea, black tea and oolong tea (Liu, 2012). In China, tea can be used as a gift for business and etiquette. However in Japan, tea is a kind of art. Japanese tea art is famous all over the world. In my portfolio, I will compare and contrast the Chinese and Japanese tea types. The quality of tea and tea arts. As I am a tea lover, I would gain more tea knowledge about the two types of tea and its culture. 2. Background information At first,tea was valued for its medicinal qualities. It has long been known that tea aids in digestion, which is why many Chinese prefer to consume it after their meal. Tea hastens the discharge of nicotine from the body, this is an interesting side effect for smokers who like drinking tea. Chinese tea culture has been spread to Japan in the Emperor Wendi of the Sui Dynasty (581-601) by some monks who studied...
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...We can say, the events of tea in other countries in the world, directly or indirectly, are basically spread out from China. China is the homeland of tea, and tea have become the national drink. The Chinese tea ceremony thoughts is the fusion of Confucianism, Taoism and Buddhism. The core of Chinese tea ceremony spirit is “harmonious” Scented Tea The tea made by mixing and aromatizing tea leaves with scented flowers It is produced mainly in Fujian, Zhejiang, Jiangsu and Anhui provinces. Jasmine Tea:the most popular among scented tea :made from jasmine flowers.:The most well-known jasmine flower tea is produced in Fujian Province. Green Tea Benefits: It help people reduce their inner heat. It helps with anti-ageing. It prevents computer radiation and bad breath. Biluochun:a top-grade green tea from Dongting , Taihu,Wu County, Jiangsu Province Biluo Peak on Mountain Dongting “Terrifying aroma” Emperor Kangxi named it biluochun. Black Tea Benefits: It facilitates the fostering of oxygen gas in the human body. It warms the stomach. It helps with digestion. It is a most suitable choice in cold seasons. Most people in China are accustomed to drink plain tea without any additives. In European and Amercian countries, people like to drink tea with milk and sugar added. Black tea can be prepared as a cool beverage. The usual way is that: pour luke warm water over instant tea to make a strong liquid, then pour the liquid into...
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...Strategy……………………………………………………….. 9 6.1 Market Segmentation………………………………………………... 9 6.2 Target Market………………………................................................ 10 6.3 Positioning…………………………………………………………….. 10 6.4 Marketing Mix…………………………………………………………. 11 7. Market Entry Modes……………………………………………………… 13 8. Local Regulations and Taxes…………………………………………... 14 9. Conclusion………………………………………………………………… 15 10. Bibliography……………………………………………………………….. 16 1. Executive Summary TWG Tea is an internationally recognized premium and luxury tea brand established in Singapore which offers 800 fine harvest tea and exclusive blends, as well as tea patisseries and other tea-infused delicacies. TWG Tea is a veritable innovator with the creation of new varieties of tea from every season and collaborated with the world’s most renowned estates. China is identified as one of the strong future growth opportunity for TWG Tea. They are one of the few countries who have established a tea drinking culture and customs. Tea is part of the Chinese customs and lifestyle. The fast and expanding economic growth in China has led to a high disposable income among the people and they are gradually moving up from the middle class to the upper class. Hence, luxury brands are accessible to most population in China. The following section, will analysis TWG Tea’s target market and to determine on the right marketing strategies so as to enter into the foreign market. 2. Company Overview...
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...MKT505011VA016-1146-001 International Marketing 7-23-2013 As companies compete for the consumers’ loyalty and purchasing power, much research must go into determining if a product will succeed or fail in its given target market area. Azure Tea Company has experienced continuous growth in their respective market region, and because the focus of the brand will cater to almost any age group, it is just a matter of making sure individuals fully understand the amount of attention given to quality for this brand. Future growth for this company is evident across the world because the stats are showing that more humans are beginning to incorporate tea drinking as a pastime. Valiga states, “marketing and product introduction involves the continual development of customers and ongoing renewal of their commitment, understanding, and involvement; these are the true defining characteristics of a industry leader” (Valiga, 2009). As with any type of product expansion, a firm understanding must be had about the overall factors that affect the potential growth of the brand into the region. Relocation is the option that will provide the company with the largest growth opportunities, and sustained business for decades to com. In identifying countries for Azure Tea Company to relocate, there needs to be a firm understanding of the Hofstede Cultural Dimensions model. This provides us with some sound documentation on various countries would pan out with regards to the relocation of the company from...
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...technological, demographic, economic, natural, political and legal factors (external environment factors). Lastly, we have to analysis the creation of Chatime Malaysia’s marketing mix which is product, price, promotion and place (internal environment factors). These four marketing mix are able to let the company understand the internal environment with the ultimate aim of capture value from customers effectively. Overall, the ultimate goal of this written report is to fully understand about how the external environment affects the internal environment effectively in order to capture customer loyalty by building profitable relationships with them. 2.0 Company Background Chatime is a Taiwanese franchise that offering fresh and also brewed tea with real tea leaves. It is not only more aromatic but also healthier...
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...DEBORAH LAWTON | Executive Summary The following plan outline suggests marketing strategy and tactics for David’s Tea, a high quality loose- leaf tea provider that has aggressively expanded since its creation in 2008. David’s Tea has over a hundred stores located across Canada and the United States, and is continuing to expand the company in terms of locations and diversities of tea. For potential and current customer, David’s Tea targets the young, traditional and non -traditional tea drinkers, baby boomers and health conscious. It is offering a healthy and trendy drink to its customers. David’s Tea has strong brand with unique quality and blends, new flavours. The quality tea imported from all around the globe and is highly customized for the consumer. David’s tea focused on high customer service with their expert employees. The tea market in North America is expanding widely and steadily due to the health awareness of the mass population. David’s tea has cashed this scope and used this opportunity to expand their business. David’s tea is established and financially strong, and in need of a solid marketing plan to continue their explosive growth. Company History David Segal was a 28-year-old tea loving entrepreneur, when he started his business with his cousin Herschel Segal, who was a Canadian retail pioneer. They both have the common vision: great tea, a friendly environment and a colourful, modern store. It was a simple idea and nobody else was doing it, so they decided...
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...Program. Especially in Vietnam, this issue is not common. We need to come up with a solution soon. As the CSR Manager for Dilmah Company, I would prefer a variety of way to create a smart CSR Programs to implement in Vietnam which focuses on environment and employees for a long-term period within 10 years. Basically, Dilmah is the world's first truly Ethical Tea. Merrill J.Fernando and his son built Dilmah branch which has been famous in 90 countries (dilmahtea.com/sustainability, 2013) .The name of tea included his name and his son: Dilhan and Malik. Dilmah.It took Merrill 38 years to launch the brand in 1988(The amazing story behind Dilmah tea, 2010. Today, Dilmah is the only tea company control the entire process from growing tea, tea time delivery of products to consumers. (dilmah.vn, 2010) Their objective is using only freshly picked in the garden, make sure the tea is always pure, meets requirements to protect consumer health and anti-oxidants. Their mission is to share the success of their business - the first producer owned worldwide tea brand ,benefit from the act of offering tea drinkers around the world tea that is authentic, of the highest quality, garden fresh and naturally good for people.( facebook.com/dilmah/info) Besides, Dilmah also have numerous actions which are related with CSR Program. Dilmah Founder Merrill J. Fernando established The MJF Charitable Foundation. However, the Foundation utilises...
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...International group and the global leader in the bubble tea industry with over 450 outlets worldwide. Chatime offers more than 80 different flavors of innovated beverages to satisfy different consumers’ taste. R&D capability is our core competency , we continually create new taste in every different season for your new experience and excitement Chatime assist to use the high mountain tea leafs to make high-quality drinks, and also use the state-of-the-art machines to simplify the brewing process and keep the taste stably. Our future vision is to provide high quality and various beverages to the worldwide customers anytime, create fashion in oriental tea culture and make it become part of consumers’ life. Chatime's mission is to introduce and spread the Taiwanese tea drinking fashion to every corner of the world. Company Overview La Kaffa, a multi-branded and multi-unit beverage service company, was founded in 2003. The headquarters is located in Hsinchu, Taiwan. Today, we have owned three major brands, Chatime, ZenQ, and La Kaffa coffee which are located over 510 locations in 15 countries. La Kaffa provides variety choices of teas & coffees, juice, and toppings to satisfied different consumers’ needs. We insist on providing high quality and various oriental teas to worldwide customers. La Kaffa creates fashion in tea culture that becomes a part of every ones’ life. La Kaffa provides variety choices of teas & coffees, juice, and toppings to satisfied...
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...Business Plan: Zenity Tea House, LLC December 2012 Team Members: Connor Casey Richard Grepo Katsiaryna Prasad Amanda Tran Executive Summary Zenity Tea House, LLC is a small café located in Seattle, Washington and will be open for business starting January 1, 2015. We provide our customers various Chinese teas with refreshments of pastries and appetizers known as dim sum. Unlike local tea houses in Seattle, we offer our customers to experience the traditional art of Chinese tea making through tea tasting classes and seminars. They can visit us for social reasons like business meetings or networking. Due to the rise of health-related problems such as obesity, heart disease, and diabetes, people are becoming more health-conscious by finding alternative ways to be healthy. However, most people are resistant to consume healthy due to lack of knowledge. Hence, they are unable to improve their lives to maintain a healthy lifestyle. Therefore, Zenity will provide our customers with the benefits of a social environment sans the health costs. Furthermore, there are people who are passionate about learning new cultures by embracing the language, food, and social etiquette. Thus, they travel to other countries to acquire such educated knowledge. Additionally, Zenity will provide a culturally sophisticated and intellectual atmosphere for customers. We will also offer tea tasting and education classes to further this cultural aspect of Zenity. Moreover, this will allow our customers to...
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...Davids tea business plan Table of Contents Executive Summary. .3 Company Description. .3 Strategic Focus and Plan .4 Mission .4 Overall Company Goals. .4 Objectives .4 Competencies and Sustainable Advantages. .4 Advantages.. .4 Sustainable Advantages .4 Situation Analysis .4 SWOT Analysis... .5 Industry Analysis .6 Customer Analysis of David's Tea .6 Competitor Analysis .7 Competitive analysis — Starbucks 7 Competitive analysis — Tim Horton's . 8 Others 8 Market-Product Focus 8 Marketing and Product Objectives: 8 Target Markets: 9 Points of Difference: 9 Positioning: 9 Marketing Program. 9 Product Strategy . 9 Price Strategy. 10 Promotion Strategy. 10 Place/Distribution Strategy. 11 Financial Data and Projections. 11 Past Sales Revenues. 11 Five- Year Projections .11 Organization. .12 Implementation .12 Product Strategy . .12 Price Strategy .12 Promotion Strategy .12 Place/Distribution Strategy .13 Evaluation and Control . .13 Bibliography. .14 EXECUTIVE SUMMARY The following plan outlines the suggested marketing strategy and tactics for David's Tea, a high quality loose-leaf tea provider that has aggressively expanded since its creation in 2008. David's Tea has over a hundred stores located across Canada and the United States, and is continuing to expand the company in terms of locations...
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...Abstract Cocos Bubble Teas by Roger Stanley and Andres Finkielsten Cocos Bubble Tea will join the Dallas market along with other franchises and independent bubble tea shops. We will provide high quality beverages consistent with the Coco Tea standards, based on Tea, Milk, Juices and Tapioca Bubbles. We will use the recipes and syrups provided by Coco for the preparation of the beverages. It will be an innovative concept in an emerging market located, in a fast growing, well placed neighborhood. (attachment 1) Our store will be located in the Bishop Arts neighborhood, a well established restaurant and retail destination. Neighbors and visitors enjoy an eclectic mix of restaurants, bars, bakeries, boutiques, galleries and retail stores. In addition there are nearby schools. The store will be built upon the Coco model and standards. The design of the store will be consistent with other Coco stores already established. We hope to create a warm environment, lending itself to relaxation and enjoyment. Our pricing strategy will be implemented by setting competitive prices, consistent with the Dallas marketplace. Our audience/customers will be educated about bubble tea products and strategic promotions to market the products. This will be a joint venture between us and Coco Tea, located in Taiwan.The initial investment will be divided as 80% of private funds, and 20% by Coco. Our projections of Cocos Bubble Tea have a postive cash flow from the first year, which indicates that...
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...brands, Chatime, ZenQ, and La Kaffa coffee which are located over 510 locations in 15 countries. La Kaffa provides variety choices of teas & coffees, juice, and toppings to satisfied different consumers’ needs. We insist on providing high quality and various oriental teas to worldwide customers. La Kaffa creates fashion in tea culture that becomes a part of every one’s life. CHATIME is a bubble tea franchise from Taiwan. Established in 2005, our business now has over 450 retail locations worldwide. CHATIME landed on Australian shores in late 2009 – launching our first store in Hurstville Westfield in September that year. By the end of 2010, CHATIME Australia expanded to over 26 stores nation-wide. Today, the business is growing rapidly. We now have over 12,000 registered members (and growing!) and many conveniently located stores. We’re committed to bringing our customers the freshest, tastiest bubble tea. And, with over 90 products in our range, you’re sure to find something you’ll love at CHATIME. What makes CHATIME different? Unlike other bubble tea chains, our teas are fresh. Our tea is brewed on site. We never use non-dairy creamer, or premade teas from factories. Freshly brewed tea has more flavour and fragrance. That’s why CHATIME is the best tasting bubble tea around. What is bubble tea? Bubble tea is a frothy, sweetly flavoured tea drink from Taiwan. The drink is infused with different flavourings, shaken to create bubbles and served in a clear cup – often over...
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...reliever, tea forever. Tea addiction that’s what some people called it, finally it’s here and its now viral all over Metro Davao. If you haven’t tried dringking milk tea, you better try drinking it, its worthy to spend a little penny for it. Milk tea it’s not just a simple tea. It’s a gift to us people during our bad days or the not-so-bad-days (stressful days). The “ancestor” of bubble tea originated in the early 80’s from a tea shop called Chun Shui Tang (春水堂) in Taichung, Taiwan. Unlike the fully loaded pearl milk tea, the oldest form of bubble tea was made by mixing cold black tea with fructose syrup using a shaker. According to Liu Han-Chieh (劉漢介), the founder of the tea shop, his wife named it bubble tea after seeing the layer of foam that ended up on top of the tea. After successfully marking a turning point for Taiwanese tea culture, Liu introduced the pearl milk tea in 1987. In the beginning, other ingredients were added to the milk tea such as fruits and sugar coated yam. (http://recultured.com/fooddrinks/09/the-history-of-pearl-milk-tea). Milk tea is a very sweet tea that is often used in boba. Milk tea/ Boba is a drink consisting of tea and balls of tapioca/pearl and honey. Milk tea is really good for the health because of its natural vitamins that we can get by drinking it, that is because of the added ingredients, this milk tea is much higher in calories than standard tea. Milk tea is a beverage obtained by mixing green or black tea with milk. Milk tea offers...
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...world, Chatime Malaysia aims to be the most loved beverage by revolutionizing the tea drinking culture in the country. The taste of freshly brewed beverages was first introduced to Malaysians back in October 2010. Chatime Malaysia prepares only hand-made beverages with freshly brewed tea prepared on site. Each drink is individually prepared by over 800 trained tearistas across 116 outlets nationwide. In order to serve a beverage liked by all, Chatime uses sophisticated tea and coffee machines to produce only the highest quality drinks. As the birthplace of pearl milk tea beverages, Taiwan is set to revolutionize the tea brewing industry by capturing the attention of fashionable tea lovers in a stylish and modern way. With Chatime's initiative in combining over 30 years' worth of tea manufacturing experience and expertise from a team of professional researchers, the tea drinking culture is now experiencing an exciting shift - consumers are no longer content with consuming teas laden with artificial ingredients and flavours - they want something real and flavourful! In order to revolutionize the tea-drinking scene, Chatime Malaysia uses only the best imported tea leaves and quality ingredients, minus additives and preservatives. To keep customers coming back, Chatime gathers ideas from top Japanese tea producers and takes cue from their quality control and design concepts. Now, every cup of tea is freshly brewed upon order! In line with the brand's promise and commitment...
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