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is uniquely situated in the middle of two mountains re-
sembling a chair back, providing proper shade and light
conditions for the tea. Coupled with northeast monsoon,
weakly acidic and shale-type soil as well as good drainage,
the tea produced here features a stronger amino acid re-
action and higher sweetness, presenting typical flavors of
high mountain tea. When people use higher-end filtration
equipment to brew the tea they brought home, which can
trigger an even better flavor. In line with the concept of
“putting tea at a central stage and letting it speak for itself”,
Zhaozhao leaves the space to guests with no intervention
or guide on how to drink tea. This move deliberately
dissolves the owner’s role, getting rid of the common scene
that guests and owner sit face-to-face at a round table in
a traditional tea house. With no pressure or restraint to
listen to the owner’s introduction, guests can feel at ease
to savor the real sensory feedback of tea. The deserts and
utensils are also centered around tea. In the space, the
deserts are exquisite but free from overwhelming deco-
ration; the vessels for brewing tea are mainly functional
and lifestyle works made by local emerging potters.
Utensils are matched in line with the essential charac-
teristics of tea: clay vessels are adapted to brew roasted
or heavily fermented tea, since this material can gather
more heat and aroma to better present the tea broth with
throatful mellow; porcelain vessels are used for high
mountain tea or others with strong aromas, in order to
show the pure and elegant feeling; porcelain cups with
lids are used for low temperature teas such as oriental
beauties, in order not to burn the guest while locking the
rich aroma.
He gradually realized that tea is a discipline, and and planting to production and sales. The traditional sales
began to admire the ability and wisdom of his father, model is more based on friendship, namely the customer
who could judge the state of tea leaves just by a sniff. anchors his orders on familiar tea farmers or merchants
“Through observation, sniffing and tactile touch, the tea who he trusts. Such a purchase decision weighs more on
leaves can speak for themselves about their most real emotion rather than rationality. In addition, consumers
state.” Scott’s growing intimacy with tea shaped his per- may stay wary of traditional tea companies because of a
ception of tea. Taking over the business from his father, “frequent anxiety about getting bad tea and thus paying
he intends to pass it on in his own way. “The old expe- the ‘tea tuition fee’.”
rience is valuable, and this part is always a power that Zhaozhao has its own solution to such anxieties.
Zhaozhao keeps in mind. Meanwhile, it is important to Apart from transparent origin and price, consumers can
think about innovation, for example, what the more ac- “rest easy” from various details. Parking difficulty was
curate extent of tea tossing is. We can use new ways to taken into account when Scott decided the location. The
make this better, and it is important for the whole indus- store now neighbors the park with abundant humanistic
try. Zhaozhao is also helping farmers in brand transfor- and cultural activities, allowing visitors to change mood
mation to protect the competitive advantage of small in the lush green on the way after parking. For all the tea
farmers in the changing waves.” available in Zhaozhao, the last making process is present-
ed in the roasting room on the first floor. The water used
Put Tea at Central Stage for brewing is the simplest activated carbon filtered water;
this simple way to present the essence of the tea comes
For tea business, Taiwan has long kept a model where from Zhaozhao’s absolute confidence in its tea quality.
small farmers arrange the whole process from management Zhaozhao’s tea garden is located in Nantou Wushe, which

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