Page 113 - 90_EN_POPULARITY

T

In the flourishing new style promotion slogan was “In front of the mountain is
tea market, many big brands have spring, and spring is not needed once back from Shi
adopted the strategy to use poems Feng Mountain”. The beautiful language, as well as
in their marketing campaign. the modern package design, has made Xiao Guan Tea
Cha Yan Yue Se, whose En- especially popular among females between 18-40.
glish brand name is Sexy Tea, is As a defining part of Chinese culture, tea has
one of the most successful new gone through many changes in history, to better suit
style tea chains in the past decade. people’s taste in different eras, and to explore a way
Its whole brand design is very to constantly revitalize and develop. From this per-
traditional Chinese, and it claims spective, so is poetry. The appreciation Chinese
to be the first proper Chinese new people have for literature never changes, and poetry,
style tea in modern China. Though though in different forms, remains in people’s lives.
unlike Yin Bing Shi Tea Collection, When tea and poetry are put together, it is hard
Sexy Tea doesn’t have poems as its to say which is promoting which. By linking the two
slogan or on its regular packaging, elements, a delightful symphony of taste and expres-
but poems, especially traditional Chinese poems, are sion that resonates through history has been creat-
in its gene. Many of the brand’s signature drinks are ed, which paved the way for a more profound un-
named after well known lines from traditional poems, derstanding of art, literature, and human connection
such as “Fu Sheng Ban Ri”, meaning “half day in il- for Chinese people.
lusive life”, is from a famous line in a poem by Tang In modern times, with the rise of Chinese fad,
poet Li She, “Tou De Fu Sheng Ban Ri Xian (half a tea and poetry once again found each other’s hands.
day’s relaxation stolen)”. Through those elegant marketing campaigns, a re-
Other top brands in new style tea market also had vived Chinese culture rides on the prevalence of a
several marketing campaigns with poems as the theme. renewed tea market, reaching the young generation
Earlier this year, Heytea launched its seasonal in China, and the vast land outside of China.
menu with lychee as the main ingredient, and one of
the most accomplished figures in Chinese literature,
Su Shi, as the theme. Apart from his achievement to
Chinese literature, Su Shi is also known for a strong
passion towards food, and there is one famous line
in his poems that is expressing his love for lychee,
“savoring 300 lychees daily, converting to a Lingnan
local happily”. Therefore, Su Shi and his poems were
on the limited edition packaging and other promo-
tional materials, as well as on promotional events.
Another big player in the new style tea market,
Lelecha, also launched a poem themed charity event
last year. It was a collaboration with China Union
Pay, who started a series of “Poems on POS” activities
since 2019. Apart from printing poems written by
children from under-developed regions on receipts
and cup sleeves, customers can spend 1CNY on a
poem collection by these children, and the money
would all be donation for establishing better arts
courses in under developed areas.
In the tea leaves market, Xiao Guan Tea, mean-
ing “small boxed tea”, is one of the major brands. It’s
known for the sleek luxurious aluminium small-sized
container and a high standard in tea quality. Xiao
Guan Tea’s promotion contents on its WeChat official
account are well known for its poetic style. For ex-
ample, when launching Shi Feng Long Jing tea, the

112 113