Page 120 - 92 EN

C

Moreover, in Malaysia, many people prefer sweet- pictures and beautiful presentation of tea will immedi- “The tea exploration journey is just about
ness in food and drinks. When it comes to tea, they also ately catch your eye. “Our strategy is to make our social
expect it to be sweet. That means a lot of refined sugar, media presentation more innovative and attractive. We to start. It will eventually grow from
artificial syrups, preservatives, or coloring has been do not want to use a very serious way to educate young
added to the tea beverage to meet local customers’ pref- people about tea. People nowadays live in the era of mass to artisan, which is exactly what
erences. However, Beca Tea wants to present the taste of short videos and will not be interested in dull readings.
tea itself and persuade people that tea can also be flavor- Therefore, we want to create a more fun atmosphere has happened for the coffee.”
ful and delicious. for tea to make more people read and understand the
To begin with, Beca Tea serves a few cold brew information we want to express.” Said Khong Wai Ken,
teas instead of the traditional hot brew. The cold brew the marketing director of Beca Tea. Whenever Beca
tea will have the sweetness of the tea but won’t trigger Tea launches a new tea variety, they will spend a lot of
the bitterness that most hot brews would have. The idea time finding the best way to explain it on social media.
is to make people willing to try the drink first. Then, Luckily, with a professional tea background, it is their
slowly, they will introduce other more traditional tea expertise to make their potential customers understand
beverages to customers. the complexity of the tea through a simple explanation
Moreover, unlike many tea beverages in the mar- from pictures and words.
ket, Beca Tea focuses on the taste, natural infusions, In addition to returning to “tea” itself in terms of
real fruit, and botanicals. For their flavor tea, such as product experience, Beca Tea also focuses on the connec-
Botanical Infusions and Juice-tea Coolers, they use dif- tion between tea space and young people. The Beca Tea
ferent fruits and vegetables to give the tea extra flavor, Damansara Uptown uses light colors and minimalist lines
but it won’t cover up the tea taste itself. Using natural to depict a traditional tea house image. The design, which
ingredients to create flavor is much more complex than combined Chinese aesthetics with Western simplicity,
using syrups and coloring, as taste extracted from natu- has attracted many young people to come here. Photos of
ral ingredients won’t be as strong as the artificial ones. millennials and Gen Z at Beca Tea were widely spread.!!
However, Beca Tea believes that only through natural The positive reviews on the internet from the young
ingredients can people get a chance to know what an people really encouraged Beca Tea and helped them go
honest tea drink tastes like. The brand has also worked on more firmly on this journey. “We think we are really
with renowned mixologists from Kuala Lumpur and Sin- the first brand here to actively communicate with young
gapore to develop some of its recipes, creating a range people about tea. We carry the responsibility of reducing
of meticulously crafted new tea drinks that still feature the stereotype of tea and making it a drink that people of
the pure taste of high-quality tea. For example, one of every age and race can enjoy. This is also the purpose of
their innovative tea drinks, Squash Supreme Oat Milk our brand.” Said Rin Rin Wong.
Macchiato, is a black tea-based drink with butternut With the success of the two shops in Kuala Lum-
squash, balsamic vinegar, and grass jelly added in. Their pur, Beca Tea has demonstrated that tea can be fun, de-
Blessed Fig is a botanical infusion with oolong home- licious, and innovative. It is not mysterious, and it is for
grown rosemary and figs, delivered fresh from a local everyone. Just as the brand’s mission goes, Beca Tea will
organic farm in Shah Alam. take more people from every age group, from anywhere
There is no denying that the tea beverages from in the world, on a tea exploration journey. No matter if it
Beca Tea speaks for themselves—however, more needs is your first time drinking pure tea, or you have a strong
to be done to eliminate the communication barrier be- stereotype of tea from your country, have a sip of Beca
tween tea and young people. In fact, when Koh’s fourth Tea, and you will get to know about tea all over again.
generation decided to shift from the business side to
the customer side, most of their effort was put into
communications, as Rin Rin Wong told me. From social
media to interior design, the brand hopes to rejuvenate
tea by introducing the “Instagrammable” features. If you
look at Beca Tea’s Instagram or website, the colorful

120 121