Page 92 - CTI75_EN
P. 92

T


                                                                                                                                                 There is an ampersand
                                                                                                                                                 symbol (&) in Antea

                                                                                                                                                 Social's logo, which is made

                                                                                                                                                 to represent that 'Antea'

                                                                                                                                                 can also mean you, me '

                                                                                                                                                 and(&) tea.
            When new tea drinks such as HEYTEA came to Sin-
        gapore, orient tea was in the spotlight again. Nurtured in
        the culture of specialty coffee, Singaporeans began to explore
        the forms of specialty tea.
            “I felt frustrated with the tea choices I had, especially
        when I go to cafes and most of them serve the same options,”
        said Jolene. Back then, this situation hindered her from the
        desire to develop professional tea knowledge. A journey to
        Taiwan got her to know a local tea maker whom she works
        closely with now. He brought her to plantations and factories
        to learn systematically about the tea making process.
            Jolene believes that tea brings people closer together,                                                                                                        The teahouse of Antea Social is always elegant
        which was proved by her encounter with the tea maker in                                                                                                        and tranquil with a light pink hue and round lights and
        Taiwan. “We share a pot of tea, chat, and are fully present                                                                                                    windows. Here, customers can select single-origin teas
        in each other’s company,” she said, which was also the rea-                                                                                                    which are also sold online, and appreciate tens of special
        son why she started Antea Social.                                                                                                                              tea drinks compounded with butterfly peas, lemongrass,
            The story behind the name ‘Antea Social’ is a question                                                                                                     camomile, verbena, etc.
        that Jolene gets asked very often, which is one main reason                                                                                                        “The experience a customer gets in our teahouse
        why she chose this name. In a new environment, how com-                                                                                                        is something that we focus a lot on. We hope to make
        fortable it depends greatly on how to start a conversation.                                                                                                    the entire tea experience more inclusive and enjoyable
        Her brand advocates meaningful conversations and this   Antea Social is currently working with seven tea mak-                                                  for the  customers,”  added Jolene.  “They are  usually
        question is a perfect conversation starter. People’s curiosi-  ers and farmers so as to directly pick teas, sell single-origin                                 excited to pick their own teacup and indulge in a little
        ty also rests on their exploration of tea, or on the relation   teas, and provide a private sourcing service. Compared with                                    tea ceremony.” Antea Social gets customers more in-
        between people and tea represented by the ampersand   other Singaporean tea brands that sell tea bags but deprive                                              volved in the atmosphere of the teahouse and the
        symbol (&) in the logo ‘&Antea Social’.         of tea culture and history, Antea Social introduces tea ex-                                                    exchange environment of its brand, rather than just
                                                        perience and life philosophy into the process of tea drinking.                                                 carrying out a transactional process.
        Break the Barriers in front of Tea
                                                        Calm to Catch Pace of Life                                                                                     Growth on Localization and Dissemination

            As a contemporary teahouse, Antea Social embraces
        both traditional and modern. When Antea Social began its   Jolene called herself a huge fan of the slow life when                                                  “We think of our space as a place where guests
        online  business,  Jolene  decided  to  break  young  people’s   introducing the experience mode of Antea Social. “I love                                      can be comfortable  exploring and enjoying the tea
        stereotypes about tea. “I love traditional teas but I also re-  to take time to appreciate little moments in life and sim-                                     experience even if they have no knowledge about it,”
        alize that it may be difficult to introduce these traditional   ply be grateful for what we have. This is also what I would                                    said Jolene. Traditional teahouses can sometimes be
        teas to a younger audience as these teas are usually deemed   like to convey through Antea Social, to encourage people                                         a little intimidating, creating a sense of distance. Antea
        as more ‘old-fashioned, old people’s drink’ etc,” explained   to find pockets of time to make a cup of tea and simply                                          Social decided to change this situation. They package
        Jolene, “so I wanted to build a modern tea brand which   be present in that moment.”                                                                           teas in a more modern and fashionable way and pres-
        showcases different traditional and single-origin teas. ”  Therefore, Jolene insists that the collection packag-                                               ent the teahouse as a relaxing space where people can
            Its Signature Collection teas completely carry out her   ing and store design is done all by her team. Design,                                             really enjoy a slow life. Tea culture is thus spread
        visions. Jolene and a Taiwanese tea master use a new method   different from that of traditional tea or new tea drinks,                                        through treating guests and offline activities.
        of infusing scents into oolong teas hand-picked from high   is an important aspect of their brand as it adds to the                                                Besides willingly asking staff questions about tea,
        mountains to get different aromas. The method is loosely based   whole experience and helps convey their message of social                                     customers can participate in all kinds of workshops to
        on the traditional way of scenting tea with jasmine flowers.   and slow life.                                                                                  get more professional experience.


     94                                                                                                                                                                                                          95
   87   88   89   90   91   92   93   94   95   96   97