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Stay young and keep changing They believe in young people and
are more willing to use their own under-
Liu and his team have set quite a big standing to keep up with the trends. The
definition for QUCHASHAN: to continu- br a nd u s e s t he rel at ion sh i p b e t wee n
ously optimize the professional content in traditional tea and modern life to inter-
the product brochure, explore the endless pret the concept of “derived from every-
vitality of traditional Chinese tea culture, t h i n g t h a t i s r a re ”, b e l i ev i n g i n t h e
and discover the beauty of everything from power of the land and the gift of nature,
the place of origin. With the brand vision as well as customers’ aspiration for a
of “derived from everything that is rare”, more beautiful taste. They are not blind
the brand will make products more condu- to the relationship between the current
cive to health and closer to nature. drinks and the “Chinese fad”. “I under-
Over the past 22 years, regardless of stand that people are digging out the
its achievements and influence, QUCHA- parts of Chinese culture that they like
SHAN has maintained an up-to-date state and re-creating them with a newer, ar-
just as its brand concept, gradually becom- tistic vision. Such cultural re-creations
ing a “shopping centre” for all kinds of tea are in line with the aesthetics of the
flavors. Whether it is the different catego- contemporary world and thus become a
ries represented by traditional tea drinks, t re nd . T h i s i s t he s a me w i t h o u r te a
specialty coffee, mixed tea and wine and making.” replies Liu, “Tea is part of Chi-
local snacks, or the changing consumer ne s e c u l t u re a nd wh at we h ave b ee n
needs and hot and cold experiences accord- doing at QUCHASHAN is to tap into and
ing to the four seasons, customers can al- re-create this culture. Whether it is be-
ways find the right product which echoes coming a trend or not, we will continue
with their current state at QUCHASHAN. to work on this.”

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