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“WE PRINT GOOD STUFF ABOUT COFFEE.” FROM THE EDITORS

We were looking forward to being back to pre-COVID-19 status by 2022, but instead
still need to adhere to any social distancing measures. While preparing the topics for the year’s
magazine, some of the “mavericks” of 2021 came to our mind and we have taken the ones
that seemed to have the most potential, to tell their story. Standing on a new starting point, at
the place we were in — China, we began to think about what the popular trend — Chinese
fad really is. It should be sorted out and answered right now. Due to the recurring impact of
the COVID-19 pandemic and the turbulent situation overseas, the China market shifts to do-
mestic, even giving rise to “involution” and “internal friction” with traditional culture and mod-
ern expression at the core. The relatively safe social distance gives young people the oppor-
tunity to pay attention to their daily lives. The local culture revived by people with the mindset
of “thinking outside the box”, even the coffee, known as an imported product, has turned into
a subsidiary product of the Chinese fad trend. We invited Café by the Forbidden City the
leaders in China’s specialty coffee and fresh-made tea industry; Ding Jiangtao, the founder of
Metal Hands Cafe; Fang Liu, the founder of TEASURE, an offline tea house; Xiaofan, the edi-
tor-in-chief of KAMEN, a company focusing on the tea and coffee industry to share insights
into the real implementation of coffee and the revitalization of tea drinking with Chinese ele-
ments as the guide in our Cover Story column. In addition, we can’t ignore the current youth
Coffee t&i (China) culture. DOE. Coffee shows us how Chinese youth understand and interpret coffee in the
To keep updated about the coffee Resources South Korea context of the street culture trend by describing the lifestyle of using coffee and sneakers in
society, please follow us: China Sissi Xiao
@coffeeteaimag Nicole Ou #4906, Block 107, 297 Tanhy- the Design column. Brook Liu, co-founder of the grinder brand of OPTION-O, tells the story
No.23, Lane 1157, Middle Yan’an eon-dong, Ilsanseo-gu, Goyang-si, of the germination of the “hybrid” brand and how the team played with engineering design
Publisher Rd., Jing’an District, Shanghai, Gyeonggi-do, South Korea aesthetics and broke through the stereotype of “made in China” label in the Opinion column.
Shanghai CTI Media Co.,Ltd. China +82 010 2314 1024
+86 21 6333 9299 +82 031 919 8118 At the same time, the issue of whether Chinese fad is linked to consumerism has also been
Managing Editor cti@coffeeteaimagazine.com sissi10.24@hotmail.com widely debated. Products related Chinese fad have attracted consumers as long as the pack-
Nicole Ou
Singapore Australia aging contains traditional elements, to be emotional marketing products due to homogeniza-
Editor Suvin Dolo Coffee Supplies tion of design. In this regard, we have also explored the marketing logic behind in the article,
Scarlett Yip Noel Building,50 Playfair Road, 428 Johnston Street, Abbotsford “Chinese fad, youth’s beloved?” Hellocean, Wuhan-based design studio, with experienced
Anna Zhang #07-03 Singapore 367995 VIC 3067, Melbourne, Australia design packaging of tea products and QUCHASHAN, China’s southwest region’s new style tea
+65 91092588 +61 3 9415 6696
Proofreader cti@coffeeteaimagazine.com contact@dolo.com.au representative also has their own views on the Chinese fad. It’s a beautiful thing to go to a
Louise Reynolds museum and buy a landmark ice cream amid home quarantine perhaps it can be seen as
Vietnam The contents of this publica-
Design Vuong Boi Nghi tion must not be reproduced the beginning of cultivating Chinese people’s eating habits of ice food.
Jun Guan 3rd Fl, Yoco Building, 41 Nguyen in whole or in part without
Jiarong Xie Thi Minh Khai St., Dist 1, HCMC, written permission from the
Vietnam publisher. For any permission
Cover Art +84-8 3822 5806 requests, please email ------- CTI Editor Team
JiaZhen Cai aki@coffeeteaimagazine.com cti@coffeeteaimagazine.com

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