Quanzhou: In a burst of springtime flavor, new-style Chinese tea chain, Molly Tea, has attracted beverage enthusiasts with its latest creation, Yongchun Foshou. Made from the renowned oolong tea of the same name from Yongchun county, Quanzhou, Fujian province, this new offering has quickly become a hit. Yet, it is merely a highlight in a series of new brands that have taken the tea market by storm.
Data from the food delivery platform Eleme reveals a significant surge in demand: “Longjing (dragon-well green tea) milk tea” orders have quintupled since the start of April compared to March, while deliveries of milk teas crafted with bases of rock tea (a type of oolong) and biluochun (a type of green tea) have skyrocketed, recording increases of 100 times and 34 times respectively over the past year.
Young consumers are really getting into new Chinese-style (xinzhongshi) tea drinks and desserts. Even though young people have been enjoying milk tea and fruit tea, their interest in traditional Chinese tea keeps growing.
A recent report from the China Tea Marketing Association stated that as young people aged 18 to 30 gradually became the main drinkers of the beverage, such trends as guochao (“National tide” or “China chic”), wherein younger consumers prefer products made innovatively with Chinese elements, such as with aspects of intangible cultural heritage, are gaining traction. 4
Modern Chinese teahouses have emerged as a fresh socializing spot for the youth, signaling an upgrade of the drink’s consumption.
Wang Qing, president of the China Tea Marketing Association, says that as consumers favor more high-quality drinks, traditional premium teas are becoming the top choice, which is also boosting the consumption and innovation. –The Daily Mail-China Daily news exchange item
