Innovating global brand strategies of taiwanese tea houses

Innovations, Globalization and

Localization of Taiwanese Tea Houses

YI-CHIEH JESSICA LIN Ph.D

Assistant Professor

NCHU, Taiwan

• Low-carbon footprints “green” food menu• Assam tea rice, mushrooms stew, vegetables

and bamboo shoots salads, French-style coconut pumpkin soup, Chinese herb-base soup, tea jelly 紅茶飯、桑椹醬佐生菜、鐵板香椿腐皮捲、佰菇燴、涼拌芝麻辣太極、義式涼拌巨竹筍、綠燙茭白筍、法式椰香南瓜湯、養生藥膳湯、雙色茶凍等季節性之無農藥或者安全栽培的低運送哩程蔬果

• Traditional Tea House (Taipei, Mucha)

Innovative tea house (Chunshuitang)

“I would rather expand business slowly, but I would like to see that these tea houses will sustain forever,” said founder of Chunshuitang

Chunshuitang 春水堂

日出茶太 Chatime

• (http://www.youtube.com/watch?v=jhDMS6sctyY

• Using too much sugar in drinks is causing diabetes and obesity from children to adults (about 30-40 percents obesity rate )

Night-market inspired works

Maybe some animation?

Tea cakes/pastries festival

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「興大睿茶平臺」發展大事記2013年

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開課網頁 /上課照片

校外專家學者茶文化表演

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學生課堂報告

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校外參訪 (1/5)3/17嘉義東石鄉

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瞭解社區文化產業化所面臨的限制性與發展潛力。

校外參訪 (2/5) 5/5東峰紅茶 &埔里湯園

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東峰紅茶：瞭解紅茶文化和製造過程；湯園：體驗精緻台灣烏龍茶文化。

校外參訪 (3/5) 5/18聖芳茶葉公司 &鴻興茶苗培育行

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藉由老師與技師講解、實地參觀操作，結合理論與實務，更加瞭解茶業產製銷過程。

校外參訪 (4/5) 5/19嘉義梅山鄉

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透過實務達到社區文化資產保存再利用與誘發文化創意。

校外參訪 (5/5) 6/18茶業改良場魚池分場

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深入瞭解臺灣茶的栽培、生產利用與產業文化發展。

6/30茶藝課程「興大創意茶會成果發

表」

讓茶藝課同學實際佈置茶席及泡茶展現學習成果。

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協助辦理茶產業推廣課程4/20普洱壺藝與人生

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協助辦理茶產業推廣課程6/1如何慎選好茶壺 -才能泡出耐人尋味

6/5 協助辦理2013 農業科技產業好點子

競賽

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6/11 暑期實習聯合說明會

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• 藉問卷瞭解民眾對茶業疑問，並找尋專家學者進行解答，整理成「茶業 100 問」，進而解決疑惑。

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暑期實習 - 講茶茶業集團(1/3)

7/20 「茶業 100 問」問卷調查

暑期實習 - 講茶茶業集團(2/3)

7/26 不老茶會 - 弘道老人福利基金會

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• 學生創意構想：以四個不同節慶 ( 新年、端午、中秋、聖誕 ) ，用茶為媒介，拉近與爺爺奶奶的距離。

Renovation of Miyahara eye clinic (1930)

Bubble tea with creativity• 1920s Art

Deco style posters

• Tea menu innovation: nostalgic popular songs like 羅大佑 跟往事乾杯 etc

The case study of Miyahara Eye Clinic

• The owners are low-profile.• Travel bloggers spread the words on the

Internet to make it a new trend of cultural tourism of tea.

• The owner uses local, authentic ingredients and creative design.

• These are the secrets of its success in revitalization of a devastated downtown.

A Tentative Conclusion

• More collaborators with local artists to create cultural clusters.

• Also, food businesses could collaborate with the high-tech talents in Taiwan and provide more digital maps and information about tea culture with different languages (e.g. Korean, Japanese, English, Spanish versions).

• Using tea to develop Low carbon footprint tour route in Taiwan to visit farmers, distributors and tea houses.

Thank you for your listening!