'New Chinese style' enriches brands, goods, life

Food & beverages

Besides adding value to design, the new Chinese style is enriching people's eating and drinking habits.

Nowadays, Chinese tea has become an increasingly popular choice for people looking to incorporate healthy habits into their modern lifestyle.

Nayuki's first new Chinese-style teahouse was launched in Shenzhen, Guangdong province, in February. Sexy Tea, a popular tea brand also known as Modern China Tea Shop, opened two modern-style teahouses combining elements such as wooden tables, rattan woven chairs and Chinese chandeliers to create a distinct teahouse image.

According to data released by iiMedia Research, 26 percent of survey respondents who consumed Chinese new-style tea in 2022 said their consumption frequency will increase in the future. The market size of new-style tea is expected to reach 374.93 billion yuan ($51.3 billion) by 2025.

The imported coffee business has also embraced the Chinese style and culture to create a new image for coffee as a lifestyle beverage.

For instance, Sexy Tea launched Chinese-style Yuenn & Yang Coffee that struck an instant chord with young people. Similarly, a Moutaiflavored latte by Luckin Coffee created a stir in the market. Zhuyin Mansion in Dongguan, Guangdong province, transformed an 800-year-old mansion into a cafe.

Also, the innovative new Chinese style coffee varieties, which integrate many traditional Chinese elements, such as osmanthus, orange peel and sweet fermented rice, are found to be appealing to local consumers. More than 91 percent of consumers polled said they would like coffee more if it includes Chinese flavors, according to the 2022 Domestic Coffee Consumption Trend Insight Report released by the public opinion data center of People's Daily.

"The exploration of the integration of tea and coffee with cultural elements has never stopped. The integration of Eastern and Western drinks is not simply a combination, but a new flavor supported by new materials and processes," said Hua from Shanghai Jiao Tong University.

"Coffee in China has been iterated into a mixture of jasmine tea, oolong tea and other 'Chinese style coffee', and imported coffee infused with the Chinese spirit is also constantly evolving," he said.

Amid all these market phenomena sparked by the new Chinese style, cultural consumption has also emerged. Scenes such as traditional Chinese style photography, hanfu outings, ancient city cultural tourism, the popular new Chinese weddings and related fashion have all become active.

"The inclusiveness of Chinese culture and the leading role of Chinese aesthetics have redefined the contemporary world, giving it a new dimension and a new status. The fundamental reason behind this is the continuous enhancement of China's comprehensive national strength in economy, technology, sports and art, and the significant increase in the country's international status and influence," Hua said.

"In addition, the ability of the increasingly mature younger generation in China to use online media has helped more people to hear their views and understand the stories of the new era exemplified by the new Chinese style."

heqi@chinadaily.com.cn