A qualified reading time on the topic Brewing Battle across Asia on Nikkei Asia Review.
What I learned is how tea brands are shifting to appeal to their target connoisseurs (maybe they have been busy to creating them as well :)) and compete with famous coffee big names across this region.
In Vietnam now we see some boutique shops (Coffee House, Highlands) offer their patrons with tea as well under pure selected tea serves, bubble tea (a wave of franchise – a lot to be mentioned). Tea is surging in Vietnam under a litte bit of fresher and more lightsome style in my opinion.
A typical example is TWG Tea (https://www.twgtea.com/). This is what they’ve built their branding strategy (excerpted from the editor-in-chef’s letter):
“The Harrods Food Hall in the iconic London department store presents a dazzling array of gourmet fare. Nestled among displays of chocolate, coffee and other indulgences is a boutique of Singaporean tea merchant The Wellbeing Group, better known as TWG.
“Now we have a shop in this tea-loving country,” a clerk proudly told me when I stopped by last year.
The logo on the company’s tastefully packaged products reads “1837 TWG TEA,” which might give the impression it has a long history. In fact, the business has only existed for about a decade: Three tea industry veterans started out with an outlet in a Singapore mall in 2008. The company says the year 1837 marked Singapore’s emergence as a trading post for teas, spices and other luxuries.
The branding strategy seems to be working. TWG now has 64 shops across Asia and in Western cities.
Still, what does the future hold for the tea industry as a whole? Asia has long been a region of tea drinkers, and bottled varieties are very popular. But Asia is also dotted with Starbucks cafes and an ever-growing number of gourmet coffee shops. Can tea purveyors find new paths to growth?
Our reporter in Jakarta recently made the rounds of tea boutiques and spoke with industry insiders to understand the challenges they face — and how they are fighting back. We have also published a story on Japanese green tea titan Ito En, which has sold more than 30 billion bottles.
We hope you enjoy reading the Nikkei Asian Review — with a nice cup of tea, of course.”