America Meets Korea's Tea
Published on | Source
A cafe in Koreatown, Los Angeles is having a busy day. A consumer review site is holding a special event here.
Today, visitors will be experiencing traditional Korean tea. The surging popularity of Hallyu is leading people to explore different aspects of Korean culture.
The visitors, from various ethnic backgrounds, all watch the presentation intently. What do they think of Korean tea[Interview : Dee Rosevelt, Participant ] "Really refreshing for the summer and it was brand new drink for me".
[SOV]
[Interview : Ivan Strow, Participant ] " I thought it was a unique peak from outside and be able to see a more of a cultural experience".
[SOV]
[Interview : Katie Burbank, Marketing Assistant YELP] "We actually didn't bring this on. The owner brought this just so that yelpers can see what is the official tea ceremony looks like. Just to give a little tractive element and show kind of behind the scene. Little bit of Korean culture".
Las Vegas also recently played host to foreigners' interest in Korean tea.
This was where the World Tea Expo 2011 was held, inviting everyone to check out the latest trends in tea.
The Expo featured about 300 tea corporations from 23 countries, each showing off their best tea samples.
[SOV]
[Interview : George Jage, President 2011 World Tea EXPO] "Tea is which is natural healthy beverage. People are adding stuff too so that it makes you little more alert. They are adding ginseng so it gives you extra health boost. So you see , we call this enhancer or functional tea beverage. Is really starting to be one of the top trends here for the show this year".
Thanks to the health food boom, tea companies are scrambling to catch the eye of consumers looking for a healthy brew.
[SOV]
[Interview : William Waddington, Owner TEASOURCE] " Everyone believes there is so many studies everyone knows tea is phenomenally healthy. So people are getting interested in tea because of they are concern for their health".
[SOV]
[Interview : Nandini Datta, Director Tea Board of India ] "Tea is natural product. It's natural beverage and has whole stuff of health properties. A positive health benefits".
The tea industry in the U.S. has grown US$5.93 billion over the last two decades.
But only 2% of the market is taken up by Korean manufacturers.
Korean teas began to gain in popularity when they were recognized for their health benefits and taste. Korean teas feel smoother as they are swallowed, and have a refreshing aftertaste. What do the experts think[Interview : Rita Glover, Managing Partner
Naturodoc, LLC] "It was delightful. It had little bit of salty taste compare to other green teas".
[SOV]
[Interview : Pedro Villalon, Founder Dao Tea] " First of all, the texture the mouthful feel is great. The energy works really well that "Chi" in the tea works really well for my syste"m.
Korean tea companies are jumping on the chance to export. They are bringing out various marketing strategies that combine tea products with tea culture.
[SOV]
[Interview : Yi Ye-jin, Section Chief OSULLOC] "It's important to preserve what is ours, but it's also important to localize and meet the demands of the local palate. We also think a lot about the Korean service that a Korean brand could provide. We think that our customers would bring much more business if they experience service that they've never seen before".
Los Angeles, United States
As more people began drinking tea, tea culture began to diversify as well. This new trend took root among all tea drinkers, young and old.
The younger tea drinkers who are exploring Korean tea say that they're looking for a sophisticated, unique beverage that is beneficial for the body.
[SOV]
[Interview : Samatha Smukkler, Customer] " I like how it looks and it taste lot better"
[SOV]
[Interview : John Brian, Customer] " It's unique. I haven't had tea with the flower inside before. That's something different I never tried./
Meanwhile, older tea drinkers are looking for tradition and history behind their tea of choice. They say that the best way to preserve a tea's taste and fragrance is through tradition.
[SOV]
[Interview : Yeon Ok] "I have them on new ones. Yes, it's o"k
[Interview : Lauren Deutsch] "I'm happy that you can bring"...
[Interview : Yeon Ok] "it's like a sparrow's ton"gue
[Interview : Lauren Deutsch] "it's like a sparrow's tong"ue[Interview : Yeon Ok] "sparrow tongue...sparrow"
[Interview : Lauren Deutsch] "and tell me about Kyung lung Tea[Interview : Yeon Ok] "It's the youngest tea lea"fs
[Interview : Lauren Deutsch] "ahh~~"
[Interview : Yeon Ok] "suppose to be very sweet and delicate"
[Interview : Lauren Deutsch] "they are very bright"
[Interview : Yeon Ok] "Very bright".
[Interview : Yeon Ok] "Jhoung Ja and Dae Ja"
[SOV]
[Interview : Lauren Cultural, Journalist] " I also know that Korean has very deep history of medicinal herbs and tea is medicinal herb. Korean diet, the food and the cuisine are very healthy and pure. So I appreciate the attention that Koreans are giving to making the good quality tea".
The noticeable consumer demand for information on Korean teas has led to increase support on the national level.
[SOV]
[Interview : ] "Dado is a way of life in which people drink tea, filled with traditional spirit, and live a life that is as pure as the tea they drink".
Korea is making an active effort to raise awareness about Korea's tea culture, which could seem difficult and boring to Westerners.
[SOV]
[Interview : Esther Kwon, Vice Chairman LA Korean Tea Ritural Association] " We prepared an event in which visitors can experience Korean tea along with Korean etiquette and culture, making the culture of Korean tea more accessible".
[SOV]
"The pots and cups must not be too large nor too small, not too open yet not too narrow".
Korean tea offers not only a healthy beverage, but also a glimpse into a new culture and discovery of a new set of traditions. The Expo revealed that perhaps this is why Korean tea is gaining ground in the global market, and why demand will continue to grow.
[SOV]
[Interview : Elli Seyedian, Participant] "Take the time and it's not just about drinking tea is..Today is more about its lot more about relaxing and enjoying the time that you are spending drinking".
[SOV]
[Interview : Calrose Collard, Participant] "Tea Ceremony or dance performances and singing. So it added to my education about the Korean culture".
There is still a long way to go before Korean tea can become as popular as coffee, but the world is opening its eyes and lips to the fragrance of Korea's traditional teas. Soon, the aroma of Korean tea will spread throughout the world.
[STUDIO]
I've noticed that many Americans are quite interested in tea ceremonies.
Many of my friends want it on their travel itinieraries whenever they visit Korea.
Well you know that saying an apple a day keeps the doctor away well there's a Chinese saying that a cup a tea a day will starve the herbal medicine doctor.
In other words it's saying tea is good for one's health.
There's another say that a man who has no tea in him can know neither truth nor beauty.
Well our next package shows people who are willing to take leaps of faith together to pursue truth beauty and various other things to change the world.
Today, visitors will be experiencing traditional Korean tea. The surging popularity of Hallyu is leading people to explore different aspects of Korean culture.
The visitors, from various ethnic backgrounds, all watch the presentation intently. What do they think of Korean tea[Interview : Dee Rosevelt, Participant ] "Really refreshing for the summer and it was brand new drink for me".
[SOV]
[Interview : Ivan Strow, Participant ] " I thought it was a unique peak from outside and be able to see a more of a cultural experience".
[SOV]
[Interview : Katie Burbank, Marketing Assistant YELP] "We actually didn't bring this on. The owner brought this just so that yelpers can see what is the official tea ceremony looks like. Just to give a little tractive element and show kind of behind the scene. Little bit of Korean culture".
Las Vegas also recently played host to foreigners' interest in Korean tea.
This was where the World Tea Expo 2011 was held, inviting everyone to check out the latest trends in tea.
The Expo featured about 300 tea corporations from 23 countries, each showing off their best tea samples.
[SOV]
[Interview : George Jage, President 2011 World Tea EXPO] "Tea is which is natural healthy beverage. People are adding stuff too so that it makes you little more alert. They are adding ginseng so it gives you extra health boost. So you see , we call this enhancer or functional tea beverage. Is really starting to be one of the top trends here for the show this year".
Thanks to the health food boom, tea companies are scrambling to catch the eye of consumers looking for a healthy brew.
[SOV]
[Interview : William Waddington, Owner TEASOURCE] " Everyone believes there is so many studies everyone knows tea is phenomenally healthy. So people are getting interested in tea because of they are concern for their health".
[SOV]
[Interview : Nandini Datta, Director Tea Board of India ] "Tea is natural product. It's natural beverage and has whole stuff of health properties. A positive health benefits".
The tea industry in the U.S. has grown US$5.93 billion over the last two decades.
But only 2% of the market is taken up by Korean manufacturers.
Korean teas began to gain in popularity when they were recognized for their health benefits and taste. Korean teas feel smoother as they are swallowed, and have a refreshing aftertaste. What do the experts think[Interview : Rita Glover, Managing Partner
Naturodoc, LLC] "It was delightful. It had little bit of salty taste compare to other green teas".
[SOV]
[Interview : Pedro Villalon, Founder Dao Tea] " First of all, the texture the mouthful feel is great. The energy works really well that "Chi" in the tea works really well for my syste"m.
Korean tea companies are jumping on the chance to export. They are bringing out various marketing strategies that combine tea products with tea culture.
[SOV]
[Interview : Yi Ye-jin, Section Chief OSULLOC] "It's important to preserve what is ours, but it's also important to localize and meet the demands of the local palate. We also think a lot about the Korean service that a Korean brand could provide. We think that our customers would bring much more business if they experience service that they've never seen before".
Los Angeles, United States
As more people began drinking tea, tea culture began to diversify as well. This new trend took root among all tea drinkers, young and old.
The younger tea drinkers who are exploring Korean tea say that they're looking for a sophisticated, unique beverage that is beneficial for the body.
[SOV]
[Interview : Samatha Smukkler, Customer] " I like how it looks and it taste lot better"
[SOV]
[Interview : John Brian, Customer] " It's unique. I haven't had tea with the flower inside before. That's something different I never tried./
Meanwhile, older tea drinkers are looking for tradition and history behind their tea of choice. They say that the best way to preserve a tea's taste and fragrance is through tradition.
[SOV]
[Interview : Yeon Ok] "I have them on new ones. Yes, it's o"k
[Interview : Lauren Deutsch] "I'm happy that you can bring"...
[Interview : Yeon Ok] "it's like a sparrow's ton"gue
[Interview : Lauren Deutsch] "it's like a sparrow's tong"ue[Interview : Yeon Ok] "sparrow tongue...sparrow"
[Interview : Lauren Deutsch] "and tell me about Kyung lung Tea[Interview : Yeon Ok] "It's the youngest tea lea"fs
[Interview : Lauren Deutsch] "ahh~~"
[Interview : Yeon Ok] "suppose to be very sweet and delicate"
[Interview : Lauren Deutsch] "they are very bright"
[Interview : Yeon Ok] "Very bright".
[Interview : Yeon Ok] "Jhoung Ja and Dae Ja"
[SOV]
[Interview : Lauren Cultural, Journalist] " I also know that Korean has very deep history of medicinal herbs and tea is medicinal herb. Korean diet, the food and the cuisine are very healthy and pure. So I appreciate the attention that Koreans are giving to making the good quality tea".
The noticeable consumer demand for information on Korean teas has led to increase support on the national level.
[SOV]
[Interview : ] "Dado is a way of life in which people drink tea, filled with traditional spirit, and live a life that is as pure as the tea they drink".
Korea is making an active effort to raise awareness about Korea's tea culture, which could seem difficult and boring to Westerners.
[SOV]
[Interview : Esther Kwon, Vice Chairman LA Korean Tea Ritural Association] " We prepared an event in which visitors can experience Korean tea along with Korean etiquette and culture, making the culture of Korean tea more accessible".
[SOV]
"The pots and cups must not be too large nor too small, not too open yet not too narrow".
Korean tea offers not only a healthy beverage, but also a glimpse into a new culture and discovery of a new set of traditions. The Expo revealed that perhaps this is why Korean tea is gaining ground in the global market, and why demand will continue to grow.
[SOV]
[Interview : Elli Seyedian, Participant] "Take the time and it's not just about drinking tea is..Today is more about its lot more about relaxing and enjoying the time that you are spending drinking".
[SOV]
[Interview : Calrose Collard, Participant] "Tea Ceremony or dance performances and singing. So it added to my education about the Korean culture".
There is still a long way to go before Korean tea can become as popular as coffee, but the world is opening its eyes and lips to the fragrance of Korea's traditional teas. Soon, the aroma of Korean tea will spread throughout the world.
[STUDIO]
I've noticed that many Americans are quite interested in tea ceremonies.
Many of my friends want it on their travel itinieraries whenever they visit Korea.
Well you know that saying an apple a day keeps the doctor away well there's a Chinese saying that a cup a tea a day will starve the herbal medicine doctor.
In other words it's saying tea is good for one's health.
There's another say that a man who has no tea in him can know neither truth nor beauty.
Well our next package shows people who are willing to take leaps of faith together to pursue truth beauty and various other things to change the world.
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