Chongqing - Each month, a staggering 30,000 tons of tea leaves embark on journeys from China to teacups worldwide. While Chongqing's black tea exports traditionally flow in bulk to Pakistan, Russia, and Kazakhstan as staple commodities, the ancient tea trees of Jinfo Mountain are charting a different course. Rather than competing in mass markets, these teas are being transformed into ultra-premium products targeting luxury buyers in Singapore and the Middle East.
Now, a Singapore-China joint venture (backed by Chongqing Cultural Investment Group and Singapore's Fort Sanctuary) is rebranding it as a "magical drink" that "brings happiness" rather than marketing it as traditional tea.
"We're not selling a beverage," explains the marketing team behind this transformation. "We're offering 20,000 years of natural history in every sip." This visionary approach deliberately moves beyond the "Chinese tea" label, instead positioning Jinshan Black Tea as a borderless luxury experience that transcends cultural boundaries.
Jinshan Black Tea proves that China's tea culture can compete in the global luxury market, with the right mix of storytelling, scarcity, and craftsmanship. Let's hear their code for success in blending tradition with modern luxury.
(Zhang Yu and Wang Shuyun, as interns, also contributed to this report)