Chinese Yunnan Pu-er Tea Ecological Branding Design for the Japanese Market

Abstract

Chinese tea culture, deeply rooted in history, is facing challenges in contemporary markets, particularly in appealing to younger consumers. Yunnan A Chang Pu-er tea, originating from a region with a long tradition of tea production, seeks to enter the Japanese market amidst China's vast tea industry yet weak branding. Japan also has a long history of tea culture, and a growing interest in health and beauty benefits of tea. A survey conducted by Itoen Corporation reveals increasing health consciousness among Japanese consumers, particularly in their 20s, with green tea's health benefits gaining prominence. This trend is reflected in a rise in tea consumption, driven primarily by health considerations. Despite the dominance of green tea in Japan, there is potential for introducing Chinese Pu-er tea to cater to evolving consumer preferences. Furthermore, the study highlights the enduring interest of young Japanese women in healthy tea consumption, a trend unaffected by time. Considering Japan's focus on eco initiatives, the study aims to conduct research of Pu-er tea's brand new image for Japanese market with environmentally friendly packaging, leveraging QR code technology to enhance consumer engagement and storytelling about Chinese tea history.

Keywords: Tea Culture, Chinese Tea, Tea Industry, Tea Package Design, Pu-er Tea, Ecological Design

DOI: 10.54941/ahfe1004977