How to Get Young People to Love Drinking Tea

　　Editor’s Note: Approximately 60 countries and regions worldwide produce tea, with a total tea‑cultivation area of 65.55 million mu. Over 160 countries and territories have a tradition of drinking tea, and 150 nations rely on tea imports. In China, tea is grown in more than 900 counties across 20 provinces, employing over 80 million people and supporting more than 70,000 tea‑production and processing enterprises. Over the past decade, the compound annual growth rate of tea output value has exceeded 22%, far outpacing other industries. One quarter of China’s population drinks tea, with per capita consumption standing at 1.2 kilograms; however, consumers are predominantly aged 35 and older, and the majority are male. As societal trends evolve, young people are emerging as the primary drivers of market demand. Consequently, how to encourage younger generations to embrace tea consumption has become a critical issue worthy of attention.

　　Making tea “younger” has long been a persistent concern for the industry.

　　China’s population of young adults aged 18 to 35 exceeds 350 million, accounting for 27% of the national total. They exhibit a strong sense of independence, robust purchasing power, and distinctive consumption attitudes and habits. The “youthification” of tea is not merely a question of whether today’s younger generation drinks it; it also extends to whether this demographic—those who currently do not favor tea—will begin to drink it after they turn 35.

　　Although China is a major tea‑drinking nation, coffee consumption has been growing very rapidly, increasing by roughly 15% annually. Some worry that today’s challenges—such as the rising popularity of coffee, high prices, a perceived lack of cultural appeal, and the hassle of brewing—are dampening young people’s enthusiasm for tea, leading them to steer clear of it. Once these younger generations become the societal mainstream, what will become of China’s tea industry? Of course, there are also more optimistic voices, who point out that young people often prefer tea‑based beverages but still shop online for convenient, stylishly packaged teas. They may also encounter tea in business settings or when interacting with elders. Moreover, tea’s health benefits make it an excellent gift for professional networking and showing respect to older generations. In short, young people represent a significant pool of potential consumers.

　　It is absolutely certain that tea must be cultivated among a very young consumer base, helping them embrace tea’s culture and experiment with its various ways of being enjoyed. Only then can the future of tea continue to innovate and be passed down from generation to generation.

　　The “youthification” of tea requires overcoming three hurdles.

　　The Youthful Transformation of Brand Culture

　　Across the tea industry, tea companies large and small alike tout tea culture, highlighting its long history, captivating legends, and exquisite craftsmanship. There’s nothing wrong with tea having both history and culture; however, younger consumers care less about how many years a brand has been around and more about convenience, taste, and style. They don’t expect floral arrangements, incense ceremonies, traditional tea‑wearing attire, or even the ability to play the guqin, nor do they demand that you speak of Buddhism. Yet no tea company is willing to abandon decades‑long cultural heritage in favor of a “youthful” tea culture. How to win over young consumers while building on the trust rooted in history and tradition is a question every tea‑industry leader must grapple with.

　　On April 29, 2016, the inaugural China Tea‑Hometown Emeishan International Tea Culture Expo and Trade Fair was held in Emeishan. Unlike previous tea expos, this event was characterized by internationalization, professionalization, market orientation, and mass appeal, adopting an organizing philosophy of “cultural leadership, e‑commerce support, integration of tea and tourism, industrial promotion, and shared win‑win outcomes.” It highlighted three key themes—“the essence of tea,” “the way of tea,” and “a journey through tea”—and established the World Tea‑Tourism Alliance to foster deep integration between tea and tourism. In my view, these initiatives represent valuable efforts to rejuvenate the tea industry and help younger consumers discover their interests.

　　Youthification of channels

　　Today, tea is primarily sold through tea markets, street-side shops, group‑buying platforms, and e‑commerce. However, young consumers have limited access to these channels, so expanding distribution is essential. In recent years, Tucha Tea has emerged as a standout brand, positioning itself as “China’s first new‑concept teahouse” and offering a stylish way to enjoy high‑quality tea. Compared with traditional teahouses, Tucha Tea is more contemporary, featuring fast‑paced, high‑quality minimalist packaging, interiors inspired by a modern Chinese‑Eastern aesthetic, and regularly introduced offerings such as bubble teas, soda‑infused teas, and light snacks—perfectly tailored to the tastes of younger generations.

　　Heytea (formerly known as Huangcha) is primarily concentrated in the Pearl River Delta region. Can you imagine lining up for hours just to grab a cup of milk tea? With so many milk‑tea shops popping up everywhere, why is this one so incredibly popular? Having tried it myself, my biggest takeaway is that they genuinely put their heart into crafting every product. They use 100°C hot water and a 60‑second high‑pressure extraction process for the base tea; each tea bag is used only once, ensuring maximum flavor retention. Their tea selection is diverse, featuring varieties from across the globe. Paired with block‑style cheese imported from Australia and fresh milk sourced from Europe, they create a premium milk foam topping. All of this shows that tea can be both trendy and a lifestyle—what matters most is whether brands truly take the time to understand and meet young consumers’ real needs.

　　Product rejuvenation

　　During the 2015 “Double 11” shopping festival, tea sales on Taobao and Tmall reached RMB 8.8 billion, up 27.5% year over year. Total tea page views totaled approximately 25.22 million, a 92.94% increase from the previous year. Consumers aged 18–35 accounted for 61.57% of buyers, with products priced under RMB 100 making up 75.02% of sales and those in the RMB 100–225 range accounting for 17.78%. Among the top 20 tea brands by online sales, traditional tea companies expanded their presence from six spots in 2014 to eleven in 2015, surpassing pure e‑commerce brands that originated online. In terms of best‑selling product rankings, Dayi, which ranked first in transaction value, relied on low‑price single‑item strategies to drive higher sales volume, while Bama, third in transaction value, emphasized superior product quality combined with an attractive price‑performance ratio. E‑commerce has become a key purchasing channel for younger consumers, who prioritize affordable prices, minimalist packaging, and authentic flavor profiles.

　　Today, the post‑80s and post‑90s generations are increasingly becoming the mainstream consumers. The trend toward a younger demographic in the tea market is no longer up for debate—it has undeniably become the dominant choice. Tea stands as one of China’s most effective cultural ambassadors, yet today’s young people, burdened by mounting pressures, often lack the time to slow down and savor this rich tradition. This very reality fuels their growing desire for a more relaxed, health‑focused lifestyle. As tea companies navigate the market, they must consider how to seamlessly integrate tea into the modern lifestyles of younger consumers—whether through product variety, flavor profiles, packaging design, or marketing strategies—so that drinking tea feels not only traditional but also stylish and contemporary.

　　How to encourage young Chinese people to drink tea will inevitably become both a new opportunity and a challenge!

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