During the summer break, in order to explore how emerging tea enterprises can actively expand their exports against the strategic background of the “Belt and Road Initiative” and promote the exportation of Fujian, the CFLC’s “Strong National Brands” Summer Social Practice Group visited Xiamen’s Empereur Confucian Hall, the first stop of their survey journey.

At 3: 00 p.m. on that day, the group went to the Empereur Confucian Hall in Bailuzhou Park. Ushered by the staff, the students viewed an exhibition featuring Empereur’s growth and development. The exhibition included a large number of pictures, texts and videos of Empereur at international conferences and “diplomatic tea parties”. As a window on Empereur Tea Co., the Empereur Confucian Hall’s architecture combines simplicity and modernity, reflecting the role of tea as a bridge in the cultural exchange between China and the West.

Rich exhibits in the hall

For the social practice group, the most striking exhibits were the “Tea Boat, Ancient Trail and Silk Road” Painting and the “Silk Road Aroma”-series tea boxes. The staff described the creative ideas behind the two exhibits: the painting depicts the landmarks of the countries along the “Belt and Road”, symbolizing the close ties of the countries driven by tea trade and recapturing Empereur’s ambition of promoting Fujian tea around the world.

The “Tea Boat, Ancient Trail and Silk Road” Painting

The “Silk Road Aroma”-series tea

The social practice group also learned that thanks to the increased international cooperation brought about by the “Belt and Road Initiative”, Empereur had the privilege of being the supplier of “state guest tea” for various major diplomatic events. In 2017, Empereur State Guest Tea, as the only designated state gift tea for the BRICS Summit in Xiamen, fully demonstrated the uniqueness of Chinese tea to the world. This paved the way for Empereur to promote Fujian tea in the international marketplace. To ensure its success in the overseas market, Empereur has overcome many challenges in terms of production process, quality assurance and product shipping. The company has successfully created a global operation model and secured a foothold in the international marketplace.

CFLC students talk with the staff.

During the visit, the CFLC students also interviewed Mr. Hu Jinyu, general manager of Empereur’s Manor Division. Mr. Hu expressed his views on why Empereur could spearhead the push of Fujian tea into the global market. He stressed that with the “Belt and Road Initiative”, China's opening-up to the outside world would enter a new stage, providing new paths and opportunities for Chinese tea to go global. He added that at the same time, thanks to President Xi Jinping, tea ceremony diplomacy had gradually become a trend. Empereur has tapped into the demand for tea in diplomatic activities and seized the opportunities roll out a series of tea products with Chinese characteristics, setting itself apart from its competitors. Empereur tea products have been presented to visiting foreign dignitaries and appeared in many major diplomatic events. Every time Empereur shines on the international stage, it adds to the recognition of Fujian tea in the world.

CFLC students pose with Mr. Hu.

The success of Empereur has provided rich experience for the whole Chinese tea industry to draw upon in its endeavor to “go global”. The promotion of international tea trade should be based on the transformation and upgrading of the whole industry. In the traditional tea trade model, most of the Chinese tea exported to foreign countries became raw materials, and the added value of Chinese tea was relatively low. Empereur has changed the traditional trade model, by not only bringing premium tea overseas, but also introducing the “experiencing tea hall” concept for foreign friends to personally experience tea culture, thereby driving up tea demand with cultural identity.

The “Belt and Road Initiative” not only injects new vitality into the entire tea industry, but also provides new development opportunities for Fujian tea to go global. The CFLC social practice team will continue to conduct in-depth research, explore the social attributes and cultural values of tea, and help promote the innovative business model of Fujian tea brands, thereby contributing to the internationalization of Fujian tea products.