Why The Japanese Tea Market Has A Gradual Increase Over The Years

According to statistics, Finland is the country with the highest per capita consumption of coffee, and China is the lowest one, but in Finland there are nearly five million residents only, which means Finland will consume a million bags of coffee every year, but the 1.3 billion residents of China will provide approximately 200 million potential coffee consumers, and this will make China becomes a major coffee market. On the other hand, under the same culture background, compare to Japan and Korea, Chinese average annual per capita consumption is only around 20 Cups, but this also means Chinese consumer coffee market has a big room for future growth.

Chanoyu, in Japanese is commonly known as a tea ceremony in English focuses on self discipline and refinement of oneself. The tea ceremony symbolizes the ideals of harmony, respect, purity, and tranquility through preparing for the hosts and drinking tea for the guests. During tea ceremonies, the hosts creates a “once in a lifetime” ambiance for the guest - something that is within the moment and is unforgettable. The host prepares the tea using high grade matcha, in hopes to make a satisfying bowl of tea for the guest. The way of tea is heartwarming and respected amongst the host and guests. Chado was influenced by Zen Buddhism and has lived on for many generations in the Japanese culture (Varley & Kamakura, 1989). In the 21st century,

Once established as England's national drink, tea imports from first China and India led to massive trade. The book describes the power of the British East India Company, which “generated more revenue than the British government and ruled over far more people,”

Saberi, H. (2010). Tea Comes to the West. In Tea:A Global History. [Adobe Digital Editions Version]. Retrieved from http://site.ebrary.com/

In the late sixteenth- century Europe adopted a caffeinated warm drink for the first time this included chocolate, tea and coffee. Tea fills the senses with a bittersweet scent. This herb came from china by ship. Unlike cider and beer tea was new to the English-speaking world (49). Starting in the eighteenth- century Europe trading companies began to market green and black tea (51). Before this time period tea was very rare in the west region of British north America. Only the wealthy could originally afford tea and sugar. Tea was also used as a source of herbal medicine rather than traditional methods. This herb was also expensive because it shipped across great distances and allowed the East India Company to charge higher prices and labor added an extra charge. This resulted in tea becoming a luxury item in the colonies (53). The Townshend’s act in 1767 put a tax on tea which Americans responded that parliament could not tax without their consent. This frustrated the colonist because it put their love for tea at risk, so they responded to parliament by aiming at British merchants and manufactures

The Tea that reach America from china inspired new addictions, new trade connections and new forms of luxury, new social critiques and simmering provincial inferiority. Many caffeinated drinks had come before the tea however this was a new drink to the English-speaking world. Nevertheless, this drink did not come without its own problems (50).

Since the beginning of the 18th century, tea had been regularly imported to the American colonies. By the time of the Boston Tea Party, it has been estimated American colonists drank approximately 1.2 million pounds of tea each year (Boston Tea Party , 2015). Britain realized it could make even more money off of the lucrative tea trade by imposing taxes onto the American colonies. In effect, the cost of British tea became high, and, in response, American colonists began a very lucrative industry of smuggling tea from the Dutch and other European

e escalation of tea importation and sales over the period 1690 to 1750 is mirrored closely by the increase in importation and sales of cane sugar: the British were not drinking just tea but sweet tea.[28] Thus, two of Britain's trading triangles converged: the sugar sourced from Britain's trading triangle encompassing Britain, Africa and the West Indies and the tea from the triangle encompassing Britain, India and China.[28]

Tea was such an immense resource in Europe that even mere peasants were able to afford at least two glasses of the decadent drink. In the long run, the empire was able to use its enormous economic power that it gained from the British East India Company to take control of the global tea market. And in conjunction with the West Indies the British were able to buy tea and sugar from both ends of the world and still have a cheaper drink than beer.

In the book Making Tea, Making Japan: Cultural Nationalism in Practice, Kristin Surak explores the role and the importance of Japanese tea ceremony in Japanese culture, history, and politics. Her analysis reveals that tea ceremony, which has been known as one of the most popular traditional Japanese cultures in Japan and overseas, has not only been used to shape Japanese identity and ideology, but also to obtain powers in politics. Moreover, the role of tea ceremony in politics and shaping Japanese identity has been changing throughout time, depending on the social and the political needs and trends of the county. The book does a good job of explaining the significance of tea ceremony in Japanese society in each era since the beginning of tea ceremony and its meaning for Japanese people.

Masuno as the Zen monk has designed the ancient form of stone islands set in raked gravel as we view in Figure 6. Not only is his arrangement of the stones a powerful example of Japan but underpins the historical culture of Japan and the way of thinking of the people. It evokes the spirit of a Zen garden as that of the ancient Ryoan-ji temple in Kyoto. (Masuno & Nose, 2002)

These shifts in supply and demand would influence price, quantity, and market equilibrium because of the natural disasters, shift in prices or speculation the supply of coffee decreases, which would cause a significant product shortage for consumers. Due to a shortage, consumers would to pay higher prices in order to purchase coffee and all coffee producers would then demand a higher price in order to produce more products. Higher prices are beneficial to the producers of the product, but consumer would purchase fewer products. Lower product pricing would discourage coffee production, but would benefit consumers. Both supply and demand would balance consumption, which is demand and production, which is supply.

Knowing Chinese tea culture thoroughly is a wise way for people to explore the Chinese society and culture. As a traditional drink, it has been planted and consumed for over five thousands years. The climate of China is perfect for growing tea, which leads to large quantities and good quality of tea. According to the line diagram, “Dynamics of manufacture of tea in China, thousand tons” there were about 1,200 thousands tons of tea manufactured in 2008, which made China the biggest tea manufacture country in the world. As we can see, tea has a special position in Chinese society. Due to its popularity, Chinese tea gradually raises international interest, and leads China to be a more influential country in the

A Japanese garden embodies the art of evoking nature’s majesty within a tight space. Throughout 5th to 8th century Japanese gardens sprung up for ritual purposes. From the late 8th to the 12th century the Japanese gardens started to become more of aesthetic and social piece. These Japanese gardens hold many styles and elements. What make a Japanese garden so special are the natural materials, evoking the beauty of nature on a smaller scale. They’re three types of Japanese gardens the most common of the garden design possesses a stream or pond lying in the center surrounded mounds of earth, both serving as a comparison an ocean to a mountain. The second is a dry garden also known as Zen gardens, having no water; instead the water is characterized by the arrangements of rocks and gravel. The third style is a tea garden developed as an extension of the tea ceremony. The tea garden gives an illusion of a deep forest. Japanese hold three fundamental elements water, stone, and trees, displaying the natural landscape of Japan.

The case study is going to analyze is about Teavana how to goes globally and develop an international marketing plan, and the factors that influence it goes globally this including competitors, customers and cost. The company was founded in 1997 with a motive to use the best leaves make the best tea that will focus on the trend of rising realize of preserve health and nourish of life. Until now with a growing potential market of premium tea stores that emerging in the US market.