Launch ceremony of Chinese Tea Global Communication Program was held on Friday, August 16, in Beijing, to promote Chinese tea culture and enhance its global reach.
Under the theme “Preserving and Promoting Tea Culture, Sharing and Learning for Global Good”, the event was guided by the China International Communications Group and hosted by the Center for International Cultural Communication.
The ceremony was attended by around 300 representatives from government entities, universities, cultural and agricultural associations, and corporations.
It holds significance to use tea as a medium to implement the Global Civilization Initiative, advance Chinese tea and tea culture on the global stage, and promote cultural exchange and mutual learning,” said Du Zhanyuan, president of China International Communications Group, in his speech.
A Chinese tea communication proposal was released at the ceremony, that highlights the three aspects of establishing a collaborative platform to research and promote tea, creating premium cultural products centered on tea and promoting select tea brands.
As a specific measure of the proposal, the Chinese Tea Culture Global Communication Foundation was launched. The ceremony was followed by two panel discussions, centered respectively on “Heritage and Innovation: Defining the Identity of Chinese Tea Culture” and “Brand First: Bringing Chinese Tea to the World”.
