A morning tea-themed event in Taizhou, Jiangsu. [Photo/ourjiangsu.com]

From Dec 9 to 10, the 2024 China Tourism Group Development Forum was held in Beijing, where Taizhou Morning Tea was recognized as a model of high-quality tourism development and investment for its distinctive brand charm and innovative approach.

The recognition was part of an open call by the China Tourism Academy, targeting tourism departments, groups, investment institutions, and enterprises nationwide. With a rich cultural heritage, Taizhou Morning Tea has become a cherished tradition in the city, reflecting centuries of cultural transmission and local lifestyle rituals steeped in regional flavor.

People try Taizhou Morning Tea. [Photo/ourjiangsu.com]

In recent years, Taizhou Morning Tea Group has successfully integrated morning tea culture with tourism. This approach allows diners to savor morning tea while immersing themselves in a rich cultural atmosphere. Events like the Morning Tea Culture Festival and traditional-style markets have further promoted the culture, attracting tourists from across the country and enhancing the brand's societal influence. 

To expand its reach, the group has established flagship stores in major cities like Shanghai, Nanjing, and Suzhou, steadily increasing its presence. Additionally, the group has embraced evolving consumer preferences by leveraging social media, developing creative products, and introducing innovative offerings such as boat dining experiences and wholesome grain-based products tailored to health-conscious customers.

Diners are impressed by Taizhou Morning Tea. [Photo/ourjiangsu.com]

A representative of Taizhou Morning Tea Group stated that this recognition highlights the brand's market strength and growth potential. It is expected to significantly boost the brand's visibility and influence, contributing to the innovative development of Taizhou's cultural tourism industry.