On August 16, the launch ceremony for the global communication initiative “Tea and the World” was held in Beijing. The event, themed around “Inheriting and Promoting Tea culture, Exchanging and Learning to Benefit the World,” focused on the global communication plan for Chinese tea.
△Event scene (photos provided by the event organizers)
Leaders and guests including Du Zhanyuan, Member of the Standing Committee of the 14th National Committee of the CPPCC and Director of the China International Publishing Administration; Liu Zhonghua, Alternate Member of the 20th Central Committee and Academician of the Chinese Academy of Engineering, President of Hunan Normal University; Long Zhuangwei, Member of the Standing Committee of the 14th National Committee of the CPPCC and Deputy Director of the Committee on Agriculture and Rural Affairs; Guang Defu, Permanent Representative of China to the United Nations Food and Agriculture Organizations and Ambassador; Punyama Gunasekara, Minister Counselor and Deputy Head of Mission at the Embassy of Sri Lanka in China; Zhang Zhongcan, Vice President of the China International Tea Culture Research Association; Xu Shaogang, Dean of Academic Affairs at the Chinese Culture Academy, delivered speeches.
△Du Zhanyuan, Member of the Standing Committee of the 14th National Committee of the CPPCC and Director of the China International Publishing Administration (photos provided by the event organizers)
Du Zhanyuan pointed out that using tea as a medium to implement the global civilizational initiative, promote Chinese tea and tea culture worldwide, and facilitate exchanges and mutual learning among civilizations has significant meaning. We need to carry forward tea culture and highlight its distinct identity within Chinese civilization; expand communication channels and use tea as a medium to promote exchanges and mutual learning; deepen technological empowerment and promote innovation and transformation of tea culture. By telling stories through tea and explaining truths with tea, we can continuously expand cultural exchanges and promote mutual understanding among people, enhancing the influence and reach of Chinese civilization.
△Liu Zhonghua, Alternate Member of the 20th Central Committee, Academician of the Chinese Academy of Engineering, and President of Hunan Normal University (photos provided by the event organizers)
Liu Zhonghua stated that this event had beneficial discussions on promoting high-quality development of the tea industry and enriching the connotations of tea culture, clearly defining key tasks for international communication of Chinese tea, and exploring new opportunities for aggregating resources from within and outside the tea industry. In the next steps, he hopes to aggregate resources from within and outside the tea industry to a greater extent, establish a long-term mechanism, serve the international development of the tea industry, assist in Brand enhancement, and promote exchanges of tea culture between China and foreign countries, transforming “green leaves” into a “golden calling card.”
△Guang Defu, Permanent Representative of China to the United Nations Food and Agriculture Organizations and Ambassador (photos provided by the event organizers)
Guang Defu expressed his belief that this event could provide an important opportunity and platform to further consolidate consensus within the international community, strengthen multilateral cooperation, and promote healthy, stable, and sustainable development of China's tea industry, contributing Chinese strength to the implementation of the United Nations' 2030 Agenda for Sustainable Development. The Permanent Mission of China to the United Nations Food and Agriculture Organizations will also continue to strongly support the integration and mutual learning of Chinese and world tea cultures, closely following the path of sustainable development for China's tea industry.
△Long Zhuangwei, Member of the Standing Committee of the 14th National Committee of the CPPCC and Deputy Director of the Committee on Agriculture and Rural Affairs (photos provided by the event organizers)
Long Zhuangwei noted that as a distinctive feature of China's agriculture and a pillar industry supporting rural revitalization, the tea industry possesses strong international competitiveness and bears multiple important tasks, such as supporting economic development in tea-growing areas and stabilizing and expanding employment. Tea culture is closely related to new forms of productive forces, and inheriting and innovating tea culture plays a leading role in the future development of China's tea industry.
△Punyama Gunasekara, Minister Counselor and Deputy Head of Mission at the Embassy of Sri Lanka in China (photos provided by the event organizers)
Punyama Gunasekara remarked that tea is not merely a beverage but also a bridge connecting different cultures. China and Sri Lanka have maintained close cooperation in the tea industry, which not only promotes the economic development of both countries but also provides a platform for cultural exchange between their peoples. As an important witness to Sino-Sri Lankan relations, tea keeps the friendship between the two countries fresh and enduring.
△Zhang Zhongcan, Vice President of the China International Tea Culture Research Association (photos provided by the event organizers)
Zhang Zhongcan noted that promoting tea culture is essential to inheriting and carrying forward the excellent traditional culture of China. It is necessary to solidify the foundation of tea culture and deepen research on it; pay attention to the international dissemination of tea culture and enhance the international reputation and influence of “Chinese tea.”
△Xu Shaogang, Dean of Academic Affairs at the Chinese Culture Academy (photos provided by the event organizers)
Xu Shaogang remarked that tea is an important symbol of outstanding traditional Chinese culture, embodying the cultural identity of the diverse yet integrated Chinese nation, and promoting exchanges and mutual learning between Chinese and foreign civilizations. As a health Drink with global impact, tea transcends history and national borders, building a bridge for trade and cultural exchanges, facilitating exchanges and mutual learning between different civilizations and achieving win-win cooperation.
△Witnesses of the release of the plan (photos provided by the event organizers)
The global communication plan for Chinese tea was released at the event. The plan proposes to conduct communication initiatives centered around “establishing a collaborative platform,” “creating a series of communication masterpieces,” and “promoting a series of tea brands.” Its aim is to comprehensively enhance the international communication effectiveness of tea culture, genuinely increase the international brand value of Chinese tea, and highlight the cultural identity of Chinese civilization.
△2024 Regional Public Brand of Tea (photos provided by the event organizers)
△2024 Enterprise (photos provided by the event organizers)