Inclusive tea, it is about people and people’s wellbeing…

Today people in many countries can engage in non-essential consumption. Teas are relaxing and reinvigorating, time on one’s own or socialising with others. Beyond their essential understanding, food and beverages can be appreciated as much as art.

At East-West Teacup, we would like to enable more people to unlock physical and psychological wellbeing and therefore tirelessly reiterate that to be appreciated teas should be well brewed and well communicated. Democratisation of products, services, and experiences is as much about provision of physical as it is about cognitive access. East-West Teacup believes in approaches that contribute to reduction of inequalities, responsible consumption and production, as well as sustainable cities and communities. Mass market teas are the most offered across non-specialised food and beverage establishments. East-West Teacup works with quality raw teas distinguished by their higher-quality processing. We are defining and redefining tea practice, and this is about people and people’s wellbeing.

Today, people are looking beyond products as an end unto itself, becoming rather interested in how products can enhance their livelihood and their person. We are working to encourage opportunity to experience the elegance of taste. Teas can serve as a bridge to expression, bridge to new experiences, and self-actualisation. Overall teas can help to improve quality of own life. As much as teas are tangible, time over tea is about the precious intangibles such as moments, feelings, experiences. This is not something that should be confined by socioeconomic status, family status, age, gender, schedule, race, or ethnicity. Those are considerations embedded in the offering, service enhancements’ and activities’ ‘user needs’ design stage and followed through to ultimately be delivered to the receiver.

Tatiana Bogdanova, founder of East-West Teacup, shares, “I delight in whisking myself a cup of green ceremonial matcha. It all starts with preparation. It becomes smooth, creamy, and airy… slightly grassy and vegetal, an interesting combination of unique light bitterness and sweetness. Taking some time for myself over a cup of matcha is undoubtedly an experience I enjoy for myself.”

Pre-consumption, purchase, consumption, and post-consumption stages and their quality are closely linked to quality of communication and co-creation experience the establishment has with the client, and the client has with the product and its accommodation.