人民网里约热内卢9月27日电 （记者陈一鸣、宋亦然）当地时间9月27日上午，巴西里约热内卢植 物园里的"茶缘·中巴友谊园"绿意葱茏、花木扶疏，2025年里约中文日庆祝活动在这里隆重举行。 "泰山石与茶苗落地里约植物园，不仅丰富了植物园的文化景观，也让巴西公众进一步感受到中国 文化的独特魅力。"里约植物园园长塞尔吉奥·维亚纳表示，里约植物园感谢中方长期以来的支持，并期 待双方在生态、文化等领域的合作不断深化。 国家电网巴西控股公司（简称"国网巴控公司"）董事长孙涛表示，作为在巴中资企业，国网巴控公 司不仅关注可持续发展，也积极承担社会责任。公司愿以2026年中巴文化年为契机，为中巴文明对话、 民心相通作出更大贡献。 伴随着悠扬的乐声，中巴两国嘉宾共同执壶为新落户的中国优质茶苗浇水。清水浇洒在茶苗根部， 绿叶轻摇，寓意中巴友谊的新芽生根发芽、生生不息。 里约植物园始建于1808年。目前，园内尚存两棵200多年前由第一批华人移民种植的中国茶树。 2024年11月，由国网巴控公司支持的里约植物园"茶缘·中巴友谊园"项目举行开园仪式。该项目旨在对 植物园内年久失修的建筑进行修复加固，此外，还通过引进中国优质茶树树苗、策 ...

新华社里约热内卢9月27日电 通讯｜续写茶缘往事 里约植物园迎来新茶苗 新华社记者赵焱 陈威华 当地时间27日，热带植物生机盎然的里约热内卢植物园内响起悠扬琵琶声，第四个"里约中文日"庆祝活 动在位于植物园内的"中巴友谊园"举行。受邀嘉宾共同浇灌从中国运来的优质茶树苗，并为一块来自中 国的泰山石揭幕。 200多年前，首批抵达巴西的中国人在如今里约植物园所在地种茶授艺，中巴友谊的种子也就此在巴西 大地上播撒开来。2024年11月，"茶缘·中巴友谊园"在里约植物园中开园，这里的展览"茶之道——植物 学、文化和传统"让参观者能够沉浸式体验中国茶文化，成为中巴两国以茶为媒、以茶会友的新地标。 在今年"里约中文日"到来之际，数十株来自中国福建、浙江产区的水仙乌龙和龙井绿茶茶苗，经过专业 活体运输技术和近一年的隔离养护，最终在"中巴友谊园"落户。 作为"中巴友谊园"项目支持方，中国国家电网巴西控股公司董事长孙涛说，200多年前，中国茶农在此 开启了巴西茶树培植的历史；200多年后的今天，站在中巴关系下一个"黄金50年"的起点上，这次活动 生动延续了跨越两个多世纪的茶缘，体现了中巴友谊与文化交融的薪火相传。 庆祝活动另一个 ...

据了解，霸王茶姬还携手陶瓷艺术家冉祥飞推出"一样一生"联名礼盒，并在王府井喜悦、北锣鼓巷、三 里屯、隆福寺和朝阳合生汇的主题门店，开启"寻香集五色，品茶致东方"线下活动。同时在110家门店 陈列"CHAGEE黑板报"，消费者可以了解霸王茶姬品牌发展、员工风采、以及与茶友们的故事。 今年，霸王茶姬陆续在北京推出不同的主题门店，于清华大学落地了北京地区首家校园店，开设"书香 茶韵"主题店、音乐主题店等特色门店。 作为周年活动的重头戏——"CHA・色"艺术展，以"红蓝"为核心色调。中国红作为底色，将茶马古道化 作流动的茶桌，艺术化演绎"煮煎点泡萃"传承千年的制茶工艺变迁。而苍穹霁蓝打造的空间，则为参观 者构筑起了情绪色彩实验室，借助互动装置，沉浸式体验色彩情绪的交织。 责任编辑：江钰涵 9月12日，霸王茶姬启动北京两周年庆活动，于三里屯举办"CHA・色"艺术展。2023年8月，霸王茶姬北 京首店在朝阳合生汇开业。在进驻北京两周年之际，霸王茶姬将中国茶文化与北京城市记忆链接。 ...

Core Viewpoint - The event "Tea and the World: Elegant Gathering" successfully showcased Chinese tea culture and aesthetics at the Osaka World Expo, attracting nearly 80 guests from over 30 countries, including government representatives and pavilion directors [1][2][13]. Group 1: Event Overview - The event was hosted by the China Tourism Office in Osaka and featured immersive experiences of Chinese tea culture [1]. - Guests enjoyed a variety of Chinese teas, including Wuyi Rock Tea, Jingmai Pu'er, and Phoenix Dan Cong, highlighting the diversity and richness of Chinese tea [6]. - The event also included a traditional tea ceremony demonstration, enhancing the cultural experience [5]. Group 2: Cultural Significance - The director of the China Pavilion emphasized that tea is a significant cultural symbol that connects Eastern and Western civilizations, embodying Chinese philosophical thoughts and aesthetics [2][4]. - The event aimed to promote cultural exchange and friendship among nations through tea, reflecting the idea of "harmony in diversity" [2][13]. Group 3: Interactive Experiences - Guests participated in a unique experience of making traditional Chinese lacquer fans, allowing them to engage with Chinese craftsmanship [9]. - A lucky draw added excitement to the event, with prizes including tea sets and plush toys, contributing to a lively atmosphere [11][12]. Group 4: Broader Impact - The China Pavilion has received over 900,000 visitors, serving as a vital platform for promoting economic exchanges and cultural understanding between China and the world [2]. - The event is part of a broader initiative by the Chinese Ministry of Culture and Tourism to use tea as a medium for cultural dissemination and international friendship [13].

Core Points - The BRICS Summit held in Rio de Janeiro showcased the "Big BRICS" new lineup, emphasizing multilateralism, common development, and global governance [1] - The Chinese tea brand, Xiaoguan Tea, served as the "official designated tea" for the event, representing a significant cultural exchange and exploration of Chinese culture on the global stage [1] Company Highlights - Xiaoguan Tea presented a full range of brands, including high-end Chinese tea, aged tea, and ready-to-drink tea products, demonstrating the ecological diversity of the tea industry [3] - The brand combined traditional tea brewing with modern consumption styles, creating an innovative expression that transcended cultural boundaries and showcased the multifaceted charm of Chinese tea [3][9] - Professional tea artists performed traditional tea ceremonies, allowing international guests to appreciate the aesthetics and cultural significance of Chinese tea [4][9] Cultural Significance - Xiaoguan Tea's brand director emphasized the goal of showcasing Chinese hospitality and innovation through tea culture, aiming to let the world see China through a cup of tea [6] - The unique "Tea Branch Pattern" design, inspired by traditional motifs, served as a fashionable cultural symbol, bridging ancient tea culture with contemporary aesthetics [10][12] - The event facilitated a multidimensional dissemination of Chinese tea culture, allowing guests to experience the depth and modern vitality of this tradition [12]

Core Insights - Chinese tea brands like Mixue Ice City and Bawang Chaji are gaining popularity overseas, transitioning from "Made in China" to "Chinese brands" [1] - The Chinese tea industry has achieved global leadership in supply chain integration, product innovation, and digital operations [2] Group 1: Reasons for Going Global - There are currently six listed new tea brands in China, with over 5,000 overseas stores collectively among the leading brands [2] - The global beverage market is one of the largest consumer sectors, and the tea industry has yet to see a world-class tea brand [2] - New Chinese tea brands are driven by three core factors: the large global consumer base, advanced supply chain capabilities, and the representation of China's consumption and industrial upgrades [2] Group 2: Market Strategies - Different regions require personalized operational strategies for Chinese tea brands [4] - Mixue Ice City focuses on extreme cost-performance strategies, while Heytea emphasizes high-end and localized innovations [4] - Key factors for success in international markets include supply chain integrity, scientific planning, market research, and refined operational management [4] Group 3: Cultural Considerations - Cultural elements play a significant role in the overseas expansion of Chinese tea brands [5] - Brands are reconstructing Western cultural symbols with Eastern cultural elements, as seen in Heytea's tea room designed for the 2024 Paris Olympics [4][5] - Companies are encouraged to leverage local cultural symbols and resources for effective communication and marketing [6]

Core Insights - Chinese tea brands like Mixue Ice City and Bawang Chaji are gaining popularity overseas, marking a shift from merely replicating Western brands to establishing their own identity [1][4] - The rise of these brands reflects China's consumption and industrial upgrades, with tea drinks serving as a significant vehicle for brand export [4][5] Industry Overview - The Chinese tea beverage industry has achieved global leadership in supply chain integration, product innovation, and digital operations [4][5] - As of the end of 2024, Mixue Ice City plans to have 4,895 overseas stores, accounting for over 10% of its total global outlets [4] - Bawang Chaji aims to list on NASDAQ or the New York Stock Exchange, with nearly 170 stores opened in Malaysia, Thailand, and Singapore, totaling 6,681 global outlets [4][5] Market Strategy - Chinese tea brands are focusing on Southeast Asia, with Mixue Ice City having over 1,300 stores in Vietnam and over 2,600 in Indonesia [6] - In contrast, brands entering the European and American markets adopt a mid-to-high-end strategy, with prices reflecting local market conditions [6] - The market landscape is diversifying, with Mixue Ice City leveraging cost-effectiveness and rapid replication, while Heytea focuses on premium positioning and local innovation [6] Cultural Integration - Chinese tea brands are incorporating Eastern cultural elements into Western contexts, enhancing brand identity and consumer engagement [9][10] - Bawang Chaji's collaboration with the British Library for a themed tea series exemplifies the blending of cultural narratives [9][10] - The emphasis on cultural storytelling and local adaptation is crucial for successful market penetration [10]

Core Viewpoint - The event "Tea and the World: Elegant Gathering" held in Brussels promotes Chinese tea culture and enhances Sino-European exchanges through cultural activities [1][2]. Group 1: Event Overview - The event was part of the 10th anniversary series of the Brussels Chinese Cultural Center, showcasing Chinese tea culture through city promotion, intangible cultural heritage displays, interactive experiences, and themed exhibitions [2]. - Over 80 attendees included diplomats, business leaders, and cultural representatives from Belgium, highlighting the significance of tea in Chinese culture [1][2]. Group 2: Cultural Significance - The event featured traditional activities such as Song-style tea preparation, incense appreciation, flower arrangement, and medicinal tea tasting, allowing guests to experience the aesthetic of ancient Chinese life [2]. - Three intangible cultural heritage projects from Shanghai were presented, emphasizing the cultural dimensions of "drinking, fragrance, and medicine" in Chinese aesthetics [2]. Group 3: Key Messages from Officials - Gao Wei, a representative from the Chinese Embassy, emphasized that "harmony" is the core concept of Chinese tea culture, reflecting the inclusive and open nature of Chinese civilization [2]. - Bernard Deweert, Chairman of the Belgium-China Economic and Trade Committee, noted that tea symbolizes Chinese culture and serves as a gateway to understanding Chinese civilization [2]. Group 4: Future Prospects - The 30th Shanghai International Tea Culture Tourism Festival is set for 2025, aiming to integrate culture, tourism, and international exchanges through tea [3]. - The event also showcased promotional videos highlighting the urban landscape and tea culture resources of Shanghai's Jing'an District [3]. Group 5: Global Recognition - In 2022, "Traditional Chinese Tea Processing Techniques and Related Customs" was recognized by UNESCO as an important intangible cultural heritage, underscoring the unique value of Chinese tea culture in the global context [7].

Group 1 - The "Tea and the World" series of events is being held globally to celebrate International Tea Day on May 21, showcasing the charm of Chinese tea culture [1][5] - In Switzerland, a tea gathering took place at an altitude of over 2100 meters, featuring tea enthusiasts from various countries and showcasing Chinese tea preparation techniques [1][4] - The event in Switzerland included performances by a violinist and allowed international tourists to taste Chinese tea, enhancing their travel experience [1][2] Group 2 - In Vietnam, cultural performances and tea art demonstrations were part of the event, coinciding with the 75th anniversary of China-Vietnam diplomatic relations [2] - The event in Laos inspired local citizens to consider visiting China for tea culture experiences, highlighting the potential for tourism collaboration [2] - In Japan, a themed performance centered around the poet Bai Juyi and tea culture provided an immersive experience of Tang dynasty aesthetics [3] Group 3 - The "Tea and the World" series has also reached countries like the United States, Austria, Sri Lanka, Bangladesh, and Kuwait, promoting the rich connotations of Chinese tea culture [5] - The United Nations recognizes International Tea Day as a means to promote economic development, ecological civilization, and cultural exchange through tea [5]

Core Insights - The event "Tea and the World: A Cultural Gathering for Dragon Boat Festival" was successfully held in Kuala Lumpur, attracting around 300 cultural enthusiasts to celebrate Chinese tea culture and the Dragon Boat Festival [1][2] - The event featured a unique tea tasting experience with six tea sets, each showcasing a selected Chinese tea, allowing participants to engage deeply with the tea culture [1] - The event included thematic sharing sessions on the significance of tea in traditional Chinese medicine and health practices related to the Dragon Boat Festival, enhancing cultural understanding [1] Group 1 - The event was organized by the Kuala Lumpur Chinese Cultural Center in collaboration with Ziting Cultural Enterprise Group to promote Chinese traditional culture [1] - Participants experienced a rich cultural atmosphere with various activities, including tea tasting, cultural exhibitions, and interactive sessions on traditional crafts [2] - The event aimed to foster a closer connection between Malaysian citizens and Chinese culture through sensory experiences and cultural exchanges [2] Group 2 - A special exhibition area showcased various tea utensils, teas, and related artworks, providing a visual and taste experience of Chinese tea culture [2] - The event also promoted a themed boutique tourism route "Tea and the World," highlighting the cultural and ecological resources of various tea regions in China [2] - The director of the Kuala Lumpur Chinese Cultural Center emphasized the importance of sharing the spirit of Chinese culture, including its etiquette and health wisdom, with a broader audience [2]