The misty peaks of Fanjingshan, a UNESCO World Heritage site, provided a poetic backdrop as the Sixth Tea Industry Conference (China · Jiangkou · Fanjingshan) opened in Tongren, Guizhou. On May 8, under the theme "Staying True While Innovating: Matcha Driving Industrial Transformation," nearly 400 delegates—including representatives from Australia, Italy, Denmark, government officials, researchers, enterprises, and media—gathered to explore the future of China’s tea industry.
Presided over by Jia Guangdong, President of the China Association for International Advancement of Agricultural Science, the event spotlighted matcha innovation, new-style tea beverages, and brand development. With authoritative reports released and cross-industry dialogues held, the conference marked a pivotal moment for China’s evolving tea economy.
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Matcha Takes Center Stage: Innovation Meets Tradition
Tongren, now emerging as a national hub for premium matcha production, is pushing boundaries through technological and product innovation. In his opening address, Li Zuoxun, Secretary of the Tongren Municipal Committee, outlined the city's strategy: building pharmaceutical-grade sterile production lines, achieving full utilization of 2000-mesh ultrafine matcha powder, and expanding into food, health supplements, and cosmetics.
This diversification isn’t just about flavor—it’s fueling rural revitalization. By integrating advanced processing with high-value applications, Tongren is transforming local agriculture into a modern agro-industrial chain.
Echoing this vision, academician Liu Zhonghua, President of Hunan Normal University, emphasized in a video speech that "technology must break industrial bottlenecks, while culture elevates brand value." He called for deeper investment in R&D and storytelling to elevate Chinese tea globally.
Sri Lankan Ambassador H.E. Majintha Jayesinghe highlighted over a century of Sino-Sri Lankan tea cooperation and urged stronger cultural and trade ties between the two tea-producing nations.
Meanwhile, Mu Degui, former Vice Chairman of Guizhou Provincial People's Congress and President of Guizhou Tea Association, revealed that Guizhou has built the world’s largest single-unit refined matcha workshop. With European-standard matcha exported to more than 40 countries, the province leverages a "leading enterprise + alliance + farmers" model—uniting 61 companies and 140,000 mu (approx. 93 km²) of certified organic tea gardens for global distribution.
Despite China producing 374 million tons of tea in 2024—an increase of 5.5%—export revenue dropped 18.39% year-on-year to $1.419 billion. As noted by Zhai Huqu, Honorary President of CAIAAS and former President of Chinese Academy of Agricultural Sciences, this "volume up, value down" trend underscores the urgency for value-added transformation, where matcha plays a crucial role.
However, he warned against homogenized expansion, urging regions to develop based on local strengths rather than blindly replicating success models.
Expert Insights: From Science to Market Trends
At the technical session, experts dissected pathways for growth:
- Yin Junfeng, Senior Researcher at the Tea Research Institute of CAAS, stressed unlocking matcha’s potential among younger consumers through product and process innovation.
- Meng Zude, Chairman of Guizhou Tongren Guicha Tea Co., shared insights on positioning matcha as a “superfood” in Europe and scaling up premium exports.
- Jiang Yongwen, Party Secretary of the Tea Research Institute, presented on fostering new quality productive forces in tea via science and tech breakthroughs.
- Wan Xiaochun, Director of the National Key Laboratory for Tea Germplasm Innovation at Anhui Agricultural University, discussed how technology empowers green tea development, from breeding to processing.
International perspectives added depth. Marco Bertona, President of the Italian Tea & Herbal Infusion Association, recommended adopting Italy’s geographical indication (GI) protection system to certify authentic Chinese matcha origins. Alexis Kaye, Vice President of the European Specialty Tea Association, observed that European youth increasingly view matcha as a symbol of healthy living, opening doors for lifestyle branding.
On May 9, a specialized training session on new tea beverages was co-hosted by CAIAAS Tea Industry Branch and Guizhou Tea Association. Experts including Sharon Johnston (President, Australian Tea Association), Tu Youying (Professor, Zhejiang University), and Luo Jun (Founder, National Tea Lab) delivered lectures on blending trends, new tea-food pairings, and innovation in China’s booming ready-to-drink market.
Field visits allowed participants to tour matcha plantations and smart factories in Jiangkou County—offering firsthand insight into sustainable cultivation and automated processing systems.
Jiangkou’s achievements speak volumes: in 2024 alone, it produced 1,300 tons of matcha, generating 302 million yuan ($42 million)** in output value. Sales reached **1,200 tons**, worth **286 million yuan ($40 million). Its products are now exported to over 40 countries including the U.S., Russia, and Japan—making it a flagship example of “Qian tea going global.”
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Data-Driven Direction: Key Reports Released
Three major reports were unveiled during the opening ceremony, offering strategic guidance backed by data:
《2024 China Tea Import and Export Trade Analysis Report》
Compiled by CAIAAS Tea Industry Branch and the "Belt and Road" International Tea Trade Industry Innovation Academy, this report analyzes five dimensions: trade volume, tea categories, partner countries, provincial exporters, and regional flows.
In 2024:- Export volume: 374,100 tons
- Export value: $1.419 billion
- Green tea dominates at 86.57%
- Top markets: Morocco, Ghana, Malaysia
- Imports surged by 38.34%, primarily black tea from Sri Lanka and India
The full report is available for download via the CAIAAS Tea Industry Branch WeChat account.
- 《2025 National Regional Public Tea Brand Influence Index Report》
Evaluating 88 qualified regional brands, Anxi Tieguanyin topped the list with an index score of 946.8, followed by Xinyang Maojian and Fuding Baihao Yinzhen. Success factors include strong brand management, consistent quality control, and effective cultural narratives. - 《2025 "Fanjing Matcha" Internet Communication Influence Index Report》
This study measures online visibility and engagement for Fanjing Mountain matcha across social platforms. Early findings indicate rising interest among urban millennials and Gen Z consumers—a promising signal for digital marketing strategies.
Building Stronger Brands: A New Research Initiative
To tackle the long-standing challenge of "big industry but weak brands," the conference launched a new research project: “Analysis of Innovative Models in Tea Brand Building.”
Led by Li Wanying, Vice President of CAIAAS Tea Industry Branch and commissioned by the Ministry of Agriculture and Rural Affairs Management Cadre College, the study aims to:
- Assess current branding practices
- Unearth cultural narratives behind regional teas
- Develop replicable frameworks for brand elevation
By combining academic rigor with practical case studies, the initiative seeks to build a roadmap for turning geographical advantages into global recognition.
Frequently Asked Questions (FAQ)
Q: What is the main focus of the Sixth Tea Industry Conference?
A: The conference centers on matcha innovation and tea product diversification, with discussions on technology, branding, new tea drinks, and international market expansion.
Q: Where was the conference held?
A: It took place in Jiangkou County, Tongren City, Guizhou Province—home to Fanjingshan Mountain and a major matcha production base.
Q: Why is matcha considered key to tea industry transformation?
A: Matcha offers higher value addition compared to bulk tea leaves. Its applications span food, health products, and cosmetics—tapping into wellness trends and youth markets.
Q: How does Guizhou support sustainable tea development?
A: Through strict EU-standard farming protocols, farmer-enterprise cooperation models, and investment in clean processing technologies.
Q: Are there opportunities for international collaboration?
A: Yes—the conference attracted global participants and encouraged partnerships in certification standards, trade, and cultural exchange.
Q: How can I access the published reports?
A: The 2024 China Tea Import/Export Report is available on the official “CAIAAS Tea Industry Branch” WeChat public account.
Organized jointly by CAIAAS, Guizhou Tea Association, and the "Belt and Road" International Tea Trade Innovation Academy—and hosted by CAIAAS Tea Industry Branch and Guizhou Tongren Guicha—the Sixth Tea Industry Conference delivered a comprehensive roadmap for upgrading China’s tea sector.
From field to factory floor, from data dashboards to global markets, this gathering reaffirmed that innovation rooted in tradition is the path forward. As matcha becomes a symbol of modernization and premium branding, China’s tea story continues to unfold—with Tongren pouring the first cup.
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