During a visit to the ecological tea park of Xie Yu Da Tea Company in Anhui Province on May 30, Asia-Pacific journalists met with Vice Chairman Gui Liquan, who outlined the company's efforts to preserve its heritage while adapting to changing market trends.

Founded on a legacy dating back more than six generations, Xie Yu Da traces its origins to Xie Zheng’an, the creator of Huangshan Maofeng, one of China’s most renowned green teas. Today, the company remains family-led and is recognized as one of China’s historic “Time-Honored Brands.”

Gui explained that the company is focused on promoting both premium tea products and the broader cultural values associated with Chinese tea. Through its tea museum, educational programmes, and tourism initiatives, Xie Yu Da is working to introduce younger consumers to traditional tea culture and brewing practices.

At the same time, the company is expanding its role as a supplier to the fast-growing global market for tea-based beverages, including milk tea, ready-to-drink products, and specialty tea drinks.

A key strength of the company is its 2,000-mu ecological tea park, where large areas of natural forest and biodiversity are preserved alongside tea cultivation. The environmentally friendly approach has helped the company secure organic and green-food certifications while supporting sustainable production.

According to Gui, growing international interest in Chinese culture, tea ceremonies, and traditional craftsmanship is creating new opportunities for Chinese tea brands overseas. While consumer preferences vary across regions, the company sees strong potential for cultural exchange through tea.

“Our goal is not only to sell tea,” Gui said. “We hope to share Chinese tea culture, promote mutual understanding, and build connections between people through this traditional beverage.”

As global demand for tea continues to evolve, Xie Yu Da is positioning itself as a bridge between China’s rich tea heritage and the tastes of modern consumers worldwide.

KPL