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Overseas tea industry experts remind: Chinese tea should guard against the threat of coffee

Published: 2026-03-17 Author: World Gafei

Last Updated: 2026/03/17, At the second Tea Industry Conference held recently, a number of overseas experts warned that Chinese tea should pay attention to the threat from coffee. Although China is a big tea drinker, coffee consumption has grown rapidly in recent years, increasing by about 15% a year. The same is true of South Korea, where coffee consumption has grown by 19.2% a year over the past few years. The main consumer of coffee is 2030 years old.

At the second tea industry conference held recently, many overseas experts reminded that Chinese tea should pay attention to the threat from coffee. "Although China is a big tea country, coffee consumption has grown very rapidly in recent years, increasing by about 15% every year. The same is true in South Korea, where coffee consumption has increased by 19.2% annually over the past few years. The main consumer group for coffee is young consumers aged 20-30." Liu Liangxi, vice president of the Korean Tea Society, used a set of data to show the current coffee market in the beverage market.

Sharyn Johnston, CEO of Australia Tea Masters Association, pointed out: "Consumer attitudes are changing now. As consumers become younger, coffee gradually replaces tea as their favorite drink. Coffee has a great influence on tea, especially in Asia. Young people even regard tea as a 'outdated thing'."

Yoo points out that according to his research, tea and coffee sales growth is negatively correlated. Due to the rapid growth of coffee consumption, South Korea tea sales growth slowed down or even declined after 2009. If we do not actively respond, China's tea market may also face this dilemma in the future.

Sharyn Johnston says the Western world is more interested in tea than coffee. This year, the American Tea Association conducted a related survey. Tea sales in the United States have risen for 20 consecutive years. The total annual sales of supermarkets exceed US $2.2 billion. Tea consumption has increased by more than 10% for 10 consecutive years. Statistics from the U.S. Department of Agriculture also show that tea consumption has increased and coffee consumption has declined across the United States. Therefore, internationalization can become a development direction of Chinese tea. On the other hand, it is extremely important to strengthen tea education.

Chiu Kuo-hsiung, vice chairman of the Taiwan Tea Society, points out that coffee can quickly occupy the market, mainly because its exquisite packaging and romantic atmosphere cater to young consumers. Traditional tea can also be like this. Fashion teahouses similar to Starbucks, romantic tea atmosphere, simple and fashionable packaging and brewing methods are all popular with young people nowadays.

Similarly, Liu Liangxi also suggested that Chinese counterparts increase tea consumption among young people by organizing tea-related cultural activities; put more effort into tea products to enrich product categories and forms to cater to the preferences of young people; and effectively use social media and mobile applications to attract young people. (happy news)