Elements of Jasmine Tea Packaging that Influence Customers’ Awareness
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Abstract
Historically, Chinese tea was considered medicinal and a condiment. Tea now exists as a daily beverage for young people. Jasmine tea is widely available in Chinese beverage stores, but little attention has been devoted to its history. Packaging is the visual presentation of products in beverage retailers and an effective method of introducing tea culture. This study’s objectives are to 1) investigate and analyze the current status of jasmine tea, 2) investigate how to disseminate tea culture through beverage store packaging, and 3) propose the implementation of its culture in jasmine tea packaging. The study searched tea-related market reports and literature, combined with the field observation of Guangxi jasmine and Chinese chain beverage stores. The study proposes the investigation content of tea packaging that affects consumers’ cultural awareness, taking Guangxi jasmine tea as a case. The findings are as follows: 1) Chinese young people prefer new tea drinks, and their packaging conveys tea culture awareness to the public. 2) Jasmine tea packaging can influence the public’s awareness of tea culture through the text, pattern, and icon of Guangxi origin.
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