SELF DEVISED- ART AFTERNOON TEA by annabelle

茶 ART

AFTERNOON TEA

CONTENTS

INTRODUCTION

HISTORY OF BRITISH AFTERNOON TEA 1.1 why called high tea? 1.2 tea fashion

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HISTORY OF CHINESE TEA CULTURE 2.1 Culture of 'ZEN' tea

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RELATIONSHIP WITH CHINA AND UK 3.1 Political 3.2 Social media

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BIG IDEA 4.1 What 4.2 Why 4.3 How 4.4 Who

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CREATIVE CONCEPT 5.1 Brand story 5.2 Vm store

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EXECUTION 6.1 Execution idea

Marketing 7.1 Marketing and brand awareness 7.2 Advertising 7.3 Socail media marketing 7.4 Facebook 7.5 Instagram 7.6 Youtube 7.7 Pop-up store

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CONCLUSION

APPENDIX

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CONTENTS

Introduction

D i ve rs i f i cat i o n

h a s b e co m e a co m m o n

phenomenon within society with the rapid growth in technological advancements and economic developments, creating in the mixture of differnet elements into new lifestyles. In addition, different culture and history play a significant role in improving the environment of the world. The question is what is culture? Zimmermannm (2015) has defined that culture is the characteristics and knowledge of a particular group people, defined by everything from language, religion, cuisine, social habits, music and arts. Also, people attempt to seek the modern life through integrating their own cultural and historical behaviors, habits and preferences. For example, afternoon tea is about taking an everyday happening and making it a special treat. It is not only about serving a delicious combination of sweet and savory snack with a superb tea, but also about providing the customers with an extraordinary experiences of taste and style. However, afternoon tea is considered as a nostalgic activity with its development, this is because this kind of social events started in the late 1830s and early 1840s (Afternoon Tea, 2011). It has been rediscovered a n d e v e n r e i nv e n t e d b y c o n t e m p o ra r y consumers by combining elements of old and new in the form of commercialized nostalgia. Tearooms may be viewed as an example of retro trend (Brown, 2001).

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Afternoon tea is a widely known British tradition that has been observed by many people. As a famous British proverb says, ‘when the clock strikes four, everything stops for tea’. On the other hand, a legend reveals that Chinese emperor ‘Shennong’ first discovered the method of brewing tea from the leaves of a wild tree, and subsequently named the brew “Cha”. Moreover, he found that tea could be used to make medicines to improve people’s health (Blog, 2014), even ‘Cha’ became the popular drink for people in the Han dynasty. Through making a comparison between the UK and China, there are differences in terms of afternoon tea forms between these two countries, which are influenced by different languages, cultures, political situations, races and human lifestyles. The research purpose of this visual report is to demonstrate how a combination of commercialized nostalgia between Chinese tea and British afternoon tea culture can create a new afternoon tea trend and brand. Thus, this report will focus on the how to develop a new brand based on concepts of the relationship between Chinese tea and British afternoon tea culture. To begin with this, the report is going to provide a brief background about on the history of British afternoon tea and culture of Chinese tea.

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HISTORY B

RITISH AFTERNOON

TEA

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Great Britain is a nation of long history and culture that reflects both the traditional and the fashionable. The architecture such as the London Tower Bridge, Big Ben, The Thames and the London Eye leaves a lasting impression to the visiting tourists. This country is enriched by the ancient architecture and the modern fashion.

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According to research, the UK adopted its tea drinking culture since when it began to import

tea from India and China from 1965 and became more popular over time in coffee shops. Historically, ordering tea from China was expensive and can only be afforded by British royals. But as it became more common, British people began to mix tea and desserts to create British afternoon tea and high tea.

Afternoon tea is a significant British traditional that is laced with rules and customs. The

drinking of afternoon tea not only became a social event for the upper classes, but it also altered the time and manner in which they consumed tea. Afternoon tea became a bridge between meals between lunch and evening meal, as the evening meal may be eaten as late as up until 8 pm. This luxury of an extra meal was first enjoyed by the upper class, as the working class has a different schedule and limited budget. Tea was still expensive for the working class, who could not afford to spend their budget on anything other than necessities. Also, as the working class would not finished work and arrive home until six in the evening. Therefore, in the industrial areas of the UK (Northern England and southern Scotland), the working class evening meal evolved into what is referred to as high tea (Afternoon tea, 2014). The first high tea usually involved a mug of tea, bread, vegetables, cheese and the occasional meat.

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Why called high tea?

A possible explanation why this type of meal was called high tea is the fact that it was eaten at a table (high tea, 2014). Nowadays, this is important to note that the afternoon tea menu in the UK is actively promoted to other countries. Because of this some hotels, such as The Ritz in London, use the term 'High tea in London' to advertise their Afternoon Tea because a large proportion of their customers are from overseas. (High tea, 2014)

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Tea consumption increased dramatically during the early nineteenth century and it is around this time that Anna, the 7th Duchess of Bedford is said to have complained of "having that sinking feeling" during the late afternoon. At the time, some people usually consume two main courses a day, breakfast, and diner at 8 oâ&#x20AC;&#x2122;clock at night. Therefore, the solution for the Duchess was a pot a tea and a light snack, taken privately in her boudoir during the afternoon. Later Annaâ&#x20AC;&#x2122;s friends were invited to join in and practice proved popular amongst upper classes (Afternoon tea, 2016). Before long, all of the fashionable society was sipping tea and nibbling sandwiches in the middle of the afternoon. Historically, afternoon tea has become a lifestyle helps people to communicate and promote culture, fashion, life and religion. In addition, afternoon tea has been became a form of life attitude in British mindsets.

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Tea fashion What is British tea fashion? Britain’s environment has produced many fashionable elements from architecture to fashion design. Also, there have lots of fashion designer from UK. In the British drama ‘Downton Abbey’, it described the habits, language, fashion and lifestyle, rule of British culture. In the drama, people wear traditional and fashionable hats and enjoy their afternoon tea, which is highly popular in China (BBC news, 2015). Moreover, it has been portrayed in traditional British afternoon tea culture; the men will be wearing a black formal suit, whilst ladies have to wear silk dress trimmed with lace. Nowadays, it has become a common custom to wear formal attire for afternoon tea for everyone. However, many people think that is a way to relaxed, chat with friend as an interesting habit in their life. In addition, British tea sets to express the style of the royal, classical and gorgeous as the sets design focus on the natural elements such as flowers. The design usually will use the gold trim and prints different floral patterns.

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HISTORY Chinese Tea Culture

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China is one of the largest and most populated country in the world with a vast culture consisting of 5000 years of history spanning from the Xia dynasty to the end of the monarchy in 1949 at the Châ&#x20AC;&#x2122;ing dynasty (history, 2016). With the advancement and development of technology, Chinese culture became the popular and widely recognized around the world. China is one of the Four Ancient Civilizations (alongside Babylon, India and Egypt), according to Chinese scholar Liang Qichao (1900). It boasts a vast and varied geographic expanse, 3,600 years of written history, as well as a rich and profound culture. Chinese culture is diverse and unique, yet harmoniously blended and it is undeniably an invaluable asset to the world. The Chinese culture contains information divided into Traditions, Heritage, the arts, Festivals, Language, and Symbols. Topics include Chinese food, Chinese tea, World Heritage sites, China's Spring Festival, Kungfu, and Beijing opera (culture, 2016). Among them, Chinese tea is an indispensable part of Chinese culture. It is assumed that whether it is feasible to combine Chinese tea culture with English afternoon tea, or whether launching a Chinese-style afternoon tea with Chinese tea art is practical.

BEIJING OPERA FACIAL MASKS

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T he Chinese have a saying: 'Firewood, rice, oil, salt, sauce, vinegar, and tea are the seven necessities to begin a day.' Although tea is last on the list, we still can see its importance in daily life.

Arguably, China is the homeland of tea, as wild tea trees from over 3,000 years ago, where tea was once farmed, and extant cultivated tea areas dating back to 800 years ago, can still be found in Southwest China (Chinese tea, 2015). Simple tea-processing emerged between 221 BC and 8 AD. Tea leaves were pressed into balls, dried, and stored. People later crushed the balls and mixed them with herbs, such as green onion and ginger, before boiling them. From then onwards, tea became a beverage (Tea history, 2012). Before the 8th century BC, tea in China was primarily used as a medicine. Ancient Chinese people often boiled fresh tea leaves and drank the infusion. They believed that tea reduced "heat" and improved eyesight, Also, tea drinking became more popular in the Han dynasty the popular as it became the beverage of choice for many people. In ancient china, the royal used porcelain to set the tea leave and use different shapes porcelain to drink tea. Therefore, tea is said to provide a lot of health benefits and is believed to be a healthy beverage by Chinese people. People believe that drinking tea everyday could decrease the risk of many diseases.

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Culture of ‘ZEN’ Tea – Health meditation

禅 Zen 22

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The main varieties of Chinese tea are classified as green tea, red tea (black tea), Wulong tea, white tea, yellow tea, and reprocessed tea. The tea ceremony of China related to ‘Zen” Buddhism describes origins of the life. In China, the earliest tea planter was Wu Lizhen, a monk of Mengshan Ganlu Temple in Sichuan province in the era of Western Han dynasty. He planted seven tea bushes on the Qingfeng Mountain, and the tea was respected as the tea of the deity. Up to the Tang dynasty, this place became the imperial tea plantation. This is the earliest record of the connection between Buddhism and tea (Julius, 2012). ‘Zen’ Buddhism emphasizes on sitting in meditation, stationary air and nature cultivation. The tea is said to purify the heart, refresh and enrich the saliva as well as arouse the brain, therefore, it becomes the best natural supplement for monks. The combination of tea culture and ‘Zen’ Buddhism is called ‘CHAN CHA’ or ‘Zen Tea’ that is a peculiar cultural phenomenon. In ancient China, the most eye- catching phenomenon is the natural blend of tea and Zen Buddhism, as it combines who contrastingly different objects and topics (Julius, 2012). The Chinese tea culture and ‘Zen’ Buddhism has also spread to Japan. ‘Zen Tea’ is made up of many elements that includes: the environment, tea set, music, penmanship, and painting. And it describes the Chinese culture, history, region, attitude and spirit. Chinese tea culture consists of three stages; drinking tea, tasting tea and tea art. Drinking tea is defined as the action of drinking tea as a beverage to quench thirst. Tasting tea is the technique to judge the quality of the tea by its color, fragrance and flavor. It is also influenced by the water quality and even the tea set. This manner of tasting tea enables the drinker to savor the tea thoroughly. Finally, Tea art is distinguished by the art of paying attention to the environment, atmosphere, music, infusing techniques and interpersonal relationships. It stems from the historical Chinese philosophy, ethics and morality of tea culture. People cultivate their morality and mind, and savor life through tasting tea, thereby attaining joy of spiritual happiness

RELATIONSHIP WITH CHINA AND UK

Political

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At stroke of midnight on 30th June 1997, the crown colony of Hong Kong officially reverted to Chinese sovereignty, ending 156 years of British rule. After a formal handover ceremony on July 1, the colony became the Hong Kong special administrative region (HKSAR) of the Peopleâ&#x20AC;&#x2122;s Republic of China (Steven Levine, 2014).

Social media It can be observed that people of Hong Kong and Britain share a similarity in their lifestyles. British afternoon tea is very popular in Hong Kong, although elements of it has been influenced by the general publicâ&#x20AC;&#x2122;s preference towards Chinese tastes of food, tea and environment. As Hong Kong become most accustomed to Chinese mainland rule, with increased exchanges in industry, tourism and transport, afternoon tea naturally became more famous in mainland China. It can be argued that British and Hong Kong people have more time to eat afternoon tea before going back to work in the afternoon. In comparison, afternoon tea became a form of leisure activity at the weekend for mainland Chinese, as they do not have the opportunity to enjoy it during the week. This has become an increasing new life trend for mainland Chinese.

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As discussed previously, Chinese culture has a long history that has become globally influential. British people also more aware of Chinese culture through Chinese dramas, New Yearâ&#x20AC;&#x2122;s gala show as well as other social media platforms such as YouTube and 'Instagram'. Moreover, Chinese New Year is celebrated worldwide that can be enjoyed by Chinese and people of different cultural backgrounds alike. In an university setting, Chinese students and Chinese embassy will organize New Year celebrations which showcase popular Chinese culture, such as lion dance, dragon pattern, embroidery, porcelainďź&#x152;Chinese calligraphy and traditional Chinese painting, therefore, lots of British people have become familiarized and learnt Chinese traditions. In China, State broadcaster China Central Television (CCTV), has historically broadcasted the Spring Festival Gala (also known as CHUNWAN) on the eve of the Lunar New Year annually since 1984, and will license the rights to foreign television stations for free (Paul Welitzkin, 2015). Social media is debated as the most significant to platform to facilitate two countries to communicate and cultural promotion. In addition, the first year of culture exchanged that took place in 2015 was seen as a significantly year for the changes in foreign relationship between China and the UK (arts society,2015). This is because it enabled the exchange of Chinese elements to be incorporated in fashion design of clothes, makeup product, and collectibles, therefore, it brings about the benefits of mixing cultural influences to create new fashion trends

BIG IDEA

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This report aims to expand on the concept of commercialized nostalgia to create a new trend that combines Chinese tea art and British afternoon tea in the UK.

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COMMERCIALISED NOSTALGIA

WHAT

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Due to different historical, cultural, and environmental factors of Chinese and British societies, it becomes a challenge in creating a new afternoon tea trend and brand. Connect represented elements, and there is willow print china, blue and white porcelain, music, British royal fashion and architecture to design trend. In recent years, traditional afternoon tea has trended in China, particularly in multinational cities such as Shanghai, Hong Kong, Shenzhen, and Beijing, where afternoon tea chains have started to an open in numbers within hotels and malls (Ruby Gao, 2014). At the same time, ‘Downton Abbey’ has undoubtedly becomes a good reference point in attracting followers for the afternoon tread, as the followers tended to be younger girls, female white-collar workers, and homemakers. Enjoying afternoon tea provides the opportunity for groups to communicate, strengthen their friendship and relieve stress. British afternoon tea has entered into Chinese market successfully. Also, this report aims want to promote the Chinese culture into UK. The brand idea of combining Chinese and UK culture and habits into an afternoon tea mix will be challenging and interesting. The brand quotes the commercialised nostalgia between the Chinese culture of ‘Zeng Tea’, along with British tea elements to recreate tea arts, tea set, music, visual merchandising, aesthetics, recipes, and packaging.

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Commercialised nostalgia is defined as a new conception when a new brand is created. Also, Chinese tea is recognized to be a healthy beverage and proven popular around the world. The different varieties of Chinese tea include: green, white, oolong, red, each of them benefiting the body in a unique way. For example, green tea can improves blood flow. White tea have high source of vitamin A, can prevent dry eyes and night blindness (ITO EN, 2017). This can became the unique selling point and brand feature compared to other UK afternoon tea store.

Oolong tea

Lipopenicillinase Cancer prevention Keep fat Anti-fatigue

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Jasmine tea Beauty Relieve depression Relieving pain Promote sleep

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Also the brand can include tea as a type of healthy meditation supplements. In the Chinese tea art culture and etiquette of ‘Zen’. It has been described how a person should drink tea where they should receive someone pouring tea for them with gratitude and returning the favour sincerely. It has been said that this etiquette in tea drinking can help a person to cultivate a sense of gratitude and a deep reverence for life and to reduce stress, find greater peace and clarity of mind. It's a great morning ritual to start your day off with all the benefits of meditating with mindfulness. All the health benefits of drinking tea are dependent on what tea you drink, but many types of tea are very healthy. It is a great preparatory as well as supporting practice for your sitting meditation. It's great to invite friends and family in on to show them the same benefits and to nurture your relationships. By combing British afternoon tea food and dessert with different types of Chinese tea to create a unique style afternoon tea enhances the visual, taste, environment and overall experience. Importantly, cultivating a sense of gratitude and a deep reverence for life Reduce stress and find greater peace and clarity of mind It's a great morning ritual to start your day off with all the benefits of meditating with mindfulness. From this perspective, the brand is planning to promote a new lifestyle originated from ‘Zen’ culture and Chinese tea culture, probably advocating peaceful, relaxed and healthy lifestyle. While drinking tea is beneficial for people’s health, different kinds of tea have different functions, therefore, the brand will focus on introducing and delivering useful information about Chinese tea to people based on their healthy demands and conditions. In addition, it is great to invite friends and family in on to show them the same benefits and to nurture your relationships.

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Cultivate a sense of gratitude and a deep reverence for life Reduce stress and find greater peace and clarity of mind It's a great morning ritual to start your day off with All the benefits of meditating with mindfulness All the health benefits of drinking tea (depends on what tea you drink, but many types of tea are very healthy) Great preparatory as well as supporting practice for your sitting meditation It's great to invite friends and family in on to show them the same benefits and to nurture your relationships

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WHY Since Hong Kong was handed back over to China rule in 1997, there has been increasing exchanges between China and the UK. Nowadays, Chinese student study in UK in abundance, and British people become accustomed to different Chinese festivals. Chinese New Year attract the most British attention, who are fascinated to know more Chinese culture with annual news reports of the Chinese New Year celebrations across the country. British museums also showcase China pavilion and other Chinese historical relics. And British afternoon tea also became the lifestyle in china.

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HOW MAKE YOUR TEA GIVE THANKS DRINK YOUR TEA GIVE THANKS (AGAIN)

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As part of the store design, this report proposes to combine Chinese tea arts with traditional British desserts, such as sandwiches and scones. To add the Chinese elements to the design of the store, this report suggests the promotion of healthy lifestyles, such as adding â&#x20AC;&#x2DC;Zenâ&#x20AC;&#x2122; music and exhibitions in the store. Furthermore, consumer can make reservation to visit Chinese culture, such as willow print china, blue and white and Chinese tea arts.

Willow print China

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A mood board will be used to design and set the trend of the brand that will be displayed in the store. The dominant colour of the store will consist of being decoration in blue and white colours. It will incorporate a wooden floor and bunches of flowers to create a comfortable and relax mood in store. The in-store background music will be â&#x20AC;&#x153;Zen teaâ&#x20AC;? music played by Chinese instruments, such as Guzhen, Erhu etc. The walls in the store are decorated with different themes, and the different tea sets and plates with Chinese and the Britain pattern will be displayed on the wall. Although the target customer group is aimed at females, the store designed will be orientated towards a more gender neutral design. The in-store environment not only adapts to the demands and tastes of the female customers, but also is able to capture the attention of the male customers for business meetings within the atmosphere of the Zen tea culture of China, while having the British afternoon tea.

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The store will be separated into are different zones available to be chosen by the

customers. In the quiet zone; books, champagne and booklets introducing the Chinese and British afternoon tea history will be provided. Different sorts of flowers and adorable decorations will be available in the chatting zone. The store is a place to experience the mixed Sino-British afternoon tea service regardless of social class or status. The material of the brandâ&#x20AC;&#x2122;s menu will be the wood, highlighting the long history and ancient culture, whereas the letters on the wood will be in modern style. The dessert set meal of the afternoon tea will be altered over time, and some of the food will be set as limited version which is not available at all times. The name of the food and the set meal will be named on the basis of the history and the cultural significance. There will be an introductions for the type of benefits from each kind of tea, which will provide the British and the Chinese customers to learn each otherâ&#x20AC;&#x2122;s culture at the time of ordering food. Festive desserts design will be influenced by Chinese and British cultures. For instance, during the Chinese Autumn festival, the British can taste the Chinese mooncake in store, whereas during the Christmas season, the store will be filled with Christmas atmosphere. These special designs offering a unique selling point to attract the customers to integrate into the different cultures.

MUS I C

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It has been debated that music affects our emotions. The store tend is to mix Chinese and British culture, however, it will predominantly be playing Chinese ‘ZEN’ music to makes consumer feel relaxed and comfortable. ‘ZEN’ music are usually played by instruments such as Guzheng and Erhu.

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WHO

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The consumer group consists of male and female aged between 22- 46 years old. There are university student, housewives, white collar and office worker. British people and people from other countries who live in UK have the opportunity to learn about Chinese culture or to engage in mixed lifestyles. Also It will popular to Chinese people because gives them a location where they can taste Chinese tea in the UK. By carrying out the research investigation, there are six age groups who fall into 1) under 18 years old, 2) 18-22 years old; 3) 23-26 years old; 4) 27-32 years old; 5) 33-36 years old and 6) 37-45 years old. Among these participants, the information acquired refers to gender percentage (Figure 1), occupation categories (Figure 2), life-style (Figure 3) and preference for tea culture (Figure 4).

Most people prefer British afternoon tea, as they can chat with friends in relaxed mood whilst having delicious desserts. Through data analysis, the brand consumer group will focus on students of both gender, white collar, freelancers and others. The age groups of these consumers are divided into: 22-28years old, 29-35years old, 36- 40years old and 41-46years old.

Within this age bracket of 22-32yrs, consumers’ occupation includes: students, white-collar worker, homemaker, and office worker. For these people, enjoying afternoon tea is a good way to communicate and relieve the pressures from family, study, and work. People usually go for afternoon tea on a weekend. Office workers in big cities prefer afternoon tea as a takeaway because they cannot afford the luxury of spending too much time away from work in the afternoon, yet they would still like enjoy an afternoon snack to replenish their energy, to restore their mood and sustain their bodies (Appendix C). Chinese tea benefits people as it can help them maintain good health and reduce pressure. At the same time, sweet and savoury British desserts will lift the people’s mood as they can be filling. This is a new pattern of consumption sale to office worker and white collar. The afternoon tea is suitable for everyday consumption and not just at weekends. This age group believes that a reasonable brand price should be set to £10 or below.

The consumers in the age group of 32-36yrs will be those who need to manage high levels of pressure from work as they are striving to work hard to improve their quality of lift. Enjoying afternoon tea is certainly a manner for them to relax away from work. According to the results of the interview, lots of individuals like to enjoy afternoon tea to be taken away to a good environment of their choosing. They recommended that that brand price to be set at £20 or below, which is the same recommended price range as those in the age group of 3646yrs. Generally, this consumer group prefers to have afternoon tea once a week in teashop on a weekend.

This consumer group age between 36-45yrs has a high expectation to their quality of life for themselves and their family. In addition to work and family, they will focus on other aspects of life, such as religion, exercise, political or tea ceremony. This consumer group may pay more attention on Chinese tea culture as it can help them maintain good health, stationary air and nature cultivation to help reduce pressure from family and work. On the other hand, the consumers prefers to have takeaway service who don’t have many times to enjoy the life in 5 working days. Mixing Chinese and British afternoon tea culture is a way for people to appreciate a new experience through the exchange of culture and history of two nationalities. British afternoon tea represents gougers, classic and tasty. The most important part is the food, some people think that beautiful and delicious desserts will make people feeling happy. The Same thing is those two different styles are present attitude and spirit for life. The consumer thinks the brand price should not be set to exceed £20. (See appendix E)

Men different from women in sharing experiences, as they prefer to share it through action rather than words (Shocker, 2014). Therefore, the man needs to find other avenues to reduce pressure. For example, men are more into hobbies such as golf, tea ceremony, and martial art. Their topic of discussion may focus more on business, meetings, sports and politics rather than talking about their families. Younger men around the age of 20yrs may talk more of love, sports, games. Men may pay less attention to details compared to women, so their view is that they would like to find a suitable environment with little distractions to rest and enjoy a drink of coffee, thereforeďź&#x152;the brand should strive to provide a gender neutral environment.

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Women talk about everything and anything. A woman is born talkative, conversations are not the same at different ages, usually inseparable companion, spouse, family, children, work, school, shopping, fashion (Audrey Nelson, 2014). In fact, there have been many places to allow them to talk, such as cafes, restaurants and so on. But woman are still a very sensitive visual stimulation, as they need to feel the impact of obvious things. Although many places have a perfect environment, but very few can make a woman feel special. Women are very fond of taking pictures with their companions, as they need a context, an environment to meet a lady's vanity, therefore, environment and the brand idea is important for women.

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Consumer Profile

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CASE STUDY

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The brand ‘Ladurée’ is a French luxury bakery and sweets maker house created in 1862. It is one of the world’s best-known premier sellers of the double-decker macaron, fifteen thousand of which are sold every day. The brand consumer focuses on ladies’ love for dessert and different colour for macaron, this brand also relates to urban environment that are classic, gougers, and of European style. Purchasing a box of macaron may be the most value for money at £3.8 each. The brand use a special color themes of ‘Tiffany Blue’ and rose pink, therefore, this brand describes the every girl dream that to develop the make-up beauty brand. The legendary patisserie/salon De the founded in Paris in 1862 enchant women all over the world with its ‘edible jewelry’. Ladurée has to this day continued to create not only innovative sweets but also a new culture as one of the creates patisseries in Paris. Although Luderée is a French brand, Les Merveilleuses Ludurée is a mostly Japanese brand (Yumi Nakata, 2014). Japan is heaven if you are into all things cute. It is the mecca of kawaii culture (kawaii means cute). Japanese cartoon has developed lots of iconic figures, such as ‘Hello Kitty’ and ‘One Piece’. They also promote different make-up brand fashionable globally. Luderée has created a make-up brand launched in Japan that combines western desserts culture and Japanese mecca of kawaii culture to attract the large numbers of women and the beauty brand launched in Japan and combination with Japanese culture, namely ‘kawaii’. Because of this, the idea of combining British culture of afternoon tea with Chinese tea art and ‘Zen’ culture has been formed, it is proposed that the Chinese art teashop would follow the pattern operated by Luderée that keeps the traditional custom of afternoon tea and simultaneously add Chinese elements, such as tea set with Blue and White porcelain, ‘Zen’ culture as well as Chinese-style wall arts and decorations. It is attempting to attract the attentions from both British people and Chinese people, further increasing the brand awareness and achieving the ultimate business success.

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BRAND STORY A Chinese character ‘ 茶 ’, with the meaning of the word as ‘tea’, will be used as the brand logo. In addition, the English words ‘afternoon tea’ will be used to represent the name. this is because the brand logo will have been designed by combining two culture as a method to illustrate the harmonious blend of Chinese and British cultures. The brand slogan is set as ‘afternoon tea not just for royal, also for everyone’. This slogan will present out brand price, spirit, and position. for another tea brand, the brand is characterized by using different two countries afternoon tea culture combines urban environment, music, and religion to make consumer experience different afternoon tea styles. Chinese culture of ‘Zen’ Buddhism, and ‘Zen Tea’ mix with British royal afternoon tea style that using Chinese painting, ‘Zen’ music and British afternoon tea culture offer consumer a new visual experience.

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This report has illustrated how historical British and Chinese tea culture and consumer lifestyles have influenced modern trends on afternoon tea activities. British afternoon tea has moved on as the pastime exclusive for the upper social classes to a common activity can be enjoyed by the public. British afternoon tea has emerged as a global icon to a far reaching audience as it has been propelled by social media and dramatized in TV media. Chinese tea art and culture signifies thousands of years of rich history, philosophy, ethics and mortality. In addition, Zen tea cultivates the health benefits, medicinal values and enhances a spiritual aspect associated with Chinese tea. This reports aims to expand the business concept of commercialized nostalgia to create a new afternoon tea trend based on elements of mixed culture. In a globalized society, this report believes that the exchanges of British and Chinese tea cultures will broaden and enrich the knowledge to enhance the overall tea experience. The unique selling point of this report’s concept is that it combines the best of both cultures and traditions with a modern twist. In the range of consumers sample aged between 22-46 year olds, it has found that there is a demand for an afternoon tea takeaway service as consumer may struggle to find enough time to enjoy a sit-in. It has also found that the accepted price for an afternoon tea vary from £10 to £20, depending on the consumer’s financial status. Furthermore, this report has outlined and justified the store design towards Chinese inspirations as it aims to provide an environment suitable for work and leisure. Although it has been determined that this concept mainly target female consumers, it also wishes to satisfy the needs of male consumers by designing a gender neutral setting. As demonstrated in this report, Laudrée has launched successfully based on the similar concept of combining the best of different cultures.

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VM STORE TREND

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EXECUTION

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AFTERNOON TEA CHINESE KUNGFU TEA OOLONG TEA CHRYSANTHEMUM TEA PU'ER TEA GREEN TEA SANDWICH (EGG, HAM, SALMON...) SCON MACARONS CHINESE MOONCAKES CHINESE GREEN BEAN CAKE

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ART AFTERNOON TEA

CHINESE AFTERNOON TEA MEAL ENGLISH AFTERNOON TEA MEAL SPECIAL MEAL ( MIX CHINESE AND ENGLISH STYLE )

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Marketing and Brand Awareness Marketing is a typical organizational function involving a range of processes for creation, communication, value delivery and relationship management, which generates benefits for organizations and its stakeholders. The purpose of carrying out marketing activities is to identify market demands and satisfy customersâ&#x20AC;&#x2122; requirements and expectations (American Marketing Association, 2017). Macdonald and Sharp (2000) declare that creating and maintaining brand awareness is one of the important objectives of carrying out marketing activities. Before discussing the creation of brand awareness, it is necessary to understand what is a brand. Heding et al (2009) have defined a brand as a name, symbol or design, or a combination of them that not only identifies the product or service provided by a brand but also distinguishes these products/services from those provided by competitors. Currently, brands as a valuable asset play a crucial role in impacting on customersâ&#x20AC;&#x2122; consumption decisions of products (Aaker, 1991, 1996; Keller, 2003; Aaker and Jacobson, 2001), the objective of establishing a brand is to enhance the emotional relationship between customers with brands (Gummesson, 2002). Because of this, the concept of brand awareness has increasingly become a significant determinant impacting on customersâ&#x20AC;&#x2122; perceptions and attitudes toward a brand (Karam, 2015). However, how to create the brand awareness is an urgent question concerned by brand managers and business owners, particularly for those new brands or firms.

Advertising As Terkan (2014) declared, advertising has become a popular marketing tool in the current market with aggressive competition Under this situation, consumers seem to control the market, leading to retailers and companies are trying to persuade and induce consumers in order to sell their products and/or services (Trehan and Trehan, 2011). Therefore, it is defined that advertising a paid sum of idea that is an persuasive and informative means by which goods and services are defined by advertisers through media platforms (Benson-Eluwa, 2004). Moreover, Amed (2015) believes that advertising is a direct way that could not only help the brand reach a large number of audiences, but also control and increase the brand awareness. It is planning to advertise the brand on British life-style magazines, the brief introduction about the Chinese art teashop and products as well as the interior design and decorations will be displayed on magazines. It expects that the this kind of advertisements would attract those customers who are interested either in Chinese culture or in tea culture, or those individuals who are willing to accept new things. However, magazine of advertising is probably required the brand to pay a high cost, it means the brand may need to spend long time to afford the cost. Consequently, it is suggested that the brand would move forward the online platform and channels where have lower entry level and less cost requirements.

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Social Media Marketing Hollis (2005) believes that an increased number of marketers have been striving to develop their online marketing activities, attempting to achieve the growth of brand awareness and brand recognition. Weston (2008) has evidenced that brand awareness is very important element involved in social network marketing, this is because the social media acts as a useful role in creating a visible presence of the brand in the online platform. Since the big idea has been formed and developed, it is required to consider about how to attract customers’ attentions through creating the brand awareness. Thus, It is planning to apply the social media marketing as the main strategy to build the brand awareness and promote the brand among customers. In current digital age, a rapid technology development allows social networking sites to be a convenient platform, enabling retailers, brands or companies to contact with their customers or potential customers through launching marketing activities. Generally, social media marketing refers to a range of techniques used to target social networks and users, which aims to either increase the brand awareness or advertise a particular product/service (Bija and Balas, 2014). Thus, social media marketing can be considered as an effective manner that provides a personal channel and allows customers center around the networking and social interaction, ultimately aiming to connect brands with customers (Chi, 2011). From marketers’ perspectives, Bijia and Balas (2014) point out that the function of social media marketing has been further simplified as a more targeted advertising, which is closely associated with the establishment of brand awareness. In short, social media marketing is more likely to emphasize on people rather than products (Diamond, 2008). Detailed information such as ‘how the Chinese art teashop carries out the marketing activities to attract customers’ attentions and stimulate their consumption behaviors?’ and ‘which social media marketing channels will be utilized and how to use these channels to carry out the marketing activities?’ will be discussed in the following parts.

Facebook As the most valuable social media platform, Bailey (2014) has stressed that Facebook has had approximately 1.2 billion active users. It is believed that marketing the Chinese art teashop on Facebook could be an easier method for the brand to connect with potential customers, this is because one function of Facebook allows the brand to view people who are following the competitors, potentially presenting their interests in similar brands or they are living the same location around the teashop. Furthermore, the statistics shows that almost 40% on Facebook increase their brand awareness through providing incentive, which is basically originated from the nature of Facebook that users could share information to other users. Therefore, it is proposed that the Chinese art teashop probably offers discount coupons for people who invite three or five friends to share the advertising information of the brand. In addition, it is pointed out that adopting Facebook to create brand awareness requires the brand to have capabilities and knowledge about how the platform works and how to effectively take advantages of the platform (Bailey, 2014). For example, the Chinese art teashop would add ‘pages’ on Facebook and constantly update the posts, including both the content and images, attracting users to frequently visit the page. If more people visit the page, which potentially means these people would be likely to visit the physical shop or would share information with other people. It is worthy noting that the quality of content and images is an essential and the best way to keep users’ repeated visiting, as a result, the Chinese art teashop could emphasize on how to create interesting content and update attractive images to maintain and improve users’ attentions. For instance, the Chinese art teashop could update the content about Zen culture, and culture and healthy benefits of Chinese tea, also adding images of artistic interior decoration of the shop. Moreover, updating the video about the process of making Chinese tea would be an interesting way to attract users’ attentions, because this kind of videos would be unfamiliar for many users, it is assumed that the curiosity is probably a good reason that induces users to visit the page of Chinese art teashop.

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Instagram Instagram as the 10th largest mobile app has reached one out of four smartphone owners, which roughly has 150 million active users per month and 55 million photos shared per day (Cohen, 2013). There is a successful case of Ford reported by Clark (2014) to explain how Ford built brand awareness through Instagram. The Ford company encouraged its Instagram followers to post images and tag with the #Fiestagram hashtag in order to celebrate its new Fiesta vehicle, the best images were praised in online galleries. As a result, 16,000 photos were submitted and there were 120,000 new followers as well as hundreds of thousands of visitors browsed the online galleries, which just spent a month and a half. Based on this successful example, it is proposed that the Chinese art teashop could use similar method to create its brand awareness. For instance, the teashop could encourage people to upload images on Instagram and #Chineseartteashop hashtag or adding location of the shop, and the teashop would randomly draw lots to give discount coupons to a fixed amount of people such as 10 or 20 participants. Moreover, the Chinese art teashop would undertake the call to action by offering a simple prompt in the physical shop: â&#x20AC;&#x2DC;Tag your photos with #Chineseartteashop, aiming to encourage people to post creative and amazing images of their daily lives and improve the customer engagement. This method has been used by many other brands such as Starbucks and brands have achieved the expected objectives.

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YouTube According to Barronâ&#x20AC;&#x2122;s (2016) report, it is revealed that the popularity of video will continuously increase in 2017. YouTube, has been established for almost a decade, enables people to express, display and spread their passionate and purposive ideas. As the third most famous site on the Web, there are more than 4 billion views on YouTube each day that account for a third of the Internet population, slightly lagging behind Google and Facebook. Through YouTube channel, users are allowed not only to upload and view videos but also to comment, rate and communicate with other users on the site. The data demonstrates that over 50% of videos are rated and commented by users, whilst 100 million people undertake social actions (i.e. like, posts and comments) through YouTube channel per week (Rooke, 2014). By considering about the functions and benefits offered by YouTube, it is planning to create video content on YouTube to create the brand awareness. Barronâ&#x20AC;&#x2122;s (2016) reoprt also points out that the popular trend of video is basically originated from the phenomenon that an increased number of people is more likely to watch videos rather than browsing blog posts, as a result, brands have tended to take advantages of video to connect with targeted customers, which is beneficial for brands to share information and images, increase customer base and further establish brand awareness.

Moreover, applying the method of uploading and updating a video on the homepage to introduce the brand is a good way to build a favorable relationship with people and build trust (Barron, 2016). For the Chinese art teashop, it could produce a video that includes the introductory pages to explain what the teashop does or what cultural environment the teashop attempts to display, which would enable visitors to understand the personality and main theme of the brand. Regarding the content of video, many successful cases indicate that brands established YouTube channels and created humorous marketing activities to attract thousands of visitors, as a result, it is suggested that the making simple and memorable video is the key to draw viewers in general, unless the brand has capabilities and resources to produce more professional products (Delgado, 2013). In addition to the introductory video, the Chinese art teashop also would consider about creating videos that are designed to deliver entertainment value because people usually like to be entertained. It is believed that an interesting YouTube video contained an explicit advertisement could increase the brand awareness and plays an important role for the brand. It is worthy noting that the time spent by audience on watching YouTube video has increased by 74% in 2015. Based on this trend, the news published by Mediakix Team (2016) reveals that more and more brands have started to consider about establish the cooperative relationship with top social media starts of platforms, namely ‘YouTubers’, aiming to capture the attention of those people who spend lots of time on searching and acquiring information about product reviews and product introduction through YouTube. These people attempt to look for suggestions or advices about specific products when they are making purchase decisions, of course, some of them hold entertainment attitude to look for new and interesting things through YouTube. In other words, YouTubers actually play a significant role in stimulating audiences’ consumption desires and behaviors to some extent. Hence, the Chinese art teashop could take advantage of the popularity of YouTubers. For example, it is proposed that the Chinese art teashop would invite famous YouTubers to visit the teashop and provide free products and services for them, and YouTubers could introduce the distinct features of the teashop and displayed characteristics of Chinese tea culture as well as different healthy benefits of different types of tea. Furthermore, YouTubers could share their personal visiting experiences and feelings about the product, the process of making Chinese tea, the exhibition of Chinese tea art and Chinese-style decorations in the Chinese art teashop. This kind of personal experience could be viewed as a innovative marketing approach potentially inducing audiences’ curiosity for Chinese tea culture and encourage them to try different experiences of afternoon tea, whilst a large number of subscribers possessed by YouTubers would increase the brand awareness of the Chinese art teashop to a large extent.

Pop-Up Store Apart from the convenience of social media channels, Daisyme (2016) reports that retailers are more likely to set up pop-up stores rather than opening brick-andmortar shops. Compared to a brick-and-mortar shop, a pop-up store can be installed within the short time because the pop-up stores and events are only required to simple design, which provides an opportunity for companies/businesses to obtain a more flexible marketing pattern. Helping brands generate buzz is one of the main benefits of building pop-up stores, it is an excellent marketing method because the pop-up stores seem to create attractiveness drawing attentions from the crowded public (Vong, 2012). Importantly, Vong (20120 has pointed out that the nature of low-cost and temporary location involved in the establishment of pop-up stores enables brands to test and promote new products to understand the market demand and peopleâ&#x20AC;&#x2122;s perspectives for the products. Thus, the Chinese art teashop could set up a pop-up store in a famous market in London, arranging an exhibition to displaying different Chinese tea and tea art, such as Chinese tea set with the art of Blue and White porcelain, wall art and interior decorations of Zen culture. This kind of arts may trigger peopleâ&#x20AC;&#x2122;s interest to visit the pop-up store. Meanwhile, it would offer the free tea for people in order to observe peopleâ&#x20AC;&#x2122;s opinions and perceptions for Chinese tea or Zen cultural style art.

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CONCLUSION

Based on the concept of commercialized nostalgia, this report proposes an idea of combining British traditional custom of afternoon tea with Chinese tea art and â&#x20AC;&#x2DC;Zenâ&#x20AC;&#x2122; culture to set up a Chinese art teashop. It is attempting to offer a peaceful, relaxed and healthy lifestyle for people to have different experiences of afternoon tea, whilst providing information about functions of different Chinese tea for people to enhance their healthy conditions. In order to create the brand awareness of the Chinese art teashop, it is planning to post advertisements on life-style magazines, however, this kind of advertisements requires the brand to pay the high costs. As a new brand, it is considered that applying social media channel such as Facebook, Instagram and YouTube for the establishment of brand awareness. These channels not only enable the brand to create brand awareness by uploading and updating images and videos, but also allow the brand to increase the customer engagement through launching marketing activities. Moreover, the brand will attempt to build cooperative relationships with famous Youtubers, inviting them to visit the teashop and provide free opportunities to try different Chinese tea, experience services and interior environment. Due to a large subscriber base, these Youtubers would help the brand increase the brand awareness through their video. In addition, the brand would set up a popup store in the public place to attract attentions from the crowded people, opening a pop-up store as a simple and flexible marketing method seems to be easier for the Chinese art teashop to create the brand awareness, test the market demands and peopleâ&#x20AC;&#x2122;s opinions for this form of afternoon tea.

APPENDIX

Methodology RESEARCH METHOD

PURPOSE

STRENGTHS

Gain an based insight of target consumer as athe report will be based on

Quick and effective way to get the answer

Gain perspective of wide range consumer's age, lifestyles, hobbits.

Saves time and easy way to research wide rage people,easy to analyse the data

SAMPLE

Street Interview (school nottingham Trent University & Shop)

Questionnaire

Face to face interview 6 Ages group .

understanding more about every age's group

Gain an understanding about target consumer.

In store

personal interaction with target consumers

APPENDIX a

APPENDIX B

18-22 female 1. Q: How many days do you have a class each week? A: 2 days 2. Q: How many class do you have each day? A: 2 classes 3. Q: How long is your class usually? A: 2 Hours. 4. Q: Do you like afternoon tea? Why? A: Yes, good environment, British style and Dessert make me happy, and hangout with friend chill for a day. 5. Q: Do you like the Chinese tea culture? A: Yes, it’s cool; there are a lot of different kinds of tea. Each tea has different flavors makes my body healthy. 6. Q: How do you think if these two afternoon tea cultures mixed together? A: Maybe interesting. It may attract a lot of people to have a try. 7. Q: Do you like Chinese painting? A: Yes 8. Q: why? A: Because it represent history and culture. And It’s quite different form western painting. 9. Q: DO you prefer to go to have afternoon in the teahouse or prefer takeaway some desserts to enjoy home or your working space? A: I Prefer to have afternoon tea in the café, because I like environment and I want to enjoy afternoon tea in a nice way. But if I cannot finish I will take them home. 10. Q: Do you like package with Chinese painting? A: yes, because it’s different from British style. 11. Q: If your student card can give your discount will you go? A: Sure 12.

Q: How much do you think you can afford for afternoon tea?

18-22 female 1. Q: How many days do you have a class each week? A: 3 days. 2. Q: How many class do you have each day? A: 1-2 classes. 3. Q: How long is your class usually? A: 2-3 hours 4. Q: Do you like afternoon tea? Why? A: life style, good environment can make me relaxed. 5. Q: Do you like the Chinese tea culture? A: Yes, because I’m Chinese, I think Chinese tea culture is amazing. 6. Q: How do you think if these two afternoon tea cultures mixed together? A: interesting. 7. Q: Do you like Chinese painting? A: Yes 8. Q: why? A: Because it represent history and culture. 9. Q: DO you prefer to go to have afternoon in the teahouse or prefer takeaway some desserts to enjoy home or your working space? A: I enjoy the environment for afternoon tea. If I don’t have much time I will chose takeaway service, I can eat in my working space. 10. Q: Do you like package with Chinese painting? A: yes, because it’s different from British style. 11. Q: If your student card can give your discount will you go? A: Sure 12. Q: How much do you think you can afford for afternoon tea? A: £15 for each person.

APPENDIX C

22-32 male 1. Q: what is your job role? A: office worker. 2. Q: How many hours are you work each day? A: 8 hours 3. Q: Do you like afternoon tea? Why? A: yes, I like drinking afternoon tea on weekend with my friend. 4. Q: Do you like the Chinese tea culture? A: Sure, I like Chinese culture; same like Japanese tea culture is different for west. 5. Q: How do you think if these two afternoon tea cultures mixed together? A: interesting. And I think can became the new lifestyle trend. 6. Q: Do you like Chinese painting? A: Yes 7. Q: why? A: Because it represent history and culture. 8. Q: DO you prefer to go to have afternoon in the teahouse or prefer takeaway some desserts to enjoy home or your working space? A: because my job is busy only have one half hours to eat lunch, if have takeaway service I can Oder in my phone before, it is good way. 9. Q: Do you like package with Chinese painting? A: yes, because itâ&#x20AC;&#x2122;s different from British style.

10. Q: How much do you think you can afford for afternoon tea? A: ÂŁ15 for each person.

APPENDIX D 32-36 1. Q: what is your job role? A: house maker 2. Q: Do you get married A: yes 3. Q: Do you have children? A: yes. 4. Q: Do you like afternoon tea? Why? A: I don’t have much time to have a afternoon tea, because I’m busy, but I drink tea every day. 5. Q: Do you like the Chinese tea culture? A: Sure, because my husband is Chinese. I always travel to china. 6. Q: How do you think if these two afternoon tea cultures mixed together? A: I like Chinese culture; also I watched Chinese drama in YouTube, I like Chinese tea culture it’s fantastic and makes me relaxed. 7. Q: Do you like Chinese painting? A: Yes, I got Chinese painting in my home. It is my birthday gift. 8. Q: why? A: Because it represent history and culture. 9. Q: DO you prefer to go to have afternoon in the teahouse or prefer takeaway some desserts to enjoy home or your working space? A: I like takeaway service; I can eat at home and waiting my children go back to home from school. 10. Q: Do you like package with Chinese painting? A: yes, because it’s different from British style. And I think is amazing and I can collect.

11. Q: How much do you think you can afford for afternoon tea? A: £15 for each person.

APPENDIX E 36-45 1. Q: what is your job role? A: working in back. 2. Q: Age? A: 45 3. Q: Do you get married A: yes 4. Q: Do you have children? A: yes. 5. Q: Do you like tea? Why? A: yes, because tea can makes me body healthy, relaxed my mood, reduce pressure from my work. 6. Q: Do you like afternoon tea? Why? A: yes, hung out with friend on weekend can makes me feel relaxed and happy. 7. Q: How do you know the English afternoon tea? A: From British drama, I’m Chinese.

8. Q: Do you like the Chinese tea culture? A: Yes, because Chinese culture represent natural, freedom and quite. Life like a cup of tea needs enjoy and taste life slowly. 9. Q: How do you think if these two afternoon tea cultures mixed together? A: good, because this two countries can good communicate. 10. Q: DO you prefer to go to have afternoon in the teahouse or prefer takeaway some desserts to enjoy home or your working space? A: I will book takeaway service, because I working in bank that not have much time to eat food, so if I can enjoy the afternoon tea in office, it’s good for me. 11. Q: Do you like package with Chinese painting? A: yes, long history, I like the blue and white 12. Q: How much do you think you can afford for afternoon tea? A: £20 for each person. 95

ILLUSTRATIONS 1. Unknown (2015), happy afternoon tea [ONLINE]. Available at: https://bellasecretgarden. tumblr.com/post/128868277569/simply-divine-creation-via-pinterest-discover [Accessed 21 February 2017]. 2. Unknown, (2014), afternoon tea [ONLINE]. Available at: https://uk.pinterest.com/ pin/500392208574397488/ [Accessed 15 February 2017]. 3. unknown, (2016), london drawing [ONLINE]. Available at: https://uk.pinterest.com/ pin/316940892498250227/ [Accessed 23 February 2017]. 4. unknown, (2011), london drawing [ONLINE]. Available at: http://www.stephenwiltshire. co.uk/art_gallery.aspx?Id=3367 [Accessed 23 February 2017]. 5. unknown, (2014), london drawing [ONLINE]. Availab le at: https://uk.pinterest.com/pin/362821313704994311/ [Accessed 23 February 2017]. 6. unknown, (2007), afternoon tea history [ONLINE]. Available at: https://uk.pinterest.com/ pin/558587160016723485/ [Accessed 23 February 2017]. 7. unknown, (2007), afternoon tea history [ONLINE]. Available at: http://www.afternoontea. co.uk/information/history-of-afternoon-tea/ [Accessed 23 February 2017]. 8. unknown, (2007), high tea [ONLINE]. Available at: http://www.afternoontea.co.uk/ information/what-ishigh-tea/ [Accessed 23 February 2017]. 9. unknows , (2010), what is afternoontea [ONLINE]. Available at: http://www.afternoontea. co.uk/inform ation/what-is-afternoon-tea/ [Accessed 8 March 2017]. 10. unknows , (2010), what is afternoontea [ONLINE]. Available at: http://www.afternoontea. co.uk/inform ation/what-is-afternoon-tea/ [Accessed 8 March 2017]. 11. own image 12. YIZHANG , (2007), afternoon tea history [ONLINE]. Available at: https://image.baidu. com/search/detail?ct=503316480&z=&tn=baiduimagedetail&ipn=d&word=%E9%95%BF %E5%9F%8E&step_word=&ie=utf-8&in=&cl=2&lm=-1&st=-1&cs=1056821456,20381969 32&os=2613230039,3148549468&simid=3440825200,581447987&pn=164&rn=1&di=17 1049125940&ln=1969&fr=&fmq=1494161312804_R&fm=index&ic=0&s=undefined&se= &sme=&tab=0&width=&height=&face=undefined&is=0,0&istype=2&ist=&jit=&bdtype=0 &spn=0&pi=0&gsm=96&objurl=http%3A%2F%2Fpic90.huitu.com%2Fres%2F20161118% 2F1194738_20161118201255204050_1.jpg&rpstart=0&rpnum=0&adpicid=0&ctd=14941613 79262^3_1903X974%1 [Accessed 23 February 2017]. 1 3 . u n k n ow, ( 2 0 1 3 ) , fa c e [ O N L I N E ] . Ava i l a b l e at : htt ps : / / b a i ke . b a i d u . co m / pic/%E8%84%B8%E8%B0%B1/8136/0/d089b9861b5eab0e67096edf?fr=lemma&ct=single#ai d=0&pic=77094b36acaf2edde4d35457851001e939019369 [Accessed 15 March 2017]. 1 4 . u n k n o w, ( 2 0 1 3 ) , c h a [ O N L I N E ] . Ava i l a b l e at : htt ps : / / u k . p i nte re st . co m / pin/490962796861067116/ [Accessed 15 March 2017]. 1 5 . u n k n o w, ( 2 0 1 5 ) , te a [ O N L I N E ] . Ava i l a b l e at : htt p s : / / u k . p i nte re st . co m / pin/337840409528667904/ [Accessed 13 March 2017].

ILLUSTRATIONS 1 6 . u n k n o w, ( 2 0 1 4 ) , t e a [ O N L I N E ] . A v a i l a b l e a t : h t t p s : / / u k . p i n t e r e s t . c o m / pin/355080751855873665/ [Accessed 5 March 2017]. 17. unknow, (2008), national flag [ONLINE]. Available at: http://image.baidu.com/search/det ail?ct=503316480&z=0&ipn=d&word=%E4%B8%AD%E5%9B%BD%E5%9B%BD%E6%97%97& step_word=&hs=0&pn=0&spn=0&di=196063610490&pi=0&rn=1&tn=baiduimagedetail&is= 0%2C0&istype=0&ie=utf-8&oe=utf-8&in=&cl=2&lm=-1&st=undefined&cs=2327836553%2C2 940817058&os=1515164494%2C1605275545&simid=3529512867%2C405911485&adpicid =0&lpn=0&ln=1933&fr=&fmq=1494350668852_R&fm=&ic=undefined&s=undefined&se=&s me=&tab=0&width=undefined&height=undefined&face=undefined&ist=&jit=&cg=&bdtype =0&oriquery=&objurl=http%3A%2F%2Fphoto.quanmeishi.com%2Fuploads%2Fimage%2F13 1023%2F2562122_1016655_fd3cdfeac9_o.jpg&fromurl=ippr_z2C%24qAzdH3FAzdH3Fqtvij_ z%26e3B4trwg2_z%26e3Bv54AzdH3F1jpwts-dld_z%26e3Bip4s&gsm=0&rpstart=0&rpnum=0 [Accessed 5 March 2017]. 18. unknow, (2000), national flag [ONLINE]. Available at: http://image.baidu.com/search/det ail?ct=503316480&z=0&ipn=d&word=%E4%B8%AD%E5%9B%BD%E5%9B%BD%E6%97%97& step_word=&hs=0&pn=0&spn=0&di=196063610490&pi=0&rn=1&tn=baiduimagedetail&is= 0%2C0&istype=0&ie=utf-8&oe=utf-8&in=&cl=2&lm=-1&st=undefined&cs=2327836553%2C2 940817058&os=1515164494%2C1605275545&simid=3529512867%2C405911485&adpicid =0&lpn=0&ln=1933&fr=&fmq=1494350668852_R&fm=&ic=undefined&s=undefined&se=&s me=&tab=0&width=undefined&height=undefined&face=undefined&ist=&jit=&cg=&bdtype =0&oriquery=&objurl=http%3A%2F%2Fphoto.quanmeishi.com%2Fuploads%2Fimage%2F13 1023%2F2562122_1016655_fd3cdfeac9_o.jpg&fromurl=ippr_z2C%24qAzdH3FAzdH3Fqtvij_ z%26e3B4trwg2_z%26e3Bv54AzdH3F1jpwts-dld_z%26e3Bip4s&gsm=0&rpstart=0&rpnum=0 [Accessed 5 March 2017]. 19. unknow, (2007), zen music [ONLINE]. Available at: https://www.youtube.com/watch?v=eX44 5QJ0fwE&list=PLtv0EwvLeL2LkOYh4DQB2W0Uf8xgJs3jF [Accessed 5 March 2017]. 20 – 24 . unknow, (2007), tea culture [ONLINE]. Available at: http://www.chinahighlights.com/ beijing/article-best-places-to-buy-tea.htm [Accessed 5 March 2017]. 25. cctv, (2017), chinese gala new year [ONLINE]. Available at: https://www.youtube.com/user/ springfestivalgala [Accessed 24 March 2017]. 26. unknow, (2017), arts afternoon tea [ONLINE]. Available at: https://uk.pinterest.com/ pin/333336809901514359/ [Accessed 24 March 2017]. 27. unknow, (2017), big ben [ONLINE]. Available at: https://www.google.co.uk/search?q=big+be n&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiM8bfmuOXTAhWILhoKHWDnAfQQ_AUIBigB&b iw=1187&bih=676#imgrc=X14SxJdvPg3l-M: [Accessed 10 April 2017]. 28. unknow, (2017), shanghai [ONLINE]. Available at: https://www.google.co.uk/search?biw=11 87&bih=676&tbm=isch&sa=1&q=shanghai+&oq=shanghai+&gs_l=img.3..0l2j0i12k1j0l4j0i12k1l 3.1491.2352.0.2727.6.6.0.0.0.0.83.383.6.6.0....0...1c.1.64.img..0.6.382...0i10k1j0i30k1j35i39k1. guwKU73_jd8#imgrc=VQvqjvhmTiIIwM: [Accessed 10 April 2017]. 茶 [ONLINE]. Available at: https://uk.pinterest.com/ 2 9 . u n k n o w, ( 2 0 1 7 ) , pin/430445676869145808/ [Accessed 10 April 2017]. 30. YEJUN, (2003), CHA [ONLINE]. Available at: https://www.google.co.uk/search?q=%E4%B8% AD%E5%9B%BD%E8%8C%B6&tbm=isch&imgil=ldQ53lGGYk6ewM%253A%253BTUCerJobAARI 8M%253Bhttp%25253A%25252F%25252Fwww.nipic.com%25252Fshow%25252F10170277.ht ml&source=iu&pf=m&fir=ldQ53lGGYk6ewM%253A%252CTUCerJobAARI8M%252C_&usg=__ kI99UhPc9xVs85MS8_jjVzkEMM8%3D&biw=1440&bih=794&ved=0ahUKEwipvpyDu-XTAhUDvRo KHRxACDEQyjcIqAE&ei=iRkTWenVEYP6apyAoYgD#imgrc=ldQ53lGGYk6ewM: [Accessed 6 March 2017]. 97

ILLUSTRATIONS 31.lihun, (1992), CHA [ONLINE]. Available at: http://baike.baidu.com/item/%E4%B9%8C%E9 %BE%99%E8%8C%B6/1072?fr=aladdin [Accessed 6 March 2017]. 32. unknow, (2014), jasmine tea [ONLINE]. Available at: https://uk.pinterest.com/ pin/471681760944208796/ [Accessed 7 March 2017]. 33. unknow, (2008), shennong taste tea [ONLINE]. Available at: https://publicdomainreview. org/collections/the-legend-of-the-divine-farmer/ [Accessed 7 March 2017]. 34. unknow, (2008), zen [ONLINE]. Available at: https://www.google.co.uk/search?q=zen+tea &source=lnms&tbm=isch&sa=X&ved=0ahUKEwj2rP20vOXTAhUFfxoKHbPXC7oQ_AUIBigB&bi w=1440&bih=794#imgrc=BiP_tXYvQ1nN4M: [Accessed 7 March 2017]. 35. unknow, (2008), zen [ONLINE]. Available at: https://image.baidu.com/search/ detail?ct=503316480&z=&tn=baiduimagedetail&ipn=d&word=%E7%A6%85&step_ word=&ie=utf-8&in=&cl=2&lm=-1&st=-1&cs=88517294,2419026759&os=24910927 94,1383058369&simid=4192037887,726252012&pn=40&rn=1&di=27866883770& ln=1973&fr=&fmq=1494424449960_R&fm=result&ic=0&s=undefined&se=&sme=&tab=0&w idth=&height=&face=undefined&is=0,0&istype=2&ist=&jit=&bdtype=0&spn=0&pi=0&gsm=0 &objurl=http%3A%2F%2Fwww.zihua01.com%2FStorage%2FFCKPro%2FFiles%2F72720057-4. JPG&rpstart=0&rpnum=0&adpicid=0&ctd=1494424461100^3_1423X794%1 [Accessed 7 March 2017]. 36. unknow, (2016), zen [ONLINE]. Available at: https://image.baidu.com/search/detail?c t=503316480&z=0&ipn=d&word=%E7%A6%85%E8%8C%B6&step_word=&hs=0&pn=63 &spn=0&di=204268860620&pi=0&rn=1&tn=baiduimagedetail&is=0%2C0&istype=2&ie= utf-8&oe=utf-8&in=&cl=2&lm=-1&st=-1&cs=1296211517%2C908835494&os=10896938 99%2C4284368475&simid=3465373477%2C123210405&adpicid=0&lpn=0&ln=1970&fr =&fmq=1494424548653_R&fm=result&ic=0&s=undefined&se=&sme=&tab=0&width=& height=&face=undefined&ist=&jit=&cg=&bdtype=0&oriquery=&objurl=http%3A%2F%2F www.fobao.cn%2Ffile%2Fupload%2F201501%2F28%2F15-47-45-76-1.jpg&fromurl=ippr_ z2C%24qAzdH3FAzdH3Fooo_z%26e3Bu5kw5_z%26e3BvgAzdH3FviwgviwAzdH3Ffi5o-8a9_z% 26e3Bip4s&gsm=1e&rpstart=0&rpnum=0 [Accessed 7 March 2017]. 37. unknow, (2008), zen [ONLINE]. Available at: https://www.google.co.uk/search?q=zen+tea &source=lnms&tbm=isch&sa=X&ved=0ahUKEwj2rP20vOXTAhUFfxoKHbPXC7oQ_AUIBigB&bi w=1440&bih=794#imgrc=BiP_tXYvQ1nN4M: [Accessed 7 March 2017]. 38. unknow, (2017), hongkong [ONLINE]. Available at: https://uk.pinterest.com/ pin/34832597093327038/ [Accessed 10 April 2017]. 39. unknow, (2016), è&#x152;¶ [ONLINE]. Available at: https://www.google.co.uk/search?q=zen+tea &source=lnms&tbm=isch&sa=X&ved=0ahUKEwj2rP20vOXTAhUFfxoKHbPXC7oQ_AUIBigB&bi w=1440&bih=794#tbm=isch&q=%E8%8C%B6&imgrc=XqVa3iSWNA0V4M: [Accessed 7 March 2017]. 40. Own image (2017) natural culture. 41. Own image (2017) willow print china 42. Own image (2017) mood board 43-44. Own image ( 2017) afternoon tea 45. unknow, (2012), guzheng [ONLINE]. Available at: https://uk.pinterest.com/ pin/850335973363358728/ [Accessed 13 March 2017]. 46. youtube (2017) 4 7 . u n k n o w, ( 2 0 1 2 ) , c h a [ O N L I N E ] . Ava i l a b l e at : htt ps : / / u k . p i nte re st . co m / pin/430445676869145808/ [Accessed 13 March 2017]. 98

ILLUSTRATIONS 48. Alice, (2012), people [ONLINE]. Available at: https://www.google.co.uk/search?q=zen+t ea&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj2rP20vOXTAhUFfxoKHbPXC7oQ_AUIBigB &biw=1440&bih=794#tbm=isch&q=BRITISH+PEOPLE+&imgrc=0xIrwQNkZ82deM: [Accessed 13 March 2017] 49.Own image, afternoon tea 5 0 . s a ra , ( 2 0 1 4 ) , wo m e n [ O N L I N E ] . Ava i l a b l e at : htt ps : / / u k . p i nte re st . co m / pin/2181499801402425/ [Accessed 13 March 2017]. 51. . John, (2017), women [ONLINE]. Available at: https://uk.pinterest.com/ pin/412501647098579572/ [Accessed 13 March 2017]. 52. Consumer profile, own image. 2017 53. unknow, (2016), laduree make up [ONLINE]. Available at: https://uk.pinterest.com/ pin/26740191511593076/ [Accessed 13 March 2017]. 54. unknow, (2013), laduree case [ONLINE]. Available at: https://uk.pinterest.com/ pin/522065781790871330/ [Accessed 13 March 2017]. 55. unknow, (2013), laduree logo [ONLINE]. Available at: https://uk.pinterest.com/ pin/376121006352114361/ [Accessed 13 March 2017]. 56. unknow, (2015), laduree [ONLINE]. Available at: https://uk.pinterest.com/ pin/665477282408430199// [Accessed 13 March 2017]. 57. unknow, (2016), laduree [ONLINE]. Available at: https://uk.pinterest.com/ pin/509188301596821623/ [Accessed 13 March 2017]. 58. own image, poster, 2017 59. own image, cha 60. unknow, (2016), cha [ONLINE]. Available at: https://image.baidu.com/search/detail?ct=5 03316480&z=&tn=baiduimagedetail&ipn=d&word=%E5%91%B3%E4%B8%80%E8%8C%B6% E7%A6%85%E4%B9%A6%E6%B3%95&step_word=&ie=utf-8&in=&cl=2&lm=-1&st=-1&cs=16 46903578,3716573783&os=1139025114,3913136695&simid=4101071987,639379010&pn= 9&rn=1&di=66365368851&ln=1982&fr=&fmq=1494426571229_R&fm=result&ic=0&s=unde fined&se=&sme=&tab=0&width=&height=&face=undefined&is=0,0&istype=2&ist=&jit=&bdt ype=0&spn=0&pi=0&gsm=0&objurl=http%3A%2F%2Fpic9.997788.com%2Fpic_auction%2F0 0%2F05%2F30%2F91%2Fau5309169.jpg&rpstart=0&rpnum=0&adpicid=0&ctd=1494426577 202^3_1423X794%1 [Accessed 13 March 2017].

ILLUSTRATIONS 61. unknow, (2016), laduree [ONLINE]. Available at: https://uk.pinterest.com/ pin/509188301596821623/ [Accessed 13 March 2017]. 62. own image, VM store 63. own image , VM store 64. own image , execution 65. own image , execution 66. unknow, (2016), magazine [ONLINE]. Available at: https://uk.pinterest.com/ pin/64809682117358821/ [Accessed 13 March 2017]. 67. unknow, (2016), facebook [ONLINE]. Available at: https://uk.pinterest.com/ pin/301389400048580198/ [Accessed 13 March 2017]. 68. unknow, (2017), instagram logo [ONLINE]. Available at: https://uk.pinterest.com/ pin/602497256368671948/ [Accessed 13 March 2017]. 69. own imge 70. own image. 71.own image.

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