Tea Biennale

Page 1

English

CHINA SONG’YANG TEA BIENNALE 㵀㱆㝥昚⎦ Songyang County, Zhejiang

Ą匝 ňġ梏✆ạガąTerrior

1/4 - 31/5/2020

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WEEKLY AGENDA Vol.02

5-11/ 4/ 2020

GLOSSARY BIENNALE (n.) 1.

/‫ޙ‬EL‫ޖܭޝ‬Q‫ޝܤ‬OL/ A large art exhibition or music festival, especially one held biennially.

BURGUNDY (n.) /‫ޖ‬Eԥ‫ܳޝ‬ԥQGL/ 1. Often capitalized : a red or white unblended wine from Burgundy; also : a blended red wine produced elsewhere. 2. A reddish-purple color. 3. Region & with varying limits former kingdom, duchy, & province E France S of Champagne. 4. Former county France E of Burgundy province; later called Franche–Com•té.

CAPITALISM (n.)

1.

/‫ޖ‬NDSܼW ԥ Oܼ] ԥ P/ An economic system characterized by private or corporate ownership of capital goods, by investments that are determined by private decision, and by prices, production, and the distribution of goods that are determined mainly by competition in a free market.

CITY (n.) /‫ޖ‬VܼWL/ 1. A large town, especially one which has been created by charter. 2. A town containing a cathedral. 3. Center of population, commerce, culture; town of significant size and importance. 4. Ancient Greek city-state. 5. (CHINESE: ᐸ) Not single municipalities, but region or prefectures that include rural territory. LANGUAGE COMPARISON English Latin Persian Village Village έϭαΕ΍ Town Oppidum εϩέ City Urbis εϩέαΕ΍ϥ

French Village Ville Ville

Dutch dorp stad stad

Italian Villaggio Citta Citta

German Dorf Stadt Stadt

Spanish Pueblo Ciudad Ciudad

CITY-REGION (n.) / ‫ޖ‬VܼWL ‫ޖ‬UL‫ޝ‬G‫ ݤ‬ԥ Q/ 1. Engulf small cities, towns, semi-urban, rural hinterlands, sometimes expand sufficiently to merge with other cities. 2. Physical City as Urban Area (Area of continuous urbanization), Function City as Metropolitan Area (commuting labor market areas). CONSERVATION (n.) /N‫ܥ‬QVԥ‫ޖ‬YHܼ‫ ݕ‬ԥ Q/ 1. The maintenance, rehabilitation and protection of old buildings and structures in their original state using traditional and authentic materials and methods. 2. Remedial conservation; active building conservation in which direct measures are taken to prevent further deterioration of structures and properties in a state of disrepair. 3. The preservation & careful management of the environment & natural resources to meet future needs, which includes (a) historic preservation, (b) adaptive reuse, (c) energy-efficient preventives like rammed earth, straw bale or bamboo.

HOLISTIC (adj.) 1. 2.

/Kԥ‫ޖݜ‬OܼVWܼN/ Of or relating to holism. Relating to or concerned with wholes or with complete systems rather than with the analysis of, treatment of, or dissection into parts.

INCUBATOR (n.) 1. 2. 3.

LEVER (n.) 1. 2. 3.

/‫ܼޖ‬ƾNM‫ݜ‬EHܼWԥ/ A device that is used to keep eggs warm before they hatch. Medical : a piece of equipment in which very weak or sick babies are placed for special care and protection after their birth. Business : an organization or place that helps in the development of new businesses.

/‫ޖ‬OL‫ޝ‬Yԥ/ A strong bar that is used to lift and move something heavy. A bar or rod that is used to operate or adjust something on a machine, vehicle, device, etc. Something used to achieve a desired result.

GLOSSARY PRESERVATION (n.) 1. 2. 3.

/SU‫]ܭ‬ԥ‫ޖ‬YHܼ‫ ݕ‬ԥ Q/ The treatment of timber with a preservative to protect it from fungal decay and insect attack. The maintenance and protection of landscapes with historical, aesthetic or cultural value. An action by a planning authority to maintain a building of certain historical or cultural value in its current state, preventing alteration or demolition.

RADICAL (adj.) 1.

/‫ޖ‬UD GL NԥO/ In mathematics, pertaining to or forming the root of an expression.

REHABILITATION (n.) / UL‫ޝ‬ԥEܼOܼ‫ޖ‬WHܼ‫ ݕ‬ԥ Q / 1. An action of bringing buildings, structures and their servicing back to a state of functional repair. RURAL (n.) /‫ޖ‬U‫ݜ‬ԥU ԥ O/ 1. Land outside an urban area with few or dispersed buildings, where the main source of livelihood is agriculture, forestry and recreation.

SUSTAINABLE DEVELOPMENT (n.)

1. 2.

TEA (n.)

1.

2. 3. 4.

/Vԥ‫ޖ‬VWHܼQԥE ԥ O Gܼ‫ޖ‬Y‫ܭ‬OԥSP ԥ QW/ (Brundtland Commission of the UN, 1987) Development to meet the needs of the present without compromising the ability of future generations to meet their own needs, which includes (a) environmental protection, (b) social improvement, (c) economic development. Not only maintain or endure, but to work collectively to restore.

/WL‫ޝ‬/ a : A shrub (Camellia sinensis of the family Theaceae, the tea family) cultivated especially in China, Japan, and the East Indies b : The leaves, leaf buds, and internodes of the tea plant prepared and cured for the market, classed according to method of manufacture into one set of types (as green tea, black tea, or oolong), and graded according to leaf size into another (as orange pekoe, pekoe, or souchong). An aromatic beverage prepared from tea leaves by infusion with boiling water. Any of various plants somewhat resembling tea in properties; also : an infusion of their leaves used medicinally or as a beverage. Refreshments usually including tea with sandwiches, crackers, or cookies served in late afternoon.

TOPOGRAPHY (n.) /Wԥ‫ޖ‬S‫ܳܥ‬UԥIL/ 1. The measuring, surveying and representation in map form of natural and artificial features in the landscape. 2. Ground profile, contour; the shape of an area of land according to the changes in vertical level of its surface. TOWN (n.) /WD‫ݜ‬Q/ 1. An organized and regularly built urban settlement with housing, services and employment for its inhabitants, and some form of elected independent administrative body. 2. German origin “Zaun”, which means “fence of any material”; Welsh origin: “fortress, or palisade/stockade”.

URBAN (n.)

1. 2. 3. 4. 5.

/‫ޖ‬ԥ‫ޝ‬E ԥ Q/ Administrative criteria or political boundaries (area within the jurisdiction of a municipal / town committee. A threshold population size / density (min. 2000, or 200 – 50,000). Economic function (where a significant majority not primarily engaged in agriculture, or where there is surplus employment). Presence of urban acteristics, e.g. paved streets, electric lighting, sewerage. (CHINESE: ॶ) Not typical urban area in the sense of agglomeration, no formal designations.

URBANIZATION (n.) /‫ ޝܮޙ‬EԥQ Dܼ‫]ޖ‬Hܼ ‫ݕ‬ԥQ/ 1. The change of a rural or suburban area to one with urban character.

VILLAGE (n.) 1.

/‫ޖ‬YܼOܼG‫ݤ‬/ An urban settlement smaller than a town but larger than a hamlet, which has no council or financial powers of self-government, with buildings fairly close to each other, with permanent/fixed dwellings, practice subsistence agriculture (self-suf ficient, grow what they eat, build their own houses, live without making regular purchases in marketplace, e.g. Chinese terrace farms: intensive subsistence farming, trade goods not necessary for own consumption).

TEA Biennale ѣྠ᜴䲳㼏ä´?ᒪኋ

Keywords: Tea, Production of Land, Lever, Biennale, Geographical Indication, Regional branding Statement: One can smell tea everywhere in Songyang. 1/3 of the population and 1/3 of the agricultural productivity in Songyang are supported by tea. It also has the largest green tea wholesale market in China, if not the world. Because of the engagement of Songyang population1 with the tea industry, we consider tea as the only “leverâ€? for Songyang. Everyone knows Burgundy because of its wine rather than the forgone power that once extended beyond cant impact to the territory. attracting people to learn about Songyang through the rich cultural landscape of tea. A healthy cycle would be driven by the feedback through active participation. Urban economy is driven by something ethereal, i.e. capitalism.Rural culture is roduced from the land, e.g. culture- agriculture, social structure, etc. manner, instead, an incubator4 for the rural context . ŕľž᜴䲳 Ӱ‍֋ه‏Ṹ֋ྌäœłŕ¨ĽÔ›௝ौ㼏Ⲻ≙ઊȞ ᜴䲳 ⲺӰŕ¨™ŕŤ‚ä—¨ážŁâ­•â­˜ŕŁ‘ⲟ֟ă 㼏ឣȞá†šŇ•á´żŃŒâŽ‚á´śŕ˝?Ⲻă?–㼏㊿᢯Ⲳ á?¸ŕšŞČžŕ´–⛰᜴䲳Ӱਙྞ㼏â­˜ឣⲺ৚㠽θáĄ‡â€ŤŮ‡â€Źäƒƒâ›°ăĽŹăœłŕ˝–áĄ†â›°áś´ä˛łâ˛şÄ‡â€‰ áşľÄˆČžáĄ‡â€ŤŮ‡â€Źá”°ä†Śä™…äš„ă żä—œ㼏ä´?á’ŞáŠ‹Ô›á¨†â€Ť×‘â€ŹĐśâ€ŤŢžŮ â€Źäś˜Ⲻâ‚•ᴹθ੮ᕋӰ‍ه‏ä™? äš„㼏Ⲻ䊆ሂⲺӰᎽ᲼㿜ҟ䀙᜴䲳ȞМ‍ڛ٠‏ᓭⲺᗠ⍌áˆ˝ä™…äš„Ó°â€ŤŮ‡â€Źă‚ƒឍⲺ৚ ă ˝ŕŤ‚ŕ¨ƒäž Öźĺ ťŕ¤‹Čž คá?¸ă?‰â˜•Ṽ⭧ă‘Żă?¨â˛şáś§ăžľ ä ‡äĽ˜á§žŕ¤‹θ঩䋽ᾢѹă—&#x; 䗨ᜇᎽŕĽŒॽṼᗔྕ ൦θྸâ­•â­˜ᎽŕĽŒ 䗨ឣθ⽴ᴚ㎆†ㅿă?şáĄ†Čžä´?á’ŞáŠ‹Ńƒ௤ṼÔ›⎏Ô™ᯯá•…झăź“ ŰŠăŽ§ăżśá˜ŤÎ¸â´Žŕ¨ƒθᆚṼԛ䗨ᜇ⍌ບÖ’â›°á†ŤŕĽŒŕ˛žČž

moving to Songyang when the total population of Songyang is only 230,000.

XS-Tea leaves; S-Organizations of tea business; M- Geographical conditions of tea growing; L- China’s tea trading; XL- Global tea industry 3.)Preparation works before the biennale (2015-2020) include upgrading the quality standard of tea, more inputs to R&D sector, development of B&B hostels and construction of auxiliary amenities. 4.) Incubator (noun in•cu•ba•tor \‍ޖ‏Lƞ N\Լ ‍ޙ‏EƗ WԼr ‍ޖ‏LQ ?) i. Medical: a piece of equipment in which very weak or sick babies are placed for special care and protection ii. Business: an organization or place that helps in the development of new businesses.

From Anthony & Hardy, this booklet is dedicated to all friends who like Songyang, countryside, and tea.

Prevention of carious teeth

Dietary Floride

reduce the cariogenic potential

reduce the risk of cardiovascular disease

Tannin

increase the acid resistance of tooth enamel

increase the quantity of Lactobacillus

prevention of gastric ulcers

reduce the risk of cardiovascular disease

fat suppression for different organs

Catechin

Tea & Health

remove free radical, antioxidant

antiradioactivity

oral health care

Tea Polyphenols

relaxation & refresh; enhance learning and memory,

remediate high blood pressure

Theanine

cancer suppression

refresh

aid digestion

Dietaty Fibre

Vitamin B,C,E

improve eye sight

diuretic

aid digestion

Carotene

Tea caffeine

Yeast 70%

Roundworm 18%

*Longevity boost experiment:

Skin: protects from skin cancer

Liver: anti-diabetic, liver detox, strengthens immune system

Respiratory/muscles: supports muscle recovery, prevents arthritis

Tooth: Turn down inflammation

Gene: Antioxidant, anti-aging*, metabolism booster, cancer/ radiation prevention

Wine & Health

Fish 56%

Resveratrol

Mouse ?%

Human ?%

?

Hormone: male testosterone enhancer

Heart: cardiovascular health, lowers blood pressure

Digestive system: weight loss

Eye: visual acuity

Brain: Alzheimer prevention, improves brain power

Source: http://www.terraternal.com/Products/ProductDetailsInfo/cx/Resveratrol/557/3.aspx

Fly 29%

Anthocyanins

tea tourism

chemical extraction e.g.theanine

tertiary production

tea leaves recycling

tea seed extraction

tea leaves plucking

primary production

Tea

40%

60%

cosmetic

animal feed

industrial oil

ingredients/ food additizer

Hangzhou Tea Harvest

detergent

nartural fertilizer

food oil

tea

Hangzhou Tea Income

90%

10%

medicine

paper

soap

bottled tea

secondary production

teaware

summer-autumn tea

spring tea

natural dye

building boards

tea wine

wine tourism

chemical extraction e.g.resveratol, anthocyanin

tertiary production

grape extract recycling

grape seed extraction

grape picking

primary production

Grape

disinfectant

oil

raisin

wine

natural dye

cosmetic

juice

medicine

vinegar

supplements

jam

AOC: Appellation d'origine contrôlée VDQS: Vin Délimité de Qualité Supérieure Vin de pays: less stringent than AOC Vin devins de cépage: varietal wine Vin issu de la viticulture biologique: organic wine Vin de table

secondary production

wineware

R&D + value adding

R&D + value adding

PUERH TEA

FISH

SOFT CHEESE

HARD CHEESE

CURED MEAT

STARCHES

RED MEAT

PORK

RED MEAT VEGETABLES RICH FISH SWEETS

Gew端rztraminer M端ller-Thurgau Malvasia Moscato Riesling

Chardonnay Roussanne Marsanne Viognier

DRY WHITE SWEET WHITE RICH WHITE

White table wine Sauvignon Blanc Gr端ner Veltliner Pinot Grigio Albari単o

ROASTED VEGETABLES

RED TEA

POULTRY

OOLONG TEA

COOL WEATHER

WHITE MEAT

GREEN TEA

WARM WEATHER

Wine Food Pairing

RICE

GRILLED MEAT

FRUITS

DRIED FRUIT, NUTS

LIGHT DESSERTS

RICH DESSERTS

WHITE TEA

HOT WEATHER

Tea Food Pairing

Sparkling Wine Champagne Prosecco Cava

SPARKLING

St. Laurent Pinot Noir Zweigelt Gamay

Red Table Wine Tempranillo Sangiovese Zinfandel Grenache Merlot

LIGHT RED MEDIUM RED

CabernetSauvignon Monastrell Aglianico Malbec Syrah

BOLD RED

Late Harvest Ice Wine Sherry Port

DESSERT

farmer

World

factory merchant

ownership teneacy

farm

China

Trader

Trader

World

Factory

Factory

China

Chinese market

Cooperative

Now

Organization for Tea Production

1956 - 1984

China

Future

World

Alternative Industries

Guild/ Factory Association

1800-1900s

France

Brokers

Processing

Negociant

World

farmer

France

broker/trader

Market

Brokers

Processing

Negociant

negociant/ corporation

Michelin-starred restaurant

Now

Wine Market Organization

France

Trader

World

Corporation

Factory

individual store

chain-retail store

processing by tea companies

tea retail chains

wholesaler

customers

retailer/ supermarket

SUPERMARKET

processing by factory in tea garden

tea drink processing companies

drink chain store

refinery

tea farm/ garden

drink chain shops

China’s Tea Chain Operation Models

(source: Tea Research Institute of CAAS)

self-built store

deep processing

self-built tea planting bases

comprehensive tea companies

individual store

customers

chain-retail store

wholesaler

processing by tea companies

retailer/ supermarket

auction houses

Distribution

58% through 250 trading firms

Distribution

70% through 300 trading firms

30% through smaller wineries

Production

70% from 5 largest wineries

California: Around 5,000 wineries Most are in small size

30% through direct sales to public

Bordeaux: Around 8,500 wine growers, 42 cooperatives represent 43% of the wine producers

26% through direct sales to public

16% through 23 cooperative producers

Burgundy: Around 3,800 wine growers, most are small family types

(Source: The Geography of Wine by Percy H. Dougherty, 2012 http://aic.ucdavis.edu/calmed/calmed4/Sumner-Lapsley,%20wine%20in%20California,%20Cetraro.pdf)

brand store

processing

self-owned wineries

comprehensive wine companies

common in New World

SUPERMARKET

processing by negociants / producers

wine growers

common in Burgundy

Worldwide Winery Operation Models

Tea Culture Centres

WeChat & blogs

6% Foreign

94% China

Income: $250,000,000 HKD

Sales:

Promotion with National Gift e.g. Russia, Local Tourist Morocco

Online store

>200 Stores

Marketing:

1988, Mount Emei, Sichuan

Tea Growing Altitude

800-1200m

1200-1500m

Tea, teaware & accessories

Products:

price per 125g in USD

($5-23)

($38-96)

($58-320)

($230-2560)

Products Range:

Tea lovers of different income levels

Target:

Case Study: Zhuyeqing Tea

Packaging:

30% Foreign

Press, i.e. ELLE Marie Claire

Online store Classic ($17-22)

Flavoured ($17-22)

Herbal ($14-21)

price per 125g in USD

Connoisseurs ($17-66)

70% France

Major markets

Russian Blend ($18-$20)

Tea, teaware & accessories

Co-branding:

Sources of tea

Wellness ($120

Ptoduct Ranges:

Packaging:

35-40 year-old women

Products:

Major markets

Turnover: $330,000,000 HKD

Sales:

facebook & blogs

44 Stores

Marketing:

1867, St Petersburg

Target:

Sources of tea

Alan Chan Design Company

Branding:

Case Study: Kusmi Tea

Press, i.e. Wine Spectator

Turnover: $8,900,000 USD

82% Foreign

Sales (figures from Sotheby’s): 18% EU

ratings

Auction house Order allocation

Marketing:

1869, Burgundy, France

Grand Cru Pinot noir, Chardonnay

Products:

Romanée-St-Vivant (~$1,304)

Romanée-Conti (~$12,400)

Grands Échezeaux (~$1,214)

La Tâche (~$2,628)

Échezeaux (~$1,037)

Major markets

Wineries

27 hectares in total producing 650hl per year

Corton (~$1,040)

Montrachet (~$4,322)

Richebourg (~$1,676)

Aubert de Villaine, Henri-Frédéric Roch(co-owners), Jacques-Marie Duvault-Blochet

Key people:

Product Ranges (prices in USD, source: http://www.wine-searcher.com):

connoisseur

Target:

Case Study: Domaine de la Romanée-Conti

Gift sets e.g. China, Hong Kong

Re-corking Clinics

52% Foreign

48% Australia

Turnover: $36,000,000 USD

Sales (figures from Treasury Wine Annual Report):

Lunch with winemakers

Global advertising campaign

Marketing:

1844, Adelaide, Australia Wine, gift sets, accessories

Products:

Christopher Rawson Penfold Max Schubert Treasury Wine Estates

Key people:

Bin Wines: Bin 389 (~$60)

Icon Wines: Grange Bin (~$537)

Cellar Reserve: Bin 38 (~$38)

Special Bins: Bin 620 (~$1,154)

Koonunga Hill: Bin 76 (~$10)

Luxury Wines: Bin 169 (~$257)

Major markets

Wineries

1065 hectares in total producing 1.5m cases per year

Fortified Wines: Club Reserve (~$14)

Special Bins: Ampoule (~$168,000)

Product Ranges (prices in USD, figures from http://www.wine-searcher.com):

Wine lovers of different income levels

Target:

Case Study: Penfolds

1/3 of the songyang Population engage in Tea- related industries

Yunan

Fujian

Shanghai Hangzhou

Songyang

Guangdong Hong Kong

Hunan Jiangxi Guizhou

Shandong

Beijing Tianjin

Songyang Tea appeared in the Bohai Commodity Exchange in 2014

U

60% hand picked

98% hand picked

French grapes

40% hand picked

Grand Cru

2% machine-picked

SA,

ad Can

$60-120 for a 8-hour working day

Pay

normally 6-8 days, maximum 18 days

Stay

Need housing and expect to eat ‘very well’

a, B

Accommodation

Loire Valley

n

Armagnac

Bordeaux

Cognac

il

i Spa

raz

Machine-pick: $1,000/hectare Hand-pick: $2,000/hectare

Costs

Rhône Valley

Hun

gary

Alsace

Distribution

58% through 250 trading firms

ly (prices in USD, source: http://www.apcon.nl/docs_uk/frankrijk.html)

Provence

Beaujolais

Burgundy

Champagne

26% through direct sales to public

16% through 23 cooperative producers

Around 4,000 wine growers Most are small family types

Languedoc Roussillon

Paris

over 120,000 underemployed pleasants from various provinces are employed for tea harvesting during peak season Songyang white tea was selected as the tea served during State Council Conference in 2007

thousands of ‘vendangeurs’ (grape pickers) from various countries (EU & non-EU) are employed for wine harvesting during mid-September

(source: www.farmer.com.cn)

Burgundy’s Wine Industry

Songyang’s Tea Industry

Ita

Tea expert

Business travellers

Culture lover

Nature lover

Leisure tourist

Tea Tourism

Tea auction market visit

Tea park cycling

Tea cuisine

Tea festivals/events

Tea artefact, e.g. teaware

Tea tour

Tea hotel, tea village stay

Tea insitutions - museum, tea intrepretation centre

Tea establishment - tea house, tea room

Tea factory visit - tea manufacturing process

Ancient tea tree visit

Tea farm/ tea garden visit

Wine connoisseur

Business travellers

Culture lover

Nature lover

Leisure tourist

Wine Tourism

Wine auction market visit

Wine routes (cycling)

Wine pairing

Wine festivals/events

Wine commodities, e.g. wineware

Wine routes (brochures and signage for vehicles)

Vineyard accommodation, e.g. B&B, agri-tourism, picnic

Wine insitutions - museum Education - wine tasting centre

Wine establishment restaurant, brasserie, bistro

Guided winery tour - wine manufacturing process

Varietal vineyard visit

Guided / self-guided vineyard tours

No tea auction market

Famous tea cuisine in Hangzhou

Tea auction in Mombasa

Mitchel’s Kiambethu Tea Factory Eco tourism - social communityproject to help the local people

Tea Factory Hotel (UNESCO Asia-Pacific Heritage Merit) Heritage

Numerous tea rooms

Colombo Tea Auction Market - the largest in the world

Kericho Tea Hotel

Afternnon tea tradition

Nice landacape in tea farm in the hilly area

Tea tourism as a compliement to existing safari tours

Rich physical and natural resources for tea tourism

Damushan Tea Cycling Garden with competition hosted there

Britain

Sri Lanka

Kenya

China

-Tousim Geography, Stephen Williams(2010)

“The primary motive for pleasure tourism is the desire to escape from the routine situation of the home andf the workplace and the familiarity of related social and physical environments.”

Tea Tourism in different Countries

Famous restaurants & cuisine in the wine regions

Established regional wine routes, e.g. Bairrada Wine Route (BWR)

Rich physical and natural resources for wine tourism

France / Portugal

Use of existing landscape/infrastructure, e.g. boating facilities in Finger Lakes, NY

Heritage

Weekend socializing destinations Cellar/winemakers’ visits Festivals & joint events, e.g. Swan Valley, Aus. Satellite GPS system to plan wine routes, e.g. VineFinders

Day trips for young professionals

South Africa

Wine tourism to boost direct sales and promote brands

USA

-Global Wine Tourism, J Carlsen & S Charters (2006)

“The role of wine tourism marketing is essentially to transform wine from being a low-involvement product to a high-involvement experience.”

Wine tourism as marketing tool to promote local brands

Australia / New Zealand

Tea Tourism in different Countries

Kericho Tea Hotel, Kenya

Tea Factory Hotel, Sri Lanka

Bridging Tea House, Jinhua, China by Herzog & de Meuron

Connemara Tea Factory, India

Tea Rooms, Jinhua, China, by Liu Jiakun

Tea House & Showroom, Ningbo, China by Wang Shu

Hua Shan Tea House & Guest House, Hangzhou,China by Wang Shu

Tea & Architecture

Tea House, Japan

O’sulloc Tea Museum, Jeju Island, South Korea

Tea Production Countries

Adaptive reuse

Peace & tranquility

Recall the spirit of place, respect to landscape

Nostalgia with the ideal past

Iconic design

Tea Museum, Meitan, China

Tasrrawarra, Victoria, Australia by Allan Powell

Dominus, California, USA by Herzog & de Meuron

Typical French vineyard

Wine & Architecture

Mission Hill, Canada by Olson Kundig

Chateau Yuanshi, Ningxia, China

Bodegas Ysios, Alava, Spain by Santiago Calatrava

Petra, Tuscany, Italy by Mario Botta

Marqués de Riscal, Spain by Frank Gehry

Viña Pérez Cruz, Chile by José Cruz Ovalle

New World Wine regions

Old World Wine regions

Recall the spirit of place, respect to landscape

Nostalgia with the ideal past

Iconic design

Chateau Cheval Blanc, France by Christian de Portzamparc

Loisium Visitors’ Centre, Austria by Steven Holl

No. of Certified enterprises:

Organic Tea Exports:

Organic Tea Production:

Area of Organic Tea Farm:

Achievements

400

6000 ton

14000 ton

20,000ha

Market Development -Domestic: Big cities in China -Overseas: Europe, Japan, US

2006

Organic Pesticides

Seting up Model Farms - 2 for green tea; 1 for Oolong Tea; 1 for black tea and Puerh Tea

700

10000ton

22000 ton

30,000ha

2009

(source: Tea Research Insitute. CAAS)

Natural Enemies

Bio-composting

Research & Development

Dissemination & Education - promotion, advertising

Greem Manue Plants

Pest & Disease Management

Training of Staff & Inspectors -Traing course, overseas advanced level training in UK)

Establish a Certification System - to gain international regonition

To-dos:

Organic Tea Farming in China

Wine Industry Sustainable Operation Models

- some joint promotion - some special events stages - brand identity

- little investment - independent operators - branding undeveloped - no cluster

Marketing Business Clustering

1L - no energy audit in 35% wineries - costly infrastructure - takes 31 gallons of water to make 1 glass of wine

468L

= - satellite maps/probe - leaf porometer - pressure bombs - solar panels

WATER CONSERVATION

- moitor water usage - monitor compressed air usage - training employees

ENERGY CONSERVATION

wine route winery other attraction

- functional ”cluster”, linkage with other clusters, e.g. food - information flows

- formal/informal partnerships - public/private marketing - events & festivals - regional branding

- tourists widely dispersed - importance of ‘regional experience’

marketing linkage, tourist flow, & information flow - network & lattice system - high connectivity

III

- water for 54 homes/year - energy for 20 homes/year - propane fuel for 80 cars/year

80 cars / yr

20 homes / yr

54 homes / yr

RESULTS

Energy Sustainability Case Study: Frei Brothers Reserve, Sonoma County, California

- emergent ”cluster”

- wine route developed - visit some wineries, attractions & amenities

- little movement - separate wineries, attractions & places

marketing linkage and tourist flow - some nodes joined - low connectivity

II

Tourist Movement

Network Development

- Favourable climate, water conditions, soils slopes - no integration - separate nodes - no connectivity

I

STAGES OF DEVELOPMENT Increasing levels of networking Intensification of tourist movement

External forces: government, exchange rates, prices, competition

Stages of Development of A Competitive and Sustainable Touring Destination

Wine Production

Viticulture

1208 FT

Grape Receiving Level Grapes are sorted and destemmed

1164 FT

Storage Tank Level

Upper Barrel Cellar Barrels stacked with a forklift for aging in the cellar Lower Barrel Cellar

Warehouse

Soil Protection

Bottling Tanks

Air Quality

Human Resources

Lab

Office

1120 FT Bottling New Line Warehouse & Shipping

Supplier Relationship

Neighbours & Communities

Community

Source 1: http://www.winesofchile.org/sustainability/wines-of-chile-sustainability-program/sustainability-code/ Source 2: Calera Wine Company

Fermentation Press Level Level Fermentation, free run and drain into settling tanks

Weed Management

Residue Management

Biodiversity

Materials & Energy Efficiency

Nutritional Management

Water Use & Management

Efficient water use

Gravity Flow Schematics

Winery

Vineyard

Sustainable Aspects in Practice

Wine Industry Sustainable Methods

hillside

Yunan

4

10

6

2

98

5

7

1

major tea growing provinces

Fujian

Zhejiang

(0.89) (0.89) (0.83) (0.83) (0.55) (0.45) (0.43) (0.43) (0.37) (0.37)

(source: Research Reports on China’s Tea Industry 2014)

West Lake Longjing Anxi Tieguanyin Xinyang Maojian Pu'er Dongting Biluochun Fuding White Tea Buddha Longjing Anji White Tea Mount Wuyi Da Hong Pao Keemun Red Tea

0

(source: Sotheby’s)

The lot with highest price achieved in 2014 auction is 114 bottles of Romanee-Conti, DRC Vertical 1992-2010 sold at US$1,609,776 in Hong Kong.

French Wine Production

100

(source: Sotheby’s)

Champagne Cognac

Bordeaux Loire Valley

other wine production regions

Rhône

Burgundy

2014 Average Bottle Pricee (USD)

Champange

Hunan

3

㾵⒌嗃Ӌ ᆿⓠ䩫㿶丩 ‫ؗ‬䲳∑ቌ Ფ⍧㥬 ⍔ᓣኧ⻝㷰ᱛ ⿅啄ⲳ㥬 ཝ֑嗃Ӌ ᆿਿⲳ㥬 ↜཭ኧཝ㌻㻃 ⽷䮶㌻㥬

76% red wine

200

300

400

Rhone

(source: Forthune Auctioneers)

1 2 3 4 5 6 7 8 9 10

Top Ten Tea with Geographical Indication and its value (billion USD)

-representative from Lipton

“China has famous teas but no famous tea brands.”

500

600

700

Italy

The first rare tea auction was held in Hong Kong by Fortune Auctioneers. The most expensive tea product sold was a small bottle of Fujian Da Hong Pao Tea which costed US$25,640.

China Tea Exports

21% red

8% others

24% white wine

800

California

Sichuan

China Tea Consumption

3% red

53% green

8% wulong

French’s Wine Industry

Others

world’s largest tea brand, share 80% of world tea market

57% green

34% others

6% wulong

China’s Tea Industry

Retail Price Auction Price

Burgundy

Bordeaux

0m

100m

700m

1000m

1500m

Village Smallholders

Primitve Processing

Tea Farm Growers

Tea Growing

GI

Songyang Jade Mountain Tea

Tea Growing

Tea Farm Growers

GI

Primitve Processing

Village Smallholders

Songyang Silver Monkey Tea

Refinery, Advanced Processing, Packaging

Suburb Tea Factories

Wholesaling

Town Tea Market

Value Adding g Processes

Tea Landscape Section - from Songyang to the World

Capita, Skills, Marketing

Tea Products

R&D, Retailing

City Insitute, Market

Retailing, Investment

Overseas Intl. Market

Winery

Producer: Fermentation

Vineyard

Grower: Viticulture

Negociant: Bottling & Branding

Village

Wine Landscape Section - from Burgundy to the world

Export

Logistics: Distribution

Paris

Trader: Marketing

ouse Wareho

Retailer: ounts Disco

Auctioneer: Speculation

Intl. Market

200m

400m

tea companies

42.9%

growers

tea processing

tourist service

cooperatives

9.1%

+

0

(source: Tea Research Institute of CAAS)

Selling Channels of ChineseTea Growers

customers

5%

tea wholesale market

41.4%

fresh tea production

+

+

China’s Tea Industry

fresh tea

20%

5000

US$648-10362

US$259-648

15%

primary processed tea

5%

10000

15000

refined tea

20%

20000

25000

30000

35000

40%

(source: Tea Research Institute of CAAS)

Value Added in Different Stages of Tea Production in China

retail

(source: Social resources Institute)

Income of Different Types of tea Growers in china

whoolesale

US$10362-32383

Annual Income

23%

14%

16%

(source: “Home & Habits” from Constellation Wines’ “Project Genome”)

- live in cosmopolitan areas or affluent suburban areas - knowledgeable, influenced by wine ratings

Enthusiasts (12% of consumers)

- not so knowledgeable, typically same brand in quantity - don’t worry about food pairing, usually order house wine

Satisfied Sippers (14% of consumers)

- enjoy discovering new varietals, have few favourite wines - heavy coupon user

Savvy Shoppers (15% of consumers)

- enjoy established wines, consider formal

Traditionalists (16% of consumers)

- enjoy wine status, open to innovative packaging - condier internet ratings, mostly Millennials and males

Image Seekers (20% of consumers)

- overwhelmed by choices, no knowledge - very open to easy advice, but frustrated with confusion

13%

8%

15%

15%

24%

25%

SHARE OF PURCHASES

Overwhelmed (23% of consumers)

OVERWHELMED

SATISFIED SIPPERS

TRADITIONALISTS

15%

20%

IMAGE SEEKERS

SAVVY SHOPPERS

12%

SHARE OF CONSUMERS ENTHUSIASTS

2%

30%

25%

5%

(source: Research by Harry Esteve, Graphic by Dan Aguayo)

Taxes, interest, etc.

Wine sold to consumer (retailer markup)

Wine distributed to stores, restaurants, bottle shops (wholesaler markup)

Winery profit

18%

9% Wine shipped from winery, including marketing, sales, administration

7% Wine made and bottled at winery

4%

Grapes grown and harvested

Bottles, corks, labels

Share of Costs in a bottle of wine

Wine Industry Market Share & Costs Share of Consumers VS Purchases

Different Types of erracing according to local conditions

Rock Tea

Practice of vermiculture for enhancing chemcial weathering

Using weeds to provide coverage to soil and provide humus

Continental Tea

600mm

Minimum soil depth:

pH 4.5-6.5

Mount Wuyi, Fujian Province

0m

Gradient: Less than 25°C

Topography

500m

General

Annual average Annual rainfall: temperature: >13°C >1000mm

Climate

Tea Farm Geographical Conditions

<1.5 gm/cm3

>1000mm

<10 inches/ inch of soil

(source: http://www.coppiere.it/ wp-content/uploads/2014/01/ terroir-bourgogne.jpg)

200m

400m

Premier Cru Commune wines Region

Grand Cru

pH 5.5-6.8

Plain: Brown soils and brown calcium soils

Silt, clay

Rain

>2 inches/hr

Mud Gravel Plain: Deep limestone and calcium brown soils

Wind

deposited soil

Effective Root Moist bulk density: depth:

Slope: Renzines and brown soils superficial limestone

Sun

daylight hours

Climate

Internal water Water holding drainage: capacity:

Edge of the plateau: Skeletic soils

Soil

Sil t, c lay

Marl with limestone

Pearl flagstone

Ferruginous oolite

Marl with calcerous beds

Oolite and broken limestone

Minerals

Winery Geographical Conditions

8.Emei Erui Tea

800

437

0

447

0

8

7.Enshui Yulu Tea

908

700

1500

103 0

600

1000

7

6.Anhua Songzhen Tea 1265

6

32 0

500

1000

1164

5. Lushan Yunwu T Tea

0

4

53

188

700

1000

1650

2 1

1000

146 0

800

2.Tianmu Qingding Tea

250 km

50 0

600

900

20°N

30 N 30°N

1. Huading Yunwu Tea & Yanddang ea Baiyun Tea 40°N 1373

(source: Huang Shoubo, Zhejiang Agricultural University)

Location & Altitude of Famous Chinese Teas Growing in Mountainous Areas

168 0

500

900

1496

3. Huangshan Mao feng Tea

4. Anxi Tiehuanyin 1840 Tea

Tea Farm Geographical Conditions

3047

Argovien (marlstone)

Beaune

Callovien & Bajocien Supérieur (soft limestone, clay or shale) Bathonien Moyen and Inférieur (hard limestone)

4 Meursault

Rauracien (hard limestone)

Rock

Grand Cru Premier Cru

Limits of vineyard area

Rendzinas (immature soils)

Skeletal to normal gley calcareous brown earth

Skeletal to normal calcareous brown earth

Soil

Site: Côte de Nuits & Côte de Beaune

Bajocien Inférieur (sandy limestone) Bajocien Supérieur (marlstone)

Loess Oligocéne Inférieur (limestones, clays)

Nuits-St-Georges

2 Vougeot

1 Gevrey-Chambertin

3 Aloxe-Corton

Winery Geographical Conditions

1

Quaternary pebbles

3

2

4

112

180

Global Tea Industry

Hong Kong

146

1million tonnes

tea products

India

China

Sri Lanka

Kenya

export production

among the 57 countries producing tea, China, Sri Lanka, Kenya and India are the four major supplier of tea

5000+

Global Wine Industry

(source: OIV)

Hong Kong

Australia

US

Spain

Italy

France

export production

China 2011 Percentage of World Grape production (Total: 69,584 million tonnes)

500 million litres

puerh

red

wulong

yellow

green

white

0.33 kg

Others

0.47kg

US

0.52 kg (World average)

Kenya

0.52 kg

EU

EU

EU

China

EU

Japan

EU

Iran

2010 Total Tea Conusmption by Country

EU

India

0.71 kg

0.82 kg

0.91 kg

1.07 kg

1.21 kg

Developed Countries

(source: Food and Agriculture Organization of United Nations)

Sri Lanka

Global Tea Consumption

2.74 kg

Russia

Ireland

Morocco

Turkey

7.68 kg

(source: Euromonitor, World Bank)

2010 Annual Tea Conusmption per Capita

4.34 kg

(source: Food and Agriculture Organization of United Nations)

2010 Composite Tea Price (USD/kg)

J F M A M J J A S O N D

3.22 kg

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

UK

1.24 L

7.89 L

Others

4.07L (World average)

China

Canada

UK

9.08 L

12.39 L

20.5 L

21.3 L

23.3 L

Spain

(source: International Orgnisation of Vine and Wine Intergovernmental Organisation)

US

2011 Total Tea Conusmption by Country

Russia

Global Wine Consumption

24 L

Vineyard Area

43.8 L

46.4 L

France

Others

US China Australia

Spain

Italy

France

Wine Production

Portugal

(source: International Orgnisation of Vine and Wine Intergovernmental Organisation)

37.9 L

Italy

2011 Annual Wine Conusmption per Capita

24.1 L

Grape Production

Australia Germany Argentina

OTHERS 1018 +7%

DEVELOPED 858 +5% RUSSIA EU 176 279 +3% +8% TURKEY 138 +0.5%

WORLD 4042 +20%

INDIA 970 +3%

TURKEY 145 +1%

WORLD 4120 +18%

DEVELOPING 3184 +20%

MOROCCO 54 +11% KENYA 18 INDIA +12% 828 +10%

US 123 +23%

AFRICA KENYA 617 +22% OTHERS 403 214 +24% +17%

LATIN AMERICA 108 +20%

Global Tea Industry

PAKISTAN 130 +3%

CHINA 1061 +63%

INDONESIA 130 -16% OTHERS 180 +7% SRI-LANKA 331 +3%

CHINA 1355 +45%

JAPAN 125 -16%

ASIA 3377 +79%

VIETNAM 180 +35%

Tea Production

Tea Consumption

tea (000 tonnes) change 2014-2010

(source: Food and Agriculture Organization of United Nations)

COUNTRY 00 %

figures 2010 (000 tonnes) figures 2004 (000 tonnes)

(source: Food and Agriculture Organization of United Nations)

JAPAN 85 -12%

(source: Brand Fiance brandirectory)

Top 5 Champagne & Wine brands & brand valuse in 2013

5. 653 million USD (China)

4. 663 million USD (Chile)

3. 861 million USD (France)

2. 900 million USD (US)

1. 1216 million USD (France)

SPAIN 30.4 -27%

WORLD 243 8%

ARG. 10.1 -20%

GER. 20.0 -1%

AUS. 12.7 57%

USA 20.5 -5%

ITALY 40.1 -22%

ITALY 22.6 -27%

CHINA 17.8 67%

SPAIN 9.3 -34%

CHINA 14.9 42%

GER. 9.0 -9% WORLD 252 -10%

FRANCE 30.3 -12%

OTHERS 75.6 18%

OTHERS 48.6 -9%

FRANCE 41.4 -28%

Global Wine Industry

AUS. 5.4 38%

USA 29 37%

UK 12.5 29% RUSSIA 10.4 121%

CHILE 12.6 88%

ARG. 11.8 -6%

S. AFR. 10.0 44%

figures 2000 (00,000 hl) figures 2012 (00,000 hl)

Wine Consumption

wine (00,000 hl) change 2000-2012

(source: International Organization of Vine and Wine)

COUNTRY 00 %

Wine Production

(source: International Organization of Vine and Wine)

123

Tea Consumpotion

90

119

42

145

92

403

130

90

60

828

970

176

331

1061

59

1355

180

129

125

94 4

unit: 1000 tonnes (source: FAO 2010)

unit: 1000 tonnes (source: FAO 2010)

3610

Wine Production

2300

1245

1500

368

Wine Production

Tea Production

145

World of Wine

1256

3400

1633 595

World of Tea

3723

4700 299

2927

2503

1000

4600

1000

322

536

1432

500

2164

1500

669

567

1200

1180

600

unit: 1000 tonnes (source: FAO 2010)

unit: 1000 tonnes (source: FAO)

GDP

GDP Per Capita

Territories

Population

(source: UN Population Division)

World of Capita

World Demography

(source: International monetary Fund)

(source: International monetary Fund)

62% of countries have net import of groceries from 38% of producing countries

Groceries Net Import

Western Europe has the largest share

Alcohol Production

notice China VS Western Europe

Alcohol Cosumption

Worldwide Consumption/Production

Source: http://www.worldmapper.org/atozindex.html

+100%

+30%

Cheese with a GI

Bresse Poultry, France

Parma Ham, Italy

+30%

+300%

+50%

P.S. It is not just comfined to food products. Much as the concept of GI may appear alluring, there are situations in which they may be unnecessary or ineffective.

(source: FAO)

- Cannot be delocalized

- Expansion of market with increased price

Chablis = white wine in US?

Dijon = mustard in US?

Champagne = any sparkling wine in US?

- Avoidance of being GENERIC

- As a Gaurantee of Being GENIUNE

Implication of GI

-FAO

The complete idea of Geographical Indication (GI) is not just simply about the establishment for GI. It is a whole package of coordinated actions and management e.g. patents, inspection and certification. Full traceability of the product is required showing the path from production to market for export. Moreover, promotion, advertsing and education is necessary.

Zhangqui Scallions, China

Pinggu Peach, China

Toscano Olive Oil, Italy

+20%

Premium to ordinary products

“A GI is a place or country name that identifiesthe origin, quality, reputation or othercharacteristics of products.�

Geographical Indication (GI)

BIENNALE MONTHLY SCHEDULE MAR

APR

MAY

JUN

Pavilion Exhibitions & Events Floating Cinema Blockbuster Tea Tasting & food Pairing Dialogue Series - Forums Voting Landart Exhibition Tea Farm Experiencing Tour Artist Residence Projects at 8 Villages Tea Factory Openhouse

Tea Collaborative Openhouse Tea Fair

Partner event at Zhenan Tea Wholesaling Market

Photography Exhibition at Openair Museum Teaware Exhibition at Songyang Museum location Main Venue Damushan 1st CHINA SONG’YANG TEA BIENNALE

Others

1st CHIN HINA HI A SONG ONG G’YA ANG NG TE EA A BIEN E N EN NA ALE

WEEKLY SCHEDULE (5-11/4) 0900

1000

1100

1200

1300

1400

1500

1600

1700

1800

1900

2000

2100

2200

2300

2400

NOTES

Floating Cinema

Main Venue Opening

5 SUN

Damushan Opening Teaware Exhibitiob at Songyang Museum

Artist Residence & Exhibition Photography Exhibition at Openair Muesum

Talk Talk

Grading of Tea

Floating Cinema

All about Tea

Main Venue Opening

6 MON

Damushan Opening Teaware Exhibitiob at Songyang Museum

Artist Residence & Exhibition Photography Exhibition at Openair Muesum

Floating Cinema

Guess Lecture Zhejiang Tea Tourism Main Venue Opening

7 TUE

Masterclass

Tea Appreciation

Damushan Opening Artist Residence & Exhibition Photography Exhibition at Openair Muesum

Talk

Tea Investment for Beginner

Floating Cinema

Main Venue Opening Masterclass

8 WED

Tea Picking & Tea Craft

Damushan Opening Teaware Exhibitiob at Songyang Museum

Artist Residence & Exhibition 1st CHINA SONG’YANG TEA BIENNALE

1 st

t

0900

1000

1100

1200

1300

1400

1500

1600

1700

1800

1900

2000

2100

2200

2300

Floating Cinema

Main Venue Opening Masterclass

Tea & Horticulture

Damushan Opening

9 THU

Teaware Exhibitiob at Songyang Museum

Artist Residence & Exhibition Photography Exhibition at Openair Muesum

Talk

Tea & Health

Floating Cinema

Forum

Tea & Branding

Main Venue Opening Mountain Bike Cross Country Criterium

10 FRI

Damushan Opening Songyang Gaoqiang

at Old Street Theatre

Teaware Exhibitiob at Songyang Museum

Artist Residence & Exhibition Photography Exhibition at Openair Muesum

Floating Cinema

Main Venue Opening Damushan Opening

11 SAT

Songyang Gaoqiang Teaware Exhibitiob at Songyang Museum

Artist Residence & Exhibition Photography Exhibition at Openair Muesum

Notes

CHIN1ACSHINA SONG’YANG TEA BIENNALE st

ONG’Y

A

at Old Street Theatre

2400

NOTES

TRANSPORT

Moscow

London Berlin Frankfurt Paris Milan Madrid Rome Chicago New York San Francisco

Marrakesh Beijing

San Francisco

Tianjin Soeul

Tehran

Busan

Cairo

Kyoto Tokyo Osaka

Shanghai

Chongqing

Hangzhou

New Delhi

Sao Paulo

Abu Dahbi Dubai

Guangzhou

Taipei

Hong Kong Mumbai

Buenos Aires Manila

Bangkok

Cape Town Colombo Kuala Lumpur Singapore

Nairobi

Jakarta

Jakarta

Perth

1st CHINA SONG’YANG TEA BIENNALE

Melbourne

Sydney

Shanghai Hongqiang Int’l

Nanjing Suzhou Wuhan Hangzhou

Shanghai Pudong Int’l Ningbo

Songyang Wenzhou

Wuhan

Wenzhou

1st CHINA SONG’YANG TEA BIENNALE

Songyang Station

Tea Factory Zhenan Tea Market

Museum Biennale Main Venue

1st CHINA SONG’YANG TEA BIENNALE

Itinerary 3 DAY Itinerary for leisure travellers

DAY TOUR Arrival at Tea Market

Arrival at Tea Market

Arrival at Tea Market from Village

3 DAY Itinerary for Tea Professionals Arrival at Tea Market

Tea Market Visit

Expo

13:00

Lunch @ Gourmet Hall

Lunch at Village A

Expo

Exhibitons @ Museum

Lunch @ Gourmet Hall

Lunch @ Town

Landart@ Damushan Tea Garden

Dinner @ Village B

Lunch at Village A

Living Museum @ Old Street

Attend Tea Tea Farm growing Visit Masterclass

Conference

Expo

Lunch @ Gourmet Hall

Lunch @ Town

Dinner @ Village A

Dinner @ Gourmet Hall

Symposium

Dinner @ Gourmet Hallwith a view to the floating screen

Expo

Sleeping @ B&B Hostel Village A

Watch fillm @ Floaring Cinema

Business hotel

Visit Tea Farm

Artist in Tea Farm Resident Visit Workshop

Dinner @ Gourmet Hall

Business hotel

Tea Market Visit

Strolling @ Village A

Village Visit

Arrival at Tea Market

Dinner @ Gourmet Hall

Exhibitions @ Musuem

Expo

Expo

Expo Watch fillm @ Floating Cinema

Sleeping @ Business Hotel

Sleeping @ Business Hotel

Airport

Sleeping @ B&B Hostel Village A

Quallity Fabric with tea leaf fibre. Available at Songyang Pavilion Gift Store

01

02

03

04

05

06

07

08

09

10

A

MA DA AY W GH HI

B

C

15 mins to Town Centre, Tea Market 20 mins to Train Station

D

E

Zhejiang

Fujian

F Sichuan

Yunnan

G

Professional ForumConference Hall

Professional Forum-Main Hall

TEA AVENUE

H Hunan

Anhui

J

Jiangxi

K

01

02

03

04

05

06

07

OFFICIAL MAP - MAIN VENUE L

S h! ’H ¡0‹ Terrior of Teas

1st CHINA SONG’YANG TEA BIENNALE =@<F7ef #ƒ Songyang County, Zhejiang Provincial Pavilions

China Pavilion

Songyang Pavilion

Spotlight Pavilion

P Professional Dialogue P

International Campus

Public Dialogue

M information

floating cinema

ticket office

washroom

experimental field

shuttle bus station

ATM

bicycle parking

restaurant

jetty

picnic area

car park

Provincial Pavilions

N 0

50

100

m

N

45 mins to Damushan P

08

09

10

11

12

13

14

15

16

17

18

19

20

A

B

C

D

5 mins to Riverside Park

E

F

6 mins to Dushan

Spotlight Pavilion

Songyang Pavilion

China Pavilion Kenya

Taiwan

Sri Lanka

India

G

Japan

UK

France

Iran

Korea

Turkey

H

Russia

US Public Forum Media Centre

J

K

L

N

TIO

EC ES

706

Y WA

M

X

7mins to Zhuxi village

N

P

40 mins to Zhuxi village 11

12

13

14

15

16

17

18

19

20

01

02

03

04

05

06

07

08

09

10

A

B

C

20 mins to Jieshou

D

6 mins to Jieshou E

F Xinxingxiang Village

G

Artist Residence

NG

JIA N NA

H

GH

HI AY W

Visitor Centre

J

K

L 01

02

03

04

05

06

07

OFFICIAL MAP - DAMUSHAN M

Ą匝 ňġh ’ ¡0‹ Terrior of Teas

1st CHINA SONG’YANG TEA BIENNALE 㵀㱆㝥昚⎦ Songyang County, Zhejiang information

restaurant

shuttle bus station

ticket office

picnic area

bicycle parking

ATM

washroom

car park

0

N landart spot

N 50

100

m

P

08

09

10

11

12

13

14

A

Kantou Village

B

C

D

E

F

G

H

J

K

45 mins to Main Venue

And 50 An 500 + Pr Prod oduc ucts cts ts maad de off any ny p rts of tea,, fi pa parts fin nd d us th thiss SAT ATUR URDA URDA DAY AY aatt T M MA ART RT, SO SONG S ONG ONG NGYA GYA YANG NG PAV AVIL ILIO ION ON.

L

M

N

P Songyang, China

11

12

13

14

01

02

03

04

05

06

07

08

09

10

A

B

C

D

E

F

G

50 mins to Main Venue

H

15 mins to Main Venue J Archive

K

L

Learn Cent Libr

01

02

03

04

05

06

07

50 P ROV INC

OFFICIAL MAP - OPEN AIR MUSEUM M

S h! ’H ¡0‹ Terrior of Teas

1st CHINA SONG’YANG TEA BIENNALE =@<F7ef #ƒ Songyang County, Zhejiang information

restaurant

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China Pavilion

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Songyang Pavilion

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Flyover Carpark

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Open Air Museum & Archive

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Spotlight Pavilion

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Damushan Visitor Center

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B&B Hostel

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Professional Forum Complex

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Zou Bingliang, Guest writer of “Tea Observer�, Tea connoisseur from Yunnan

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

Mr. Zou learnt about the tea biennale from “TEA OBSERVER� magazine and decide to visit it in early April to try the tea harvested before Qingming.

There are 120 species of tea grown here!

Amazed by the Experimental Fields, he visited Yunnan, Zhejiang and Fujian Pavilion in China Tea Court and Songyang pavilion.

Why is the tea terroir so special here?

The landscape, topography, climate, culture...

He visited a tea farm and met the cooperative manager to discuss the tea quality produced in Songyang.

The culture is very rooted in the production.

On day 2, Mr. Zou visited the teaware exhibition in Songyang Museum and attended a tea tasting symposium there.

He went to a nearby teahouse and had tea with his friends and visitors.

Let me make a nice cup of Songyang green tea.

He also went to the Tea Fair at the tea wholesale market to buy some Songyang tea and Wuyi Tea.

The Tea Fair offers great reductions in sales.

Just picked! Come and try! I can give you a discount...

He wrote an article about the tea biennale and Songyang tea and send it to “Tea Observer � magazine. He thought the less known Songyang tea is underrated. He decide he would visit it again in 2022.

TEA OBSERVER Vol. 055 August 2020

It is now one of the four main tea spots in China!

Songyang Yunan

Hangzhou Fujian

Songyang tea is present in his dictionary of tea appreciation.

Li Cheng, Land Art artist from China

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

I am going to Songyang! What Land Art shall I do?

TION A T I V IN

Li has been making Land Art for 20 years and received an invitation in 2019.

All my friends are working here now! Sculptors, poets, painters, writers all here!

Li arrived at the Artists’ Residence and found many of his friends were also invited.

Very nice form! As smooth as the tea here!

Li continued to refine his work in the Damushan Visitor Center parlour.

Scenary is so good...let me make a sketch!

After a few days Li set up his artwork and also joined as a volunteer guide for other visitors.

The old village buildings are so wonderful!

Li visited the Open Air Museum and realized more variety of visitors were attracted to the land-based culture.

Li saw a Werner Herzog film in the Floating Cinema series showing the demolition of villages and responding policies.

Nice view, delicious food, good hospitality!

For dinner Li joined his friends in the Riverside Restaurant overlooking Songyin River.

There are more Land Art artwork & installations featured in the 2021 Art Basel Hong Kong.

OFFICIAL ACOMMODATION PARTNER OF SONG’YANG TEA BIENNA;LE www.teabbhostel.com.cn tel:2366 5981 fax:3654 1238

Gao Guxuan, a student from Zhejiang Argricultural and Forestry University (Research paper topic: Please Say no to Plantantion A new approach of tea growing.)

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

Gao saw a poster at university and believed it could be useful for him to compose his research paper.

Biosphere +U(

>

Intercropping K In Songyang

better utilization of soil nutrients

+7500-15000 RMB/ 10000m²

tea + torreya/ other fruits

natural pesticides & hericides

tea + Queshan Chicken 厨ኧ䴔

healthier chicken and eggs with higher nutritions

+2000RMB/ 10000m²

Intercropping is crucial to soil nutrients!

P.S. Chickens don’t eat the tea leaves because of their bitter taste

> honey

natural pollen deposition

better growth of tea trees

1 box=4kg of pollen

+ 40 RMB/ box

bee keeping (>20000 boxes of bees in Songyang/ year)

On the first day, he attends some lectures and forums related to tea intercropping.

Village farmhouses open for visitors!

He then rented a bike with friends and visited some of the villages nearby to see how tea is grown sustainably.

Slowly lift your cup...try again...there you go...

Learning the right way! Fun and interesting!

On next morning Alan attended a master class in a tea house in Damushan about tea appreciation for begineers.

The architect is doing a great job here! Cool!

Bamboo helps to smooth out the textures!

The pack strolls around in the internal courtyard of China Pavilion and admires the bamboo.

Very tempting form and circulation inside!

He also visited some artist residence scattered in various villages and returned to home in Hangzhou at night.

Gao Guxuan Year3 School of Agriculture and Food Science Zhejiang Argricultural and Forestry University Final Year Research Project

Please Say no to Plantantion A new approach of tea growng

When plantantion become a prevailing agricultural gricultural g practice around thegloble, from brasil to the Philippines, it lippines, pp it signals a crisis on the ecosystem of the place as the versitty y.. monoculture had drastically reduceD the bio-diversity. e While in Songyang county, in the tea farm there

The trip to Soongyang was a relaxing yet fruitful to him.

Alan was later invited as a tea growing expert in the 8th Songyang Tea Biennale which theme is “EPIC of T”. 25 20 15 10 50°N

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131 persons /km² 500 km

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Wang Jie, Tea Cooperative Manager from Songyang

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

Wang read an advertisement from the phone to join the biennale.

We cannot make as

It is so dificult to reach

much profits!

non-native buyers!

In 2019 Wang talked with partner Chan about the difficulty for sales outside Songyang.

The chain companies are driving us off!

They should make a clearer platform for us!

Wang and Chan agreed it is necessary to have an efficient and reliable platform and persuaded the authority in making policies.

Smells very refreshing to me!

Try our Jade Mountain! Superb organic quality!

In the Wholesale Market the government has established a contact centre for non-native buyers in 2017.

Hi Mr Zou, your order of 1 ton of Silver Mountain...

Calling Mr Yamamoto, this is Wang...

The collaberatives can meet new buyers who want to have direct sourcing in the Contact Center.

I say, all the tea are good! The terrior! All 120 samples to taste in the meanitime...

In the Tournament they also tasted 120 organic teas and voted for their best tea for the Prize Award.

By closing, the Biennale awarded the Best Organic Tea to Wang’s partner, Chan.

Lets hope Chan can win...Yay! Hurray!

Not only Songyang, the whole China is making use of tea as a level of rural places.

John Smith, Biochemical company delegate from USA

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

Smith was selected by the NYC-based company to attend the biennale from the Daily News International Section.

You can see the whole site from the Flyover!

Smith approached the site on the highway and glanced out from Bridge Carpark.

Latest UTL biomass fuel tablets for processing!

Smith walked through the exhibtion on latest technologies in USA Pavilion.

Tea primary production

tea seed extraction

tea leaves recycling

tea

ingredients/ food additizer

bottled tea

food oil

industrial oil

soap

nartural fertilizer

tea wine

teaware

animal feed

paper

building boards

cosmetic

medicine

natural dye

tertiary production

chemical extraction e.g.theasaponin

detergent

10%

40%

Hangzhou Tea Harvest

90% Hangzhou Tea Income

Value-adding tea as a rural lever!

tea tourism 60%

R&D + value adding

tea leaves plucking

secondary production

spring tea summer-autumn tea

Smith lectured for the Research Institute and emphasized the tertiary value-adding of tea extraction as a rural lever.

Investment can help the local sourcing and control!

For lunch Smith approached potential collaborators in the Conference Hall Cafe.

Extraction machine uses 40% less energy!

Smith joined a professional class for sustainable extraction policies in China Pavilion.

Article shall be published on the World Tea Journal!

Smith published an article on biomass technology based on UTL in Media Center. Smith exhibited his firm’s investment in 8 regional tea extraction and 20 tea products during the 2022 Tea Biennale.

We cover 8 regions and make 20 products!

Amateur, Li’s Family from Shanghai

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

Li family realized the Tea Biennale from TV advertising at home in Shanghai.

2020 INVITATION

They deceided to visit the biennale during the 3-day holiday for labour day 1-3 May.

5 mins to Riverside Park

Zhejiang

Fujian

Sichuan

Yunnan

Spotlight Pavilion

Songyang Pavilion

China Pavilion

TEA AVENUE Hunan

Taiwan

India

Anhui

Kenya

Sri Lanka

6 mins to Dushan

Japan

UK

France

Iran

Korea

Turkey

Russia

US Public Forum Media Centre

Jiangxi

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7mins to Zhuxi village

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They went to the main venue by the river side and explored the site.

After having lunch40in one of the tea houses, they took a shuttle bus to Damushan. mins to Zhuxi village

Good times! Hey wait for me!

They visited the massive tea farm there and had a unique experience in tea picking and tea processing. The Li’s Family also enjoyed cycling at Damushan.

Nice environment! Astounding interiors!

At night, they stayed in a Boutique Suite of Tea B&B hostel converted from a tea picker dormmitory.

Tannin

reduce the risk of cardiovascular disease

reduce the cariogenic potential

Dietary Floride

Prevention of carious teeth

Catechin

Tea Polyphenols

oral health care fat suppression for different organs

prevention of gastric ulcers

remediate high blood pressure

Tea caffeine

Carotene

diuretic

improve eye sight

aid digestion antiradioactivity

reduce the risk of cardiovascular disease

Theanine

remove free radical, antioxidant

relaxation & refresh; enhance learning and memory,

Vitamin B,C,E

refresh Dietaty Fibre cancer suppression aid digestion

increase the quantity of Lactobacillus

increase the acid resistance of tooth enamel

On the second day, they attended a tea talk in the forum and learnt 20 benefits of drinking tea.

Delicious noodles! And dumplings!

Later they went to the Hill for a natural stroll and visited the noodle shop in Old Town.

2022

They recommended to their friends and decided to visit the biennale again.

Yu Feng, Tea official from Songyang

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

People shall realize the countryside is great! This can let others explore Songyang!

In 2015, the Biennale Board devised ways to promote the Biennale, e.g. brochures, applications, etc.

10 year from scratch! Learn from Songyang! A Board made of citizens and experts!

In May 2016, the Songyang Tea Association proposed the 10-year timeline.

The Flyover makes a grand entrance!

On Day 1, Yu co-held the Opening Ceremony at the Tea Avenue entrance.

Efficient water use

Nutritional Management

Biodiversity

Weed Management

Soil Protection

The 5 aspects of organic tea farming!

In the morning, Yu joined the Opening Conference about organic farming and national policies.

Tea cuisine using the best local ingredients!

For lunch, Yu had tea cuisine with the guests in Songyang Pavilion banquet hall.

Try the fabulous tea wine made by locals!

In the evening, Yu joined a welcoming dinner in the Spotlight Pavilion hosted by Japan.

Learn from the past! Demolished villages are relocated here!

The next day, Yu visited the Open Air Museum and lamented on the demolition of 20 villages for urban development before Biennale.

Fusion

Culture

Landscape

River

Cuisine

Yu later joined the talk on regional branding and announced biennale themes in future.

Shimizu Yamamoto, Japanese tea merchant

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

Mr. Shimizu noticed the tea biennale from newspaper during the business trip in Hanghzhou.

HSR Songyang Station

Just booked a 3-day ticket, off to the hotel!

松 阳 高 铁 站

On arrival by Express Rail Link, he installed the tea biennale app and booked a 3-day (US$75) ticket online and checked in a business hotel in town.

In a factory visit he knew that tea stalks were cut and burnt to charcoal as fuels (mostly used in smallholders and cooperatives).

㥬ਬࣖᐛস

Silver Monkey tea is nationally acclaimed!

The tea smoked ham smells perfect!

In a restaurant the staff recommended the Silver Monkey tea and tea smoked ham, which were delicious.

He then attend a business forum themed “R&D- the essence of value adding in tea industry”. China’s Tea Industry growers

41.4%

9.1% 42.9%

+

tea companies

+ fresh tea production

20%

+ tea processing

cooperatives

tourist service

5%

15%

5%

customers

20%

40%

Where does all the money for tea go to?

tea wholesale market

fresh tea

primary processed tea

refined tea

whoolesale

retail

All the tea leaves look very healthy and fine!

He visited the tea farmed owned by a local comprehensive tea company. The tea grown in organic way tasted fabulously.

The Old Stree is very lively and active!

On the last day he visited different places like the historical village clusters to the old street and bought a lot a souvenirs.

He visit the tea factory again and satisfied with the conditions, he decide to invest in it and discuss it with the factory manager.

Lets sign a contract!

Jacques Durand, hotel operator from France

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

In 2016 Jacques found from Internet Songyang was inviting 8 hotel operators for collaberation to build 20 boutique hostels.

Local B&B offer authentic rural living experience!

In 2017 Jacques decided to visit the local B&B villages for inspiration.

Courtyards of villages make a nice gathering area!

Our whole family of 10 can reside in the Suite!

Club TEA offers great quality with good price!

In 2019 Jacques established Club TEA, a series of 8 village boutique hostels under strict government policies on sustainability.

Rooms and balconies can be expanded to become a mega-suite for up to 16 people! Have a great stay!

Jacques’ architect strategy is to make flexible units up to 8 people per unit converted from pickers’ dormitory during non-harvest seasons.

Each village has its own

Great oportunities to

potential characteristics!

grasp and research!

The next day Jacques lectured about 8 different possible villages with potential features in the Forum Classroom.

Amazing catalogue of hotels & B&B hostels!

Jacques exhibited Club Tea’s catalogue of workss in the Zhejiang Provincial Pavilion.

Lets celebrate for our collaboration!

Jacques socialized with local investors in the China Restaurant for 10 future franchises.

JIESHOU

HUANG’S ESTATE

TEA VILLAGES

River/Passage culture

Woodcarving/ clan culture

Eco-Boutique B&B/ Experience culture

SHANXIAYANG

SHEQIANG

TEA FARMS

Fengshui culture

Hakka/ Clan culture

Organic/ Sustainable Culture; Renewed Pickers’ Hostels

Jacques announced hotels in construction based on different village potentials.

Yvonne Ma, Senior graphic designer from Hong Kong

Entertainment/ new experience

Nature expoloration

Cultural exposure

Knowledge/ education

Business opportunity/ network

Yvonne read the news about the biennale from the Internet shared by her client.

UTL packaging has a variety of products here! Sharp and sustainable design all in one!

Yvonne visited the Songyang Pavilion and saw many innovative tea products and packaging using UTL (used tea leaves) in the exhbition hall.

People consume tons of tea leaves here...

So this is where the used tea leaves come from...

She had lunch in a tea house in the main venue, where she discovered UTL were collected for making recycled fiber.

Promising and innovative ideas from the forum! Can by-products be

Yes, these products will

made from the UTL?

be out soon!

She attended a symposium “ Standard of 2020s : The design strategy on tea and by-products� and discussed with fellow product designers afterwards.

Yvonne went to some historical villages and factories for research.

Production in villages originates from the land.

At night Yvonne attended the “Designer Table� event engaged colleagues in the design and packaging industry.

Hi, this is my card...What

Would you like to try our

do you feel about here?

specialty tea cocktail?

On closing she attended the prize presentation for ‘Best Design for Tea Products, “Green” Packaging’ specific to tea products.

And the award goes to...my former company!

So you can see, there are huge potentials...

In Hong Kong she shared the innovative ideas in packaging and branding. Later she proposed the UTL paper to a tea compnay client.

BIBLIOGRAPHY

1. Songyang Xian zhi / Songyang Xian zhi bian zuan wei yuan hui bian.

2. Songyang Xian ren min dai biao da hui zhi / “Songyang Xian ren min dai biao da hui zhi” bian zuan wei yuan hui bian.

9. Zhongguo cha chan ye fa zhan bao gao.2014

7. Cha chan ye pin pai zheng he yu pin pai wen hua : shou jie Dong Ya cha jing ji, cha wen hua lun tan “Mingzhou cha lun” wen ji / Ningbo cha wen hua cu jin hui, Ningbo Dong Ya cha wen hua yan jiu zhong xin zu bian ; Zhu Jifa bian.

13. Songyang Xuan Wen Lian, Songyang Wen Yi

3. Zhejiang Sheng cha ye zhi / “Zhejiang Sheng cha ye zhi” bian zuan wei yuan hui bian.

14. Songyang Wen Lian, Songyang Wen Yi Te Han Nguyen Province, Vietnam : economic and environmental impacts / Nghia Dai Tran.

1st CHINA SONG’YANG TEA BIENNALE

BIBLIOGRAPHY

4. Shi jie cha ye 100 nian / Cheng Qikun, Zhuang Xuelan zhu bian.

5. Zhongguo cha chan ye jing zheng li yan jiu / Xu Yongmei, Su Zhucheng zhu.

6. Zhongguo cha chan ye ke chi xu fa zhan zhan sustainable development of Chinese tea industry / Chen Zongmao bian zhu.

10. Zhongguo cha chan ye yan jiu bao gao.2010

11. Songyang Xuan Renmin Zhengfu, Songyang Chuan Tong Cun Luo

12. Pin Wei Songyang, Min Xu Feng Qing Te Han

16. Sang Ye He Min, Lu Cha Rang Ni Jian Kang Yi Bei Zi

17. Chi Zong Xian, Zou Jin Zhongguo Cha de Si Jie

18. Chen Shaokuan, Ren Shi Cha: Pao Cha Pin Cha

1st CHINA SONG’YANG TEA BIENNALE

BIBLIOGRAPHY

19. Yao Guokun, Wang Cunli, Tu shuo Zhongguo cha

20. Zheng Pei Hai, Cha Dao de Kai Shi

21. Jack Carlsen and Stephen Charters, Global Wine Tourissm – Research, Management &

22. Sean Stanwick and Loraine Fowlow, Wine by Design, Wiley-Academy, 2006

23. Percy Dougherty, The Geography of Wine, Springer, 2012

24. Michael Webb, Adventurous wine adventure, Mulgrave, 2005

25. Clive Coates, The Wine of Burgundy, University of California Press, Los Angeles, USA, 2008

Tourism

1st CHINA SONG’YANG TEA BIENNALE

27. Arthue Asa Berger, Theorizing Tourism:

EPILOGUE By 2030 when the 6th Songyang Tea Biennale ‘Tea-rama’ is

held, not only is Songyang Tea internationally acclaimed, the rural region has been seriously considered as the generator of sustainable cultural and economic development.

The Tea Biennale, once an urban event implanted on a rural

context, or a contemporary envelope of traditional production, has been successfully transformed into a specific occasion for active feedback, an incubator nurturing rural growth, and an augmented landscape embracing production from land.

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ON THE ROAD OF RURAL DEVELOPMENT, YOU ARE NOT ALONE.

PROUD PARTNER OF

1st CHINA SONG’YANG TEA BIENNALE

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