TEAF | Tea of Flourishing 創業企劃書

Abstract

茶葉在台灣已有400年的歷史，內需茶葉量更是每年高達約40,000噸，而這龐大的內需市場需求，也足以表示「茶葉」早已入侵了我們的生活，只要是身長在台灣的居民，對於茶都具備深厚之情感（陳德愉，2015）。\n\n但隨著1970年代台灣薪資水準逐漸上漲，國內茶葉的外銷市場開始逐年萎縮，直至1980年代，隨著罐裝茶飲、泡沫飲料店的崛起，逐漸帶動台灣人民飲茶風氣，讓茶葉的進口量快速增長；直到近年，台灣每年仍有進口約3萬噸茶葉，相當於國產量的兩倍之多（台灣茶路，2016）。\n\n本計畫所創品牌「茶TEAF」的目的是找出台灣茶的新藍海，透過茶為媒介與心理學的創新結合，讓21世紀的國內外消費者重新認識台灣茶與茶的可能性，進而得到身心靈的滿足並達到永續經營。TEAF是一個品牌，通過與客戶合作，建立其價值和實現其願景，邀請來自世界各地的人加入探索，重新發現和體驗茶的本質的旅程。

Taiwanese tea has a rich history of 400 years. The domestic demand for tea is about 40,000 tons per year. This strong demand is the evidence to prove that tea has been a big part of the lives of Taiwanese people (Chen Deyu, 2015).\n\nHowever, with the rise of wages in Taiwan in the 1970s, Taiwan`s tea export began to decline ever since. In the 1980s, the consumption of bottled tea and boba tea shops spread within the island drove a higher demand for tea. The need for imported tea proliferated. Today, Taiwan imports about 30,000 tons of tea per year, twice as much as what the island can produce every year (Taiwan Tea Road, 2016).\n\nThe purpose of the brand “TEAF” is to find the blue ocean of Taiwanese tea by introducing the idea of tea and psychology, enabling the people of the 21st century to have a balanced body and mind that are both satisfied and sustainable. TEAF is a brand that works with clients to build their value and realize their vision, inviting people from all over the world to join the journey of discovering, rediscovering and experiencing the essence of tea.\n\nProviding the most exquisite handcrafted Taiwanese tea, soothed by the aroma and taste of craftsmanship to create a community for sharing how has tea allowing us to live a fulfilling life, and spend time with people around us to build positive relationships. We hope TEAF can promote these moments by offering the most amazing Taiwanese tea. Starting from Taiwan, introducing the true meaning of tea to the world.