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HONG KONG, Aug 15, 2010 - (ACN Newswire) - Longrun Tea Group Company Limited ("Longrun Tea Group" or the "Group"; stock code: 2898) participated in the 2nd Hong Kong International Tea Fair organized by Hong Kong Trade Development Council ("HKTDC") from 12 to 24 August at Hong Kong Convention and Exhibition Centre with the objectives of introducing the unique traditional and modern Chinese tea culture to Hong Kong while building the top Chinese tea brand. The Group arranged a demonstration of tea ceremony "Longrun Tea Art" and has introduced its new product "Vision Black Tea", Longrun pu'erh tea, Longrun black tea and Longrun green tea in the Tea Fair. Riding on its unique production philosophy, extensive product range and renowned quality of the Longrun brand, their products were well-received by consumers, as well as foreign and domestic buyers. "Longrun" tea product also won "The Most Popular Tea Award - Aged Tea Category" in "Vote for the Most Popular Tea 2010" in the Hong Kong International Tea Fair.
 | | The Most Popular Tea Award - Aged Tea Category |
The "Vote for the Most Popular Tea 2010" of Hong Kong International Tea Fair was divided into three categories: "Green Tea", "Black Tea" and "Aged Tea". Five professional judges picked five top products in these three categories respectively for the trade and public visitors to vote for the winner in each category. "Longrun" pu'erh tea won "The Most Popular Tea Award - Aged Tea Category" in "Vote for the Most Popular Tea 2010".
Among the premium teas selected for the Tea Fair, "Vision Black Tea", originating from a mountainous area at an altitude of 1,800-feet high in Yunnan attracted particular products. The tea leaves of "Vision Black Tea" was collected from the C. sinensisvar assamica, a Yunnan large leaf tea plant from Fengqing and processed with the time-honoured Yunnan Kungfu black tea production technique. This distinctive hand-processed product undergoes 86 quality control processes. C. sinensisvar assamica is characterised by its large leaf and big sprout with a high concentration of phenol, theaflavin and thearubigins, as well as a strong caffeine and water extract. Being an exceptionally high graded hand-crafted product, "Vision Black Tea" brews into a beautiful red hue broth with caramel-like sweet fruit aroma and is characterized by having a smooth, mellow and depth of taste.
Debut of new premium black tea in Hong Kong - "Vision Black Tea"
The picking of fresh leaves for "Vision Black Tea" has followed the tradition-tested method of "Three Do's and Three Don'ts". During the Lunar Calendar period from just before the Ching Ming to Grain Rain, skillful female tea-pickers delicately pick tea leaves on the specified days, weeks, months and years according to the rule. Then veteran tea masters meticulously select "golden green shoots" from the leaf collection for production. "Vision Black Tea" symbolises unlimited vitality, resembling the green shoots freshly picked from the tea tree. Its caramel-like sweet fruit aroma also adds a tangy flavour to this tea. "Vision Black Tea" is rolled into long leaves, radiating a golden shiny colour. Each kilogram of tea leaves contains more than 90,000 tea buds. "Vision Black Tea" has a unique shiny appearance under the leaf, and offering a beautiful red hue broth with caramel-like sweet fruit aroma. Its smoothness and mellowness flavor with an exceptional depth of taste making it one of the highest grade of black tea.
To tie-in the theme of Tea Fair 2010 - "Hong Kong - Global tea products trading centre", and to further cultivate the delights of tea drinking, the Group has arranged a demonstration of tea ceremony "Longrun Tea Art" at the Tea Fair. Combining the features of Yunnan traditional tea art, imperial palace tea art and modern tea art, "Longrun Tea Art" was a fascinating presentation of the art of black tea brewing, serving and tasting. The tea art performance integrated the traditional Chinese black tea, Indian Teh Tarik and modern bubble tea cultures combined with traditional and modern dance to highlight the essence of Longrun's "Vision Black Tea" from different perspective. The "Longrun Tea Art" received overwhelming responses from the consumers and the buyers worldwide.
Launches "Tea Station" to attract young consumers through a healthy lifestyle concept
The Group has been actively promoting the traditional tea drinking culture among the younger generation in recent years aiming to change their traditional perception of Chinese tea tasting. To address the mass consumers market, the Group has also been promoting the healthy living concept through the "Tea Station". The "Tea Station" creates a new channel to introduce the enjoyable experience, and a modern style of tea drinking. Leveraging the quality and variety of flavours that is the "Longrun" brand as well as its trendy, popular perception, the "Tea Station" presents a new dimension of convenience in brewing with innovative technologies through its instant teas. The new teas also add healthy elements such as vitamin and calcium as well as fruit, flower, milk and honey. The new tea lines consist of the Original Teas, Fruit Teas, Herbal Tea and Medicinal Herb Tea Series. There is also a series of complementary tea snacks and foods. This extensive range of tea beverages boasts a unique range of flavours with a trendy aura to appeal to youngsters who are seeking an enjoyable and healthy lifestyle. The Group through its tea beverages aims to create a healthy way of enjoyment whether alone or with friends by promoting the "tasty and delightful tea" concept.
Dr. Chiu Ka Leung, Chairman of Longrun Tea Group Company Limited, said "As Hong Kong has a long history of tea culture and it is a gateway to and from China, a major tea cultivation and tea drinking region in the world, it has become the most important trading hubs of global tea leaves and tea products. We are very pleased to participate in the Hong Kong International Tea Fair, which provides a solid platform for Longrun brand tea products to enter the international marketplace. At the same time, we had demonstrated our tea culture through tea ceremony to people coming from all over the world. By creating modern and trendy "Longrun Tea" products, we intend to pass the Chinese traditional culture to the younger generation. With our extensive product ranges, creative marketing strategy and our commitment, we will continue to make every effort to accomplish our mission of becoming the No. 1 popular brand in the Chinese tea market in China."
Contact:
Strategic Financial Relations Limited
Heidi So, +852 2864 4826, heidi.so@sprg.com.hk
Maggie Au, +852 2864 4815, maggie.au@sprg.com.hk
Coco Wong, +852 2114 4951, coco.wong@sprg.com.hk
Fax: +852 2804 2789 / 2527 1196
http://www.sprg.com.hk
Topic: Awards
Source: Longrun Tea Group
Sectors: Daily Finance, Food & Beverage
https://www.acnnewswire.com
From the Asia Corporate News Network
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