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A cup of jasmine bubble tea is held in the hand, and the tea soup slowly changes color, with fine bubbles constantly rising, blending the fragrance of jasmine and tea. This bubble tea is innovatively developed based on jasmine tea, and its sales revenue has approached 40 million yuan in just three months since its launch, "said Fu Tianlong, Chairman of Fujian Chunlun Group Co., Ltd.

 

From traditional jasmine tea to modern tea drinks, from jasmine essential oil to daily chemical products, Chunlun Group continues to broaden the value boundaries of jasmine flowers. Classic flower teas such as Jasmine Red Gold and Jasmine Jade Butterfly adhere to traditional brewing techniques, with rich and mellow floral fragrance and pure tea soup taste, deeply loved by experienced tea lovers; New tea drinks such as Jasmine Bubble Tea and "Little Blue Cup" Jasmine Tea Milk have become popular among young consumers due to their refreshing and fresh taste and high aesthetic appearance.

 

Old tea drinkers pursue a rich and authentic taste, while young people prefer a fresh and fresh taste, "said Fu Tianlong. This is precisely the result of Chunlun Group's insistence on" walking on two legs ": maintaining the foundation of traditional craftsmanship while doing a good job in expressing youthfulness. On the one hand, we deeply cultivate the traditional brewing techniques of jasmine tea and preserve its rich and mellow natural color; On the other hand, continuous innovation around product form, consumption scenarios, and cultural experiences has enabled jasmine tea to enter the younger generation with a lighter posture.

 

ITEAMO, located in Gulou District, Fuzhou, is the experimental site for Chunlun to explore youthful expression. Fu Xiaoping, Executive President of Chunlun Group, said: "In the six years since its establishment, the brand has faced many industry doubts. During the same period, a large number of similar new-style tea spaces emerged in Fuzhou, most of which have already been shut down. The core of ITEAMO's ability to stand firm lies in having a complete self owned tea supply chain. Many peers lack support from the upstream tea industry, resulting in high operating costs and limited profit margins. ”

 

The older generation upholds integrity, while the younger generation innovates. This intergenerational division of labor enables Chunlun Group to maintain the roots of jasmine tea making techniques and deeply explore the diverse value of jasmine flowers. In the traditional jasmine tea fermentation process, 40% to 50% of the floral fragrance is difficult to fully utilize, and the flower material after fermentation is mostly treated as waste in the past. Chunlun Group conducts secondary fragrance extraction on discarded flower materials and develops derivative products for daily chemical products. Relying on its own daily chemical factory, multiple affordable cultural and tourism products have entered scenic area stores: Jasmine shaped essential oil soap priced at over 30 yuan is selling well; Seed paper fragrance tablets can be worn around and buried in soil to cultivate jasmine flowers; The jasmine thread fragrance created by Quanzhou intangible cultural heritage artisans is in line with the current trend of fragrance consumption. At the same time, tea residue is processed into biodegradable packaging, building decoration materials, and zero carbon store decoration materials, achieving the resource recycling and reuse of tea residue.

 

If enriching the product matrix is to horizontally expand the value of jasmine flowers, then zero carbon exploration is the future of vertically deepening the sustainable development of the tea industry. Chunlun Group integrates the concept of green development throughout the entire industry chain: from ecological planting in tea gardens and low-carbon transformation in production processes, to the implementation of environmental protection packaging and the construction of a circular industry system, it comprehensively promotes the green transformation of the tea industry.

 

In Chunlun Jasmine Base in wutong Town, Yongtai County, Fuzhou, flower farmers are wearing sun hats to pick jasmine. The base adopts physical pest control measures, and university experts are regularly stationed to solve planting problems. The first floor of the base is used for flower harvesting and processing, while the second floor is used to create a display space for jasmine culture. The Jasmine Blossom Season Salon is held annually and has been held for 13 consecutive sessions so far. The group also collaborates with universities and research institutes to establish a jasmine germplasm resource garden and conduct research on the cultivation of multiple varieties of jasmine.

 

The practice of green development has also opened up overseas markets for Chunlun Group. At present, the group has established a branch in France, a display center in Seattle, USA, a Fucha Station in Japan, and a live streaming base in Durban, South Africa. Fu Xiaoping said, "During my study abroad, the admiration of overseas friends who tasted traditional Chinese jasmine tea made me firm in my idea of 'going abroad' to spread Chinese tea culture." Hiring local employees for the brand's overseas site makes it easier to promote the true breakthrough of Chinese jasmine culture overseas.

 

From a cup of dynamic and color changing jasmine bubble tea to an environmentally friendly and biodegradable tea residue packaging; From Fuzhou jasmine tea that can be continuously brewed 12 times with a lingering fragrance, to zero carbon series products exported to Europe. Chunlun Group uses youthful innovative expression and full chain green practice to give jasmine tea, which has been passed down for thousands of years, a new positioning in contemporary life. (Economic Daily reporter Xue Zhiwei)