Lee Shen-chih has established a chain of Taiwanese teahouses, in a counter-offensive to the spread of US coffeehouse giant Starbucks through the country.
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The Cha for Tea chain hopes to attract trendy young consumers, as well as young professionals, as it renovates the traditional notion of a teahouse as a dark place for the elderly. The stores also serve traditional Taiwanese food.
Lee is chairman of the country’s leading tea retailer, Ten Ren Tea Company, which has established two Cha stores targeting the Chinese neighbourhoods in Los Angeles, and one in Sydney. New outlets are due to open soon in Japan.
Furthermore, Lee told the Associated Press that “China will be a huge market to explore, but it is a bit premature yet”. Ten Ren plans to expand “Cha for Tea” into China in a few years.
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