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      花語茶言吳裕泰

      Wuyutai Speaks the “Language of Scented Tea”

      2022-04-08 14:31:56   來源:中國商務新聞網   作者:

      茶是中華民族的舉國之飲,發于神農、興于唐朝、盛于宋代,幾千年來滋潤著中華文明,為它帶來一縷特別的清香?;ú?,又名“熏花茶”、“香片”,屬于再加工茶類。其中,被稱為珍?品的茉莉花茶,茶坯為綠茶,經多次用茉莉鮮花窨制加工而成,茶引花香,花增茶味,茶味與花香巧妙地交互融合,構成了茉莉花茶特有的品質,有“窨得茉莉無上味,列作人間第一香”的美譽,在清朝時即被列為貢品。

      Tea, a national drink of the Chinese, originated in the era of Shennong, or Divine Farmer, and flourished in the Tang and Song Dynasties, nourishing the Chinese civilization for thousands of years with a special aroma. Scented tea is made from finished tea leaves. Jasmine tea, in particular, is made from green tea leaves that are scented with fresh jasmine flowers several times to ensure that the smell of tea and scent of flowers mingle perfectly. It was the special quality and exquisite fragrance of jasmine tea that made it a tribute to the emperor in the Qing Dynasty.

      “京城花茶香,源自吳裕泰”,始創于清光緒十三年(公元1887)的茶葉老字號吳裕泰,至今已有130余年的歷史,一直深得京城百姓的喜愛,尤其是自拼花茶被廣大消費者親切地稱之為“裕泰香”。它具有“香氣鮮靈持久,滋味醇厚回甘,湯色清澈明亮”的品質風格,屢獲國內外獎項,其中多為國際金獎和一等獎,將中國茶和茶文化不斷傳承并發揚光大。

      Wuyutai, a Chinese time-honored tea brand, has a history of more than 130 years dating back to 1887, the 13th year of Emperor Guangxu’s reign in the Qing Dynasty. The tea made by Wuyutai has been very popular with the people of Beijing, the capital city of China, and its scented tea blend is even referred to as “Yutai Aroma” by the consumers. Wuyutai tea is well known for its “fresh and lasting aroma, mellow and sweet taste, and clear and bright color”. Wuyutai has won many awards at home and abroad, most of which are international gold awards and first prizes. This has contributed to the continuation and promotion of Chinese tea and tea culture.

      茶好,源自于已被文化部列入國家級非物質文化遺產名錄的茉莉花茶窨制技藝。吳裕泰秉承“自采、自窨、自拼”的操作原則,歷經百年傳承打磨,形成了其九道獨特工序——茶坯制作、花源選擇、鮮花養護、窨制拼和、通花散熱、起花、烘焙、勻堆裝箱、裕泰秘配。遵循“制之惟恐不精,采之惟恐不盡,送之惟恐不準”的信條,吳裕泰在各道工序中精益求精,打造了嚴格的質量監督制度,不僅選用優質茶坯為原料,為了保證鮮花的品質,在采摘時間上還定有“上午不采、陰天不采、雨后三天不采”的嚴格要求。

      Wuyutai’s scenting technique for jasmine tea has been put on the national list of intangible cultural heritage by the Chinese Ministry of Culture and Tourism. The superior quality of the tea builds on the traditional approach to the picking, scenting and blending of tea leaves as well as nine unique processes developed for over a century, namely preparing base tea, selecting flower sources, caring for fresh flowers, mixing flowers and base tea for scenting, spreading out flowers for heat dissipation, separating flowers from base tea, heating tea leaves, heaping and packing tea leaves, and blending tea using Wuyutai’s special recipe. The focus on quality has been in the DNA of Wuyutai since the beginning. The pursuit of perfection can be seen in every process of making tea, for which a strict quality control system is followed. Only tea leaves of high quality are used for making scented tea. Moreover, to ensure the best quality of flowers, Wuyutai even requires that flowers picked in the morning, on cloudy days or within three days after a rain should not be used.

      為使老祖宗留下來的技藝“不失傳、不失真、不變味”,在深耕茶葉品質的同時,吳裕泰還根據市場的變化和消費者的心理習慣,提出并實施“聚焦花茶 做優做精”產品戰略。既傳承老祖宗留下來的寶貴制作技藝,又將時尚理念融入傳統文化,深入挖掘產品內涵,把茶文化與產品、營銷緊密結合,以守正創新擁抱新消費。

      While continuing its focus on quality, Wuyutai has adopted a product strategy of making better scented tea according to market changes and consumer preferences, on the basis of drawing upon its fine tradition. It has skillfully combined time-honored techniques with trendy elements, seeking to add profound implications to its products. It has embraced new consumerism by innovatively applying tea culture to product marketing.

      吳裕泰研發的“新”花茶,突破花茶使用茉莉花和綠茶制作的傳統認知,在繼承傳統的同時豐富了花茶的品類,在鮮花及茶坯的品種選擇上玩出了“新花樣”。今年9月,吳裕泰重磅推出了“花語茶言”系列產品,標志設計選用拙樸印章造型,將“鮮花語言”融入內盒設計之中,搭建情感交流的橋梁,讓產品擁有“擬人化的個性”,既是“花語茶言”,也稱“花茶語言”。茉莉、蘭花、玫瑰和桂花,分別寓意“淡泊、高尚、感恩與奮斗”四種人生境界,與茶結合,為廣大茶友送去一份美好的祝福。同時,吳裕泰攜手中國國家博物館旗下國博美饌通力打造了首個聯名款禮盒——花語茶言國博聯名禮盒。該產品充分挖掘兩大品牌的文化內涵,以國家博物館館藏《百花圖》為設計靈感合作推出:產品內罐以古代畫卷的卷軸為創作靈感,精致且典雅。罐身的主畫面元素分別提取《百花圖》中蘭花、茉莉花、玫瑰花以及桂花四種鮮花造型,并引用清代乾隆皇帝為《百花圖》所題的詩句,賦予傳統文化內涵,內附縮小版《百花圖》畫卷全景卡片,增加了收藏價值。在各大社交平臺上,吳裕泰這一創新產品已經成為不少年輕人的“打卡”利器,讓年輕人能夠通過“種草”、“拔草”領略非遺文化底蘊,體味非遺匠心技藝,享受非遺保護成果。

      The new varieties of scented tea developed by Wuyutai upend the traditional understanding of making scented tea with jasmine flowers and green tea, providing new choices of flowers and base tea. In September 2021, Wuyutai launched a “Language of Scented Tea” series whose logo is designed in a style of Chinese seal. In addition, the language of flowers is incorporated into the packaging design, giving the products a charming personality. Jasmine, orchid, rose and sweet osmanthus represent four different states of life – seeking no fame or wealth, being righteous, being grateful, and being industrious. As an integral part of the products, such a language sends good wishes to the tea drinkers. Moreover, in collaboration with Guobo Meizhuan, a food culture brand under the National Museum of China (NMC), Wuyutai has launched the first ever co-branded gift box for the “Language of Scented Tea” series. This product fully leverages the cultural implications of the two brands and its design draws inspiration from the painting Baihua Tu (One Hundred Flowers) collected by the NMC. The jars inside the box are exquisitely designed like ancient Chinese painting scrolls. On the body of the jars are the images of orchid, jasmine, rose and sweet osmanthus from Baihua Tu as well as the poem inscribed by Emperor Qianlong of the Qing Dynasty for the painting, which add elements of traditional Chinese culture to the product. The mini-version Baihua Tu placed in the box makes the product a collectable. This new product of Wuyutai has won the favor of many young people on social media platforms. It exposes them to the charm of intangible cultural heritage (ICH) and offers them a chance to share the fruit of ICH protection.

      深耕產新品,同時不忘老技藝,深入挖掘百年品牌企業獨有的文化內涵與核心競爭力,才能永葆生機與活力,吳裕泰正推動著優秀傳統文化不斷實現創造性轉化與創新性發展,讓古老的工藝煥發新風采。

      Only by relying on both innovation and tradition, can a century-old brand build its core competitiveness and maintain its vigor and vitality. Wuyutai is now striving to promote the creative transformation and innovative development of fine traditional culture, giving a new look to the ancient craft.


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