YOSHANTEA TEA HOUSE

For over 100 years, the Chen family preserved a simple and industrious way of life, where every action – from leaf picking to final roasting – was filled with respect for tradition. In the beginning, the tea gardens were cultivated by hand, and small batches of oolong were destined for the local market. However, over time, the Lugu region became the heart of Dong Ding production, and its fame spread beyond Taiwan.

By the end of the 20th century, the tea industry was undergoing transformation:

• Expansion of plantations and growth in production volumes.
• Emergence of tea-growing competitions, where the Chen family's oolongs received recognition on multiple occasions.
• Development of wholesale business and exports.

These changes did not break the bond between generations; on the contrary, they strengthened it. The experience accumulated over a century, combined with a devotion to quality, became the foundation for creating YOSHANTEA – a brand that today embodies the authentic taste of Dong Ding Oolong.

In 1990, the Chen family opened a new page in their history – Mr. Chen moved the family business to Zhushan, founding the Jia Lijian tea enterprise, which became the predecessor of the modern YOSHANTEAThis period became a time of bold transformations and strategic development.

Expanding horizons

With growing demand for high-mountain tea, YOSHANTEA began actively collaborating with farms in Taiwan's high-altitude regions, signing long-term contracts for the supply of premium raw materials. This made it possible not only to increase production volumes but also to guarantee the exceptional quality of tea leaves grown in ideal conditions – amidst mountain mists and clean air.

Quality standards and tea culture

Mr. Chen introduced a strict tea quality assessment system, which included:

• Tasting criteria (aroma, flavor, aftertaste).
• Control of fermentation and roasting conditions.
• Optimization of storage to preserve freshness.

At the same time, the flagship store was reorganized: from a simple retail outlet, it was transformed into a cozy space for tea ceremonies, where guests could not only buy tea but also immerse themselves in its philosophy.

Legacy of the era

These years laid the foundation for YOSHANTEA:

• Strengthening ties with high-mountain farmers.
• Creating a recognizable style (a balance of tradition and innovation).
• Establishing a culture of "slow tea drinking" as part of the brand.

The early 2000s became an era of rapid growth and international expansion for YOSHANTEA Thanks to the expansion of retail sales, the brand gained widespread popularity not only in Taiwan but also beyond its borders.

The birth of the YOSHANTEA philosophy

During this period, Mr. Chen gave the brand a new name, imbued with deep meaning:

«Yoshan» (遊山) means "a journey through the great mountains in search of great tea."
This name reflects the pursuit of excellence, a connection with nature, and the centuries-old traditions of Taiwanese tea cultivation.

Science and quality: the biochemical laboratory

To guarantee impeccable purity and safety, YOSHANTEA established its own quality control laboratory. There, every harvest undergoes rigorous inspection:

• Testing for pesticides and harmful substances.
• Verification of fermentation levels and preservation of beneficial properties.

This made YOSHANTEA one of the first brands to introduce a scientific approach to traditional tea production.

Ambassadors of Taiwanese tea

Aiming to share the rich culture of oolongs with the world, YOSHANTEA launched a large-scale educational programme: YOSHANTEA начал масштабную образовательную программу:

• Training and sending tea masters to schools and cultural centers around the world.
• Conducting workshops on brewing and the intricacies of Dong Ding production.
• Participating in international exhibitions to promote Taiwanese tea.

Results of the period

• YOSHANTEA became a symbol of premium Taiwanese tea.
• The scientific approach strengthened consumer trust.
• Taiwanese tea culture became closer to connoisseurs in different corners of the planet.

This period became YOSHANTEA временем масштабных преобразований, укрепления репутации и глубокой работы по сохранению чайного наследия Тайваня.

Modern production with quality assurance

In 2008 , the company took an important step – it opened a new factory compliant with the international standard ISO 22000 22000 (food safety management system). This made YOSHANTEA одной из немногих чайных компаний Тайваня с сертифицированным производством, что подтвердило:

• Full control at all stages – from raw material collection to packaging.
• Compliance with strict international safety and hygiene requirements.
• The ability to enter new premium markets.

State-level recognition

In the same year, the General Director, Ms. Ye Shu-peng, was awarded the prestigious Shennong Award by Taiwan's Council of Agriculture. This award became official recognition of: Shennong Award от Совета по сельскому хозяйству Тайваня. Эта награда стала официальным признанием:

• Many years of contribution to the development of the tea industry via YOSHANTEA в развитие чайной отрасли.
• An innovative approach to preserving traditions.
• Leadership in promoting Taiwanese tea on the world stage.

House of Tea Culture: where a love for tea is born

Next to the factory, YOSHANTEA открыл «Дом чайной культуры» — уникальное пространство, где гости могут:

• See the entire production process: from fermentation to packaging.
• Explore the diversity of Taiwanese teas (from oolongs to black teas).
• Participate in brewing workshops and tastings.

This project transformed the factory from a mere production centre into a living museum of tea tradition.

Key achievements of the era

• Technology + tradition: ISO 22000 certification proved that quality and safety can go hand in hand with authenticity.
• Women's leadership: the award to Ms. Ye Shu-peng highlighted the rising role of women in Taiwan's tea industry.
• Education as a mission: the "House of Culture" became a bridge between producers and tea connoisseurs.

In the mid- 2010s,   YOSHANTEA вступил в эпоху динамичного развития, сочетая верность традициям с современными трендами. Чайная культура Тайваня стала привлекать не только ценителей, но и молодёжь, ищущую глубину в повседневных ритуалах.

«Дом чайной культуры»: новый формат

In 2014 , the company carried out a major reconstruction of its museum, transforming it into an interactive space:

• Immersive tours – guests could now not only observe but also participate in the tea-making process.
• Digital technologies – installations and multimedia zones brought the history of Dong Ding oolong to life.
• Workshops for young people – modern formats (such as collaborations with local artists) helped attract a new audience.

International expansion

YOSHANTEA вышел за пределы Тайваня, открыв филиалы в ключевых точках мира:

Азия: China, Hong Kong, Singapore.

Европа: the United Kingdom (London became the gateway to the European market).

Америка: the United States (New York and Los Angeles).

Россия: first shipments to Moscow.

Each branch is not just a store but a cultural hub where the following take place:

• Tea ceremonies with masters from Taiwan.
• Lectures on the philosophy of "slow tea drinking".
• Tastings of rare varieties.

Tea as a lifestyle

The brand successfully positions itself in the premium segment, focusing on:

• Exclusivity: limited collections from high-altitude gardens.
• Ethics: verified eco-certification and support for small farmers.
• Hospitality: signature gift sets featuring elements of Taiwanese design.

2016 became a turning point in YOSHANTEA — бренд официально вышел на американский рынок, открыв свой первый магазин в Лос-Анджелесе. Это событие положило начало новой главе в популяризации тайваньского улуна за пределами Азии.

A story of inspiration: how oolong conquered California

After a personal meeting with Ms. Ye Shu-peng in Taiwan, entrepreneur Ms. Li decided to bring the YOSHANTEA philosophy to the United States. YOSHANTEA в США. В 2016 году в престижном районе Аркадия (Лос-Анджелес) открылся первый американский филиал, став:

• A cultural bridge between Taiwan and the West.
• An educational center where workshops on tea traditions are held.

Today, Ms. Li manages the store, combining Taiwanese traditions with the Californian lifestyle.

YOSHANTEA today: a global mission

Expansion without compromise

• Stores and partner locations in 15+ countries.
• Online sales with worldwide delivery.

Oolong as a global trend

• Tea ceremonies in New York, London, and Tokyo.
• Collaborations with local brands (for example, limited-edition sets with Californian participants).

Oolong as a global trend

• Direct contracts with farmers in Lugu and Dong Ding.
• The "Tea Fellows" programme – training new masters.

The future that has already arrived

"Our goal is for Taiwanese oolong to become as familiar as Italian espresso or Japanese matcha," says Ms. Ye. And this is already happening:

• Young audiences choose YOSHANTEA за баланс традиций и Instagram-эстетики.
• Michelin-starred restaurants include Dong Ding on their tea menus.