A new experience of healthy living for the hectic urban community. A new sensation that is built upon the art of tea and adorned with freedom of space.
At “CHASTORY”, you can completely open up yourself and stay away from the hectic schedules, you can truly taste the tea at the place that is deeply enjoyed by professionals.
服務理念
“和”— 中國茶道哲學思想的核心，茶道的靈魂。
店長：和諧、和美、和睦
“靜”— 中國茶道修習的方法。
茶藝師：寧靜、專注、投入
“怡”— 中國茶道修習的心靈感受。
服務員：快樂、滿足
“真”— 中國茶道終極追求。
廚師：真實、真誠
SERVICE PHILOSOPHY
"Harmony" – The core of the philosophy of Chinese tea, the soul of the art of Chinese tea.
Manager: Kind and friendly.
"Tranquility" – The way of practicing the art of Chinese tea. .
Master of Tea Culture: Tranquil, committed and focused.
"Pleasant" – The sensation of practicing the art of Chinese tea..
Service Crew: Happy and contented.
"Truehearted" – The ultimate pursuit of the art of Chinese tea.
Chef: Truehearted and real.
目標消費群
主要以25-40歲之間的白領階層，
尤其是白領麗人為目標客戶群體。
Target Market
Mainly aged 25-40, white-collar, skewed towards female.
商業布局
Shops Sizes
A類 標準店 150-200㎡左右 A Type (Standard) – about 150-200 m2
B類 Mini店 50-80㎡ 左右 B Type (Mini) – about 50 m2 - 80 m2
“CHASTORY” is different to the stereotyped style of drink at traditional tea house; it is also different to the standardized operation mode of Western-style coffee shop. It has the unique core values of its own – Create an atmosphere with the taste of tea and books, presenting the spirit of the art of Chinese tea and a new style of living, reshaping the values of the modern community.
Aimed at the hectic lifestyle of the modern community, built upon professional and healthy art of tea, supported with freedom of space, all together providing a satisfying sense of taste, communication between minds and a new experience of healthy lifestyle.
Based on the traditional elements of Chinese tea, providing a range of unique and contemporary products to satisfy the high-end fast consuming needs of the target consumer groups. A cup of tea with snacks to revitalize from the busy living and enjoy a moment of peace.
We create a good working environment and mutual respect, providing customers with quality products and sincere service. The initiative into the business community, life community, but also the pursuit of efficiency, and strive to achieve the corporate culture and economic benefits synchronism of the diversified development mode.
China's first home for tea market behavior and consumer psychology research laboratory, with emphasis in the research for the characteristics of tea.
Via integration of choice of materials, classification, processing, storage and a series of production process, the Cha Lab thereby improves the quality of tea. The Cha Lab’s set up include the tea sample library, the sensory lab, tea research room and other professional and technical department. From the tea products supplier selection, evaluation to the consumer behavior research evaluation, Cha Lab is determined to focus on professional attitude to create the most authoritative modern tea research and development institutions, and become the strong support of “CHASTORY”.
The varieties of Chinese tea are as rich as the long history of China. The Cha Sample Library is just like the dictionary of Chinese tea covering the 4 core production area of Chinese tea and more than 200 kinds of most representative tea – Longjing, Spring Snail as the representative of the Jiangnan area; Laoshan Maojian tea representing the Jiangbei region; Oolong tea to the famous Southern China region; and the rich Puer and Bamboo Green area in the Southwest. The Sample Library clearly categorizes tea according to seasonality and taste, so that consumers can closely make their choice of tea combination.
Everyone makes and tastes the tea of their own and share with each other, freely exchange minds over the taste of tea and all become one.
At Tea Gathering, participants do not talk, all just focus in making, serving and tasting tea, adjusting oneself and cope with others so as to form a unified rhythm in which all are sharing and at the same time concentrate in the music and lecture in tranquility and peace.
“CHASTORY” preserves the legacy of Chinese culture, continues the essence of the thousand year old art of tea. By mixing the three big tea consumption style (fried tea in Tang Dynasty, “Dian” tea in Song Dynasty and bubble tea in Ming Dynasty) with modern elements, “CHASTORY” creates for the modern urban population the “harmony” interpretation of tea, tranquility of tea, pleasant of tea and truehearted of tea that all come together to become the cozy place for stylish white-collars to interact with each other and enjoy the unique beauty of modern tea, fully experience the healthy tea lifestyle.
In depth and width, “CHASTORY” has done various forms of promotion, such as: TV, celebrities webcast, blog & community, F&B websites, media interviews, joint promotion with media, opening ceremony, news coverage, press release … etc. Via celebrity’s webcast, the brand has became the focal spot, and thereby strengthened the authority of the brand. Via media interviews that cover details convincingly, the brand image is established. Via press release that covers the CRD, publicity is broadened.
“茶香書香”創始人老羅
