Cha Thé Tea

創作者   喜堂茶業

作品種類   茶藝術

創作理念與特色

喜堂真心對待每一片茶葉，用心追求醇美的精神意境，品啜之間，清楚的感受每道烘焙製程，不急火，不慢工，善用簡單的茶，洗滌複雜緊張的生活。
從古老傳統，到現代創新。  在C與T之間，喜堂由此而起──

廠商    喜堂茶葉股份有限公司 TEL 02-8661-8551  http://ww.chatei.com.tw

設計    麥傑特設計有限公司 TEL 02-2719-2996  http://ww.magic868.com.tw

品牌名稱     喜堂 Cha Tei

輔導內容     品牌識別系統設計、商標設計、包裝設計

【聯合報╱記者莊芳銘／鹿谷報導】2008.01.06 03:59 pm

鹿谷鄉農會前年冬茶特等獎得主林志純，用心管理茶園。
記者莊芳銘／攝影

鹿谷鄉農會前年冬茶賽特等獎得主林志純，製作好茶名揚海外，1名日本人最近專程搭飛機來買茶，還一度被他質疑是詐騙集團，趣聞在鹿谷茶農間傳開。

「林桑嗎，我專程從日本來買你的特等茶」。住鹿谷鄉小半天的茶農林志純，最近突然接到1通滿口日語的電話，他從未結交日本朋友，又聽不懂日文，直覺認為「這是詐騙集團」，立即將電話掛掉。

沒想到當天晚上又來1通電話，來電者自稱是竹山鎮1家旅社老闆，有1名住宿的日本人拿著林志純的字名字與住址，詢問他如何找到林志純，這名老闆略通日文，代為連絡。林志純此時心想「可能真的有日本人要買茶」，才請旅社老闆轉知這名日本人搭車到小半天找他。

隔天上午他在小半天牌樓下等候，看到1名陌生男子滿臉驚喜，彼此比手畫腳，確認這名日本人要買茶；請來對面懂日文的鄰居翻譯，才知道這名日本人看到日本電視台介紹他是台灣特等獎茶農，就直接搭飛機到台灣，要買他的特等茶。

林志純表示，特等茶早就出售，家裡只剩下1.5台斤三等茶，感念日本人專程搭飛機來台，原想免費贈送，這名日本人卻堅持出錢買茶，就依行情價出售。這名日本人臨行前表示：「隔年要帶妻兒再來買茶」。

林志純賣茶故事在茶鄉廣為流傳，不少茶農都說，賣了一輩子茶，還未碰到這樣的外國顧客；林志純對自己的茶葉獲得國外人士肯定，更充滿成就感。 【2008/01/06 聯合報】

  Sunday, December 16, 2007 - Page updated at 12:00 AM

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Thursday, December 20, 2007 Reuters

TOKYO -- Drinking green tea may reduce the risk of advanced prostate cancer, according to a study by researchers at Japan's National Cancer Center.

It said men who drank five or more cups a day might halve the risk of developing advanced prostate cancer compared with those who drank less than one cup a day.

"This does not mean that people who drink green tea are guaranteed to have reduced risk of advanced prostate cancer," said Norie Kurahashi, a scientist who took part in the study.

"We are just presenting our results. But the study does point to the hope that green tea reduces the risk of advanced prostate cancer."

Prostate cancer is much less common among Asian men than Western men, and that may be partly due to the effects of the high consumption of green tea in Asia, the study said.

But it said further studies are needed to confirm the preventive effects of green tea on prostate cancer, including well designed clinical trials.

The study, published in the American Journal of Epidemiology, compiled data from 50,000 men aged 40-69 over a period of up to 14 years from 1990.

British charity Cancer Research UK says on its Web site that a study of almost 20,000 Japanese men published in the British Journal of Cancer in 2006 found no relationship between green tea and prostate cancer.

第92回  静岡茶を世界ブランドにする方法

経営コンサルタント　大前 研一氏  2007年8月29日

　最初に質問してみよう。「日本茶といえば、どこを連想しますか？」。おそらく大部分の人が「静岡」と答えるだろう。宇治に狭山と日本にブランド茶は数あれど、「お茶といえば静岡」という刷り込みは圧倒的だ。なにしろ日本茶の半数近くは静岡産である。毎年、茶摘みの時期になるとテレビニュースなどでもその様子が放送されたりして、イメージもいい。

　しかしわたしは、それが本当にブランド力として確立されているかと疑問を呈してみたい。静岡のお茶は世界に通用するようなブランドになっているのか。お茶のような嗜好品の世界ではグローバルブランドが結局価格を決めることになる。高齢化などでコストが上がる一方の日本茶の世界も今のままでは生き残りは厳しい。では、どうすれば世界的なブランドに成長させることができるのか。今回はそれをテーマに考えてみよう。

　紅茶の世界ではセイロン、アッサム、ダージリンなど産地名がまず有名になる。一方、巨大な企業がリプトン、ブルックボンド、トワイニングなどの冠ブランドのもとにアールグレイ、イングリッシュ・ブレックファーストなどを出し、世界中で愛飲されている。

　中国茶もプーアル茶など、カテゴリー毎のブランド化が進んでいる。台湾・阿里山の高山茶などに見られるようにかなり狭い範囲の産地名で親しまれている。日本で言えば静岡というよりは宇治、狭山、八女、という感覚である。

　静岡茶の問題はまさにこの点で、日本の半分を占めるくらいの圧倒的に大きな勢力なのだが、その中味が細分化されていない。静岡茶というのはそもそもブランドなのか、それとも、インドマグロのような産地の名称なのか、そもそも基本的なコンセプトが欠けているようにわたしには思えるのである。

　いま、鹿児島でも“静岡茶”を作っているし、福建省でも静岡茶と同じモノができるようになっている。だからこそ、手遅れにならない今のうちに、「静岡茶とは何なのか？」に関して、産地はマーケティングの“基礎講座”をもう一度復習してもらいたいと思っている。

静岡茶に迫る鹿児島茶の秘密

　まず下の図でお茶のシェアから見ていこう。静岡のお茶は、かつては日本の半分を占めていた。しかし、近年は少し下がって43％に落ち込んでいる。とはいえ、依然として日本一のシェアを保っていることは事実である。

　この図で注目してほしいのは、２位がどこかである。なんと鹿児島だ。３位以下はグンと引き離されている。なぜ鹿児島がこれほどの生産量を誇っているのか。「鹿児島のお茶ってそんなに有名だっけ」と疑問に思う読者も少なくないだろう。

　実はこの鹿児島のお茶が曲者なのだ。なにしろ静岡が育てたお茶が鹿児島のお茶なのだから。

　「？」という人のために、以下、どういうことか詳しく説明しよう。

　「静岡茶」の定義をご存知だろうか。実はパッケージ内包量の半分以上が静岡産であれば「静岡茶ブレンド」という表記^※が許され、残りの半分は違う産地の茶葉を使っても静岡産を名乗っていい。そしてブレンドされる産地として、もっぱら“下請け”として育てられてきたのが鹿児島というわけである。

※編集部注：
このほか「静岡茶（ブレンド）」など、ブレンドであることが分かる表記であれば「静岡」を冠することができる。

Tea and its legends

It all began in 2737 BC in China. According to legend, whilst the emperor Shen Nung was boiling water to slake his thirst in the shade of a tree, a light breeze rustled the branches and caused a few leaves to fall. They mixed with the water and gave it a delicate colour and perfume. The emperor tasted it and found it to be delicious. The tree was a wild tea plant: tea was born.

In India, another legend tells of how Prince Dharma was touched by Divine grace and went out to preach the teachings of Buddha in China. To make himself worthy of such a mission, he vowed never to sleep during the nine years of his journey. Towards the end of the third year, however, he was overcome by drowsiness and was about to fall asleep when by chance he plucked a few leaves from a wild tea plant and began to chew them. The stimulating qualities of tea immediately had their effect; Dharma felt much more alert and thereafter attributed the strength he found to stay awake during the six remaining years of his apostolic mission to these leaves.

In Japan the story goes a little differently: after three years Bodhi Dharma, exhausted, ended up falling asleep while he prayed. On awaking, infuriated by his weakness and devastated by his sin, he cut off his eyelids and threw them to the ground. Some years later, on passing the same spot, he saw that they had given birth to a bush that he had never seen before. He tried the leaves and discovered that they had the property of keeping a person awake. He told the people around him about his discovery and tea began to be cultivated in all those places through which he travelled.

Legends aside, it seems that the bush was originally from China, probably from the region around the border between north Vietnam and Yunnan province, and that the drinking of this beverage was first developed by the Chinese.

Tradition and symbolism

During the Chinese Tang Dynasty (618-907 AD) the drinking of tea evolved into a more popular pastime, moving away from the realm of pharmacology and becoming a refined part of everyday life.

Teahouses came onto the scene and for the first time tea was a source of artistic inspiration: painters, potters and poets created a sophisticated universe around tea, laden with symbolism. One of them, Lu Yu (723-804 AD), drafted the first treatise on tea, Cha Jing or Traditions of Tea, a poetic work in which he describes the nature of the plant and standardises the methods of preparing and drinking the beverage. "One finds, he writes, in the serving of tea the same harmony and order that govern all things."

Tea then was made of compressed briquettes, which were first roasted before being ground to a powder and mixed with boiling water. Some ingredients were then added: salt, spices, rancid butter…. Tea is still taken this way in Tibet today.

During the Song Dynasty (960-1279 AD) a second school was born that, insofar as the lyricism of its ceremonies and the importance attached to the rules of preparation were concerned, was a precursor to the Japanese Cha No Yu School. The teas used were increasingly refined and fine china began to play a decisive role in the world of tea. The leaves were ground, with a mortar and pestle, to a very fine powder on to which the simmering water was poured. The mixture was then whipped until frothy with a bamboo whisk. Alongside this ritual, reserved for the court, a more widespread consumption of tea was developed, including other social classes. The first unpackaged, loose teas made their appearance and it was therefore possible to meet the growing popular demand.

During the Ming Dynasty (1368-1644 AD) an imperial decree prohibited the manufacture of compressed tea and tea began to be taken in its present form: a brew in a pot. This new way of enjoying tea influenced the artefacts and accessories that were used in its preparation: it marked the beginning of earthenware and china tea sets. The kettle replaced the tea bottles of the Tang era and the teapot became the ideal receptacle to infuse the tea. Tea was being democratized and it gradually gained a following in every social class, enjoying even greater economic success with the start of the export trade.

In Japan tea appeared in the 7th century AD. On repeated occasions Buddhist monks brought tea plant seeds from China and tried to establish a tea growing culture in their country. However, it wasn't until the 15th century that tea was grown all over the archipelago. Sen No Rikyu (1522-1591 AD) was the first grand teas master: with him tea became a religion, an art and a philosophy. These disciplines were expressed through a complex and highly codified ceremony in which the ideal was to demonstrate the grandeur contained in the smallest everyday acts. "Tea is no more than this, he writes, boil the water, prepare the tea and drink it properly."

Tradition and symbolism of tea