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[China] "Wei-lo", a new style of enjoying tea around a charcoal stove, has become very popular! A New Style of Tea Enjoyment with a Sense of Leisure

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Popular among young people as a weekend leisure activity
Related products are appearing one after another on e-commerce sites, etc.

The trend of enjoying tea in the beautiful outdoors or in a new style of Chinese teahouse has been gaining momentum since early fall of 2022. Wei-lo" refers to the practice of making tea over a fire in a charcoal brazier while roasting mandarin oranges or eating sunflower seeds. According to mid-December 2022 data from RED, a social networking site also known as China's version of Instagram, more than 80,000 posts related to 圍炉 have been made, and related pages have been viewed more than 12 million times in total, with over 1 million interactions in 90 days. The site has been viewed more than 80,000 times.
WaiRo, which is a place where one can experience the good old days of Chinese culture, may seem old-fashioned and disliked by young people, but young people find it fresh and fashionable, and it has become one of their favorite weekend leisure activities. In response to this trend, an increasing number of teahouses and cafes are offering wai hearths as their products. The "Jianguo Tea House" in Beijing, a tea house that mainly serves rock tea, has become popular for its weiroh (fireplace), which uses a small room with sunlight gently shining through. Chengdu's hotpot restaurant "吼堂老火锅" offers free weiroh during waiting time.
Some e-commerce stores are also selling tea sets and furnaces as a set. As an evolution of the waihero, Shanxi Province's "Meridian Zhangjhou Daju Archives" offers tea that can be converted into wine (hot wine) for 58 yuan (about 1,110 yen). A similar trend can be seen in coffee, where "Chinese culture" and "other cultures" are increasingly being fused together.

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In addition to the "national tide" boom of reevaluating one's own culture, its use in hit TV dramas has also contributed to its popularity.

In China, there has been a "national tide" trend over the past few years of reevaluating one's own culture, with a particular focus on young people and a tendency toward revivalism. the hit drama "Meng Hua Lu" in the summer of 2022, in which the heroine is seen making tea, drew attention for its elegance and the tea culture of the Song Dynasty in which it is set. This drama is said to be one of the reasons for the popularity of wei furnaces.
Due to the restrictions on human interaction caused by the Corona disaster and the stress during the Zero Corona policy, young people tend to demand interactive communication and healthy and fit things to do. What matched the insight of these young people was the 圍炉, which allows them to enjoy tea as a leisure activity.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

    Editor profile
    Intage Inc.

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  • Apr 07, 2023
  • 335 Views

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