UChung Tea / A Youth-Driven Place-Based Tea Brand

“UChung” is a collective tea brand founded by young tea farmers in Pinglin, New Taipei City, Taiwan. The brand was created in response to the challenges facing Taiwan’s tea industry, including youth outmigration, an aging workforce, and shifting consumer markets. Rooted in the concept of “coexistence,” UChung integrates tea production, local culture, and sustainable practices through youth-led initiatives.
What distinguishes UChung is its action-oriented approach. Beyond building a brand identity, the team actively promotes the transformation of the local tea industry through cultural events and collaborative projects. Through diverse activities and cross-disciplinary engagement, UChung brings tea culture into contemporary public life while fostering dialogue between tea farmers and younger generations.
The brand has developed a comprehensive operational model that integrates tea production, product development, experiential activities, and retail. UChung has also expanded the possibilities of tea culture through innovative products, such as tea-infused spirits and “tea cocktails,” creating new connections between traditional tea craftsmanship and modern lifestyles.
While embracing innovation, UChung continues to preserve Pinglin’s traditional tea-making techniques and advocates environmentally friendly farming practices. Through a brand strategy centered on culture and participation, UChung reconnects local tea industries with contemporary society, becoming a representative example of rural revitalization, youth return migration, tea culture innovation, and sustainable local development in Taiwan.