Translate Cultural Value
Identify themes from heritage and tea culture that belong in contemporary life.
Case · Zhang Yiyuan
Zhang Yiyuan: Bringing a Heritage Tea Brand into Everyday Life
This page summarizes only the direction already published on the Kongque Shanxing website, without adding undisclosed scope, results or business data.
The Cultural Question
A heritage brand carries deep cultural value. In a new consumer context, that value needs to become relevant to the routines and language of younger tea drinkers.
Public Practice Themes
Connect Consumer Occasions
Link cultural expression with product experience and everyday tea drinking.
Align Content and Products
Use one narrative structure across communication and cultural consumer products.