Korean tea has lost its shares in the market because of the rise of other mixed tea. Korean tea has been turned away by 20s~30s generations who are the main customers for beverage and pushed out by other franchise shops showing new beverage. This study is set to figure out tea farms or traditional tea houses, tackle a variety of customer preferences and investigate how the Korean tea industry goes in order to seek activations of Korean traditional tea.
The market for beverage in Korea is now seeing soda drinks rapidly disappear even though people were strongly addicted to them at one time, whereas alternative drinks are dramatically growing in sales. One of the changes in the beverage market is popularity of well-being in developed countries across the world. A desire for longer and healthier life makes people choose drinks which are helpful to health and is changing customer preferences.
Various customer demands or desires to prefer franchise shops appearing because of the changes promote diverse health beverages including ice cream, chocolate, tea or fruit drinks. Coffee shops like a multi cafe have a variety of convenient facilities such as book or computer zones in order to attract customers. Besides a trend for take-out is rapidly spreading thanks to preferences of busy moderns.
This study explained that matching the current situation, customer services, marketing strategies and enterprise spirit of Starbucks, a global powerhouse in the coffee market and marketing actions and slogans of Gongcha from Taiwan, which is famous for take-out tea and releasing remakes of old tea and attracting customers around the world with such keywords as global, fashion, honourable, elegance and luxurious and becoming a global leader for milk tea. This study also compared marketing actions and slogans of Gongcha with those of Osulloc from Korea. 'Osulloc' is one of the leading companies in Korean tea market. This study found out how 'Osulloc' was born and why it built a museum. This study also investigated the entrepreneurship and marketing campaign of 'Osulloc', which leads popularization of Korean traditional tea or beverage on the basis of reasonable harmony between the past and the present and its directions to influence Korean traditional tea or beverage market. This study gave many efficient marketing strategies needed to develop Korean traditional tea culture.
This study finally discovered how festivals for tea culture has an impact on local communities on the basis of Boseong and Hadong festivals for tea culture, which are leading Korean tea festivals and underlined its excellence through temple stay programs about benefits of decorum culture and tea ceremony for physical health. This study also gave solutions for tea farmers in Korea and observed problems of traditional tea houses in order to make various generations enjoy new tea culture.
Tradition should not keep old things without changes but keep old things with changes in tune with the times. Tradition is not fixed but needs changes. Contemporaries who are very busy need tea culture that is easily approached. In order to popularize Korean tea people can approach a tea house like a cafe or meet new tea culture which is hailed by them through new products.