CHAGEE partners with ELLE to pay tribute to Chinese intangible cultural heritage
Recently, the renowned tea beverage brand CHAGEE launched a joint venture with ELLE and actor Gong Jun, initiated by "Worshiping Chinese Intangible Cultural Heritage" in Jieyang, Guangdong. The activity showcased the fusion of 1,000-year-old tea aroma and Jieyang intangible cultural heritage through a cup of oriental tea to inject more auspiciousness and well wishes in the New Year.
As descendants of the Dragon, the Chinese nation has always had a tradition of praying for rain and good fortune throughout the four seasons, and there have been diverse dragon dances in different regions and seasons. However, the dragon dance in Guangdong Chaoshan is unique; namely, "Fireworks and Dragon". This form of fire dragon dance, also known as "burning dragon", originated in the Ming dynasty and has endured over 600 years. It requires meticulous procedures like building a dragon skeleton, pasting kapok paper, and painting totems. Only after forming the dragon body can thirty young performers work together.
Throughout the centuries, the "Fireworks and Dragon" have been maintained thanks to the tireless efforts of generations of intangible cultural heritage inheritors. "Persevere in doing the same things, focus on doing repetitive things", under such a new year, Chaoshanese have demonstrated the essence of precipitation and inheritance through the effort of generations. This resonates beautifully with CHAGEE's brand culture of firmly stewarding and innovating China's thousand-year tea culture. Therefore, aside from the promotional video, CHAGEE collaborated with Renee, the principal of the Chinese porcelain brand "Xi Xing Le", to create the "Inheritance Nowadays" limited edition series of peripherals including dragon plates, coasters, Spring Festival couplets, cell phone holders, etc. From January 19th, consumers in Hainan and Guangdong can purchase corresponding orders at CHAGEE and explore the potential of traditional intangible culture in modern life together.
Following its sponsorship of the "Imperial Palace · Tea World" tea cultural exhibition, the CHAGEE has consistently advanced in the fields of inheritance of non-heritage and traditional culture. This time, the collaboration involved star talents for magazine shoots, enhancing brand exposure and maintaining brand spirit and fashion ambiance, enabling consumers in Guangdong to understand the intangible heritage and perceive CHAGEE's commitment to traditional culture. CHAGEE is set to inaugurate a distinctive new look for the Guangdong 2024 New Year.
