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Cultural Alchemy: Fengcha Tradition in Tea Retailing in Contemporary China
Abstract
This research focuses on the commercialized practice of Fengcha in the contemporary tea retailing business. Adopted as an industry standard, this practice includes the systematic training of workers and showcases the historical process of cultural transmission. In recent years in urban China, traditional literati aesthetics in tea art education have resonated with the burgeoning middle class, reinforcing image building on the production side, and culminating in a tea culture rich with ritualistic and performative elements. This refined interpretation not only gives insight into the historical and cultural significance of tea in China but also highlights the complex intersection of tradition, commerce, and gender. The transformation of a simple act of hospitality into a profound symbol of culture and identity showcases the adaptability of cultural heritage in the modern era.
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