ITea World Dan Cong and Tie Guan Yin oolongs

 

Greetings!  It's been awhile.  My kids spent winter school break here in Bangkok, visiting back from Honolulu, so I took a couple of weeks off this blog, and most of the internet in general.  I should probably never return to the same level of use, but this isn't about the digital detox theme.

I had tried tea versions from ITea World before, samples sent from a new mainstream Chinese vendor for review, in 2023.  They were pretty good; kind of medium quality level, but for being moderate cost versions the value and experience in relation to expectations was fine.  They asked if I wanted to try more, better versions of oolongs this time, and it's always interesting revisiting such themes.  I drink a lot more sheng pu'er than anything else now, but it's interesting checking in with types I've focused more on in the past.

In this review I tried to sort out just how good the versions are.  Better than the last ones, unless I've got that all wrong, this time more upper medium quality, or at the lower end of the highest quality range.  It probably gets tiresome hearing that spelled out in detail, but it does also pass on my take on what differentiates really good tea versions from medium or slightly above average versions, so covering finer points at length serves two different purposes.  

I don't lean into the theme of "quality markers" too much here, something I've not ran across used in exactly the same way I've developed it, but surely a theme that's not unheard of.  Some specific aspects identify what is most desirable in some tea versions; that's it.  For this it's enough to specify what stands out as most positive and what represents limitations in these versions.

They're not listed on the website, except in the sampler version they sent me.  The versions are from different harvests than the earlier oolongs offerings, or else they seem the same, of the same types.  I've not discussed how these are better with the vendor, in any detail.

The set sells for $40 for a 100 gram set of samples, all 5 grams each (so there must be 20--yep, I just counted them), so only that price point will serve as a cost baseline.  40 cents a gram for pretty good oolong is not so bad, as a starting point.  For baseline reference I can buy really good versions of it in the Bangkok Chinatown for $30 for 100 grams, but you would almost have to live in China to have access to the same or better degree of options as there, to be able to buy good versions at low cost.  Cost of teas tend to vary some by type, with some higher in demand, and the Dan Cong in this set may be the kind of version that sells for a good bit more than Tie Guan Yin or Shui Xian (for example).  

What about comparison with online sales options though?  That gets complicated, because online vendors set price points in a broad range of ways, which vary by the value they buy tea at, and their markup, all adjusted quite a bit for their costs, the volume they sell, and what works out well for profit for them.  There is no standard range of norms, really; it varies.  In this I talk as if there is, estimating what comparable quality versions to these would tend to sell for online.  That can be hard to estimate based on product descriptions, because essentially every vendor exaggerates quality levels, describing their own teas in glowing, positive terms, as they kind of should, since a sales function just doesn't couple well with excessive humility about experienced aspects and quality level.

Let's push that consideration a little further, then cite their description, then get on with review notes.  This is a medium quality (or at least medium range price) Mi Lan Xiang Dan Cong from Yunnan Sourcing, not the obvious place to buy teas from provinces outside of Yunnan, but a standard option, selling for $17.50 per 30 grams (so $58 per 100 grams), with their highest quality / cost offering selling for a lot more, more than double that:

This is a lovely middle mountain (中山) elevation Mi Lan Xiang (蜜兰香) from Da An village, grown at an altitude of roughly 900 meters from decades old tea bushes growing wild.

Strong and thick tea, golden yellow tea soup, powerful honey and orchid aroma.  Perfect balance of sweet, bitter and umami with a long lasting mouth-feeling.  Cha Qi is powerful and clean.

This is a high quality Mi Lang Xiang that will surely please even the most discerning Dan Cong connoisseurs!

It sounds good.  One point here in citing that is that tea descriptions should focus on the positive, and another is to spell out a type-typical range:  including floral range, good balance, good mouthfeel, and intensity.  Bitterness and umami not so much; I'm not sure what that's all about.  Sheng is bitter, and umami is found in Japanese green teas, or maybe Mao Feng Chinese green tea, but typically not Dan Cong.  Maybe this Yunnan Sourcing version is better than the one I've already wrote notes for, or maybe it's not as good; you can't tell from a description.

This version from Wuyi Origin, a very, very well regarded direct sales producer site, lists for $60 per 100 grams; it's almost certainly significantly better.  But it's not really fair, comparing tea from a mainstream resale outlet--what both ITea World and Yunnan Sourcing are--with the relative best quality and value source for this oolong in China that I'm aware of.  

This kind of oolong sampler is for a different kind of customer, someone wanting to explore better oolongs than you typically ever find in broad-type online outlets or any local tea shops.  From there people might eventually go on to seek out what pushes on towards being as good as any versions typically get.  The Wuyi Origin cost isn't that much higher but moving on to spend $200 on a tea order isn't for everyone; I personally try to avoid that.  300 grams of the tea I mentioned gets you pretty close, and if "free" shipping isn't built into their pricing you're there.

Let's check that ITea World listing:

Again that's listed for $40 ($39.99) for 100 grams of those samples, packaged in 5 gram samples.  That site shows free shipping kicking in at $39.98, so in theory you could just buy this set.  That would be amazing self-discipline, ordering $40 of tea from a China-based vendor, but you could.

It does say a little more about specific local harvest area, growing elevation, and oxidation level on that page, but it seems as well to get on with describing the teas.  Elevation does matter, and plant age (supposedly over 100 years old for the Dan Cong), but it's as well to go by final outcome, the experienced aspects, and you need to try the tea to determine that.  Or hear from someone you trust on that, I guess, but then even given that kind of input verbal descriptions only go so far.

Review:

Dan Cong:  it's good.  As so often tends to happen this first round is a little light, and therefore harder to really judge, but this is quite nice.  The oxidation input and roast balance is very medium, just as it should be to get to a very positive outcome for this type, complementing the floral range very well.  I'll fill in the standard list of aspects and finer quality level assessment the next time, but this is probably as far up the quality scale as it should be for what I'm expecting of it, fairly far along.  Style is zeroed in, especially roast level, I think; not pretty good but right there.  

This probably is Mi Lan Xiang again, and again it's odd that the package doesn't say that, as with the first version that I reviewed.  I'll cite a website listing after making review notes, and that may fill in this detail (it seems to not; a little odd, really even something that could be taken as a red flag, but again experienced aspects and quality are what matter most, as I see it).  I'm brewing 5 grams, the package amount, which really should be relatively ideal, but I tend to use about 8 grams normally, so I'll have to make an adjustment.

Tie Guan Yin:  the same; this will be easier to evaluate next round, once it has opened up and is more intense.  I think this is better than their last version too, in the range better versions fall into.  Not for traditional style more oxidized and roasted tea versions; this is still the bright green kind.  Markers for quality level include very sweet floral input, ranging into an odd taste sensation form, which I'll describe further next round, almost oddly strong, with a somewhat thick, full feel seeming to emerge.  

I really won't be able to make out the feel brewed lightly and not really opened up but the flavor is fine.  It might include a very light off trace, drifting every so slightly into new car smell range, but that may just be an early round anomaly that drops out right away.

Dan Cong, #2:  brewed much stronger, really a bit excessive, for trying to err on the side of definitely getting this strong enough.  

Feel structure really ramped up as a result, and heavier, earthier flavors.  That's actually better for evaluating feel, but flavor experience isn't optimum like that.  It doesn't include a common harsh astringency edge some Dan Cong does, or many do.  People can make the mistake of thinking that's actually type-typical, when it's my impression that it's really not, that it's common but not a marker of correct style and aspect range.  

People also tend to get astringency and bitterness mixed up, which I find odd.  It doesn't take that much exposure to tea aspects to see them as completely different things, which just happen to sometimes occur together, or maybe they come up together often.  Bitterness is a flavor aspect; that's what aspirin tastes like.  Astringency relates to feel; it's the roughness of texture that occurs in a range of tea types, especially in very chopped or ground up black tea.  Black teas are essentially never bitter (although there would always be exceptions), so if you think your tea-bag tea is bitter you might want to give this some thought.  Taste an aspirin, which is bitter (and also causes an astringency sensation; that's confusing), and see if the flavor part is common to what it experienced in chopped material black tea.  Here I'm claiming that the feel is comparable but not the taste.

At a guess lower elevation, younger plants grown using a lot of fertilizer tends to be very intense, including that strong feel edge (astringency), and older plant, higher grown, less chemical-stressed plants include fantastic flavor and feel character but they're not as intense, at least not in the same ways.  Floral flavor and sweetness can be very pronounced, but a harsh feel edge often isn't (the astringency).  If both flavor and feel are intense in a Dan Cong version it works better to use really short infusion times and hot water to optimize the experience, more so than cutting the brewing temperature, which works, but in a different way.  Don't take my word for that, try it and see what you think.

This would be easier to place if I'd been drinking more Dan Cong over the last few years.  I think it's pretty good, in a well above average quality range, but finer differences mark the highest levels from there.  Different vendors sell what are described as the best of the best range, hyping tea plant age claims, using elaborate descriptions of refined, diverse, and unique feel and flavor experience, but it can be hard to separate hype from likely accurate description.  Only with tasting does one arrive at any subjective impression of that, but online discussion inputs about this or that vendor selling the most optimum versions contradict each other.  As I suppose they should; different versions would vary quite a bit, maybe even as sold by the same vendor, and preferences would vary.

To distill this to a flavor list a perfume-like floral sweetness dominates the experience, along with warm tones surely drawn out through extra oxidation and roast input.  The two ranges really balance.  Warm mineral tone ramps up right at the end of the experience, leading into a sweet aftertaste experience including all of that range.

Even though it's all very positive, about as pleasant, refined, intense, complex, and balanced as it probably would be, for higher volume, diverse type outlet sales, it's my impression that dialing up all of those just a touch is still possible.  Feel thickness is more moderate; there is room for more change in that, and aftertaste intensity is also positive but not at the high end of that range of potential.  It all seems like splitting hairs, but that's how evaluating quality for above average quality versions go.  

At a rough guess this should retail for 50 to 60 cents a gram but not more (or it could sell for less; it's hard to pin down what the best value, quite good quality range versions out there are like).  The 70 or 80 cent per gram range is something else, or $1 or over.  Or maybe that's being a little harsh; this is quite good, and Dan Cong seems to reach $1 per gram quickly enough for a generally good quality range, and this is that.  It certainly doesn't taste like a medium quality tin-packaged version, although the best of those, the atypical examples, fall fairly close, or could be this good.  We'll see how their pricing places it [that never did become clear, because all together sell for 40 cents per gram].

Tie Guan Yin:  I have mixed feelings about this quality assessment too.  If I was evaluating this as either inexpensive, medium range, or higher quality Tie Guan Yin it would easily surpass that first level, and fall either in the higher end of the second or lower end of the third.  Sweetness is good, floral range is pleasant, and dominant, and it contains a catchy towards-plastic aspect that I'm interpreting as generally positive, even though per that description it wouldn't sound it, and someone might really hate that, or else could like it.  Then feel is a bit thin, aftertaste is limited, and intensity and the balance / complexity part isn't bad but not in the highest range.  

Evaluating this against all TGY it's quite good; trying to match it with the highest quality end of the range gives the opposite results, and gaps stand out.  As long as pricing is favorable per quality, the value is good, if the idea is to try above average quality TGY this easily provides that experience.  If the intention is for this to compete with the best of the best it doesn't seem to hold up.  

Then one would wonder about pricing, and I'm not really even sure where the high level range for pretty good TGY stands.  For lots of in-demand and more rare tea types, for any Dan Cong version beyond Mi Lan Xiang, the most common one, the best versions are at or above $1 per gram, fairly universally.  That may not hold as true for Tie Guan Yin, although given how demand patterns work out in China, that the best teas are sought out and competed for, maybe it still works, even though TGY is really the main universal oolong type out there, or one of them, sold as a most-common tea type.  Shui Xian fills that role in Fujian / Wuyi Yancha versions, and TGY from Anxi is even more ubiquitous.

I'll try brewing these for more like 20 seconds, to try them lighter.

Dan Cong #3:  forget about that project of placing this in relation to the highest possible quality levels; related to purely subjective experience value this is solid tea, that works well for me.  The way the warmth and deeper tones integrate and balance with the sweet floral range is great.  Sure it's possible to consider if there shouldn't be a bit more thickness of feel (or quite a bit more), or if complexity and intensity couldn't be dialed up just a little, but this still totally works.  Feel is a bit velvety, just not thick.  

Flavors are complex and balanced, just perhaps leaving limited range for improvement.  But it's quite good.  If this sells for under $1 per gram I think it's probably a good value for that, whether or not you could explore and eventually find a slightly better version at the same cost; for quite near, at, or over $1 per gram and they're probably pushing it a bit.

Tie Guan Yin:  this is nice too.  Mind you I'm working around Tie Guan Yin not really being a personal favorite range, so I'm not going to refer back to that subjective preference assessment, beyond quality.  It's good though, and pleasant.  I don't think it matches the Dan Cong version for how good, even though comparing different types brings up problems in equivalence.  For this style of oolong, lighter rolled versions, thickness of feel is all the more critical, and this seems just a trace thinner than the other, not better in relation to just that aspect.  Sweetness is good, and floral range is fine, but that one slightly off taste aspect trace, which I find to be both catchy and also slightly negative, even though that's odd, a plastic sort of taste, also throws off highest level quality assessment.  

Again if the point is for it to be quite good it's there, well above average, but within the top third of the quality range potential it's near that bottom of the top.  If this is 40 to 50 cents a gram, selling as a next level breakfast tea, that's fair, again even if somewhere else on the internet better tea sells for less.  For anywhere near $1 a gram, or even 60 to 80 cents, it's just too much for what this is.  

For me personally I'd not drink much really light style rolled oolong at all, but I should clarify that I was really on that page very early in my tea exploration, and I would have loved this back then.  Preferences naturally evolve over time, and this is better as a place to start, or explore in early rounds.  

I don't think this holds its own with the higher quality level range from Taiwan, but then a lot of oolong versions from there marketed as such would be generally equivalent, but not better; almost anything selling through high volume mainstream outlets probably would be.  Specialty vendors known for selling only the best range of Taiwanese oolongs would only sell better quality versions than this, but the cost for those would tend to be double or triple what you would buy pretty good Anxi Tie Guan Yin for.

Dan Cong #4:  floral range might develop a bit, picking up more intensity.  That's a good sign; this might continue to evolve positively.  I'm not going to write more notes though; I don't have time to spare for that.  If I remember to I'll add a comment from memory later on how that worked out.

Tie Guan Yin:  this is good, it's just not great.  It's very pleasant, and all the aspects are generally where they should be, just not at the optimum level for many.   Sweetness, freshness, floral range, mineral range adding depth, aftertaste follow-through are all positive, although aftertaste intensity is limited.  Feel gives up a good bit.  For people not experienced in evaluating higher quality versions that wouldn't stand out at all, since you tend to explore and appreciate flavor first.  This is pleasant, likeable.  It will be interesting seeing the cost and the website description, matching both versions up against those.

Later rounds:  these held up fine for a couple of more infusions but then died a bit quickly, which I guess also related to using a lower proportion than I usually do, and longer infusion times.

Conclusions:

These are better than I remember the 2023 ITea World versions being.  Again they're good value, good quality in relation to the selling price, maybe best described as the highest level of upper medium quality range versus the low end of the highest quality scope.  As I'd mentioned for people newer to tea experience what I'm experiencing as significant gaps may not be all that noticeable at all; early on people typically haven't learned to evaluate or value thickness of feel and aftertaste experience.  Related to only flavor they're much better, than when you include review of those aspect expectations.

I liked the Dan Cong a lot more.  I like Dan Cong more than Tie Guan Yin in general, but them getting the oxidation level and roast dialed in made a big difference, and I've not mentioned aspects that stand out as flaws because there weren't any, beyond what could've been more pronounced, feel, complexity, and such.  Flavor range was pretty good for that.  

I am pretty sure it's Mi Lan Xiang, the most common Dan Cong type, for what that's worth.  There is room for improvement in the flavor complexity, intensity, balance, and refinement but all that is fairly positive.  I say that, but if you try this version side by side with a much higher quality version the difference would seem striking.  If you aren't experienced at evaluating teas if you tried both 3 or 4 weeks apart it might be much harder to notice it; it's funny how that works.  It could've been a couple years since I've tried any Dan Cong; after awhile the whole range just becomes familiar, with enough exposure, drinking dozens of versions over many years.

The Tie Guan Yin is pretty decent Tie Guan Yin; I suppose that's good enough.  If you would taste it side by side along with anything from a specialty grocery store this version would seem fantastic in comparison.  Then trying it along with standard $1-$1.50 per gram Taiwanese rolled oolong it would seem to fall way short; it's funny how that works out.

I can respect what ITea World is doing with these teas, making above average versions available at fair pricing.  This is perfect for someone new to exploring oolongs.  Even if someone had been dabbling in trying them for awhile, but wasn't clear on their baseline quality expectations, these could be pleasant and helpful.  Even if the best of all the other versions someone had already tried had been slightly better it would still help place that range.  For people way past both exploration levels maybe trying these wouldn't make any sense, although I guess they could still work as a gift, for someone just getting started.

It's a little bizarre related to my own personal use but these come with a set of tea bag sleeves you can put them in; you can convert this loose tea to bag versions, just using what they've provided.  For a loose tea enthusiast you'd end up considering how else you might use those, since it wouldn't make sense to put this oolong in them to brew it (any other devices you already have around would work better).  

Some people keep sheng pu'er cake dust and small bits aside in a separate jar and brew only that from time to time; those bags might be perfect for that, to take a blend of extra scraps of cakes to the office to drink there.  Or it all works even better together as a gift, in case someone absolutely couldn't figure out how to brew loose tea.  For a non-tea drinker that's less unlikely and absurd; there is a learning curve to go through, and having some related gear definitely helps.  If you took only this sample set to a hotel you'd be set for having some decent tea every day for three weeks; not bad.  Drinking tea only from tea bags for three weeks would seem so strange to any tea enthusiast; the point is that it would work.

reunited with the cats (2 of 3 of them)

lots of errands, play outings, and pausing to enjoy the little things

they got some things for Christmas, just not much

family dinner at a hot pot and sushi buffet place

2016 Kokang Myanmar sheng and 2011 Mingdee Thai sheng

the Kokang version left, Mingdee right (in all photos)

In visiting a local tea shop a couple of weeks ago, Ju Jen in the Paradise Park mall, a tea contact I was there to meet shared a few teas with me, including these.  One is a 2016 Kokang Myanmar sheng, and the other a 2011 Mingdee Thai sheng.  I have two other versions of Kokang sheng around, part of one cake (2018, that was) and two small older cakes (I think from the same producer).  

Kokang is both an area in Myanmar and a producer name, if I've got that right.  The category name of pu'er doesn't necessarily apply to these, being from Myanmar and Thailand, but they're the same type of tea, made from the same general type of plants, related Assamica versions.  

Mingdee, the producer, rings a bell but I may have never tried any version from them.  I think them and Wawee Tea might be the two main producers, but the subject of Thai sheng keeps such a low profile it's hard to be sure.

that shop visit

Review:

2016 Kokang Myanmar sheng:  it's pleasant.  It has picked up good warmth and depth in the last 7 years, for sure.  The brighter floral notes are transitioned away but there is plenty to appreciate; complexity and balance are good.  It seems as well to turn that into more of a list on the second round.  Bitterness is non-existent but it will probably kick in more next round.

2011 Thai (Chiang Rai / Wawee) Mingdee:  generally pleasant but this may be right in the in-between age transition place where teas tend to go a bit quiet.  Pushing it later may help a little, but if it's at a point where former compound profile is half transitioned to different forms that may only go so far.  Again checking on a list of aspect will probably go better next round.

Kokang, #2:  nice!  This range is familiar.  Sweetness is good, and mineral base (in between light and warm, or maybe spanning both), with an earlier floral range (likely prominent earlier) now shifted to warmer tones, cedar wood, spice range, maybe a touch of warm dried fruit.  Whether or not this is a relatively optimum aging level for drinking this could vary by preference.  

The vendor sales page for the other Myanmar sheng I own (one of 3 versions) described it indirectly as good but not great, along the lines of typical for tea material like this.  That was from Chawang Shop.  Maybe this had slightly more complexity, intensity, and aging potential, so the other could be a little more faded at this point.  It would've made more sense to compare this tea with that but I really wanted to try both of these, and I have a few other teas around to get to.

Mingdee:  it's not bitterness that's ramping up but depth and mineral base really is.  This is clean and complex, just not overly intense.  I think it has great potential to age into a more subtle aged range, not the kind of tea that's still undrinkable after 12 years, but one that can finish transitioning in a few more, picking up more complexity in a different range.  

Mineral depth is unusual in this, for being so heavy and warm in tone, and for dominating the rest of the flavor profile.  I think that's partly an effect from the other flavors still shifting from younger to older form, so it seems quiet, because there is a broad range there, but all at a subtle level.  As younger and brighter tones finish dropping out the deeper and warmer ones will be more evident.  It might turn out like aged Yiwu sometimes does though, on the subtle side.  Those can go further into flavorless, if not well-suited for aging, but some might just be subtle, or I suppose others yet more intense as aged sheng than I've experienced.  I might have only ever tried a half dozen relatively fully aged Yiwu versions, so that sampling is too limited for broad generalizations.

Given that I'm reviewing 7 and 12 year old sheng versions the timing for this evaluation is a little off optimum; these would tell a more complete story in 5 more years.  Those small 2006 Kokang mini cakes, are surely not ready even for being 17 years old, so I've not been re-trying them yet.  That style seemed suitable for 25 years of aging, given how the hard pressed form will slow transition pace.  I'll still try one over the next few years but it won't be ready yet.

Kokang, #3:  there is definitely a very catchy flavor aspect that's common in Myanmar sheng, that I've not described here yet, and probably not done justice to pinning down elsewhere either.  In a younger version one would naturally see it as floral + light mineral, but there's a little more to it.  It might be a spice range sort of flavor, along the line of bay leaf.  I've used bay leaves in cooking but not very often, so that's partly a guess, which conveys some general range.

Mingdee:  this is still quite subtle but it's evolving in a positive way.  Heavy mineral is still present but other range is balancing with that more now.  It's more in an aged furniture range, a mix of aromatic wood tones and non-distinct aromatic oils.  A bit of cedar wood dryness and edge joins that, but it's not dry in feel, it just has a dry component.  Texture / feel will keep shifting over the next half-dozen years too.

Kokang #4:  this keeps improving; that's always nice.  Depth and the way it integrates gets better and better.  That one hint of harder to define aspect seems to have a shifted to include a touch of lemon; it balances well with the rest.  It doesn't have the richest feel, or much aftertaste at all, but the feel it does express is positive.  There are no flaws, and the balance works; it's hard to place how those enter in as positive inputs.

Mingdee:  maybe fading just a little, although that probably relates to variations in infusion time, which I don't track closely.  There is nothing new to add.  I have a couple of things to do so I'll try one more infusion and quit the notes, even though these aren't quite halfway finished yet.  I'll steep a little longer so I'm not commenting that this is hard to place, which will probably shift results a little again.

Kokang #5:  this is quite pleasant.  That touch of citrus (lemon), light spice background, nice mineral base, mix of warmer and lighter tones all integrates really well.  It could easily seem disjointed or at an awkward phase instead; maybe in another 2 or 3 years it will be like that.  I'm not sure this has great aging potential, to be honest.  Intensity is fine at this stage but as it swaps lighter for heavier range that may fade, and it's not that intense now, for a 7 year old sheng.  

I might prefer to drink this particular tea aged 3 or 4 years, back when it hit a little harder, and retained more younger notes, but had lost a lot of it's more youthful challenging rough edges.  It's good now though, I just don't know if it would be better or worse in 7 more years.  There's a good chance it will fade (just a guess, of course).

Mingdee:  more or less the same as it had been, mixing the same aspects described in earlier rounds, with proportion and overall effect not changing too much.  At least this is really clean in effect; there are no flaws from storage inputs or original negative character.  Limitations only seem to relate to what wasn't present initially, to the potential it had for aging.  

I think this would be quite good in 5 or 6 more years, but that's only if someone likes subtle aged sheng, versions where intensity is quite low, and rich feel carries the weight of a lot of what you experience.  The warm flavor tones and mineral base won't completely drop out but with this being limited in intensity as a 12 year old tea I'd expect it to be on the subtle side as an 18 year old version.  Which is ok, if someone is really on that page.  

It's more natural for me to prefer versions with lots more intensity that need a little more time to complete transition.  Those sorts of "challenging when young" versions, that aren't quite there at 18 years old, develop great depth, good balance, complexity, and really interesting flavors, but only at closer to 25 years old.

For drinking at this stage it's still pleasant.  That touch of dryness doesn't come across as overly negative, and the flavor balance isn't bad.  It not being optimum relates to an imagined potential, not a real experiential gap, beyond what isn't in the cup right now.

Myra visits while I do the tasting

Conclusions:

It was interesting trying two very different tea versions, again.  It's interesting how the much younger one worked better in the current aspects balance than the older version, per my preference.  There is a common perception related to sheng pu'er that older is better.  To me every version has an optimum transition level, but that can only be defined in relation to someone's individual preference. 

For focusing mainly on aspects and only doing tangents on aging potential and likely earlier changes it seems like I've not fully addressed how much I like these.  This style of Myanmar tea, and the distinctive aspects that seem tied to there, I really do like.  Familiarity alone might make it more pleasant, and it fits in with what I've been drinking most and liking more recently.  I drank half a small cake of that one related Myanmar tea about a year ago, a tea I took to Honolulu to drink regularly there.  It's not tied back to the same producer, but very similar in character. 

The other might seem somewhat related to all the Thai sheng I've been drinking, but the style was probably different to start, and I'm not regularly drinking any from a 12 year old age range.  To me this probably isn't a completely ideal tea for long term aging, but then it probably wasn't in a very approachable when young style either, more in the middle.  That doesn't make it bad, but it loses a little.  

It may be at its best aged in the 16 to 18 year range, or at least relatively already peaked then, perhaps better yet at 25 to 30 years old, but also not so different.  If this had spent more time in Bangkok it might be more fermented (transitioned) now, but to be clear I don't know where it stayed.  It doesn't seem like it started as a very challenging version, so maybe not completely unlike the ones I drink now, or it would still have more for rough edges, beyond a bit of extra dryness.  The North is still tropical but not as consistently hot and humid as here; not even close.

Both were pleasant and interesting to try.  Both are much appreciated; it's nice having a local friend who shares teas like these.

another small shop in Bangkok, off Soi 6 in Yaowarat (Chinatown), not related to this post

the market alley it's in

Viet Sun Lùng Vài Vietnamese white tea

 

Steve of Viet Sun sent a few extra samples with my last order; very nice, much appreciated!  White tea sounded good, so I'll try that one.

When considering what it might be like it occurred to me that I end up saying roughly the same thing about most white teas (and some other types too, really), that flavors can be novel and pleasant, and sweetness, but complexity and feel range tend to be limited.  So I can end up liking a tea but it's hard to not balance describing that with discussing limitations, about what aspects aren't as developed.

I hoped that at least this is in Moonlight White style range, my favorite white tea type, and it must be that, for looking like it [and from the description, which I didn't read until after the review].  Those tend to be extra fruity and sweet, really showing off what works well within white tea range.  Next maybe I like Bai Mu Dan best; those can be complex and intense, to an extent.  

Drifting off topic a little, I last drank an aged Gong Mei white last week, mixing it up, drinking different versions I have around.  I should probably save that for fasting; along with shu pu'er it's very mild on your stomach, ideal for when you aren't eating at all.  It's 8 years old now, reviewed 6 years ago, so already appropriately aged.

Per usual process I'll come back and add Steve's thoughts from a sales page later, and move on to review notes first (including all that sales page entry, since the content is interesting):

Lùng Vài White 2023

This tea was processed in the Moonlight White style from old and ancient trees in the Lùng Vài, Hà Giang.

Lùng Vài is northeast of Tây Côn Lĩnh mountain, the tallest mountain in Hà Giang province. Information about Lùng Vài and other wild origin tea producing areas here.

Nice 1 bud- 2-3 leaf picking. This tea has heavy sweetness with a complex floral fragrance. A light bitterness keeps the flavor profile in balance. Brews up a rich crimson gold soup that goes many rounds. Lasting huigan and strong qi.

I think this a great candidate for aging as the raw material quality is really high.

Very flexible and forgiving, I like brewing this tea with a lower leaf: water ratio at 90-100 degrees for long steeps. Grandpa and thermos brewing are also good options.

290 gram cakes ($0.15/ gram)

I'll add more thoughts on that in a Conclusion section.

Review:

first infusion:  fruity, but subtle still.  This is what you get for not using a rinse step with compressed tea; I'll start notes next round, giving this a longish infusion to get things moving (around 30 seconds).

second infusion:  this does actually have a nice creamy feel to it; that's an exception for how white teas can work out, not expressing structure or the same degree of velvety feel that even some black teas can show, as his black tea version I've been drinking does, but creaminess can be nice.

Fruit flavors are in a typical Moonlight White range.  I like those best when sweetness is really intense and they include some dried berry, and this is more towards melon, but it's still nice.  It's odd how I hate that general melon flavor range across all melons but watermelon (which doesn't have it anyway), in cantaloup, honeydew, and so on, but in tea as a trace aspect that's only similar I like it.  That's about the only fruit I don't like, beyond durian; guava is only so interesting but I would have some if it was in a breakfast buffet.

It's nice how complex this is; I guess that's another exception.  A simple and limited range of flavors can come across as somewhat complex if that includes enough supporting notes and tones, or even just forward flavors (berry with citrus and melon, for example).  Warm tones underlie this experience, and the creamy feel seems to connect to actual flavor range, so it's a little like a creamsicle (but not exactly; it doesn't match that artificial orange flavor).

third infusion:  warmth picks up; it's different.  It leans a little towards cinnamon, maybe just not exactly that.  Melon seems to be transitioning to warmer and heavier fruit range too, maybe moving a touch towards dried persimmon.  Sounds like I'm making that up, doesn't it, letting my imagination run a bit?  I think it really does though.  A light and counterbalanced version of melon, dried persimmon, and cinnamon is nice.  

Intensity is moderate in this, maybe even light, especially for me being accustomed to sheng and black tea range lately.  I'll need to keep compensating by using longer infusion times, 20-some seconds at least.  Lighter range flavors would probably show through better brewed wispy light but it's harder for me to appreciate that.  

Using full boiling point water would probably extract the most, without heavier flavors or astringency being an issue at all, so that's probably best.  I use hot water from a filtration and heating dispenser so it's not at full boiling point.  There's an electric kettle sitting on the table beside me but it's hard enough to get motivated to write these notes, and I have a list of things to do later.

fourth infusion:  warmer tones keep evolving, although brewing a tea slightly stronger will cause you to experience that range more, as I'd mentioned.  It's not so different than last round, but a richness might be picking up, an almost savory range.  Dried persimmon has a bit of savory edge to it, in addition to warm and rich fruit tones, so I'm just saying roughly the same thing in a different way.  If you visit a Chinatown you should pick up some of those; they're so nice.

It's nice how this is fruity but also well into sun-dried tomato range now.  White teas don't tend to transition this much.  I think I've emphasized that by leaning into brewing heavier, but it's still cool experiencing that.  

fifth infusion:  more of the same.  If anything a mineral base stands out more now, lending a slight metallic edge to the rest, in a way that's actually pleasant instead of off-putting.  It might be more natural for someone to interpret that as a warm forest floor note evolving, as a transition from cinnamon spice and warm dried fruit tone earlier.  Heavy mineral tone, similar to that from an artesian well, and warm earthy range, similar to early summer forest floor, are somewhat different, without much overlap, but in a sense those two impressions meet each other at one particular place.  It has a nice heavier tone supporting base; maybe it's as well to leave it at that.

sixth infusion:  really more of the same.  Somehow a touch of citrus tone picked up; that's odd, for it to increase at this place in an infusion cycle.  I was just going to say that's plenty for notes but let's try one more round.  

These leaves really should be fading a bit because I've been pushing them, using longer infusion times (20+ to 30 seconds instead of 10 to 15, which I use for more intense tea versions), but they probably have a few rounds left in them.  Late rounds can seem less interesting to me, and I get bored of writing, and it must be a lot to read.

seventh infusion:  this really is more of the same now, with less interesting heavier flavors picking up, tree bark and such.  It's still pleasant, but not as good.  That heavier range matches better with the shifted form of fruit, the citrus (like dried tangerine peel, I guess), than earlier lighter fruit probably would.  All in all this has been very pleasant.

Conclusions:

Really nice!  Moonlight White is my favorite white tea range, as I said, even though I've not had one in awhile, and this works as an example of why.  Flavor range is quite pleasant, and it overcomes limited white tea depth of experience for including a rich feel and layers of matching flavors.

I don't want to criticize Steve's interpretation too much, since it's perfectly valid to interpret teas in different ways, but let's go there and review his sales listing notes.  I didn't notice any bitterness in this tea, and main range seemed fruity, not really floral.  The non-distinct sweet and complex background could be either, to be fair, so that part still actually works.

On aging potential, it is interesting how few teas can become more appealing with age, so when that is probably the case it's worth discussing.  I agree that this tea would probably be equally pleasant in a different way in 5 to 10 years.  Some of that bright range would get swapped out for even more dried fruit and heavy flavors, some of which are present already, like the cinnamon spice.  It's so good now it would be hard for me to wait and hold onto it, even if I owned a good bit of it.

It seems natural to me to frame how good I judge this to be in relation to how it is presented.  Sometimes white teas are offered as that one really exceptional range version, something truly refined and novel, well worth a 50 to 75 cent asking price.  That's just not typically accurate, to me, related to having experienced a decent range of new and aged white teas, not so many but not only a few either.  Now that I think of it I've set aside some of a buds-only white tea cake years back (I bought in 2017, reviewed here, but I didn't know the age then); I should try that and pass on notes to help make that point.  

Then if a vendor claims that a white tea version is pleasant and novel, relatively refined and complex, with good aging potential, but still offers it in a normal price range that's more appropriate, to me.  White tea can be interesting and pleasant but not refined in the sense Wuyi Yancha or Dan Cong can be, and not complex and intense as sheng pu'er versions can.  In one sense tea cost and tea experience are two different things, so that you have the same actual final experience whether you pay 10 cents a gram or $1 for it, so all I'm saying here is that value can shift around, with descriptions sometimes seeming to extend beyond what a tea-type range tends to ever express. 

This 290 gram cake is now selling for $43; that's a great value.  Maybe it's priced a little low, really, for what this is, which in general is probably something I shouldn't type out very often in blog reviews, leaving off at only implying that.   

Of course white teas can be unique, complex, refined, and interesting, but to me there's a limit to all that.  Supply and demand probably factor in even more, than whatever this point was supposed to be about.

If someone could buy two of these cakes and drink the second one after 7 years of aging (that old norm for more positive transition), they would have something fairly novel on their hands.  To only buy one and set it all aside would seem strange to me though; this tea is good now.  It can work to buy a cake and forget about the second half; I do that sometimes.  That piece of pressed silver needle cake I didn't even own that much of; it had a back-story to it, about giving an entire cake version to a Thai princess.  Since it meant more to me I didn't drink it, if that makes any sense.

Pu'er vendor source options and branding

kind of an ad image version copied from a FB page

Recently discussing how tea vendors use social media led me to consider branding theme issues, what it is that makes some vendors appealing, or to stand out.  This is mostly about pu'er vendors, and it does make a difference, related to different tea types being perceived differently, and target audience varying.  But this is also just more familiar range to me, and it supports narrower discussion better by just focusing on pu'er, even though the same themes repeat for all types and vendor specializations.

A Reddit comment, in a post discussing starting points for switching from coffee to tea, recommending sheng pu'er vendors, works as a start on this context:

Top vendors for puer tea:

white2tea.com - I'd vouch for anything they sell and their monthly club is also great

essenceoftea.com - totally trustworthy as well, also happens to be #2 candidate for monthly club if you want a second one in addition to W2T

liquidproust.com - great samples and diverse teas

Mr Mopar (reddit user, track him down)

(All of these are 100% trustworthy IMO)

It's always odd not seeing Yunnan Sourcing make such a list; it's probably the main outlet in terms of being known and their total sales volume, both in the US and globally.  Maybe not within China but that's a different subject.

Why are these top vendors?  They're trustworthy, this person thinks, and they've had good experiences with all of them.  They're into tea clubs, and a sample set theme from Liquid Proust is sort of related to that.  Mr. Mopar is a tea enthusiast who sells some teas; he's a nice guy, and a good reference, and probably is a reliable and good-value source.  He joined one of the online meetup sessions we held awhile back, and has been helpful in answering questions about teas for years prior.

The style or type of all of these vendors is completely different.  That kind of contradicts the approach I was initially going to take here, claiming that people probably relate to a certain form of vendor, one who presents their vendor role, ethos, and brand in a certain way that resonates with them.  It could instead be that after exploration people cut across such thematic divides to use whatever sources have worked out best, with more focus on the teas they are buying.  Or maybe a shared theme, like tea clubs, does link these sources, and only the rest of the form is different.

At any rate I'm going to outline how I see vendor branding and type here, what seems to work for each vendor to communicate to customers that they are a good source, and even more so what else they represent.  

To be clear a lot of what I'm communicating about brand themes and the tea versions being sold is hearsay I'm passing on; I'm not a routine customer of a dozen different pu'er vendors.  I've bought tea from Yunnan Sourcing, Farmerleaf, and Liquid Proust related to who I'm discussing here, so surely parts about typical offering range, quality levels, and brand themes are either limited or partly wrong.  I've been active in discussing tea themes online for a decade, longer than really makes sense to stick with that.  Maybe that's partly related to being a main Facebook group moderator, and I guess it also could tie back to tea blogging.

Yunnan Sourcing:  the original online broad market source, based around Scott, the owner and founder, working in the Kunming tea market awhile back in the early 2000s.  If I remember right they started out as an EBay outlet, and quickly moved to independent website sales, back when that wasn't really so common.  Browsing their sales site is like a visit to a large market space, where you will never cover most of what is there; they must sell over 1000 version of teas.  They wouldn't be "reliable" in the sense of 1000 (or 2000?) tea versions being consistent; that doesn't match the market theme.

In part growing and building up a customer base as pu'er (and other tea types) awareness and demand also ramped up sets them apart as unique.  It's interesting considering what even existed before Yunnan Sourcing, how people bought tea in the very early 2000s.  I think local shops played a larger role, and that the specialty tea industry in general was much less developed 20 years ago.  Just as individuals only now exploring better tea have trouble knowing where to start entire enthusiast circles were surely a lot less grounded in background experience then.

That part isn't entirely hearsay, or guesswork.  We can still go back and read old tea blog posts from 2000, if they're still "up."  In one of a series of meetups friends and I met with David Lee Hoffman of The Last Resort and Phoenix Collection, and founder of Silk Road, one of the oldest tea sourcing businesses from the 1990s.  His take on tea options and vending in the 1990s could easily be biased or adjusted by later perspective filtering, but a shop manager friend confirmed that there just weren't very many options to buy specialty teas we now see as standard options on a wholesale level in that decade.  I'm talking more here about relatively directly sourced endpoint retail vending, but surely that came even later; that's what Scott of Yunnan Sourcing helped develop.

A Facebook Yunnan Sourcing fans group works well for discussion, and brand promotion, but Yunnan Sourcing was a well-established business long before that came up.  Youtube videos also made Scott seem relatable, and their product descriptions are generally good, quite clear if a bit short (in product listing versions; the video reviews go into detail).  

Altogether it seems like they really know and understand their product scope, which I take to be accurate.  I've bought bad versions of tea from them but the proportion that were quite positive was very high, so that reliability carries over to what you purchase.  Unless your luck is bad, or you have no idea what you like yet, and then maybe not.  It's conceivable that tea scope outside their core (Yunnan versions) could be less reliable, but I wouldn't know.

a shu version separated out candy-bar style; normal enough now, but quite novel earlier on

White 2 Tea:  It's my understanding that along with Global Tea Hut White 2 Tea initiated the monthly tea subscription theme awhile back, a decade ago or so.  It was a good way to bump sales, charging $30 or so back in the day, I think, letting people try unique offerings and feel like they're a part of something, exploring tea without putting lots of review and discussion time in.  

Then their product theme ventures into selling blends of different inputs, and a broad range of offerings at different price points, in different styles, along the line of what the owner happens to like.  Oddly not including any information about the products worked around controversy or complications with that range; the products are named in abstract ways.  So maybe many aren't blends of different materials?  Mention of hearsay information about what versions really are come up in online discussion, but the accuracy of those would be hard to evaluate.

Catchy new pressed forms or mixes of product inputs add more novelty.  It all seems to work as a counter to the oversold traditional themes approach, making dubious claims based on individuals' authority and tea culture history.  For some side-stepping a long (endless) learning curve must be a main positive outcome; if you generally like what they sell you only need to interpret how they describe products, which isn't based on much background description content.  They would still pass on some idea of what things are, experienced aspects and such.

It seems possible that not adapting what other vendors present as traditional cultural forms may resonate with many; no Chinese terminology, no one is wearing a robe in marketing content, little discussion of cha qi (but some), no need to memorize production areas and typical types.  Teaware and tea drinking are two different things but some other content could imply a degree of buy-in to aesthetic themes, owning gear, emphasis on setting, and elaborate brewing process, and some people might want to stay distanced from all of it, to focus on the tea, without memorizing a broad matrix of background information.

This drifts off topic a little, but it's interesting to consider that selling conventional tea types as something unique makes them unique, as the only place across the entire internet they can be purchased.  An example:  Jing Mai sheng pu'er often has a bit of a pine flavor aspect, and if a vendor took that and presented and branded it as "Pine Forest" product, not Jing Mai, you could only buy it from them, even if it's common enough.  Some people might sort out what it is, but even then if you are selling a good quality, good-value, extra piney version even in that case they might not have any interest in shopping around for a different character or better value version.  Maybe most of what White 2 Tea sells really is narrow source origin material, the most common current theme.  Some background hearsay accepts they sell a lot of material blends, but that could be wrong.  It's not that unusual for typical online discussion to be off the mark.

Essence of Tea:  to me this was a clear example of part of that older theme White 2 Tea was reacting against, a traditional style vendor offering clear information about products, selling versions based on curated quality levels and trueness to type claims.  Pricing was always on the high side, adjoining an implied or direct claim that the quality level justified that (and the tea probably is good).  For White 2 Tea it can be hard to compare pricing to standard market value, since the products are identified as unique and abstract individual offerings.  

Maybe it's more accurate to say that White 2 Tea was reacting against other vendors, who tended to come and go, who really leaned into the Tea Master / old plant material version / wild growth / highest quality level / most authentic themes.  Essence of Tea draws on some of that, but they're mostly only presenting products as much better than average tea, tied to quality, not so much framed in those other catchy story-oriented ways.  

This would be a good place to "name names," and blame a couple of vendors for excessive reliance on those themes, or being caught out lying about them, or at least getting parts wrong, but I'll skip that part here.  Vendors sharing authentic interest in parts of Chinese or other background cultures can work, but it generally comes to light at some point when those angles are being manipulated instead of genuinely appreciated.  Of course there's a grey area between the two, or both can happen at once.

Liquid Proust:  Andrew Richardson is basically some guy that got into selling tea, not that the founding of Yunnan Sourcing and White 2 Tea weren't a lot like that (and Crimson Lotus, and Bitterleaf, etc.).  He was into making up novel blends at first, Dian Hong French Toast and such, then passed through an aged oolong phase, getting mixed up in pu'er, the main natural end point for tea preference.  

He was focused on bringing tea to the masses through sample sets, early on giving those away, I think it was.  One is about to come out soon; they're still very value oriented.  It's possible to critique the practice by saying that they're just ordinary tea versions, but that's the point, that you can try a half dozen different ordinary, decent sheng versions for very little expense, many aged.  You can get started, without going through a learning curve or spending much.  Sample sets through other vendors serve a similar purpose, but that tends to cost significantly more, and to not capture the same random sample of standard and unusual offerings.

Now that I think of it I wrote an interview post about Andrew's subsidized sheng sample set theme (the Sheng Olympiad, before that naming dropped out) back in 2017, and we did an online meetup with him in 2022, so together those might capture his perspective transition over 5 years of selling teas.

Mr. Mopar joined that day too, included in summary. 

Is Andrew more reliable than Yunnan Sourcing, White 2 Tea, or Essence of Tea?  Hard to say.  They're all doing different things.  EOT is more of a curator vendor, and they may be the most consistent, selling the most uniformly high quality teas, which comes at the cost of them costing the most (although I've never tried teas from them, so I really wouldn't know; again I'm passing on general hearsay here).  

White 2 Tea might be a little all over the map; that ends up getting mixed into the limited information they provide about their teas, that they are exploring or even creating new options.  For Yunnan Sourcing selling a thousand or more teas you have to sort it out yourself.  Maybe their in-house brands work as a short-cut to narrowing that quite a bit, or buying samples can offset exploration costing hundreds of dollars.

Andrew is sort of curating, just in a different sense.  He sells what he likes.  This reminds me of an even better regarded modern vendor form and example, Teas We Like, with the theme mentioned right there in the name.  I expect what "they" like is pretty consistent, in line with what experienced tea enthusiasts like (I've tried at least one version of what they sell, but if the same tea is from a different source, as in that case, storage input differences can mean the tea from the same production batch wasn't actually the same).  

In the past tea blogger reviews and online group discussion would serve as ample background reference, but text blogging is generally finished now.  You can check out Mattcha's blog for an example that ran late in ending, or maybe hasn't yet.  Just bear in mind that any tea enthusiast, including bloggers, builds up bias towards vendors selling what they happen to like.  If your own preferences somehow match very closely you can draw on those opinions directly, but otherwise some sorting is required.

Other branding themes tied to social media marketing:

So we have a website version of a Chinese market, a personal choice and style blended creation outlet, a traditional vendor form, and guy who sells what he likes, passing on his own exploration outcomes.  Surely "Mr. Mopar" is close to the last; he literally is a guy selling some of what he has collected over a long time to fund buying even more.  What else could work?

I think Crimson Lotus may not be too far from the White 2 Tea case, just more open about what teas actually are, and more centered on a limited style range (drinkable when young sheng and shu pu'er, which the business founder has mentioned in tea podcast discussion before, so that's hearsay from a decent source).  They make blends of inputs and surely also sell narrow-origin products, but I have no idea which matches their most standard product theme.  I think I've only ever tried one version from them, in a sample set from Liquid Proust, appropriately enough.  I've only ever tried one version from Kuura too, an Australian outlet that's more or less an interpretation of White 2 Tea, offering blends that aren't marketed based on what the inputs actually are (or at least they had seemed to be that earlier on).

Farmerleaf is maybe the main brand version I've not mentioned yet, related to general awareness and buzz (or Bitterleaf; I could mention that I'm also skipping them).  William, the Farmerleaf founder, ran an earlier vending outlet closer to these other forms earlier on, and became more location-based after moving to China.  And marrying a Chinese woman; it's unusual how most of these other vendor cases are structured around that form, I guess except for Andrew, and I don't know the W2T backstory.  That helped William to present teas as tied to Jing Mai origins, with lots of source information, so that he could also produce ample video information content about the background and products.

This is a shift from brand-theme (image) to marketing forms though, right?  The two end up linking naturally.  The type of vendors who passed on second-hand information about old plants, traditional tea styles, and Tea Master inputs could only make that so convincing, based on showing a photo or two and quoting people.  If any of it was ever proven to be inaccurate, which kept happening in isolated incidents, it would all come into question.  William is there in the videos on-site, talking to people, showing the plants and processing steps.  Some of that could still be a little off--what those people say doesn't necessarily have to be true, or the whole truth--but it's quite convincing, and almost all of it matches my understanding based on experience and other source input.  That makes exceptions more interesting, but there are already too many tangents here.

The same happens with group forms and communication outlets, beyond Youtube informational videos showing background.  Crimson Lotus produces and interesting podcast version, not at all focused on their own products, but learning and feeling a connection to them as a source vendor can go together.  Farmerleaf hosts a Discord server, as others must now (Liquid Proust also does), a place for vendor source "fans" to discuss experience, an indirect form of promotion.  

For a more traditional form outlet like EOT a tea club fostering connections would also seem to make sense.  They have a website blog section; that's traditional.  In their About Us section essentially every paragraph mentions their focus on selling good tea, a good summary point for a curator vendor.  Their tea club description probably works as a general summary of what those tend to be about, how they can go beyond selling some samples on a monthly basis:

As with our web store, the tea club has a focus mainly on Puerh tea, but also features Liu Bao, Wuyi Yancha and other interesting teas.  We try to make it enjoyable and educational, with exclusive pressings, comparison tastings & small batch teas.  There are also discounts for club members on featured teas and special promotions.

Other themes:

What else is even possible?  Wouldn't there be a way to reach out to younger people, to combine tea and technology themes, or to couple tea interest with other social sub-themes?  Not so much, for a few reasons.  Let's start with an exception though, of a new type of communication or social networking channel.  Tea apps tend to replicate what other forms of groups had been doing for awhile, with Steepster and Tea Chat standing out as main earlier examples.  Adding a timer or notes function could seem different, but those don't change much, since there are plenty of ways to time infusions or take notes.  

I've ran across discussion of three tea apps under development, and I've written about one in this blog, but as far as I know only one experiences significant uptake, with that one shifting from function themes and networking onto also selling tea.

Steepster still exists, but it's quiet now

Tea interest and potential customer base is still narrow enough that vendors would need to keep focus on that shared interest, and could branch further into source variations, or outlet character themes, but they would have to avoid filtering potential audience, eliminating appeal to broad ranges. 

Global Tea Hut had sort of did that, by mixing the Eastern religion and "progressive" perspective themes, but they never really were a conventional vendor, limiting sales to their subscriptions, as I understood it.  Branding would always involve themes that attract or put off potential customers, but for tea vendors it would seem best to not have that point towards a narrow target group.  I suppose that could still work, if targeting and reach was effective enough, if that group was big enough or enough of them bought in.

photo credit this FB post by Sergey

Moychay, a Russian vendor, maybe their equivalent of Yunnan Sourcing, successfully combines interest in tea itself with aesthetic interest in teaware and specific forms of tea drinking spaces, and to some extent with "Eastern" perspectives.  I think this works better for them related to the intersection between Russian cultural perspective and tea, or more generally to Eastern or Asian themes.  They include tea tasting areas in stores and run "tea clubs," not all that close to a Western cafe, I suppose hard to describe in theme.

To back up a bit I'm in Asia right now, having lived in Thailand for most of the past 16 years, only not being here for 4 or 5 months over the past year (and I've visited essentially all of the main producer countries, except India and Nepal).  Does Thailand seem generally Asian, as people might interpret abstract Asian culture themes?  Sure, or maybe of course not, depending on what someone would mean by that.  It's absurd to narrow cultural patterns down to one broad strand of mixed themes like that.  

So what is Moychay tapping into, related to Asian culture, that may or may not be authentic?  Do people sit on cushions on the floor and use low tables, and use bamboo matting or soft and warm natural colors for background?  Are the elaborate Gong Fu equipment set-ups something any significant number of Chinese people use?  Not really, although the first part of all that probably works better in Japan, sitting on the floor.  Same for emphasis on wood or rock aesthetic, use of natural building materials.  I might add that traditionally people did sit on floors quite a bit more in Thai culture, and made use of outdoor spaces for meals or places to rest, covered patio areas, which later converted to enclosed and more Western indoor AC cooled rooms.

Wooden paneling could come up in lots of places, in a barn in the US, in an old Chinese teahouse, or in design of Thai houses from 50 years ago.  It's comforting and pleasant, regardless of how traditional a designed form ends up being.  Maybe the style being traditionally grounded doesn't matter as much as there being a consistent and pleasant style.  Regardless of theme people need to "get it" and connect with it.

Here in Bangkok a local vendor tried to do something a bit equivalent; Peace Oriental tried to combine general Asian forms into one non-distinct aesthetic style, selling a range of traditional teas.  To me it ended up being pretty close to a modern adjusted form of Japanese aesthetic.  I'd rather have tea in a garden than in a wood paneled or off-white walled space, and at home instead of in a shop, so it's not relevant to me.  It's my impression that such local businesses generally end up selling flavored, sweetened take-away tea versions to draw on better overlap with current local demand.

I think the first Peace Oriental shop iteration; this is the place I visited

later location aesthetics may have evolved a bit

A Westerner might wonder, why use "oriental," a term now rejected in the West as negative in tone?  Political correctness doesn't have the same reach and influence in Thailand.  They're not going to go out and rename a bunch of hotels and spas--and tea shops--because some progressive Americans cancel a word.

Unique vendor themes, support by content

What if a vendor had already established sales of good, basic, well above average quality teas through an online outlet; what could they draw from all of this, or what could they add to a brand theme or story to support that range of options?  It would really depend on what they value.  I like that EOT keeps it simple; they sell "good tea" (and they probably really do).  Or that Andrew sells what he likes and finds interesting.  And that Yunnan Sourcing makes a broad range available to customers, not narrowing that in any helpful way for them, adding work to their selection process, instead offering a crowded market as a unique resource form.  All these approaches are their own thing, based on communicating what the vendors are about.

The other parts and background that can be added, about sourcing themes, organic teas, valuing traditional styles, or non-traditional styles (those blends, different pressed shapes); all can condense into brand theme patterns.  Something simple like cake (bing) wrappers can add to that.  A tea wrapper should say what the tea is, or else it's confusing, requiring a customer write on them or add another label, but beyond that artwork is arbitrary.  

a Crimson Lotus cake; this one

Subscriptions or sample sets are great examples of how to make the same product themes unique, and even more attractive.  Discussion group spaces can do the same, adding background and a sense of community without adding anything substantial at all.

Content is something else though, isn't it?  With text on the way out and photos vying for attention among millions of Instagram accounts it's now down to video.  In a way this is ideal, because the personal perspective connection comes across best in this medium.  Who is William of Farmerleaf, or Sergey of Moychay?  They're right there in their Youtube videos, telling you what is interesting to them, and what they value.  William is a tea geek and Sergey is into Asian culture (Chinese, mostly); if that resonates with you maybe their teas will too, or the opposite influence could occur.  Don Mei of Mei Leaf is the most divisive example of this; to some his persona and enthusiasm really sell his teas, and others feel the opposite effect.

Note that very little of what I'm describing relates to anything like a "cult of personality" effect, as Don Mei is drawing on (not necessarily in an entirely bad way; he's personable).  Andrew talks about himself quite a bit, maybe more so than the teas, but in general these are all unconventional individuals promoting the teas more than their own charisma-based pitch.  Paul of White 2 Tea has shared his own perspective in a tea blog but in general he is all but Google-proof, not putting any focus on himself versus the business.  It's admirable, to me; that also demonstrates consistency and commitment. 

One thing that doesn't seem to work well is keeping it all too generic.  10 years ago having a developed website, broad product selection, decent value, and limited descriptions of products was enough.  That was already a theme.  Now there are hundreds of similar tea outlets in different places.  Offering just a few catchy products can go much further, something that seems unique and attractive, mixing product brand themes, uniqueness, and tie-in to general branding.  

I suppose the industry can thank White 2 Tea for helping develop that, for positioning a lot of what they sell in such a way, even without the same degree of product descriptions.  Back at the beginning that comment on Reddit said about them "I'd vouch for anything they sell."  Can it even work that way, that everything one vendor sells can match well with any set of preferences?  Not really, but one customer's likes can match unusually well with one vendor's sense of taste.  Or bias could also enter in; if you think you'll love every single tea you try under some circumstances some just seeming ok could still spin as more positive.  

People are also inclined to sort themselves into teams in all sorts of odd ways now, in many cases related to liking certain product ranges, or owning certain things.  If you like wearing a Japanese robe or martial arts clothing why shouldn't your tea vendor look like that too.

This must be a main factor in how branding now resonates with customers, right?  Do the expressed values align?  Two vendors with very different look and feel, brand images, could sell identical teas and they could be perceived much differently related to that context.  Value gets folded into that; in some cases selling good quality tea at good value is a main selling point.  Now it's even more common for extensive claims of exclusivity to seem to be supported by high price points, almost more than the opposite, the quality justifying cost.  Those two things aren't necessarily complete opposites, quality and value, since some teas selling for over $1 a gram can still be a great value, but to some extent they can be.  

Related to video content, a vendor presenting content in an aesthetic backdrop might charge significantly more than a Westerner wearing normal clothes in a normal room.  Sometimes the tea would be better in the first case, but it's also possible that it might not be as good.  Again a half dozen examples come to mind related to this very thing happening, to the hype just being hype.

Do people seem to tend to get it all sorted out, trying different tea sources and teas, eventually "seeing through" these less supported claims and context additions?  Yes and no.  Vendors have definitely faded from prominence for weighting brand themes over what they actually deliver, and not offering great quality or value, but even most of those are still around.  In the long run I think vendors who really walk the walk fare better, but the few exceptions where the opposite is true are interesting, where it can be broadly understood that a vendor is selling ordinary tea for a poor value based mostly on spin; how can they do it?  By mastering branding, and use of social media channels and content development, accepting that customer turnover is a part of that approach.  

Disruption of earlier centralized tea discussion--back to Tea Chat, Steepster, and a half dozen main text blogs--limits a narrowing of shared interest that had occurred before.  There are still a couple of dozen main vendors that come to mind, or come up in discussion, as respected and high quality sources, but the field seems more open than ever for well-developed, novel sales approaches.  Standard modern marketing might work better than ever now, using Google and Facebook ads to get the word out.

Building a large Tik Tok following might be enough, even though that's an especially odd example.  A more standard path is probably what Farmerleaf did; start as a conventional source, add in more of a narrow theme (regional tie-in, source-type related, or other), develop content and social media marketing channels, move from sales based on value to much higher price points and focus on quality over time, and put a face on all of it through a main founder image and backstory.  If you can get that to resonate with one or more specific customer types or groups all the better.

Can a brand or source skip all that and put all of the focus on tea (as White 2 Tea isn't actually doing; not using a standard approach can still be a theme)?  Maybe.  Have you ever heard of Trident Cafe and Booksellers?  Probably not, but they source the best possible tea, and go really light on any form of brand-image or broad online promotion.  I would imagine their sales volume would be double or triple where it currently stands if they had taken up a couple of these approaches, putting more of a face on their business, letting online content communicate who they are, expanding reach through social media exposure, giving people more to go on for self-identification connection.  Maybe taking a longer path and letting the tea remain the focus is positive; all the image themes only go so far.

As I read back through this maybe one critical distinction isn't really clear:  a divide between background information and stories or imagery tied to cultural context.  William of Farmerleaf is showing how tea is grown and processed in videos, talking to farmers or people who make the tea.  That's different than emphasis on ceremonial brewing practices, aesthetic teaware or elaborate trays and tables, or historical or mythological stories.  Each could seem attractive to different people, or some people wouldn't care about either.  For sure all tea was made from very specific plant types (even if it was several), grown in one or more micro-climates, and processed according to a number of steps, so the difference here is that you can either value or ignore all the background that made your tea into what it is in the end.

What I'm seeing as the main central theme here is that as long as a vendor can communicate their own genuine, developed tea appreciation forms that can resonate with some others, just not everyone.  Examples come to mind of people (vendor sources) "tapping into" both sets of ideas and themes entirely for marketing purposes instead of communicating their own experience and interest, to actual production background and other parts that can be added.  It always ends up seeming a bit thin, watered down, in comparison with what is presented by more genuine and experienced enthusiasts and vendors.  They're trying to copy something.  In common cases they're literally copying content and images, the equivalent of a high school kid using AI, Wikipedia, or image search to fill in what they should've actually researched on their own.  It's not hard to spot.

To be absolutely and completely clear I'm not blaming anyone I mentioned here for any of that; I think they all did the exact opposite.  Even Don Mei is communicating a slightly exaggerated version of his own experiences, and mixing valuable and functional background information in along with sales pitch.  He doesn't push culture-based aspects; historical stories barely enter in, and he advocates use of simple brewing approaches.  These other vendors I don't intend to critique even to that limited degree (the reference to some exaggeration in descriptions).  

I think they all communicate their own genuine interest in tea, in different forms, and it works, it really comes across.  Surely product uniqueness, consistency, pricing mark-ups, and final value varies for all of them, maybe even within their own range, but sorting all that out is part of the fun of exploring pu'er.