Placing different kinds of tea vendors in relation to types

 

Over and over people ask online about others' favorite vendors, and one part that gets lost is that there are different kinds of vendors, with different focuses.  Value can vary a lot, and quality level of tea.  Range of what is available from each varies.  

I'm going to try to place different kinds of vendors by category, mostly through the lens of trying teas from a few sources in the past half a year.  I'll need to extend that, to get to other main types and source examples, because I've only bought tea from four sources this year, that come to mind (online; I keep buying tea from a favorite local Chinatown shop, mostly to give away, but also for myself).  That's a lot compared to last year; more than for the whole year.  Of course these aren't intended to represent optimum sources; they just match my own preferences.

Related to the Reddit tea vendors list capture, the image at the beginning, it's strange that there is only three categories there, for beginners, US sources, and teaware.  That leaves out most applicable range, for the rest of the world, and for everyone who isn't a beginner (although it still probably works for 90% of that sub / group).  It's interesting that one cited source, for beginners, mentions curated tea selling for 10 to 30 cents per gram.  That's something of a contradiction, for reasons this further content will describe.

I'll start with a couple main types of sources I didn't get to, and then move on to examples of what I've tried, and how I see those mapping to categories and other comparable source options.  There are pros and cons of using different kinds of sources, that relate to what someone is looking for, in terms of type / style, and value, which I'm describing as cost in relation to quality level.  

A relatively low quality version of tea can still be a great value, if selling for a very low and fair price.  Of course that's only if someone is ok with drinking that tea.  A really costly tea can still be a great value, if quality level, rarity, and market demand all support that it's worth it.  

To put a rough price range to that anything under 10 cents a gram is selling at the low end, for specialty tea.  Under 5 typically relates to a different quality range entirely, for mass-produced, pretty limited in quality tea versions.  You can generally buy really good quality, in-demand versions for 60 or 70 cents per gram, and it all levels off quite a bit around $1 / gram (which is the first reference to why "curated" tea selling for 30 cents a gram or less makes no sense; you can only curate the medium quality level range for that pricing, which is still pretty good tea, but "curation" implies that it's better than that).

This won't mostly be about evaluating value for different kinds of sources, but as I see it that's one main running theme, along with how good the teas actually are, and how unique the teas being offered are.  You can buy above average Anxi Tie Guan Yin from lots of places, or Jin Xuan rolled oolong in Thailand; this is mostly about teas that are more unique, and harder to find.

Places I don't shop

Online market outlets:  in the past Chawang Shop was sort of an exception to this, and I had great experiences buying tea from them.  Yunnan Sourcing is really the main example (and I've had positive experiences buying tea from them too).  King Tea Mall is a well-known and typically favorably regarded source, but according to some Yunnan Sourcing products may be a little more consistent.  King Tea Mall is probably buying and selling more online, and Yunnan Sourcing would use pretty well established upstream sources at this point, since they were already around 20 years ago, operating out of Kunming.

These kinds of vendors offer everything under the sun.  That's less true of Chawang Shop, but I'm using this categorization in a positive sense for them, claiming that they offer a broad range of tea types across a range of quality levels at decent value.  Here's an interesting in-house Jinggu shou pu'er I bought from Chawang Shop 4 years ago, probably not typical of what they sell, but then I'm claiming here that they sell different things, varying grades of sheng and shou, and hei cha, so in a sense it is.  That tea was unusually inexpensive ($15 for 400 gram brick), because they were selling it before it was settled (from fermentation funkiness) as a special offering, and you really need to hold onto it for a couple of years to get good results out of it.

Filtering related to what you want to find is a requirement, and there would be hits and misses, related to quality level and value.  Getting input from others through online group discussion could be helpful.  In the past text blogs or sites like Steepster filled this role, but now Discord discussion is probably more helpful.  Facebook is more or less dying, in relation to tea discussion, and Reddit tea subs tend to be stuck on people repeating the exact same beginner questions every single day. 

Especially related to Yunnan Sourcing the option to buy at sample quantity is a main benefit of using such a source type.  You can buy a couple of dozen samples for the same price as buying a lot of just a few kinds of tea, which you may not like.  Per gram value isn't as good, but it's not a great value buying a tea you don't want to drink.

It would sound as if I've moved on to narrow down sources that work even better for me, and I guess that's fair.

Higher end producer direct sites:  there aren't many of these.  Wuyi Origin is a main example, ran by a family member--as a frontperson--by Cindy Chen, selling great quality Wuyi Yancha, Fujian black tea, and Dan Cong, Chaozhou oolong.  Usually a source selling a broad range is a bad sign, because then they're typically just reselling wholesale outlet sourced teas, or else Taobao sourced versions, but that vendor has family in both places (Wuyishan, Fujian and Chaozhou, Guangdong).

I would buy tea from them, but I've drifted into preference for sheng pu'er.  It happens to people.  They're a fantastic source for really good quality oolong and black teas, which are great ranges for almost everyone.  But tea that good is on the costly side, typically above 30 or 40 cents per gram, with many at 60 or so.  That's still a great value, given that other "curator" sources would sell the same quality level versions for around $1 / gram instead.  

I did just buy tea from a Thai producer, which is another example of a different form of producer-direct sourcing, but I'll list that in the next section.

Gopaldhara is a good example of a Darjeeling garden that sells directly, both within India and outside it (through two different pages).  Their teas are exceptional; they fit the "higher end" description in this category heading.  There are other resale outlets that buy and distribute Indian teas, like Vahdam and Golden Tips, and those are ok too, but buying directly is generally better.  You can find better tea and better values.

really good first and second flush versions from Gopaldhara, reviewed in 2020

Curator sources:  there are a few different variations of these, and they kind of run together with ordinary broad type online sources.  A favorite I recommend is Trident Bookseller and Cafe, in Boulder.  They evolved to source award winning and otherwise amazing versions over time, to sell in-house, and eventually expanded that to limited online sales.  They don't push to expand volume, to contend with other larger outlets; it supplements their other business themes and income streams.

Value is great through them; for what they sell the pricing is really low.  That's only possible because they're a lot more producer direct than almost any other sources.  In a sense they're doing what Tealet had set out to do more than a decade ago, but left off at becoming just another wholesale vendor instead (which is fine; that's the model that ended up working).   I suppose their business model might be problematic, for ramping up volume and earnings.  Trying to sell the best teas at a good value would cut into your potential profit margin, and it might be hard to really ramp up volume.

Why do you never hear of a source like Trident then?  In part due to gatekeeping; people wouldn't mention it to help prevent ruining their own source.  In part because their existing consumer base is probably limited.  And then they don't use a lot of standard broad-form advertising to help with exposure, as a larger volume oriented source like Rishi does.

Other curator or specialty themed vendors are out there, but I can't mention any related to using them as a source.  Floating Leaves for Taiwanese oolongs gets mentioned as an example, but again I've not purchased anything from them.  A good quality curator source in the US would need to sell at high market value just to profit, so their teas would end up all being priced around $1 / gram, which I can't afford.  In terms of old-school, established outlets Tea Habitat has been a known Dan Cong vendor for a long time, since US tea enthusiast circles first came to be back in the early 2000s.  

An example of an established online vendor who blurs this line, with that of an ordinary mixed-types source, might be Seven Cups.  They started as a Wuyishan area main source, and probably retain that focus, but as I recall they were positioned in between the range of curator (selling the best versions at high cost) and an ordinary source (more average quality, selling for less to emphasize value).  This really could be the sweet spot for a lot of people.

Why would you buy tea from them, if you could get better versions for less through Wuyi Origin?  I suppose you wouldn't, if that were true, and you knew about it.  But they would carry more range, and at some point people find sources they like and stop looking.  They don't always want to make it their life's mission to buy the best teas for the best value; they just want to be able to order good tea for good value.  

Most people also aren't going to read 2000 or so word blog post about the subject, which is fine, very understandable.

Where I buy tea (mostly this year, as an example)

I'll use where I've been buying tea as an example, starting with kind of an anomaly.

Rishi / larger outlets:  I only bought two versions from them this year, Thai and Lao sheng versions (pu'er, if that was from Yunnan, but lacking any type name if from South East Asia).  I kept wondering what their versions were like, so finally just ordered some to see (even though they don't represent where I usually buy tea).  They were ok.  They don't hold up well in competition from producer direct sources, but then that's kind of a main running theme here, that you get the best value buying as directly as possible, or from specialized vendors, when possible from sources outside the US.

They would still be fine for buying decent value, higher volume, broad type range, surely better than the average mall outlet that might be nearby.  There aren't that many mall outlets nearby now, since many malls failed in the US, and Teavana folded (was bought by Starbucks, then largely shelved).  

Some of Rishi's other sheng could be better than what I tried; it probably is.  You can't judge a source or a producer from one or two tea versions.  Or a tea type; you see that happen a lot in online discussion, and it just doesn't work.

Wawee Tea / direct Thai sourcing:  oddly I'm not mentioning this as a good option for most readers; they typically wouldn't sell directly outside of Thailand.  But I've just bought really exceptional Thai sheng and black tea from them, and reviewed both here.  

That's a normal, running theme in South East Asian countries; you can buy local versions from very small outlets, or even good sized producers, that wouldn't be readily available / Western facing, through Facebook pages and such.  

Thailand has two online shopping platforms, variations of Amazon or Ebay, in Shopee and Lazada.  Existing small vendors would often sell their teas through there.  There would be even more such sources in Vietnam, another favorite broad origin for me, so let's move on to a Western facing outlet from there next.  I should mention first that 101 Plantation is an example of a main, high volume producer in Thailand, for buying rolled oolong and such, and my favorite Chinatown shop is Jip Eu.  You could buy their teas through Shopee, I think (both of them), but not from abroad.

Viet Sun:  I've bought the most tea from Viet Sun over the past 3 or 4 years, of any source.  They're "Western facing," meaning set up for international shipping, and in the past for credit card payment use, although they mentioned preferring other payment options when I last ordered from them, just a month and a half ago.  Their teas are great.  

Y Ty (Lao Cai) indigenous village produced Viet Sun sheng (reviewed here)

these are so complex that they seem a little different every time I try them

There's a common theme among new, great value, new format vendors that they tend to sell range that's hard to find at great pricing, then later as demand catches up it's more in a normal Western market range.  Their sheng cakes might be priced from $80 to $120 now, or 200 gram versions for half of that; just normal price range, for lots of outlet types.  That would've been $60 to 80 3 or 4 years ago.  Part of that is inflation, and a lot is demand for that supplied tea bumping up.  I doubt that any of it is them increasing their mark-up rate, although that's at least possible.  People find out about types ranges and sources, then demand increases, and costs, starting at producers demanding more.  Usually quality becomes a little more consistent too, so better value is filled in a little on the other end, maybe just not enough to offset higher pricing.

Hatvala had been the earlier more market oriented source I used from Vietnam, and they're still there, and would still be a good source.  That change related in part to me switching to pu'er preference.  They sell some Vietnamese sheng, as maocha (loose versions), but Viet Sun specializes in it, and seeks out a broader range of perhaps more novel offerings.

Back to Thai themes:  Tea Side would be "our" equivalent source.  Their pricing is probably higher than either of these two Vietnamese sources, perhaps related to them leaning into the mark-up a bit more than is the case for those two Vietnamese sources.  As a unique source option whatever they set is the standard market price, because there aren't alternatives.  You have to by sheng for 40 or 50 cents a gram instead of 25 or 30 if there aren't any other options, or just don't buy it.  Maybe it's that limited production at the quality range they sell pushes that same theme "up" a level, and those few higher quality option producers can keep demanding more, as I said was probably now occurring in Vietnam.

Let's check on that, by reference to their pages and offerings.

These are Viet Sun's brand new cake offerings, selling for $45 to 53 for 200 gram versions, so for between just under $90 per standard 357 gram size--which they don't sell--and around $100 on the higher side.  That's actually not bad; that tea is better than just about any Western source version for $100 per standard cake size.

Tea Side's 200 gram cakes are selling for $65 to 85, based on the first four listings, for 32 cents to 42 cents per 100 grams, or $115 to $150 per 357 gram cake quantity.  Is it better than Viet Sun's versions?  I really don't know; it has been awhile since I tried it.  Maybe only equivalent, based on what I last tried however long ago, maybe 5 years back or more.

For someone less concerned about value, about price per gram, and for whom spending a few hundred dollars on tea isn't that much of an expense, then buying a good bit of both teas would make sense, and comparing the two.  It's not like when you order too much fresh green tea, and then a half a year later it's not as good.  Oolongs hold up well to even a couple of years of storage, and sheng changes in ways that are often seen as improvements, as hei cha do.

To me these types of teas evolve well over the first two years, even for styles that aren't favorable for even middle time frame aging, transitioning some over 6 to 8 years.  You can't really buy a 200 gram cake and plan to drink some and then keep some for 20 years, to see a full transition, or at least if you did there wouldn't be much for either consumption purpose.  

I personally wouldn't age these styles of teas anyway (SE Asian sheng, in general).  I tend to only ever experience such teas as 10 or so year old versions, and we can't be sure that the styles from 20 years ago were identical.

Here are some examples of how that has went in practice; reviewing a 2014 Wawee Tea Thai sheng version, and a 2017 version, in 2023, so 6 and 9 year old versions.  Those teas were good, and not really through a more complete 20 to 25 year transition cycle just yet, so it was early to judge them.  This review covers two 2006 Hong Tai Chang versions, reviewed in 2018, with one from Tea Side, so those two were a dozen years old then, just a little further along.  One of those I own a cake of, unless I've got the version wrong, and it's a similar one.  Not so much of it is left now, but I have some I could try as a 20 year old tea.  It's fine, but it would be better if I was more into aged sheng.

I think I'm really referencing three different styles of tea.  The old HTC versions were made by a foreign (Thai) based Chinese producer back then, and Wawee Tea was making their own versions, without direct outside input, back in 2014 to 2017.  The plant material may be the same today, the same exact plants, but we can't be sure that the style is exactly the same.  Presumably they would've only improved processing over time, but there could've been some style shift, to being just different, versus better.  For "better" we need to include "better how," better to drink as new tea or more suitable for 20+ year aging.

Even if someone tries all of these teas just mentioned, as I have, it's difficult to say exactly what you are experiencing is better, worse, or different in style a decade later.  In this writing in 2015 I'm reviewing 2004 Thai "pu'er-style" versions, again from Tea Side, but I can't place how much my own perspective on the same teas has varied in 11 years.  So we make of it what we can.

Unconventional but standard vendor sources:  Tea Mania is the main source that comes to mind related to this (based in Switzerland; that's different).  

That vendor has shared samples with me a couple of times over the last few years, and I've bought more tea from them than from almost any source over the past decade, probably more in total than from Viet Sun.  Not so much recently, because I've been focusing on South East Asian versions and sources.  The styles coming out of Thailand, Vietnam, and Lao have become personal favorites.  Myanmar teas are great too; I've tried a good bit of those, and still own some, some of which has been aging at home for around a decade.

Tea Mania is one of the best sources online, per my judgment, even if only based on their Lucky Bee value oriented Yiwu cakes line.  Their other gushu range versions are more exceptional, of course, but not in terms of value, of quality and pleasantness in relation to prices.  You just can't buy decent Yiwu at low prices.

Tea Mania 2021 Jing Mai and 2022 Yiwu sheng pu'er

Since the main theme here is where I've been buying tea recently I might mention some tea that's in-transit.  I bought a couple of value oriented cakes from Chen Sheng Hao, after reviewing a cool sample set of mini cakes from them a couple of years ago.  Those were higher end, more exceptional teas, but I can't really be buying 50 to 80 cent per gram versions, so this order was about following up on someone commenting online that their lower cost blends are really good.  We'll see; I'll be writing about that a couple of times over the next few weeks.

Some other vendors have been sending me tea that fall into this range.  By "unconventional" I mean outside the normal Yunnan Sourcing / Crimson Lotus / etc., etc. paradigm.  You don't tend to see Chen Sheng Hao mentioned in places like the Reddit r/tea recommended vendors list.  Oriental Leaf, a vendor based in China, sent some exceptional hei cha versions over the past couple of years, novel variations of Fu zhuan or Fu brick teas; they work as another example.  Or Legend of Tea, a Malaysia based vendor, sent some Liu Bao and sheng to review, and they're probably as good a source as any for aged Liu Bao.

Oriental Leaf Fu zhuan hei cha (based on white tea)

     

Atypical naming stands out about one of those sources; the term "oriental" fell out of favor in "the West" about 15 years ago, regarded as pejorative (as negative).  Here in Bangkok they don't keep up with that kind of political correctness; businesses still use that term in business names, and the average person wouldn't be aware of that change.  But then people mostly only use English as a second language, which changes things.

It could seem odd to buy tea from abroad, in other countries than where it is from, from vendors who aren't producer sources.  But it would make sense to, if they could source better tea than standard US or European vendors are selling, and sell it for less than those places.  You would be "getting in on" lower local pricing in other markets, in this case in China and Malaysia.  Shipping would add extra cost, but it costs money to ship within one country, so it's only adding the difference between that and international shipping.  If it's $20 more then buying at volume could offset that, by a lot.

Let's add a reviewed example of that, from one of those sources, from Legend of Tea (out of Malaysia) to make that point clearer:

Legend of Tea 2024 Mengsong sheng pu'er (reviewed in this blog here in 2025)

This tea sells for 118 RM (Malaysian Ringgit), which is equivalent to $29, for a 200 gram cake.  That price looks like a citation mistake, doesn't it?  3 or 4 years ago it would've been more normal.  Their description:

This year's Xiao Ba Wang is sourced from ecological tea trees in the high mountains of Mengsong Da Man Lü, this sheng Pu-erh boasts a fresh, sweet aroma complemented by the distinctive alpine forest fragrance. Its naturally refreshing profile is soft, sweet, and intricately layered, offering a gentle yet rich tea-drinking experience. Each sip reveals a long-lasting sweetness with a refreshing, full-bodied aroma that lingers delightfully.

That's $50-some for a 357 gram amount that sounds like Yunnan Sourcing's higher end $110-120 or so current Impression cakes.  My review notes adds my impression:

#2:  depth and complexity pick up.  Bitterness starts, but that's still moderate.  Mineral undertone is pronounced, of course in a light mineral range, nothing like in Wuyi Yancha or other roasted oolongs.  Flavor seems to include floral tones, and a creamy sort of feel is adjoined by a touch of creamy flavor.  Sounds like oolong range, doesn't it?  But the feel structure of this is sheng, and the included bitterness, even if it's not challenging...

#4:  more of the same; it isn't changing quickly.  Aftertaste and bitterness may both dial up slightly.  Intensity is definitely good, and again the balance and overall effect is nice, the lack of flaws.  Flavor range doesn't extend to anything so interesting, but it comes across as good tea, pleasant and intense.  

I think I'm feeling the effects already... 

So it was pretty good, which I was characterizing as on the basic side, because I'd been drinking a good bit of distinctive, high quality, kind of expensive gushu around then, teas more in the 80 cents a gram range, $150+ for 200 gram cakes instead of $30.  

I've tried that since, and it's pretty good tea, relatively speaking.  It's much, much better than any standard factory tea; maybe two full levels above that.  I mean in relation to Dayi 7542, and also to many others that don't have the external image of being benchmark versions.  For $50-some for a standard size cake it's underpriced by a lot; from just about any other sources it would cost closer to $100, or maybe over that.

What are standard vendor sources then?

This last category description raises a question:  if those are unconventional exceptions, as sources go, what are the most conventional options?

Yunnan Sourcing comes to mind, but that's only a conventional, standard option related to a category, to what I'm calling a market style vendor, one who sells many produce categories and product versions (thousands, in their China based site, and still a lot in their US site).

For pu'er other main vendors are Farmerleaf, White 2 Tea, Crimson Lotus, and Bitterleaf (beyond King Tea Mall and Chawang Shop being good options, again what I'm calling market style vendors).  They would "only" sell a few dozen versions at any given time, a good selection, but limited enough that you could page through it.  

Rishi, which I mentioned, and Adagio are examples of older form, generalist, medium quality, higher volume outlets.  There's nothing wrong with preferring some relatively conventional rolled oolong, or whatever else might seem a bit standard.  People often like some teas as a comfort tea, or to drink with food, and preferences change over time.

To me Teasenz is a good example of a generalist vendor, based out of China, one who sells a little of different things, that is well-regarded and a good value.  Why them, when there are probably 100 relatively similar outlets online?  It's just an example I'm familiar with, and they've put the time in to be somewhat established as a known brand.  I've bought tea from them at least a couple of times, and it was good, nothing too amazing, but good for what it was represented as.  Actually a shai hong pressed cake I bought in 2017 was well beyond that, this tea; they could also find versions that stand out.

Really there aren't standard generalist vendors, typically.  One builds up an image related to a main theme and type range, if at all (like Yunomi for Japanese teas, or those other pu'er vendors already mentioned).  In some cases they grow to be well-regarded standard options, but more often their businesses just succeed, and they do a little better year to year.

The difference between blogging in support of tea vendors and shilling

 

This subject just came up, related to an odd pretense, just recommending a vendor.  It was on Reddit, where someone took offense that I had kept recommending Tea Mania, a Swiss vendor who sells pu'er, Wuyi Yancha, Taiwanese oolong, and Japanese teas.  The problem?  It seemed biased, to them.

Never mind that case, the complaint; there was nothing to that.  But it's an interesting sub-theme, how a blogger, who aims to be objective, deals with having favorite vendor sources.  I can unpack that quite a bit.  

It seems best to do so in discussion of my favorite vendors, explaining what my bias is, and why I see myself as still objectively "reporting" tea impressions in their cases.  Maybe not all of that works; it's up to a reader to decide for themselves.  I'll cover the different related factors along with that form, vendor by vendor, starting with a few favorites.

Jip Eu tea shop in Bangkok:  the owners are like an extra uncle and aunt to me.  Of course I would try to help them, even if my experiences there hadn't been as positive, related to their teas, and the value they're sold at.  But the broad range of interesting versions and great values are the main point.  It's why I settled into visiting them more than everywhere else in Bangkok combined, related to buying tea.  I have mentioned other places, summarized here, I just don't go to many very often.

first meeting Huyen!  8 years ago.  she would be my favorite vendor, if she sold tea.

I've already covered the bias, that I like visiting with them.  Related to product diversity I've tried different teas almost every time I've visited them, a count that is in the dozens now.  Who knows how much I've not identified that is available there.  I found brand new--to me--aged sheng versions there in the last two years, that had long since been there, and I've been buying similar aged sheng from them for nearly a decade.  

They specialize in Wuyi Yancha, both good versions and very inexpensive blends, that typical better-than-it-should-be dirt cheap Shui Xian (which would be called Da Hong Pao in some places, but they just go with what it actually is).  Their tins of medium grade Dan Cong are good, and it's a great place to buy either good jasmine pearls (white tea) or inexpensive jasmine green tea.  There are gaps; black teas aren't well represented, and oddly they don't sell almost anything from Thailand.  And it's hard to shop there, harder for others than for me, since they won't just sit and try everything in the shop with you (with friends, sure, but it's not like that for walk-ins).  There is no product list.

I know what these teas are, and what the market values are, and they're all pretty good, related to quality and value issues.  Maybe value and quality are hit and miss, which gets back to the "hard to shop" theme.  I am usually describing the positive side, but I've expressed that it's hard to shop there many times in this blog.  They just ask what people want, instead of talking through the options.  I suppose that's fair, since it would be a long talk covering it all.

Wuyi Origin:  this is a very well-respected producer and direct online sales vendor of Wuyi Yancha, based in Wuyishan, China.  I've never met Cindy, one owner, but I consider her a friend.  That almost covers it; there's no need to justify how good their teas are, or where value stands with them, because searching Wuyi Origin in any online tea group would turn up a list of endorsements.  Their teas are pretty far up the scale, and lots of people are familiar with that.  

I suppose there would always be something slightly better, or a style that's a better match to some preferences, but I sometimes recommend against people starting with their teas because they're too good.  You could never go back and appreciate that Chinatown shop Shui Xian if you explored their teas at first.  

In this case I don't feel it's necessary to say a lot about potential bias in online writing, and I've not been writing about their teas for years anyway.  I moved on to drinking sheng pu'er, and mostly order Thai, Laos, and Vietnamese teas, to maximize value.  Chinese teas can be slightly better, and value relates to quality related to cost, so that's one half of the equation, but for people on a tight budget the second part really matters as much or more.  

I mention them here because it's an example of a personal bias, and I did need to consider and try to address that in a lot of earlier reviews.

Tea Mania:  the source of the trigger for this writing.  I do know and like the owner, and he has contributed teas for review a number of times, but to me it's really about their teas.  Even when my tea budget was limited--it has been, for awhile--at one point this vendor was the source for my main annual order, stocking up every year.  I probably should get back to that, but I've been on a SE Asian tea tangent for who knows how many years, maybe about 5.  Really for 15, since I started on that, but I mean in relation to it being most of what I buy.

a 2016 cake reviewed in 2018 (my photography and sheng background were a little rough)

What's so great about their teas?  One Yiwu cake line represents some of the best value out there for pu'er (Lucky Bee).  And they sell more gushu / higher cost versions, that are significantly better.  Those other tea type ranges are really solid (Taiwanese oolong, Wuyishan teas, and Japanese teas).  So quality level is as high as "curator" vendors often offer, with pricing more in a conventional small vendor range.

Unless I'm judging all of that wrong there isn't more to explain or to justify.  They sell really good tea for below market rate costs.  Not far below standard pricing, but at a good value (except for that Yiwu; that level of value is atypical).  

One more caveat:  a number of vendors have contributed teas that are better than I typically buy for evaluation and review, so I'm not basing my own judgment on a broad range of routine purchases at a high cost level.  I don't buy 50 to 80 cent per gram pu'er; I can't afford it.  I've placed three small tea orders in the last two months, which my wife might already freak out about, which represents about as much tea as I've bought over the last year and a half (for myself; I do routinely buy tea for gifts, which is something else).  All of that tea was a bit below moderate in cost; it was cheap.

So how do I know that I can judge "gushu," dollar per gram range sheng fairly?  Reviewing is always about working with whatever impression you have, based on whatever background.  I've tried lots of different kinds of teas, from different sources; it would have to do.

Trident Bookseller and Cafe:  this isn't the same kind of theme.  I know the one owner of this business online, and like him, and he has sent tea to try once.  I recommend them as a good curator source; they seek out the best of the best kind of range, and sell that at way below a normal price, for what those teas are.

But it is odd, recommending people buy tea through an online outlet hosted by a cafe.  It makes sense, because of what I've described.  In trying those teas, only one set, I couldn't have been more convinced that every version was the best I'd tried of those standard types (Longjing and such).  

I don't think there is the body of endorsement comments out there in groups confirming this; people who know know, and most others don't, and people tend to "gatekeep" good sources.  They're not really trying to blow up as a main vendor source anyway.  They already sell books, and coffee, and tea on-site, so the online outlet is for profit but also for playing a broader role as a source.

I'm not overly sensitive about my image as possessing an ideally reliable opinion, in case that's how this is coming across.  People can think that I am biased, and "out of pocket," as my son says; it's all the same to me.  People who know know.  I expect that not everyone's subjective preferences and value judgment would match mine; that would be normal.  In the loosest possible sense I suppose that I am a tea expert, but that's not at all how I represent myself.  I'm a tea enthusiast who tries different things, and also likes to write.  Every experienced tea enthusiast realizes that there are a lot of thinner spots in what they've experienced; it's just how that works.

Viet Sun:  I wanted to keep this mostly to vendors that I'm buying tea from, since that makes the most sense (even though Trident was an exception to that).  I've bought more tea from Viet Sun over the past few years than anyone else.  It might seem that I've went quiet on that, since really tightening my budget last year involved skipping that order.  I bought a little in Chinatown, and from one "local" Thai source, and that was it.  I think I'll skip mentioning Aphiwat here; he's as much a favorite source as any, but you can search that in this blog to find a half dozen related posts, tied mostly to Thai sheng.

Steve and another friend covered Vietnamese tea market status here

Viet Sun is a unique vendor.  For a time Hatvala was the only Western-facing, good quality, great value Vietnamese source.  Or maybe only the Western facing part is enough; it was where you could get tea from Vietnam, and it just happened to be good tea that was moderate in cost.  Viet Sun expanded that and shifted range, to much better Vietnamese sheng and black tea.  

I did just order some tea from them, checking out this year's versions, so I'll write plenty of posts expanding on that over the next six weeks or so.  There's a pattern where unheard of new range is inexpensive at first, and slightly inconsistent, and then as consistency and demand ramp up so does cost.  The days of Vietnamese teas being an amazing value could be winding down; the original production level pricing also increases, as awareness and demand expands, which is fair.

On that quality side, maybe this level of Vietnamese sheng didn't even exist a decade ago.  I tried a pretty good version nearly that far back, from a Hanoi shop, so it probably did, but there wasn't much, and it was almost impossible to find.  Now it's not.  

If I'm wrong about all of that then I'm wrong.  But I've tried about as much South East Asian sheng as anyone alive, so that would have to relate to a bias working out much differently than I expect, or my overall judgment being wonky.

Could it be?  Sure, why not?  Once or twice a year someone will confirm that their preferences match mine, and I've been a huge help to them, but that's not much validation or feedback given my posts are viewed many thousands of time per year.  My judgment must also conflict with some others.  

Those views are mostly by bots, probably, but my guess is that around 10,000 views per month might be people, or at least 5,000, and then an order of magnitude more are AI bots, at this point, more than 10 times that many.

This is not an airtight case for me being completely objective, is it?  I don't think it works that way, that any one person can strip out their own judgment from their experience of tea.  I think that people can get better and better at placing their perspective within the landscape of others', but there would be limits to that.  I'm not claiming that I'm exceptional at it.  My guess is that I'm as successful as people tend to be on average, who put in moderate effort, but for sure others with different strengths and more deliberate or dedicated approaches can do better.

I get the sense that even from a source that means a lot to me personally I can still judge a tea fairly, in the same way I would if bought at random, or sent by a vendor source for review.  Or maybe that's not quite right.  We tend to like what we expect to like; it just works out like that.  We can zoom in on positive aspects or flaws and limitations in experiences, without noticing doing so.  It's probably impossible to accurately score yourself in relation to this factor.

I'm going to mention one more factor related to my "policy" of reviewing teas, to help place my approach.  I review what I like, not what I dislike.  You would have to go back pretty far here to find a tea that I describe as unpleasant.  

I'll cite an example, where I would do that:  I reviewed tea fossils and resin, two forms of instant tea, awhile back, and I don't really like either.  That was here, in 2024.  Looking back one was from a friend, and one from Tea Mania, a sample contributed for review, and I pretty much said that I didn't care for it.  

Here's an excerpt from that review, starting with the Tea Mania cha gao (tea resin):

[about the cha gao]:  I can't say that I like it.  There are redeeming characteristics, but it's rough, harsh.  Of course very heavy mineral dominates it; one might expect that.  It tastes like drinking rainwater condensed down to a brown liquid after sitting out in a plant pot, reducing there.  A pine note isn't bad though, and it lacks a lot of the disagreeable character of cheap shou.  It's not a lot like peat, it doesn't include off earthy flavors, or fishiness, and so on.

I diluted it again, and it's slightly better, but it's still going to taste like that, so heavy on mineral tones.  It's not so close to the flavor range of shou pu'er, but of course it is closest to that.  I overbrewed some Fu brick tea recently and this also reminds me of that.

tea fossils:  it's better, but only in comparison with the other tea.  I wouldn't drink this.  I will drink these cups; I tend to not waste tea, but I mean there's no way I would purchase this, or repeat this trial to check if other versions are better.  Related to the experience being novel it is quite interesting though...

So that's it; I will only review a tea I don't like if the flaws are interesting enough to warrant it, if there is a story.  If a pu'er just misses for you, or a black tea is missing a dimension or two, then there's no story.  It's bad tea, per your subjective tastes.

On the other theme I pass on as objective an opinion as I happen to have in reviews.  I've always wondered how that's affected by expectations, but we don't really get to know that, about ourselves.  To a limited extent we can work around that using blind tasting, which I've mentioned recently, but that's kind of a different subject.

Ez Teasy (Singapore based) Qimen red / black and Jin Xuan oolong

 

I've recently met a tea enthusiast from Singapore, through social media contact, talking about tea and exchanging some samples here in Bangkok.  He's also a very small scale vendor, selling under the brand / business name Ez Teasy.  There may be no online sales site to reference, but he does have an Instagram page.  It probably wouldn't hurt to at least mention his name, but given how some people are about online privacy I'll leave even that out.

It would've been interesting comparing the pricing level of these two teas with each other, and in relation to the quality of the tea, but that's fine, it's not really necessary.  He passed on a good version of black tea, a Qimen, a decent Jin Xuan, and a couple of green teas, with this only covering the first two.

I'll skip saying much about his philosophy of tea, or other background we discussed.  The short version is that he thinks appreciating good tea doesn't have to be a difficult, complicated, gear-intensive process, requiring formal training or a long learning curve.  I definitely agree with that.  Pretty much all tea enthusiasts think that plain, ordinary, unadjusted teas have a lot to offer, in comparison with tin-presented flavored tea blends, which might stand out more in specialty grocery store aisles.  On with trying two versions of those.

Of course it makes no sense doing a combined tasting of two unrelated tea versions.  I'm in the habit of doing combined tastings mostly to save time, to get to more, and after doing that dozens of times it's a familiar experience, and doesn't take much away from focusing on one, or comparing two similar versions, which would actually make sense.

Review:

Qimen:  it's quite good, but you could pretty much guess that from the appearance alone.  It's made of buds and very fine leaves, so that it resembles some versions of Jin Jun Mei, the ones that include both kinds of content, which some people claim aren't an authentic style.  Flavor range isn't so far off Jin Jun Mei; this could be that.  That comes in a range of styles, and it would be like a more typical black tea version, than the buds-only versions that taste like beeswax and honey.

This does seem to include a bit of honey and beeswax flavor range.  It's complex enough that it's hard to specify what the main flavors are, because there is a lot going on, even though it's all integrated, and entirely pleasant.  From there one might guess about dried fruit, or focus on a mineral layer.  A warm tone is a little bit savory, not so much that sun-dried tomato comes to mind, but along that line.  Cacao would be a reasonable interpretation, even describing that as a main flavor not, or the main one.  I won't brew a stronger infusion next round--lengthening infusion time--but the tea might open up a bit, showing even more, even without being brewed stronger.

Jin Xuan:  not fully opened up yet, but there's enough intensity to see how this will be.  It's a good version of Jin Xuan.  Creaminess is the main aspect in such a version, typically, at least for a version without much for roast or oxidation, and this is nice and creamy.  Remaining range is typically sweet, floral, and rich in feel.  This covers all of that.  Vegetal range can be regarded as negative, although if someone loves that it can be neutral or positive.  This includes some; vegetal range is on par with floral tones in this early and light round.  We'll see how it evolves as it opens up.

Qimen, #2:  intensity jumped quite a bit, even though I'm using a fast infusion time.  It would've made sense to go with a lower proportion for a tea like this, to offset that to compensate for what was going to be high intensity, but of course I didn't.  4 or 5 grams would be plenty, and this sample only had 7 or so in it, so I went with that amount.

Warm tones come out stronger, good sweetness, and what I interpret as bark spice and rich dried fruit.  Cacao is still a main inclusion.  Rich feel is nice in this, and the aftertaste from all that trailing over.  This is a pretty good example of this style of black tea.  It would be hard to find better.  The only time I've had Qimen even vaguely like this was when Dylan of the Sweetest Dew sent me a few versions to try.

Then it's harder to place this in relation to my preference.  For someone who loves this style this would be fantastic, but I've always loved Dian Hong more than Jin Jun Mei, or good unsmoked Lapsang Souchong, which this is closer to, maybe especially the first.  Or it could seem to be in between the two in style, combining aspects from both (from good versions of both).  I like it, and I can appreciate it, but I might love a version of something else that's at the same quality level more.  

Lots of Dian Hong (Yunnan black) ends up being a bit basic though, lacking this kind of intensity and complexity, and especially refinement, so even though I love that style it tends to fall short of this quality level.  Which can still be fine; it's not a problem to appreciate more basic tea experience, if you are on that page.  You don't need intensity, complexity, refinement, finish / aftertaste, and all the rest at a high level.  I suspect that a lot of Dian Hong might be produced from summer harvest material that's not as suitable for making sheng pu'er, drawing on the least potential version of what is ever harvested, but that's more a guess than an informed assessment.

A hint of sourness might be the only flaw or limitation.  I don't always notice such a thing, because I don't mind it at all at that level of input, but for people more sensitive to it, opposed to it, it could seem like more of a limitation.  To me it just matches the rest of the style.

Jin Xuan, #2:  Richness and creaminess are very nice; again vegetal flavor range standing out just a little more than floral tones might be the main limitation for this version.  To some that would be something of a deal-breaker, and to others I'd be splitting hairs, and this could seem like exceptional tea.  It's clean in flavor effect, and bright, with good intensity, good sweetness, rich feel (which could always be stronger, but it's ok on the scale of that), and decent butteriness.  Real Jin Xuan never tastes exactly like butter, more just a bit creamy, as this does.  I have limited or perhaps no experience with fake flavored versions.

Qimen, #3:  depth keeps picking up; this is probably as far as that could go.  It's nice the way that cacao grounds the rest, and there's so much going on beyond that.  It's smooth and clean, intense and complex, even moderately refined.  

I've been drinking through a lot of Thai origin Dian Hong style black tea that includes a comparable level of sourness, that I really love.  I could drink it every other day, and never get tired of it.  Huyen, my friend from Vietnam, visited and tried that tea, and I think liked it, but was not as familiar with the Assamica based tea range, so it wasn't as natural a fit for her preference.  The sourness seemed to stand out to her as more negative than it did to me.  I'm still seeing this as more a match to that other range, to Jin Jun Mei and Lapsang Souchong.

Jin Xuan, #3:  creaminess really stands out, but that might be staying consistent.  Warm mineral undertones seem to pick up a bit.  Those often stand out more in a #17 / Bai Lu / Ruan Zhi plant type based version.  This is as creamy as Jin Xuan typically get, but flavor range could be a little sweeter, including a bit more floral range.  It's still quite nice.  If you buy random Thai oolong in a tea shop or Royal Project shop it probably wouldn't be quite this good, even though there is surely better quality range out there.  Intensity might not match this, and creaminess could be less pronounced, even though the basic flavor range has more room for improvement.

Qimen, #4:  not really changing.  There probably was some shift in the proportion of what I've already described but you need to be really focused in to pick up on that sort of variation.  Doing a combined, unrelated tea tasting throws that off, as does background noise, and there's a bit of that in the house today.  The kids are here, and I just checked on the cat, and Eye is around preparing for something.

Jin Xuan:  more of the same.  To me this is quite pleasant, even though it's only sort of an upper-medium quality level, with lots of room for improvement.  It covers the basics well, with decent flavors, good intensity, feel, and creaminess.  It's clean, doesn't include flaws (beyond limitations), and is drinkable.  This would be a really good breakfast tea, or might work especially well cold-brewed, since that draws out the most sweetness a tea has to offer, leaving behind astringency, even though this doesn't have a problem with that.

It's interesting how one of these, the Qimen, represents an exceptional quality of a tea type you just never see, and the other is a basic, standard version, to me.  In Thailand most oolong is #12 (Jin Xuan) or #17 (Bai Lu or Ruan Zhi), although there are others, and Jin Xuan is common enough out of Taiwan.  I suppose the Qimen should be priced a good bit higher as a result; it could cost twice as much as the oolong, and that would still be fair.  In terms of how much I like both they're on more even ground.  The types and styles are completely different but I like both about the same. 

That could seem odd, since the Qimen is definitely a higher quality example, and I drink black tea as a secondary choice in relation to sheng pu'er now.  Rolled oolongs have a basic, broad appeal to me; they're easy to appreciate.  I'm not sure why I never drink them.  I guess it might be that black tea serves as a good alternative to sheng, quite removed in style, so that limiting most of my tea experience to both works well.  Of course I keep trying other things, for review, and just checking in with other teas I have around.  I've drank quite good Dan Cong and good basic Liu Bao in the last week, re-connecting with the rest of my tea collection, which I left behind living in Honolulu for 2 1/2 months.

I think black tea is probably the most suitable as a breakfast tea, but then this Jin Xuan version would also work, and I don't feel like I'm missing anything drinking sheng pu'er most days.  Some people would connect both with different climate inputs, but I can drink all three here in the ridiculously hot weather in Bangkok.  I did ice down the coffee I just drank yesterday afternoon; that's novel, but also sort of a different subject.  I sometimes drink iced jasmine green tea here, the inexpensive, basic version that comes in those dark orange tins.  But this is tangent after tangent!

These teas were really nice, distinctive and pleasant in two different ways.  The Qimen represents the best of a type and style range well, and the Jin Xuan doesn't quite as much, but both were pleasant to drink (to me).

Lessons learned from tea business successes and failures

 

I'm not the most natural person to be writing on this topic, since I don't sell tea, or earn any income from writing about it, but as usual this topic came up in online conversation.  A few tea sales ventures that looked like they were definitely going to succeed ended up not working out, in spite of taking novel steps that poised their businesses to do so, and there are lessons to be learned from this. 

The main lesson, as I take it, which I communicated to an online friend developing a tea business, is to stick with it, to give the venture time to build up, and accept not making profits early on.  I think all of these examples of "failures" described here would have eventually been success stories if they had stuck with it.  Let's see though, by examining those cases, with the obvious limitation that I'm guessing about why these businesses didn't succeed in time to continue.  The vendors didn't tell me the reasons, even though I did talk to two of them a little about that subject.

A few opposite examples of success stories are included at the end, not so much to contrast approach, but really just to show how similar approaches can work with either a bit more background work foundation or more time allowance to build up a business.

Temple Mountain Tea:  

This vendor made a great tea reference, a tea flavor wheel, so many years before the Australian Tea Master's group made their own quite good version.  It's this one:

Their last Facebook page post was in 2014, so they were there pretty early for this latest round of ramping up of specialty tea interest (much as that goes by distinct cycles).  Just for timeframe reference Phyll Sheng's blog (not his real name?) was active from 2006 to 2007, back when Marshal N was getting started in blogging, which I take to be one of the earliest online documented specialty tea interest "waves."  He posted some again in 2016 and 17.

We might speculate that they were starting early enough that uptake was limited.  I don't know though; maybe as awareness and demand ramps up vendor market entry does too, and maybe that was as good a time as any to get into vending.  The unique point here is that this vendor at least took time to make a great practical tea reference, and then later didn't keep on with tea vending.  They were probably busy doing something else; tea businesses are often set up as a side interest.

Tea Setter:

Again the theme here is that a vendor took a very promising and successful novel approach, only to see that not work out in terms of business longevity.  This vendor, a business owned by Matt Kitchen, reached out to the blogging community and was very well promoted by a lot of online posts back when they were active.  Here is an example, a Tea For Me Please post, or this one tops a Google search for the vendor name.  As the vendor name indicates they were promoting sales of teaware and also loose tea, with a shu pu'er being reviewed in that post (oddly not referenced as sheng or shu, but that can happen, especially back in 2013, before a standard list of details about versions became more customary).

So what went right, and wrong?  Tea theme issues or vendor mentions have always came and went in tea blog and tea group discussion circles, and this vendor was the talk of those right around then.  It seemed a great way to gain promotion.  Most of that talk was positive, with some reviews less positive about a shu version tasting a bit fishy, if I remember right.  I doubt that was any singular reason for this vendor dropping the theme (assuming they have, but the vendor name being Google-proof definitely implies that, beyond those reviews).  

I would guess that patience for the business to become profitable to a certain level was more of a concern, since tea demand would've been limited, as is still true today.

Lots of vendors across a broad time period have made good use of social media forms to promote awareness of their brand, I just don't remember any one of them generating this much positive buzz at one given time.  Tea related social media was more limited and consolidated back in 2013, so it would be hard to get the same proportion of online tea community attention today, for the forms and channels being a lot more diverse.  Bloggers seem to not have the influence that they once had, and my own blog gains far less readership than it did two or three years ago.

Tea Journeyman:

This example would be familiar to anyone active in online tea discussion at that time period (Kevin's review posts ran from 2013 to 2018, with the business active in a narrower window between those times).  It was a competent and well-developed blog, and a mature and well-formatted tea business attempt.  Kevin took training courses to support background knowledge, so he could've made some sort of sommelier / expert / master claim, but given how those tend to be received in the tea industry he mentioned that without overextending a related status claim.

My review of a Satemwa Malawai white tea version sold by the Tea Journeyman indicated that business had closed by 2015.  I had bought a Harendong Indonesian tea from him then too, which should indicate how trendy the vendor sources he was carrying was, since both were very well regarded.  Harendong must still make great tea, but again the buzz about new and interesting types, origins, and producer sources keeps changing over time, and those were "hot" back then.

Given how much I respected Kevin's blog content and his business approach I don't want to add too much speculation here about what parts worked and what didn't.  I'll cite his own 2018 explanation a little related to putting time into a tea interest and move on:

Yes, the tea reviews have been few and far between lately here. Life gets busy sometimes, and unfortunately taking time to prepare reviews is not always a priority.

I remembered there being more to that; maybe I was remembering a reference from his "about me" section as combined:

Other personal notes: I received my Bachelor’s Degree in Business Administration and Accounting from Clarion University of Pennsylvania. I am a licensed agent/broker of property, casualty, life, accident, and health insurance in the states of Pennsylvania, Ohio, and New Jersey. I also hold the Certified Insurance Service Representative designation through the National Alliance for Insurance Education and Research, and earned the Certified Insurance Counselor designation in 2018 through the same organization. 

So he had career objectives to focus on around the time he stopped blogging, and maybe family or other obligations as well.  It may have been great for him if a tea business could've "blown up" in short order, but a recurring theme here is that it takes dedication, time, and a long view to make a tea business work.  He was really active from 2013 into early 2015 but it's still not long, probably less than two years of business attempt.

And that's already most of the story, about tea vendors who experienced interesting and positive successes, but not eventual business success.  I wanted to contrast those with three other vendors who have lasted through the long haul, very successful businesses, in order to guess at what differentiated them.

Yunnan Sourcing:

It's not really a fair comparison, referencing one of the most successful Western vendors there is. I think there is good insight into business perspective and developing a tea business background step by step in his Scott Wilson's example though.  This Tea Epicure post (surely formerly World of Tea) blog post by Tony Gebely tells part of that story:

...I came to Yunnan in 1998 and just fell in love with the place, especially the tea and the food. In 2004, I got fed up with being in the states and decided to pursue my dream of living in China and doing something with tea... 

We have a tea room in the Kunming Wholesale tea market. It is a place solely to drink tea. We have a library of more than 600 pu-erhs that are available to try! Our eBay store is our only online presence at the moment. Most business is conducted outside of eBay. In fact, individual customers with small orders can contact me directly and get at least 10% (or more) off the retail price. We will open yunnansourcing.com and yunnansourcing.us before the end of 2009. The latter site will feature products that will ship from the USA instead of China...

So Scott took five years to build a business from an onsite presence in a main Chinese tea market, up to an Ebay store, and then finally onto China and US based sales sites and businesses, only after that.  In writing about talking with an even earlier pioneer of tea sales, David Lee Hoffman, I cited a tea blog post that looks to include an image of Scott in that market in 2008, but it's not labeled as such.

Of course it's not really fair to go back and select one of the most successful tea vendors and then say a narrow set of inputs led to that success, when luck, or good timing, or any number of other factors could've came into play.  To me the success seemed to relate to putting the right work in, over time, but that's just a personal read on it.  In retrospect there was a gap in China based sales options that didn't extend to "the West." Moving to China is a bit extreme; of course I'm not implying that's the appropriate or essential level of commitment and input.

What Cha:

To me this is a positive success story, about a vendor starting out at almost exactly the same time as the Tea Setter and Tea Journeyman business, drawing on almost exactly the same business theme as the Tea Journeyman, probably matching products back then in many cases.  I'm pretty sure this vendor followed a pattern of carrying teas I reviewed not so long after I posted about them some years back, but really why not use blogger references as sourcing leads?

Their "about us" page adds detail about their theme:

I started What-Cha in 2014 with the goal of sharing my love of tea and it's incredible diversity and unique taste with others.  I wanted What-Cha to be different and unique from other tea stores and to serve both the tea producers and consumers.  To that end, I have tried to abide by the following principles:

Unique Sourcing:  It is my belief that too many companies rely on a small pool of wholesalers from whom to source their teas from. This is negative for consumers who find a lot of the tea stores selling identical teas to each other and a huge problem for tea producers who are forced to give large discounts to wholesalers due to their negotiating power derived from how much of the tea market they control.

This is why I have chosen to source all my teas direct from the producer where possible... 

This is exactly what Kevin Craig of the Tea Journeyman business was doing, and a founding principle for Tealet, and so on, a very common theme.  This makes perfect sense, only one step extended beyond producers venturing into selling tea directly.  Execution is everything; they made it work, which probably took a lot of doing.  For being based in Britain Brexit must have been something of a business nightmare for them, but they're still around, surely making adjustments as necessary.

Alistair, the owner, mentions a commitment to keeping pricing low in that vision summary; let's check that with a benchmark version, Jun Chiyabari teas from Nepal.

This What-Cha NEPAL JUN CHIYABARI 'HAND-ROLLED TIPPY' OOLONG TEA lists for 12 British pounds per 50 grams, now on sale for 10.80, which converts to $14.28 USD.  That is pretty good for that tea, or even the $15.86 cost prior to sale seems pretty fair.  

How can I really support that, that the value sounds good to me?  Another US vendor outlet (and favorite online contact / friend, their manager Peter) Trident Bookseller and Cafe lists what I would bet is a really exceptional Nepal black tea selling at a great value, so we can use that as a baseline:

Nepal Needles, Kanchenjungha tea estate in Eastern Nepal, $7.50 per ounce.

That works out to be just under $15 per 50 grams, since two ounces equates to 56.7 grams; roughly the same.  That Trident version:

I'm not sure that value necessarily means more in relation to business success than the many other factors that come into play:  branding, marketing, product range and quality, unique offerings versus standard product listings, active social media exposure versus just running ads, and so on.  Quality and value are relevant considerations for customers though.

Tea Mania:

This is a really interesting business example, and a vendor I've ordered tea from a few times, with an owner I've actually met (only once, if it matters).  Their sheng pu'er selection seems about as good a quality and value as anything in that range selling online.  Let's unpack their approach, background, and business theme a bit.

This is a Switzerland based online-only vendor, which started out as a Thai tea outlet.  That subject is pretty familiar; lots of people visit producers here and notice that pricing is quite low for wholesale level volumes.  His website shop looks pretty good; that part can't hurt.  Early on he was developing a Teapedia site, which still exists, and interesting endeavor that was really more about expressing his own interest and developing broad awareness than serving as a promotion tool.  

And this is where the standard business development story varies:  Peter Pocajt (the owner) went on sourcing trips in China and Japan to learn more about types and to expand his product range.  That's taking a long view, putting that kind of effort and expense in, but per my understanding his personal interest in tea allowed it to double as a vacation experience.  In discussing this business theme with him just a little he said the initial ramp-up was really slow, so patience also played a big part.  The business isn't a main revenue source, which led other business owners to let it drop once the return didn't come early, but Peter took that the other way, as a good reason to keep making changes and try harder.

A bit of an aside, some of the key red flags related to describing teas and marketing context are glaring in his product descriptions.  I'll focus on two:  almost all of his sheng are described as gushu material, and said to be produced by a local "tea master," Master Panda.  Ordinarily that's reason enough to not even try the products, since at least 9 out of 10 outlets exhibiting those warning signs are selling pretty random versions of teas, probably not really realizing which parts or those stories are true and which are made up.  Here's the thing though, if we set aside that problematic "master" designation if you go to Yunnan, as Peter did, you could meet people who are part of old tea traditions, who are very adept at making tea versions.  It's better to never include that one concept in claims, but it could translate over from something less loaded and unlikely to be nonsense from a Chinese language.

There is an interview post about Panda's background on Peter's site; he moved from another region in China to start making tea in 2004, and learned under the kind of teacher that might more naturally wear that kind of label, if it ever makes any sense.

Panda is on the right; I think I can guess that nickname origin

As an example about that "master" designation, a tangent within a tangent, my "family monk," who I lived with for over two months while ordained as a Thai monk, I have no real role definition for.  The concept "master" is probably the one that applies most, I just don't use it.  From there "teacher" is second best, but he never taught me all that much, because even though I lived with him and spent all my time with him back then, and try to visit often now, he never taught me that much, because of the language divide.  Someone else might just take the leap and say that's their Buddhist master, but I really think of him as extended family, as a beloved but slightly formal uncle.

a pandemic era temple visit; must've been a dip in exposure for an event to be held

10 years ago; he can't touch Kalani, for being female, but he always liked visiting with both

getting accustomed to Thai traditions while young

Back to Tea Mania, I don't know how the gushu / plant age / natural growth origin claims work out in relation to any of their teas (which they discuss a little in that interview; many aren't presented as that, instead as shengtai or arbor origin teas).  Maybe the origin type descriptions are just nonsense, almost entirely wrong, or maybe it's entirely accurate, and good local contacts are enabling buying pretty good, high demand tea material from modest demand local areas, without pushing on to the typical $1/gram final cost range.  Maybe the material is quite mixed; that's possible.  To me the teas are good, distinctive and clearly high in quality, which is the main thing. 

I can't distill their case to a "lessons learned" summary; I'm just describing parts of it.  It seems to me like sticking with it and escalating business effort and input instead of dropping it all in relation to early limited demand and profit return was the main key, but maybe that's not exactly right.

Related to one subject that keeps repeating here, to me an example of a current trial in progress for online exposure is represented by the vendor-specific Discord groups.  I'm registered to participate in two, hosted by Farmerleaf and Liquid Proust.  It's a little less straightforward than actively discussing tea in Tea Chat and Steepster, and sending bloggers some samples, but it might be a current effective approach, even though activity level at both of those seems moderate.  The running theme in this post was that there is no magic bullet though, that any one highly effective outreach tool can be very helpful, but all the conditions really need to come together, typically requiring support of extended time for positive business influences and consumer awareness to build up.