Tea meets sport: a Universiade memory
In Shenzhen in 2011, sport and city life came together. Cixinyuan participated through a licensed manufacturer and retailer partnership for the Universiade. The retained licence records this connection between tea and youth-oriented sporting culture.
A city event and a tea connection
Sport brings people together and draws attention to a city’s culture. Within this partnership, tea carried associations of hospitality, sharing and gathering from mountain life into a public cultural setting.
A defined role in the partnership
Licensed manufacturer and retailer were the defined roles. The licence preserves the partnership’s name and term, anchoring the meeting between tea culture and the city’s sporting culture.
A historical partnership, a retained memory
The licence term ended on 31 December 2011. It remains a historical chapter rather than a current partnership. Retaining its document and dates gives this cultural memory a precise place in the brand’s journey.