Chinese herbal-tea brand Wang Lao Ji, sometimes known as Wong Lo Kat, opened its first overseas museum in New York City on November 18.
The world’s oldest such brand, established in 1828, Wang Lao Ji is hugely popular in China. As of this year, it has recorded sales there topping 20 billion yuan (US$2.88 billion).
In recent years, the brand has been present at a host of international events, ranging from the summer and winter Davos forums to the Fortune Global Forum. Globally it’s drawn the attention of an increasing number of consumers.
With an improved trading system overseas, Wang Lao Ji is now distributed in 60 countries and regions, and the US has become its secondlargest market after the Chinese mainland.
“Wang Lao Ji’s first overseas museum in New York will deepen consumer understanding of the Chinese herbal-tea culture and, more importantly, bring the 190-year-old Chinese brand to the world,” says Ye Jizeng, deputy general manager of Guangzhou Wang Lao Ji Great Health Industry.
The theme museum is modern on the exterior but has distinctive Chinese features inside, where a multimedia exhibition traces the brand’s history and successes.
It also has a Wang Lao Ji shop where trendy instant drinks in various flavours give consumers an authentic sip of China.
At a new historical starting point, Wang Lao Ji has drawn up a 10year plan for further development. It will continually champion a lifestyle that is healthy and auspicious and cater to consumers’ need to pursue a healthy life. It will do more with botanical energy drinks, aiming to become a global industry leader.
“Wang Lao Ji will set up herbal tea museums in 56 cities to promote the beneficial and auspicious beverage and spread Chinese culture globally,” says Chen Weiping, assistant general manager.