巴黎奥运期间，东方茶饮惊艳法国胃！“这和我以前喝过的茶都不一样！”

巴黎奥运会开幕点燃了全世界人民的运动激情。在此期间，许多中国品牌，也搭乘奥运之风，纷纷亮相法国街头。近日，中国茶饮品牌霸王茶姬TEA BAR线下快闪惊现巴黎，给巴黎的空气注入一丝茉莉花茶的清甜。

The Paris Olympics has ignited the sporting passion of people worldwide. During this period, many Chinese brands have taken advantage of the Olympics to expand their global image. Chinese tea brand Chagee launched its Tea Bar in Paris recently, injecting a hint of jasmine tea sweetness into the French capital’s air.

谁说东方茶饮在巴黎不受欢迎？看这开业当日排队的架势，给这个勇闯巴黎的新中式茶饮品牌挣足了体面。快闪选址于巴黎圣拉扎尔火车站，开业当日吸引了近2000人排队打卡。   

一位在现场品茶的外国游客十分惊讶：“这和我以前喝过的茶都不一样，有茉莉花的香气”，并好奇地向现场工作人员了解所用的茶叶种类、产品制作配方等信息。

还有留学生表示：“果然和我过年回广州在家楼下喝的一样，简直一秒回国。”“中国茶果然走向了全世界。”

可见，霸王茶姬现场提供的经典产品“伯牙绝弦”赠饮，不仅给外国胃带来了不小的震撼，也给身在异乡的法国留学生带来了一些小温暖。   

It is evident that the classic BoYaJueXian product offered by Chagee on-site not only made an impression on foreign palates but brought comfort to Chinese students studying in France.

在活动现场，人们不仅可以品尝到现制的东方茶，还可以通过体验闻香识茶等小游戏，领取帆布袋、丝巾等小周边。还有老外喊话品牌方，赶紧来法国开店。

在这届巴黎奥运会上，从奥运吉祥物“弗里热”玩偶，到本届奥运会所使用的器材、装备和纪念品，从塞纳河畔那炫目的LED屏到加油围巾、球迷假发、助威棒、望远镜等观赛产品，赛场内外，“中国制造”的气息随处可见。

From the mascot “Phryges” dolls of the Paris 2024 Olympic and Paralympic Games to the sports equipment, clothing and souvenirs, the dazzling LED screens along the Seine River, and spectator products like scarves, wigs and binoculars, “Made in China” products can be seen everywhere, inside and outside the arenas.

体育是跨越国界和文化的语言，茶亦是如此。千年前，东方茶沿着茶马古道、丝绸之路走向全世界。此次霸王茶姬在巴黎街头成功出圈，跟法国人的饮茶史密切相关。

Sport is a language that transcends borders and cultures, and so is tea. Millennia ago, Eastern tea was transported along the trade routes of Ancient Tea Horse Road and the Silk Road. This time, the presence of Chagee on the streets of Paris is related to the French people’s long history of tea drinking.    

相比其他欧洲国家，法国是较早接触到茶叶的国家之一。在17世纪，法国人开始慢慢接触茶饮。除了一般的饮用方式外，法国宫廷还发明了一种新型喝茶方式：人们先在陶瓷杯中加入冷牛奶，再将热茶倒入装着牛奶的陶瓷杯中。是不是像极了今天的中式茶饮？

在18世纪，巴黎兴起了一股“中国文化热”。当时的法国社会对中国文化的各个方面都表现出浓厚兴趣，包括茶道、饮茶习俗以及围绕茶的社交仪式。

▲艺术家Michel Barthélémy Ollivier于18世纪60年代所做的油画《在巴黎滕布尔宫的英式下午茶聚会》图源：Château de Versailles, Dist. RMN /  Christophe Fouin

东方茶文化的引入让巴黎人开始着迷于中国文化的独特和精致。很多茶馆和沙龙纷纷建立，人们可以在那里聚会、品茶，了解不同种类的茶，切磋泡茶的艺术，欣赏泡茶器具之美。   

The introduction of Eastern tea culture made the people of Paris fascinated with China, drawing them into the unique delicacy of Chinese culture. Many tea houses and salons were established at that time, attracting people to drink tea, learn about different varieties, explore the art of brewing and appreciate the beauty of tea utensils.

▲上图为法国路易十五国王于1729年在皇后诞下王子后送给皇后的礼物，包含饮用茶、咖啡和热巧克力的所有用具，里面有来自中国的瓷器

如今，中式茶饮乘着奥运之风又一次变为全球文化的媒介。据悉，此次霸王茶姬的“伯牙绝弦”这一款经典产品的部分原料需要在当地采购，产品研发的工作人员4月份来法国进行产品测试，最后敲定了现在这款跟国内“伯牙绝弦”最为接近的一个配方。

In addition to tea culture, the Chagee Tea Bar features fun activities such as pitching pots and cuju (the Chinese origin of football) and singing lessons for the Chinese song Jasmine Flower. 

Pitching pots is a part of traditional Chinese etiquette and is often played at banquets. Such experiences give international guests the chance to understand the ancient Chinese culture and etiquette.    

除了巴黎TEA BAR，霸王茶姬还官宣了刘翔、汪顺、郑钦文、贾一凡、陈清晨、刘清漪、王瑞苗，共七位世界级运动员组成的“健康大使团”。在埃菲尔铁塔、凯旋门、卢浮宫等巴黎核心地标，健康大使团CHAGEE号巴士，正在把健康的现代东方茶介绍给更多人。

▲健康大使团CHAGEE号巴士驶过埃菲尔铁塔

On the orders page of the Chagee WeChat there are values such as calorie content and glycemic index — a measure of how fast a food is converted into blood sugar. Different Nutri-Grade system labels are provided for the same drink in varying sizes, sweetness levels and temperatures. 

This grading method was initially piloted in Shanghai. On June 28, Chagee announced it would roll it out across all their domestic stores. This practice not only reflects Chagee’s understanding of consumer needs but helps it get closer with consumers to create a lifestyle that gives them the sense of belonging.

在全球化浪潮的推动下，文化的交流与融合也徐徐展开，中国品牌出海也呈现出不可逆的趋势，新茶饮自然也不例外。在巴黎奥运会这个有特殊意义的节点，霸王茶姬把世界范围内的茶饮爱好者聚集在一起，看点好看的，喝点好喝的，玩点好玩的，这让很多参与者在Instagram上分享自己的体验时，用“惊艳”“难忘”等词汇来形容这次经历。   

回头来看，2017年霸王茶姬成立时，喊出的“以东方茶，会世界友”，终于得到了体现。