What are your biggest inspirations when it comes to creating a new blend?
Much like haute couture designers, my inspiration comes from observing new and upcoming trends in fashion, lifestyle and the changing seasons. I am constantly travelling, absorbing the flavours, aromas, sensations, styles and trends from around the world – from trendy capitals to remote and hidden locations. These combined experiences lead to an understanding of the evolution of tastes and predilections, which in turn enables me to create new blends that will continue to surprise our customers’ palates.
Tea has long been associated with ceremonies and rituals. What are your rituals when it comes to creating or tasting a new gourmet blend?
There are many similarities that link the realm of fashion with the world of TWG Tea, as both are celebrated fields of creativity. Designers and tastemakers are the ones who will define what people will want to wear or drink each season. This is not so much a marketing exercise as it is an art because it not only involves possessing a comprehensive knowledge of the product and customer preferences, but also personal taste – which is why I am always so eager to share it with my friends and customers. Different blends will also determine how the final packaging will be designed, although the inspiration could be something as simple as a colour, an aroma or even a voyage. Inspiration of this kind cannot be manufactured, and it’s this vision that sets TWG Tea apart from the rest.
Which particular gourmet blend do you always have on hand, and what pastries do you enjoy pairing them with?
That would be Silver Moon Tea, the very first tea launched by TWG Tea. This is a very sentimental blend that I created during the mid-autumn festival, and has now become one of the most popular across all markets. The tradition of pairing tea with mooncakes stems from ancient times, and is always reserved for only the most exceptional of circumstances. The pairing also makes sense in terms of flavour and consistency – the tea softens the rich textures of the mooncake while the pastry adds density and complexity to the flavour of tea. We’ve also just introduced the Autumn Celebration Tea, an enticing black tea blend that encapsulates the mouth-watering flavours of our signature mooncakes.
Of all the tea gardens and estates that you’ve visited, which one has been the most memorable?
One of my favourite tea plantations is the Okayti Tea Estate in Darjeeling, India. Spread out over undulating terrain at altitudes of 1,300 to 2,000m, it is one of the most famous and celebrated tea plantations within the region. Every spring, tea lovers from around the world will converge at these mystical Himalayan estates to await the new harvests. It always manages to surprise my palate and challenge my taste buds.
How would you describe the ideal TWG Tea customer?
Tea is not limited to just one specific clientele. The way it is interpreted in various countries, culinary traditions, drinking behaviour or even within specific families plays a role in how the beverage is segmented. One of the biggest factors to TWG Tea’s international success has to do with how we constantly remind everyone that tea is an art de vivre. This means anyone in search of a bit of magic in their teacup can enjoy it.
Anything special planned for TWG Tea’s 10th anniversary in 2018?
We intend to open new locations in key fashion capitals on all continents within the next five years and will celebrate with the launch of new tea blends and other products. TWG Tea has also played an integral role in educating the public about the art of tea appreciation and tea culture, so we’re looking forward to doing more on that in the near future – perhaps with a tea institute or even a tea museum.
TWG Tea recently launched a new Iced Tea collection along with an array of ice cream and sorbet flavours. What was the idea behind this venture, and how much research was involved?
For the Iced Tea Collection, I wanted to create not just a teabag that was fresh and inviting, but also the right packaging design that evoked the joy of enjoying a cold glass of tea on a blistering hot day. It took two intense years of research and development, but the final result – gorgeous drawers reminiscent of chiselled ice cubes filled with transparent silk teabags – has taken the tea industry by storm.
Made from the finest and freshest natural ingredients, our handmade tea-infused ice creams and sorbets are also a great way for new customers to familiarise themselves with our tea collection. This is all part of the luxurious tea experience that we offer. We’ve also been credited as the inventor of ‘tea gastronomy’, which is the art of incorporating tea to unique culinary creations by blending, infusing or powdering tea leaves into a sweet or savoury recipe. So, not only is this unique to the market, but it also showcases our range of teas brilliantly.
What are the other new developments that tea connoisseurs can look forward to?
There has been a noticeable increase in the preference towards premium tea blends, which can be attributed to the rising affluence among cosmopolitan consumers who travel internationally and are exposed to various exquisite cuisines, which in turn allow them to hone their palate and appreciate the most refined and subtle intricacies in flavour. We’ve also noticed how Asians are steadily migrating towards appreciating their own heritage products, which we believe will increase interest towards rare and superior tea blends. Our latest blends such as Mozambique Mist of Milanje Tea, Brazilian Highland BOP, Persia Lahijan Supreme Tea or the Weekend Tea Collection have all been been inspired by the world’s most exotic destinations.
At TWG Tea, our plan has always been to introduce our exceptional range of blends to the new, younger generation, which is why we always make it a point to release new, innovative products every season. We currently distribute in more than 40 countries, with 48 tea salons and boutiques worldwide across 15 countries. We’ve opened in Bangkok, Taipei, Guangzhou, Shanghai and Abu Dhabi, and have further plans to launch in Hong Kong, China, Japan and Qatar by the end of this year. While these new locations will each have their own unique design and concept, they will still retain the signature TWG Tea style that blends Singaporean tea traditions with a contemporary twist.
If you could travel back in time, what single piece of advice would you give yourself?
I would tell my younger self to always persevere through the inevitable highs and lows of creating a new business with a positive attitude – because you might never get a second chance.
How would you define luxury?
Luxury is all about people with passion. Many tend to forget that the world’s most recognised luxury brands were founded by individual artists and craftsmen who – because of their passion and innate creativity – fashioned a brand and a legacy that has long outlived them. This passion is very much alive and palpable at TWG Tea – from the stores to the service, the tea leaves to the tea-infused foodstuff and the timeless product designs to the exquisite packaging.
