🌱 Tongren in Guizhou is hailed as the Chinese mainland’s matcha capital. Last year, in 2024, the region produced 1,200 tons of matcha—ranking first on the Chinese mainland in both production and sales.
Now, Guizhou’s matcha is “setting sail,” finding its way to over 40 countries and regions, from the United States and Canada to Japan. But beyond shipments and logistics, a new wave of entrepreneurs is making the biggest impact: young farmers who go live online. 🎥
By tapping a screen, these digital-native growers bring the tea fields straight to viewers’ homes. They share behind-the-scenes glimpses of picking, processing and packaging matcha, answer questions in real time, and build authentic connections that turn viewers into loyal customers.
This livestream boom is more than a sales channel—it’s a fresh approach to rural revitalization. As matcha streams spark global interest, local incomes rise, and the next generation finds new reasons to stay in or return to their villages.
From the misty mountains of Guizhou to millions of screens worldwide, matcha is weaving together tradition and technology—one live stream at a time. ✨
Reference(s):
Guizhou's matcha powers rural revitalization through livestream sales
cgtn.com
