UNESCO Headquarters in Paris saw the commencement of the Tenth Bonjour Brand Forum on June 21. 2024 marks the 60th anniversary of diplomatic ties between China and France, and Paris will embrace the Games of the XXXIII Olympiad this summer.
The forum, with the theme "The Journey From Chinese Brands to Global Brands", is one of the official events to celebrate the 60th anniversary of China-French diplomatic relations. Moutai, China's National Baijiu, was offered at the welcome banquet. CHAGEE, the modern oriental tea producer from China, offered its products to global guests at the summit. The two Chinese companies have participated in the discussion of Chinese and French brands and shared their insights and experiences in going global.
(Photo: Former Prime Minister of France Jean-Pierre Raffarin tastes CHAGEE's tea)
Political and business leaders of China and France, CEOs and CMOs of leading brands, and internationally renowned creative persons and designers including Jean-Pierre Raffarin, former Prime Minister of France, Joachim RONCIN, Design Director of the Paris Olympic and Paralympic Games, Corentin Quidea, Co-founder of Cartier International, Bénédicte Epinay, President and CEO of Comité Colbert, Hélène Poulit-Duquesne, Global Executive President of Boucheron gathered to share CHAGEE's "Little Blue Cup", fostering friendship and united in honoring the spirit of the United Nations and the Olympic spirit.
(Photo: Joachim RONCIN, Design Director of Paris Olympic and Paralympic Games tastes CHAGEE's tea)
Guests learned about the planting, plucking and processing techniques of tea as well as the history and inheritance of Chinese tea culture from the explanation of staff. A staff of UNESCO said:" Tea is far from a drink. As a symbol of culture, tea connects hearts. Thanks to this activity, we have witnessed the profound connotation of China's tea culture and its innovation and development in modern society."
(Photo: Guests learn about Chinese tea culture)
After tasting CHAGEE's tea drink, a guest praised: "This is more than a cup of tea, instead, it is an artistic enjoyment. The flavor of tea kisses my tongue and brings an unprecedented experience." Another representative of a French brand said, "The fresh-made tea drink has perfectly combined China's traditional tea culture with modern needs, giving us a deeper understanding of the profound Chinese tea culture."
(Photo: Guests taste CHAGEE's tea drink)
Zhang Junjie, founder and chairman of CHAGEE, said in his speech at the summit that "CHAGEE, MEET TEA & FRIENDS" has been CHAGEE's mission since its establishment, hoping to provide 15 billion cups of modern oriental tea for consumers in more than 100 countries every year in the future.
More than 200 countries share the same pronunciation of Cha & Tea. Tea, one of the healthiest drinks in the world, is a medium for global cultural interconnection and a bridge of international friendship. Zhang Junjie said: "We hope to truly connect people around the world every day through cups of modern oriental tea and put down the barriers and disputes. This is also the spirit of the United Nations and the Olympics".
(Photo: CHAGEE's global advertising film "CHA" made its debut at the summit)
Also, Zhang Junjie has his views on domestic brands going global. He believes that going global is not the business of one enterprise, instead, the whole industrial chain should be integrated to go global and to truly realize globalization. "Going global as a single business unit, whether it is the brand, sales channel or supplier, cannot achieve synergy effect. CHAGEE believes that no parts, including the supply chain, logistics, decoration, design and dairy product suppliers, will be left behind in the process of going global. This is what CHAGEE strives to do."
(Photo: Zhang Junjie, Founder and Chairman of CHAGEE, shares his concept of globalization)
Jean-Pierre Raffarin, former Prime Minister of France, believes that there are still many difficulties to be solved in international cooperation. "Practical action is crucial for further developing our partnership, with openness, innovation, creativity and internationalization as key elements. Globalization is a value that deserves our support and recognition."
Tea and liquor, two major representatives of Chinese culture, also enabled guests from all over the world to fully experience the unique charm of China's tea culture and baijiu culture. When good friends get together, they may want to drink to their hearts' content to show their friendship. They may also choose to sit down quietly and drink tea while chatting about their lives. Jean-Pierre Raffarin, known as France's "China Hand", especially passed on his own experience in making friends with Chinese people. "First and foremost, it is very important to build a bridge of cultural emotions with Chinese people. You need to love China and Chinese culture."
(Photo: Kweichow Moutai and CHAGEE appear at the United Nations "China-France Brand Summit Forum")
In addition to visiting the headquarters of UNESCO to showcase the innovation and development of China's tea culture in the new era, CHAGEE will open a pop-up store in Paris from July 5 to bring modern oriental tea to France, allowing more French people to experience the charm of Chinese tea culture and strengthen the friendship between China and France.