On 10 October 2023, Jinshan Tang attended the 'Fujian-New Zealand Economic and Trade Cooperation Matching Meeting' in Auckland, jointly organised by the Fujian Provincial Department of Commerce, Bank of China (New Zealand) Limited, and the New Zealand Fujian Chamber of Commerce. At the meeting, Jinshan Tang signed a memorandum of cooperation with the New Zealand-China Tea Culture Exchange Promotion Federation to accelerate the entry of Wuyi black tea into the New Zealand market. On 14 October, Jinshan Tang also attended the 'Fujian-Australia Economic and Trade Cooperation Matching Meeting' in Sydney, signing a memorandum of cooperation with Australia's Huidongfang (Aishang Alliance Co.

, Ltd. ) to promote Chinese black tea in Australia. As the founding enterprise of Lapsang Souchong and Jin Jun Mei black teas, Jinshan Tang is committed to spreading Chinese tea culture.

The two meetings had over 50 and over 70 participants respectively. Deputy Director-General Huang Dezhi of the Fujian Provincial Department of Commerce promoted the investment environment. Specific sales data and market launch timelines have not yet been announced.

For small and medium business owners in New Zealand, the signing of a memorandum between Jinshan Tang and the local tea culture association marks the official entry of a premium Chinese black tea brand into the New Zealand market, potentially driving an upgrade in local tea consumption. However, the initial phase will focus on cultural promotion, with direct trade volumes remaining limited. Two points warrant attention: first, whether Jinshan Tang will establish agency or distribution channels in New Zealand, creating opportunities for local tea merchants; second, the memorandum may lead to events such as New Zealand-China tea culture festivals and tasting sessions, allowing businesses in the catering and gift industries to plan ahead.

Furthermore, the involvement of the Fujian Provincial Department of Commerce indicates government-level support for Fujian tea exports, and trade facilitation measures may be introduced in the future, though implementation will take time. For merchants already importing Chinese tea, note that Jinshan Tang's high-end positioning may capture some market share, while lower-end teas will be less affected. Overall, this event is a long-term positive, with short-term business opportunities concentrated in culture-promotion-related services.

Keywords: Jinshan Tang, Wuyi black tea, Fujian, New Zealand, Australia, economic and trade cooperation, signing memorandum, tea culture, pure black tea, Fujian tea

2023年10月10日，正山堂参加福建省商务厅联合中国银行（新西兰）有限公司、新西兰福建商会在奥克兰举办的“福建与新西兰经贸合作对接会”。会上，正山堂与新中茶文化交流促进联合总会签署合作备忘录，加快推动武夷红茶进入新西兰市场。10月14日，正山堂又参加在悉尼举办的“福建与澳大利亚经贸合作对接会”，与澳大利亚汇东方（爱尚联盟有限公司）签署合作备忘录，向澳大利亚推广中国红茶。

正山堂作为正山小种、金骏眉红茶创始企业，致力于传播中国茶文化。两次对接会参会人数分别为50多人和70多人，福建省商务厅黄德智副厅长推介投资环境。具体销售数据和市场启动时间尚未公布。

对新西兰中小企业主而言，正山堂与本地茶文化协会签署备忘录意味着中国高端红茶品牌正式进入新西兰市场，可能带动本地茶饮消费升级。但合作初期以文化推广为主，直接贸易量有限。建议关注两点：一是正山堂是否会在新西兰设立代理或分销渠道，为本地茶商带来合作机会；二是备忘录可能推动中新茶文化节、品鉴会等活动，从事餐饮、礼品行业的企业可提前布局。

此外，福建省商务厅参与对接会，表明政府层面支持闽茶出海，未来可能出台贸易便利化措施，但具体落地需时间。对于已进口中国茶叶的商家，需注意正山堂品牌定位高端，可能抢占部分市场份额，而低端茶受影响较小。总体看，该事件是长期利好，短期内商业机会集中在文化推广相关的服务业。

关键词: 正山堂, 武夷红茶, 福建, 新西兰, 澳大利亚, 经贸合作, 签署备忘录, 茶文化, 清饮红茶, 闽茶

Photo by Julius_Silver on Pixabay

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