Nanjian Tiaocha (南澗跳茶) in Dali, Yunnan

Project Team

Leader: Mao Enhui (AIRI Fellow)

Members: Zhang Huibin (AIRI Associate Fellow), Liu Mingjie (AIRI Associate Fellow), Zhang Kaixiang (AIRI Associate Fellow), Kong Yao (AIRI Associate Fellow)

Background and Introduction

Tsinghua University’s paired assistance county, Nanjian Yi Autonomous County, is renowned for its rich and vibrant ethnic culture and abundant ecological products. Despite being home to the world's intangible cultural heritage, the millennia-old tradition of “Nanjian Dish-Serving Dances”, this cultural heritage faces the risk of fading away due to a lack of successors. Additionally, the 120,000 acres of ecological tea gardens in the region lack a well-established local brand, resulting in subpar economic returns.

This project aims to harness the traditional Yi ethnic culture of “Dish-Serving Dances” to empower the development of the tea industry in Nanjian. It will create a brand of “Tea Dance” using two-dimensional dolls and promote it through internet platforms, inspiring others to imitate and increasing recognition. The project will also sell "Tea Dance" products through online streaming platforms, benefiting local tea businesses, farmers, and the government.

Project Site

Nanjian Yi Autonomous County, Dali Bai Autonomous Prefecture, Yunnan Province, China

Proposed Project Actions and Deliverables

Project Actions:

• Create the regional brand “Nanjian Tea Dance”: Engage professional designers to create a modern visual representation of “Tea Dance” using 2D characters, promote “Tea Dance” videos on online platforms using a targeted news dissemination strategy, utilize local tea and dance experts to increase visibility and generate traffic.
• Launch the Nanjian Tea Dance product series on live streaming platforms: Conduct live streaming to promote existing tea products and join the Tea Dance Live Commerce Alliance, use existing logistics and warehousing facilities for smooth product circulation, invite local hosts and experts to introduce and sell Tea Dance products, collaborate with Tsinghua University to develop a product series that blends Tea Dance and Yi ethnic culture, establish the Tea Dance Cultural Exchange Association to organize training, promotion, and public performances.

Project Deliverables:

• A mature local brand established and implemented with the formation of a brand company.
• A professional team responsible for brand design, logistics coordination, platform operations, and more.
• A highly self-organized Tea Dance Association.
• A tea cooperative bridging the gap between enterprises and tea farmers.
• A comprehensive logistics and warehousing system.
• A professional team for online live streaming.
• A well-established mechanism for aligning interests.
• Regular Tea Dance cultural exchange events.
• A sustainable corporate initiative supporting agriculture.