Last month, the island of La Réunion became the meeting point for tea cultures from around the world as it hosted the inaugural International Tea Symposium (ITS 2026), a landmark event dedicated to tea as a living cultural heritage and a vehicle for dialogue between peoples. Organized under the High Patronage of the Presidency of the French Republicand with the support of the UNESCO Community Association, the symposium brought together producers, researchers, institutions, ar

The International Café & Beverage Show (ICBS) in Kuala Lumpur is a place where established brands meet emerging trends. This year, however, one of the most talked-about discoveries for T Hospitality came not from a multinational tea company, but from a 17-year-old entrepreneur presenting a brand that had been launched only months earlier. At one of the exhibition’s most eye-catching stands, visitors were drawn to a vibrant and youthful brand called Yoko Matcha. Its playful id

T Hospitality met Sho Kato, founder of the Japan Matcha Export Organization — a young company that perfectly reflects how the global rise of matcha is creating new entrepreneurial opportunities across Asia.

At the heart of Dubai’s tea trade ecosystem is the DMCC Tea Centre, a purpose-built platform enabling international tea flows at scale. Designed to connect producing regions across Africa, Asia and beyond with key consumer markets in the Middle East, Europe and South Asia, the Centre operates as a strategic gateway for global tea trade.

At ICBS Kuala Lumpur, GuiTea emerged as a major player in the booming global matcha market. Founded in China’s Guizhou province, the company is now the world’s second-largest matcha producer, manufacturing 4,000 metric tons annually. By combining scale, certifications, and competitive pricing, GuiTea is positioning itself as a key supplier for cafés, beverage brands, and hospitality operators worldwide amid the growing global “matcha fever.”

Our visit to Malaysia’s largest beverage exhibition offered a revealing glimpse into one of Asia’s most dynamic tea and café cultures — driven by young entrepreneurs, bold concepts, and a rapidly evolving consumer market.

East Forged is redefining ready-to-drink tea through a fusion of culture, hospitality, and innovation. Founded by tea experts Kym and Tania, the Australian brand combines authentic sourcing, creative flavour pairings, and deep tea knowledge to create premium non-alcoholic beverages. More than a drink, East Forged offers a modern tea experience rooted in heritage, storytelling, and human connection.

As consumers seek novelty and visual appeal, tea menus are evolving far beyond the traditional brew. Looking back at our predictions of trends that would shape the tea sector in 2026, we now delve deeper into how format and flavor expectations from consumers are evolving. The novelties that stand out the most are coming from flavor innovation and iced formats.