A themed cultural event, “Anxi Tieguanyin: The Magical Leaf from the East,” took place at the China Pavilion during London Craft Week 2025. The event was held at the new premises of the Chinese Embassy in the UK, former Royal Mint Court, celebrating the elegance of Chinese tea culture while promoting Sino-British cultural exchange and trade.
Over 100 guests were in attendance, including Mr. Li Liyan, Minister Counsellor for Cultural Affairs at the Chinese Embassy in the UK; Ms. Xia Yuzi, Minister Counsellor at the Chinese Embassy in the UK; Mr. Ian Gibbs, Chairman of the International Tea Committee; Ms. Lise Bertelsen, Executive Director and Head of Public Affairs at the China–Britain Business Council; Mr. Qian Zhu, President of Art and Design Press; Ms. Daishu Ma, author of Tiger, Don’t Worry! and internationally acclaimed illustrator; Mr. Laurence King, internationally renowned publisher, Board Director at Post Wave Publishing UK, and founder of Laurence King Publishing; Ms. Gloria Bailey, MBE, Associate Director for Export Services at the Publishers Association; and Ms. Emma Hopkin, Managing Director at Post Wave Publishing UK. Also present were representatives from leading tea enterprises, Chinese and British media, professionals from publishing industry and art world as well as tea enthusiasts.
At the Kick-off Meeting for the London Craft Week held previously, Mr. Liu Yongqiang, the County Governor of Anxi, Fujian Province, introduced Anxi County and the development of its tea industry to Chinese and British media through a video address. Mr. Liu stated that in London, an international metropolis with rich culture and modern vitality, this gathering over tea will surely unfold a beautiful chapter of mutual cultural appreciation.
In a setting infused with refinement and warmth, guests and local residents alike immersed themselves in the aroma and lasting allure of Anxi Tieguanyin, a treasured variety of tea from the distant oolong tea–growing region of Anxi. The occasion offered a sensory exploration of Chinese tea artistry and its deep-rooted cultural heritage.
Anxi Tieguanyin Infuses London’s Afternoon Tea Tradition
Anxi County, renowned for its Tieguanyin tea, is a millennia-old county in Fujian that has flourished through its tea industry and technology. Its verdant tea mountains, dedicated tea growers, exquisite tea art, and a lifestyle steeped in tea reflect centuries of Chinese tradition. On the afternoon of 13 May, a delegation from Anxi County, led by Mr. Xiao Yinzhang, Economic Advisor to the Anxi County Government and Executive Deputy Director of the Anxi Tea Industry Management Committee, presented a spectacular “Afternoon Tea” event, in collaboration with four prominent tea companies from Anxi: Bama Tea, Xing Xi Tea, Weiyin Famous Tea, and Lianggu Famous Tea. The event also featured Mr. Wei Yuede, a nationally recognised tea master and inheritor of China’s Intangible Cultural Heritage. The programme included an in-depth lecture on the culture of Anxi Tieguanyin, live demonstrations of traditional oolong processing techniques pioneered in Anxi, and sophisticated tea art performances, offering attendees from various sectors of London a magnificent cultural feast representing the rich culture of China.
In partnership with Post Wave Publishing UK, the event highlighted the global launch of the picture book Tiger, Don’t Worry! in its English edition, which focusses on the Anxi Tieguanyin tea-making process. Furthermore, the two parties jointly launched the Post Wave Prize for Illustration and unveiled “Time for Tea” as the theme for the inaugural prize.
In his speech, Mr. Li Liyan noted that tea has long served as a bridge connecting China and the wider world. As early as the mid-17th century, Fujian tea crossed oceans to reach British shores, leading to the emergence of the UK’s beloved afternoon tea tradition. He expressed the hope that more British friends will grow to appreciate Chinese tea, especially Anxi Tieguanyin, and called for enhanced cooperation in tea, culture, and trade to strengthen China–UK relations.
Mr. Ian Gibbs, Chairman of the International Tea Committee, stated in his address at the event: “I’ve had the pleasure of visiting Anxi and tasting its Tieguanyin. The recognition of Anxi Tieguanyin as both a Globally Important Agricultural Heritage System and part of UNESCO’s Intangible Cultural Heritage reflects its significance in global tea history.”
During their visit to the UK, the Anxi delegation held talks with organisations including the International Tea Committee, the UK Chinese Investors Association, and Post Wave Publishing UK. They reached agreements on promotional campaigns for Anxi Tieguanyin in the UK and Ireland and on expanding cooperation in the tea trade. The UK Centre for the Promotion of Chinese Tea Culture and Anxi Tieguanyin, jointly established by Anxi County and the Lin Jiang Yan Art Centre, was also inaugurated during their visit.
Chinese Tea Culture Narratives Go Global
At the global launch of Tiger, Don’t Worry!, author Daishu shared that the book was inspired by an enchanting journey to Anxi’s tea-growing heartland. The book was originated by Post Wave Kids China and has won much praise across China. Its English-language release beautifully complements the “Afternoon Tea” event held by Anxi County at the China Pavilion during London Craft Week, presenting Chinese tea culture narratives in a more vivid and engaging way to readers in the UK and globally.
As part of an initiative to creatively share Chinese stories worldwide, and in collaboration with the Anxi County Historical and Cultural Research Association, the Post Wave Publishing UK unveiled the Post Wave Prize for Illustration, following the book launch. The prize is open to emerging and aspiring illustrators across the globe and aims to bring closer new talent, art schools, and publishers. The inaugural call for submissions is themed “Time for Tea.” Prize winners will have a chance to visit Anxi for inspiration to create “Anxi Stories” or “Stories in Anxi”, which will showcase the county’s history, culture, ecology, and the harmonious coexistence of of its people and tea through picture books, fostering innovative connections between Anxi and the world.
Internationally renowned publisher Mr. Laurence King stressed in his remarks the importance of publishing books that delight both children and adults. He further emphasized that illustration, as a highly unique art form, could vividly and directly tell stories and convey emotions. He also expressed his hope that the prize would assist Post Wave and other publishers in finding the most talented illustrators for collaboration. His attendance at the event also demonstrated how personal friendships could transcend cultural barriers and commercial partnerships could overcome national boundaries. Ms. Emma Hopkin, Managing Director at Post Wave Publishing UK, added that supporting and promoting talented artists was crucial for the entire publishing industry. She noted the necessity of investing time and energy in discovering and nurturing new talent, whom she described as the future of children’s books. She mentioned her honor in announcing the official launch of the Post Wave Prize for Illustration and expressed gratitude to the Anxi County Historical and Cultural Research Association for their generous support and sponsorship. She concluded by stating that through establishing the prize, Post Wave would not only have the opportunity to find the most promising new illustrators worldwide but also to further deepen the strategic partnership with the Anxi tea region.
A key step in its global strategy, Post Wave Publishing UK officially established its presence in London in 2023. Gloria Bailey, representing the Publishers Association, highly commended the company’s forward-looking market strategy, professional operational capabilities, and innovative publishing approach. She highlighted its dedication to promoting a diversity of cultures, its keen understanding of what resonates with readers across different cultural contexts, and its efforts to build bridges across linguistic and geographical boundaries, enabling compelling Chinese tales such as Tiger, Don’t Worry!, cherished for their profound warmth and artistic value, to resonate successfully with global audiences.
Tieguanyin Promotion Centre Adds Splendour to Lin Jiang Yan
London, widely recognised as a global capital of culture and art, with its historic galleries, museums, and countless artistic events, constantly immerses itself in the appreciation of life. On the afternoon of May 13th, Lin Jiang Yan Art Centre, situated on the banks of the River Thames, beneath the London Eye, and overlooking the internationally renowned Big Ben, gained another beautiful feature: the UK Centre for the Promotion of Chinese Tea Culture and Anxi Tieguanyin, jointly established by Anxi County, the birthplace of the world-famous Tieguanyin, and Lin Jiang Yan Art Centre, was officially unveiled here. This art-experience restaurant, already renowned for its scenic views, exquisite cuisine, and captivating art exhibitions, now adds a cup of Anxi Tieguanyin to its offerings. Whether before or after a meal, consumers can now savour delicious food and fine wines while also enjoying a cup of Anxi Tieguanyin with its distinctive orchid fragrance and unique aroma and appreciate captivating Anxi tea art performances.
Mr. Xia Bin, head of the UK Chinese Investors Association, stated that after mutual understanding and on-site visits, the establishment of the UK Centre for the Promotion of Chinese Tea Culture and Anxi Tieguanyin, jointly created by Anxi County and Lin Jiang Yan Art Centre, has built a bridge for Sino-British tea culture exchange, helping to spread Chinese tea culture in the UK and allowing British citizens to appreciate its profound beauty without having to travel across the ocean. At the same time, it will further explore the establishment of a cooperation mechanism to help Anxi, China’s leading tea-producing county, to expand into the UK market. Currently, four Tieguanyin enterprises from Anxi County, namely Bama Tea, Xing Xi Tea, Weiyin Famous Tea, and Lianggu Famous Tea, have already established a presence in the centre, with some of their products available for sale.
Anxi: A National Centre of Tea Culture, Industry, and Innovation
Tea represents a way of life that is healthy, graceful, and stylish. Experts note that Anxi’s participation in London Craft Week 2025, part of Quanzhou’s larger ambition to become a “World Heritage & Fashion City,” underscores the county’s cultural vitality and economic strength.
As the cradle of Chinese oolong and the birthplace of Tieguanyin, Anxi boasts over a thousand years of tea history. Over five centuries ago, local farmers pioneered oolong processing techniques. Around 300 years ago, Tieguanyin was discovered and later it was celebrated as the “noble of teas.” In 2022, Anxi Tieguanyin was designated a Globally Important Agricultural Heritage System by the FAO and recognised by UNESCO as part of the Intangible Cultural Heritage of Humanity — a rare dual honour in the world of tea.
During the Song and Yuan dynasties, Anxi tea was exported from Quanzhou Port to more than 50 countries along the Maritime Silk Road. By the 17th century, it was being shipped to Europe via Xiamen, influencing the early development of Britain’s afternoon tea tradition.
Today, Anxi remains China’s largest producer of oolong tea and the original home of Tieguanyin. With over 40,000 hectares of tea plantations and an annual output of 62,000 tonnes, the county’s tea industry reached a value of RMB 41.6 billion in 2024, earning it the title of China’s top tea-producing county.
Anxi is also a national centre for tea e-commerce, with 300,000 tonnes of tea traded annually, and is dubbed “China’s Hub of Tea Trade.” Furthermore, Anxi leads in tea machinery manufacturing, producing over 80% of the nation’s vacuum and small-pack tea packaging equipment, and accounts for one-third of China’s standardised tea packaging output.
All images provided by event. If you liked this article why not read: London Craft Week China Pavilion Unveiled at Royal Mint Court
