In the mountains of Tongren, Guizhou, matcha isn't just a drink — it's a catalyst for change. Last year (2024), this region produced 1,200 tons of matcha, ranking first in China for both production and sales.
What's driving this boom? Young farmers are swapping tractors for smartphones, turning to livestream platforms to sell directly to consumers at home and abroad. From rustic tea fields to millions of screens, their stories blend tradition with innovation.
Digital Sales Meet Rural Roots
By hosting daily livestreams, growers share the matcha-making process in real time, inviting viewers into their world. Engaging narratives, live Q&A sessions, and on-the-spot tea tastings create authentic connections that drive sales.
From Mountains to Global Markets
In 2024, Guizhou matcha set sail, exporting to over 40 countries and regions including the United States, Canada and Japan. Data shows that livestream channels accounted for nearly 30 percent of these exports, a share that continues to grow this year.
Fueling Rural Revitalization
Local cooperatives report a 20 percent increase in household incomes tied to online matcha sales. As digital skills spread, more residents join the e-commerce wave, diversifying income sources and strengthening community resilience.
Looking Ahead
With demand surging across Asia, Europe and North America, Guizhou's matcha model offers a blueprint for rural development. As technology and tradition converge, young farmers prove that innovation can thrive even in the most remote valleys.
By combining data-driven strategies with authentic storytelling, Guizhou's matcha livestreams show how digital platforms can transform local economies and connect cultures one cup at a time.
Reference(s):
Guizhou's matcha powers rural revitalization through livestream sales
cgtn.com
