ArtlierJib’s journey into the evolving landscape of Korean tea and craft
From June 5 to June 8, 2025, ArtlierJib visited the Tea World Festival 2025, held at COEX in Samseong-dong, Seoul. This annual event, now in its 22nd edition, is a vibrant celebration of global tea culture. With over 257 participating brands, the festival brought together tea artisans, teaware creators, and enthusiasts from around the world, including Taiwan, China, and beyond. From rare leaf blends to exquisite handmade teacups, visitors were invited to sip, discover, and shop across a beautifully curated landscape of tradition and innovation.
The atmosphere was lively from day one. Crowds filled the hallways, and the clinking of delicate porcelain and the earthy aroma of steeped leaves created an almost meditative energy. One of the highlights was a graceful Korean tea ceremony performance, offering a window into the elegance of our traditional tea etiquette. Rooted in the Three Kingdoms period, Korean tea culture was once a privilege of nobility—a refined ritual often led by professional tea masters, prepared and served in serene, contemplative settings.
What was most striking, however, was the shift in audience demographics. As we’ve observed before at the Craft Tea Festival, tea is no longer seen as a pastime reserved for older generations. In fact, nearly 50% of attendees were in their 20s and early 30s, confirming that tea culture is being embraced enthusiastically by the MZ generation. It’s no longer just about taste—it’s about aesthetics, mindfulness, and a return to tactile, grounded experiences.
Among the standout exhibitions was a collaborative installation by ceramic artist Jungwoo Kim, one of our cherished ArtlierJib artists. Departing from his usual sleek finishes, his team showcased teaware that leaned into a more raw, earthy expression—tactile, organic, and deeply moving. The response was overwhelming. Many were drawn to the sincerity and warmth that radiated from his latest work.
We were also fortunate to connect with a remarkable potter known for their striking moon jar reinterpretations—a meeting that opened doors for future collaborations. These quiet moments of discovery and connection are what fuel ArtlierJib’s mission: to uncover hidden masters and share their timeless creations with the world.
As tea continues to bridge generations and geographies, we remain committed to curating and celebrating the artistry behind every teacup, every leaf, and every story.
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