The participation of Hedleys Tea (Pvt) Ltd agent in the Xi’an Silk Road International Tourism Expo 2025 was facilitated by the Sri Lanka Embassy in Beijing – Tea Promotion Unit. The consecutive participation of Hedleys Tea (Pvt) Ltd in two events in Xi’an underscores the brand’s sustained commitment to market presence and consumer engagement in Shaanxi Province.
Given Xi’an’s role as a major cultural and logistical center in western China, the event offered a valuable opportunity to promote premium Ceylon Tea to a targeted audience of tourism professionals, buyers, and regional distributors.
This complimentary opportunity extended to the Hedleys Tea agent highlights the Sri Lanka Embassy in Beijing’s Tea Promotion Unit’s (SLEMB TPU) ongoing efforts to expand Ceylon Tea’s presence in China’s emerging second-tier cities, where demand for premium international teas is on the rise. Moreover, the expo supported Sri Lanka’s broader strategy to position Ceylon Tea as a wellness-focused, heritage-infused beverage in the Chinese market.
Key Benefits to Ceylon Tea
Brand Visibility: Enhanced awareness of Ceylon Tea among western China consumers and tourism-linked businesses through sampling, branding, and face-to-face engagement.
Market Access: Introduction of Ceylon Tea to potential distributors and hospitality sector buyers in Xi’an and nearby regions, which are often underrepresented in mainstream export strategies.
Cultural Diplomacy: Reinforced positive perceptions of Sri Lanka as a premium tea origin country through cultural engagement and participation in a Silk Road-themed international platform.
Cost-Effective Promotion: The participation was made possible at zero cost to the company, maximizing return on investment and reinforcing public-private collaboration in tea promotion.
Conclusion
In conclusion, the participation of Hedleys Tea (Pvt) Ltd at the Silk Road Premium Products Exhibition 2025 in Xi’an, facilitated by the Sri Lanka Embassy in Beijing – Tea Promotion Unit, significantly contributed to the strategic promotion of Ceylon Tea in China’s western region. The event not only enhanced brand visibility and market access in a high-potential, underexplored market but also aligned with Sri Lanka’s broader diplomatic and commercial objectives. By leveraging this cost-effective platform, the initiative strengthened bilateral engagement, showcased the heritage and wellness appeal of Ceylon Tea, and reaffirmed the Embassy’s commitment to supporting Sri Lankan tea exporters in expanding their footprint across China.
