Kim Cheolwoo Emphasizes Strengthening Strategies Linking Tea Industry and Tourism
The global craze for matcha has reached such heights that even a new term, "Matcha-core," has emerged. With its vivid green hue and healthy image, matcha has recently become the beverage of choice for the MZ generation, positioning itself as an alternative to coffee. Amid this trend, Boseong-gun, the home of Korean tea, is drawing significant attention.
As interest in wellness, slow aging, healing routines, and value-driven consumption continues to rise, the era of "tea" is making a comeback. The first place to respond to this changing tide was the "Greendahyang" cafe, located in Botjae, Boseong-gun.
"Botjae" serves as a gateway hub adjacent to tourist attractions such as the Korea Tea Museum, tea fields, and Yulpo Solbat Beach. On the second floor of the building, the Greendahyang cafe captures both local sentiment and current trends by offering a variety of desserts and beverages made with regional specialty matcha.
The Greendahyang cafe has developed and sells its own line of Boseong matcha drinks, including matcha soft ice cream, matcha latte, matcha ice cream latte, matcha cream latte, matcha brown sugar bubble, and matcha sweet potato latte.
With their smooth taste, rich aroma, and visually appealing presentation, these offerings have become popular among Generation Z and family tourists alike, especially as the cafe has gained a reputation as a must-visit spot for social media photos.
In fact, the number of visitors to Botjae in the first half of this year reached 63,742, an increase of 4,373 compared to the same period as of June 30 last year. Revenue also exceeded 320 million won, marking an approximate 6% increase.
The quality and competitiveness of "Boseong Matcha" are rooted in the history and reputation of "Boseong Green Tea." In 2002, Boseong Green Tea was registered as Geographical Indication No. 1 in the agricultural sector, setting the standard for quality in Korea's tea industry.
Additionally, it has won the Grand Prize in the Regional Luxury Brand category at the Korea Prestige Brand Awards for 11 consecutive years. Since 2009, it has also continuously maintained international organic certifications from the United States (USDA), Europe (EU), and Japan (JAS) for 16 consecutive years, establishing a reliable foundation for safe, organic tea production.
Kim Cheolwoo, the governor, stated, "Boseong Matcha is a globally competitive product in terms of taste, aroma, and quality. Following green tea, we will strengthen high value-added strategies that link the tea industry with tourism and content, so that when people think of matcha, they think of Boseong."
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