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Jing Sheng Yu Product:Golden Ink Gift Box
November 2013
From Street Store to Department Store Counter
Jing Sheng Yu started in 2009 as a small street store in Lane 216, Taipei’s East District. Later, we had the opportunity to participate in the Taipei International Flora Expo. Not long after the expo ended, we decided to leave the street store and step into the department store scene. Our first department store counter was at Eslite Dun Nan. Although Dun Nan Eslite has since closed, it remains a place full of fond memories for many.
On December 31, 2011, Jing Sheng Yu officially opened at Dun Nan Eslite. It was there that I began learning the ins and outs of running a department store counter and, through trial and error, gradually discovered a more suitable way to introduce and promote Taiwanese tea.
Creating a Five-Senses Tea Experience
A more suitable way to promote Taiwanese tea was to allow Jing Sheng Yu to focus fully on the tea itself in a smaller space. Back when we had a 60-ping street store, running it required managing every aspect of the business. As a novice entrepreneur at the time, I had very little experience in “management.”
In contrast, the 5-ping department store counter gave me the opportunity to concentrate on designing a service flow that truly creates a five-senses tea experience.
 
The tea bar serves as the visual centerpiece.
Every detail of the order introduction, refined countless times, allows each guest to select their tea in a pleasant and effortless way, guided by our staff.
The open-style counter lets waiting guests experience the aroma of tea leaves blooming the moment hot water touches them.
Our tea masters quietly and attentively perform the process of hand-brewing iced tea in a Yixing teapot, offering a moment of calm amid the city’s hustle and bustle.
Once the tea is ready, the tea master presents the bottle with a warm smile and both hands, inviting guests to savor the pure, natural sweetness and beauty of Taiwanese tea.
 
“Ichigo Ichie”
Creating a five-senses tea experience may sound simple, but executing it perfectly every single time is far from easy.
At that time, I often explained the meaning of “Ichigo Ichie” to myself and to every member of our team: the connections between people in life are often unique and happen only once, so every step of the tea-serving process must be done to the very best of our ability.
Jing Sheng Yu was fortunate in this regard. I was always surrounded by a team of partners who, like me, deeply loved Taiwanese tea and truly valued the connections between people.
As a result, shortly after opening at Dun Nan Eslite, we gradually began to receive recognition from industry veterans and the media alike.
 
Permanent Revolution Of Tea
We were deeply honored that in 2013, Jing Sheng Yu was selected as the official tea brand for the 50th Golden Horse Awards. Coinciding with the 50th anniversary of the Golden Horse Film Festival, we designed the Ink & Gold Gift Box as the official gift for thousands of distinguished guests during this historically significant moment.
In developing the design, we aimed to create understated luxury using the simplest elements possible. The color scheme continues the Golden Horse’s signature visual identity—black and gold. Using black card with gold foil stamping, we intentionally highlighted Jing Sheng Yu’s core concept of hand-brewing in Yixing teapots.
The embossed and foil-stamped Yixing teapot serves as the gift box’s main visual, accompanied by the words “Permanent Revolution Of Tea”, symbolizing our hope that Taiwanese tea can successfully evolve at the intersection of times, allowing more people to experience its pure, natural sweetness and beauty.
墨金禮盒復刻上市
Golden Ink Gift Box-Si Ji Chun 100g Tea Loose Leaf Omamori Tea Bags Ten Taiwanese Teas Ten Blessings
Golden Ink Gift Box-Si Ji Chun 100g Tea Loose Leaf Omamori Tea Bags Ten Taiwanese Teas Ten Blessings
Golden Ink Gift Box-Si Ji Chun 100g Tea Loose Leaf Omamori Tea Bags Ten Taiwanese Teas Ten Blessings
NT$1,150