🚫 Why Positioning Kombucha as a Premium Beverage in China Is a Mistake 🍹

Kombucha has been booming in the West as a healthy beverage trend 🌱. However, many kombucha brands have failed in China. Why? A fundamental positioning mistake. ❌

🔍 Kombucha Isn’t “New” in China – It’s Nostalgic

💡 While kombucha is unfamiliar in the digital era, it’s deeply rooted in the memories of older generations. In the 1980s, “红茶菌” (Hong Cha Jun, or red tea fungus) 🍵 was a nationwide sensation. Every household fermented their own in large glass jars 🏺.

📺 It was so popular that it appeared in Chinese sitcoms like I Love My Family (我爱我家) and was referenced in stand-up comedy skits.

📖 Chinese magazines even promoted it as “康瘦乐” (Kang Shou Le, meaning Healthy Slim Joy), providing DIY fermentation guides that made it a household trend. People affectionately called it:
❤️ “海宝” (Hai Bao) – Ocean Treasure
💎 “太岁” (Tai Sui) – Longevity Fungus
🛡 “胃宝” (Wei Bao) – Stomach Protector

🚀 The Real Opportunity: Mass-Market, Not Premium

✅ Kombucha can be a mainstream beverage, like Coca-Cola 🥤, rather than a niche high-end product.
✅ No need for excessive consumer education 🎓 – Chinese people already have a positive perception of fermented drinks.
✅ Fermented products = Health benefits in Chinese culture 🏆.

🎯 Smart Brands Should Leverage This History, Not Ignore It

Don’t position kombucha as a “new” foreign concept. Instead, tap into its nostalgic mass-market appeal to unlock China’s true potential for kombucha. 💡🔥

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