This detailed interview with Ilya, founder of Xian Cha, takes us through the brand's journey from its origins to its unique approach of combining traditional Taiwanese tea culture with modern design and music. Ilya shares the importance of mascots in connecting tea to folklore, his collaborations with tea farmers, and the role of music in tea experiences. He also discusses the challenges of marketing Taiwanese tea in Europe and plans to expand the brand.
I will proudly represent Xian Cha at the Brussels Tea Festival on October 5th, introducing more tea enthusiasts to this exciting Berlinese brand. If you attend the festival, please pass to find us for a vibrant taste of Taiwan.
Introducing Xian Cha
Xian Cha is a tea brand that transcends traditional perceptions of tea, focusing on promoting Taiwanese culture through carefully sourced, experimental high-quality teas. Founded by Ilya, a Belarusian with a deep passion for Taiwanese tea, Xian Cha Tea aims to combine the freshness and authenticity of Taiwanese tea with modern, artistic branding. Using playful mascots inspired by folklore and incorporating elements of music and storytelling, Xian Cha makes tea more approachable and enjoyable for a younger, global audience while preserving the integrity of Taiwan’s unique tea-growing regions.
Interview
Lorela: Ilya, we first met during the Tea & Vinyl session in Berlin, and then again at the Summer Tea Festival. I was fascinated by your tea brand, Xian Cha, which has a distinctive identity. Can you tell us how it all began? What inspired you to launch XianCha?*
Ilya: The idea for Xian Cha started from casual tea drinking with friends from southern China and Taiwan. They brought teas from home, and I instantly connected with the depth of Taiwanese tea culture. Living in Berlin, I couldn’t find the same quality or variety, so I spent more time in local tea houses and built relationships with tea farmers in Taiwan through agricultural associations. Over the years, I realised there was an opportunity to promote Taiwanese culture in Europe, much like Belarus—my home country—advocates for its cultural visibility.
Beyond just tea, I also wanted to change the perception that tea is “dusty” or only for older generations. Taiwan is a vibrant, innovative place, and I wanted Xian Cha to reflect that through design, storytelling, and quality tea, breaking the stereotype of tea as something ancient or inaccessible.
Lorela: I've mentioned to you in the past, that your brand’s identity stands out unmistakably mainly and mostly because of the mascots you use to represent each tea. Could you tell us more about the concept behind these figurines?
Ilya: The mascots came from the name Xian Cha itself. "Xian" in Chinese has multiple meanings: it refers to fairies or spirits, as well as immortals—those who retreat into the mountains to cultivate enlightenment and supernatural powers. These ideas resonate deeply with our approach to tea. For us, tea is a teacher, connecting us to cultures, traditions, and ourselves. Drinking tea can be meditative, teaching patience, focus, and appreciation for craftsmanship.
At the same time, growing up in the U.S. during the Pokémon craze, I was always fascinated by mascots and personified brands, especially from Japan. Taiwanese culture shares a similar visual richness, though it’s less well-known than Japan’s. With Xian Cha, I wanted to introduce this playful aspect by giving each tea a character or mascot—making tea more relatable for younger or newer drinkers. The mascots also help showcase Taiwan’s rich folklore, connecting people emotionally with the product in their hands.
Lorela: That’s such a unique way to connect tea with culture and art. Another thing I noticed is your connection between tea and music. Can you explain how music plays a role in your brand and events?
Ilya: Music has always been a huge part of my life, and I saw a natural connection between music and tea. In Eastern Europe, particularly in Eastern Slavic countries, rap and hip-hop started incorporating tea into their lyrics, and artists even began opening tea houses. It reminded me of how the Wu-Tang Clan popularised Chinese culture and martial arts in the U.S. in the '80s and '90s. I saw the same potential for tea to become part of modern culture through music, especially in post-Soviet countries where communal gatherings often revolve around tea.
We integrate music at many of our events to create a complete sensory experience. For instance, last winter, we had jazz noir playing on a rainy winter night, which set the perfect mood for drinking dark, roasted teas. We greet the season in spring with more upbeat tunes and lighter teas. Music activates the sense of hearing, often missing from traditional tea ceremonies, making the overall experience more immersive.
Lorela: It’s amazing how you’ve tied together tea, culture, and even music. You’ve also built strong connections with tea producers in Taiwan. How did you start working with them, and what’s the process like for selecting the teas you offer?
Ilya: Building relationships with tea farmers in Taiwan took years, and it’s one of the most rewarding parts of running Xian Cha. My initial focus was on sourcing teas that aren’t widely available in Europe. Taiwanese teas are incredible, but they’re often overshadowed by more popular Chinese varieties. I wanted to offer something special—unique cultivars and experimental teas that showcase Taiwan’s innovation in tea production.
For example, our most popular tea, GABA, comes from a lesser-known cultivar called Bai Lu (White Heron). It’s a challenging cultivar to work with, but with the right GABA processing techniques, it creates a complex and affordable tea. We also work with young farmers who are experimenting with roasting techniques and new cultivars, and I’m proud to say we’ve introduced some of these teas to Europe for the first time.
Lorela: Your focus on Taiwanese tea is clear, but have you considered expanding your range to include other teas or products?
Ilya: Yes, while we want to stay true to our roots in Taiwanese tea, we’re always looking to innovate. One idea we’re exploring is introducing Taiwanese coffee to Europe. Taiwan produces a small amount of coffee, and though it’s expensive due to high labour costs, it’s a unique product that fits well in the speciality coffee scene in cities like Berlin.
We’re also considering working with Vietnamese tea that is processed using Taiwanese techniques. This would allow us to offer more affordable options while maintaining the Taiwanese quality and flavour profile. I believe in transparency, so we’d clearly label these as Vietnamese-grown but processed in Taiwan. It’s a way to stay true to our values while also meeting demand for more accessible products.
Lorela: That’s an interesting direction, especially with the potential of Taiwanese coffee! What are some of the challenges you’ve faced in marketing Taiwanese tea to a European audience?
Ilya: One challenge is the perception that tea—especially Taiwanese — is too expensive. Many compare it to cheaper Chinese teas or mass-produced options from other regions. The reality is that Taiwanese wages are higher, which naturally raises the cost of production. However, for the quality and craftsmanship you get with Taiwanese tea, the price is justified.
Another challenge is helping people navigate the complexity of tea names and regions. Taiwanese teas have such a rich variety, but for beginners, it can feel overwhelming. That’s why we use mascots and storytelling to make it more approachable. It helps people remember the tea not just by name but by its character or flavour profile, which makes it easier for them to come back and try more.
Lorela: Your approach highly resonates with tea enthusiasts and newcomers alike. What’s been your best-selling tea so far, and what would you recommend to someone new to Taiwanese tea?
Ilya: Our best-selling tea is the GABA tea, represented by the Sweet Fennec mascot. It’s a tea that stands out because of its unique flavour and affordability. It’s approachable for newcomers but complex enough for seasoned tea drinkers. For coffee lovers or those looking for something with a bit more depth, I’d recommend our Bronze Guan Yin, Modern Tie Guan Yin, which is an electrically roasted oolong with a nutty, woody profile. It’s a great introduction to roasted oolongs, especially for people who are more familiar with coffee’s bold flavours.
Sweet Fennec - GABA Oolong
Sweet Fennec is a great classic GABA Oolong from central Taiwan. Its sweetness of dried fruit with a hint of embers is immediately recognizable.
Origin: Mingjian, Taiwan
Harvest: Spring 2024
Elevation: 400m
Tested Safe by local authorities
Cultivar: TRES #17, Bai Lu
Oxidization: GABA Oolong Processing
Lorela: It’s fascinating how your teas appeal to different tastes and experiences. Lastly, what does the future hold for Xian Cha?
Ilya: We’re focusing on expanding our presence in cafes and tea houses, offering more opportunities for people to experience high-quality Taiwanese tea. We also want to keep introducing new and experimental teas. We’re always looking for hidden gems from Taiwan’s tea farms, and we hope to bring even more rare and exciting teas to Europe in the coming years. Ultimately, we want to continue pushing the boundaries of what tea can be—a connection between people, cultures, and stories. And we’ll keep listening to our customers, experimenting, and staying true to the values that got us here.
Lorela: Thank you so much, Ilya, for sharing your story and insights with us today. It's been a pleasure learning about your journey and your innovative approach to Taiwanese tea and culture.
Conclusion
Xian Cha’s fusion of Taiwanese tea traditions with Eastern European origins is not only about creating unique teas but also about building connections between cultures. As Ilya continues to innovate, Xian Cha is a brand to watch for tea lovers who appreciate the perfect balance of heritage and creativity. Whether you’re new to Taiwanese tea or a seasoned connoisseur, Xian Cha invites you to embark on a flavorful journey that blends the best of both worlds.
All photos are credited by Xian Cha
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