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LOEYTEA Love&Obey LOEYTEA embodies the essence of genuine quality tea infused with a spirit of 'gift'.

23-49, Jeongseung-ro 88beon-gil, Tanhyeon-myeon,
Paju-si, Gyeonggi-do, Republic of Korea 10857
david@clayton.co.kr 82 31 815 1199

Journal

loeytea by loeytea

LOEYTEA IN ASSAM

06 May, 2024

I went to India in April 2024. It’s been 8 years since I started TEA company named Clayton. Considering that most well-known companies have been around for 30 or 100 years, we’re still a newcomer, but the journey hasn’t been easy so far.

The first and most difficult thing was finding good suppliers and partners. We had to set up factories and import tea bag machines while progressing simultaneously.

Currently, our partners are mainly Sri Lanka, India, China, and Germany. Sri Lanka and India for black tea, China for Chinese tea, and Germany for various herbal refining companies. The tea brands are connected with companies from various countries. It’s such a large-scale industry, moving in bulk from vast plantations.

To build steady trust in taste, we had to start from the beginning with history and scale. Currently, our partner is one of leading exporter within India, holding five plantations in Assam and adding one more in 2022, totaling six. Plantations refer to both tea fields and refining factories. For our brands, Breakfast blend, Assam, and Assam CTC, we directly cultivate without going through auctions, importing only an appropriate amount for the current year.

The distribution of most Indian teas, like in Sri Lanka, is mostly done through auctions, similar to other agricultural products, domestically and internationally. Each company takes quantities after tasting as per their requirements. In the case of Darjeeling, large-scale cultivation in mountainous areas is difficult, so we purchase the required quantity from auctions. All Indian teas are handled by a taster with 22 years of experience from the beginning.

During my visit to India for various discussions on black tea, this is a record of visiting the mentioned sixth plantation with the manager. For overseas sales, we’re engaging in activities like trademark applications for LOEYTEA, participating in exhibitions, etc. Building a YouTube channel and an Amazon store are also part of it. I wanted to upload meaningful content on YouTube, so I included a field trip. (I briefly worked as a documentary PD a long time ago.)

I captured the manufacturing process of black tea and scenes from the tea fields. They were truly beautiful and pure landscapes and people.

It’s all thanks to our customers who consistently choose and love us. Thank you.

loeytea by loeytea

2024 World Tea Exhibition, Las Vegas, USA

25 March, 2024

We recently participated in the 2024 World Tea Exhibition in Las Vegas, which offered an excellent opportunity for emerging brands like ours to connect with a variety of consumers and industry professionals in the US.

During the event, we showcased prototypes of our existing products, and the response from visitors was overwhelmingly positive. Encouraged by this feedback, we’re preparing to launch an Amazon Store to better serve the needs of our international customers.

One of the highlights was the chance to interact with neighboring booths from India, Sri Lanka, and South Africa. These connections blossomed into valuable friendships, and we’re even planning a trip to India in April to meet with our existing partners and explore collaboration opportunities with our new friends for crafting our masala chai.

We’re thankful to all the visitors who showed interest in our offerings during the exhibition. Looking forward, we have ambitious plans for future exhibitions. While we’re considering having a booth at the 2025 event in Japan, we’re also exploring opportunities in other Western countries like SIAL or even considering returning to Las Vegas.

loeytea by loeytea

Art in Life

21 February, 2024

Discover ‘Art in Life’ on Our Products

At the start of our journey, we were making teabags in pouches. One day, we decided to add a little extra as a token of appreciation. Our first souvenir was a pencil, but as we noticed young people decorating their walls with art, we wanted to give them something special for free—a beautiful postcard with paintings on it.

A Gift of Artistry: The Gallery Concept Tea Sampler

The warm reception of our postcards motivated us to introduce the Gallery Concept Tea Sampler—a remarkable gift set. We recognized that many tea products were priced beyond the reach of young consumers, and so we set out to change that. Our gift sets feature thick, premium paper with exquisite teas sourced from trusted suppliers with a long history of serving major brands. Then we wanted to make it an affordable price, $10 each.

Spreading Joy: Art in Life Philosophy

Over the years, our product range has expanded, offering different versions of our tea samplers. People continue to enjoy them, proudly gifting them to friends as a symbol of sophistication and premium quality. This journey has not only brought happiness to our customers but has also enriched our own lives. Guided by the spirit of Victoria, we are dedicated to infusing art into the lives of our consumers. ‘Art in Life’ isn’t merely about creating products; it embodies our passion for excellence. We eagerly release new product groups with fresh concepts each year, and we are immensely grateful to everyone who has supported us in this artistic endeavor, enabling us to continue sharing the joy of ‘Art in Life.’

loeytea by loeytea

Regarding Values:

15 February, 2024

During the time of the East India Company, venturing to distant lands to cultivate land and bring back tea was a massive industry.

In the modern world, logistics can move through sea and air to any destination. All information is readily available, and the hierarchical system with excessively high added value is collapsing.

Key sources like India, Sri Lanka, Africa, Europe, and China allow us to obtain raw materials at any time.

Companies that have supplied major brands in Europe or emerging brands for many years have accumulated expertise in raw materials and production facilities. All companies have similar levels of quality and raw materials.

In the case of expressing taste through blending, such suppliers can create it limitlessly. However, there are limitations to instilling fantasy in such an industrial system.

What matters in today’s era is how to convey values and philosophy. It is about bringing products from the original source and designing them on behalf of consumers. It is about becoming an intermediary, playing a certain role.

Now is the age of consumer empathy towards the services provided, design, and the philosophy pursued. Roytea aspires to become an icon that brings happiness and joy into customers’ lives, partnering with major sources worldwide.

loeytea by loeytea

Crafting Gifts

13 February, 2024

We absolutely love putting together thoughtful presents. Gifts, to us, embody those truly happy moments in life.

There’s something special about the genuine sentiments that go into their creation. With that heartfelt intention, we roll up our sleeves and put together something beautiful – moments of joy exchanged between people.

If we can whip up casually chic items without breaking the bank, they end up choosing our products for those special moments.

Picture the moment when they confidently pick out our product and hand it to someone dear to them. For those of us in this line of work, that brings immense satisfaction.

…Well, we try not to bump up the prices too much.

We meticulously design packages, incorporating high-quality materials sourced from partners all around the world. Our goal? Creating those blissful moments in people’s lives.

It’s the sheer happiness we get from this process that propels us to keep making fantastic gifts. Here’s to hoping the name LOEY becomes synonymous with a delightfully happy present.