Tea drinking is one of the world’s most loved, enduring and varied cultural rituals, yet it rarely takes centre stage on menus. JING wants to change that.

For two decades, the company has pursued the simple belief that drinking tea should be an extraordinary, authentic experience, deserving of the same reverence as a fine wine or cocktail.

That vision took a bold step forward with the launch of JING’s contemporary luxury identity at Intrepid Infusions, a multi-sensory exhibition at Ab-Anbar Gallery in London, where hospitality leaders and tastemakers immersed themselves in a new world of tea.

Illustrations and objets d’art brought JING’s range to life, highlighting the people, places and stories that make each tea special. Guests could also explore the craft techniques behind each distinctive infusion, including the pan-firing that gives Dragon Well its nutty warmth. A flavour wheel guided tasting flights of the teas, while a cold tea bar invited guests to discover new, moreish ways to enjoy them, from uplifting matcha spritzes to tea-led takes on classic cocktails.

The event also introduced JING’s refreshed brand identity, shining a light on the gardens, people and traditions behind each tea. Illustrated packs bring these origins to life, from maverick producers and misty Chinese mountains to the high Himalayan slopes. The refined brand logo reflects tea’s ritual and heritage, reimagined for a modern audience while honouring tradition. For hospitality teams, this design-led commitment to storytelling offers a new and memorable way to communicate provenance with clarity and confidence.

At the heart of JING’s evolution is a mission to change perception. The company’s Head of Tea samples thousands of leaves each year, selecting those that are truly special. Prepared correctly, these leaves deliver what Jing calls the ‘a-ha’ moment: the instant someone realises they are tasting tea as it should be. This moment is now the foundation of how the brand builds experiences for hospitality. Not just serving tea but creating memorable moments.

Find out more at www.jingtea.com