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We are thrilled to announce that WanderlusTea will be taking part in the
Vienna Tea Festival across three different areas of the speciality tea ecosystem: tea education, industry conversation and brand representation.
Over the festival weekend, I will host an interactive workshop exploring how teaware changes the sensory experience of tea, moderate a panel bringing together some of today’s European tea entrepreneurs, and support the South Korean tea producer
Wild Orchard at their stand.
Interview with
Pier Paolo & Francesco
Founders of the Tea Lovers Collective & Organisers of the Vienna Tea Festival
When I first met Pier Paolo and Francesco at the inaugural Vienna Tea Festival in 2024, it was clear that something special was happening. Behind the festival was not simply another tea event but a growing community of people eager to discover tea through conversation, education, and shared experiences.
 Tea Lovers Collectives |  Pier Paolo |
|---|---|
 Vienna Tea Festival |  Francesco |
TEA TALK Voices from Today’s Tea Entrepreneurs
Panel discussion moderated by Lorela Lohan, WanderlusTea
Sunday 4 October · 12:15–13:15 · Cinema
What does it really mean to build a sustainable professional activity around tea today?
Tea is often discussed through origin, craftsmanship and culture. But behind every tea shop, producer, importer, retailer, educator or festival is also a business trying to find customers, communicate value and remain financially sustainable.
For Voices from Today’s Tea Entrepreneurs, I will moderate a conversation between five professionals representing very different parts of today’s speciality tea ecosystem:
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Jack Farm — Japanese tea production and the realities facing producers today
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Eastern Leaves — connecting Yunnan tea production and education with European markets
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MISA — running a tea house and developing a local tea community in Vienna
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Hotsoup — speciality tea retail and evolving European consumer behaviour
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Tea Lovers Collective — tea education, festivals and community building
The conversation will move beyond passion to look at some of the practical questions facing tea professionals: sourcing, pricing, customer acquisition, consumer expectations, education, community building and communicating why speciality tea has value.
We will also discuss the role tea festivals themselves can play in developing the sector.
Can festivals introduce new audiences to speciality tea? Can they create commercial opportunities for producers and businesses? And can they help build the stronger tea culture Europe still needs?
The 60-minute moderated conversation will conclude with questions from the audience.
COME & MEET US AT WILD ORCHARD STAND
Throughout the Vienna Tea Festival, I will also be supporting Wild Orchard at their stand as European Brand Ambassador.
Based on Jeju Island, South Korea, Wild Orchard is a regenerative organic tea project combining exceptional tea production with biodiversity, soil regeneration and long-term stewardship. Through WanderlusTea, I help introduce their teas and philosophy to European tea professionals, hospitality partners and consumers.
The Vienna Tea Festival will be another opportunity to discover their teas, learn more about regenerative tea production and explore the growing place of Korean tea in Europe.
Our Workshop: SOLD OUT
Clay & Leaf: How Teaware Shapes the Taste of Tea
Saturday 3 October · 11:30–12:30 · Cinema
How much of what we taste in a cup comes from the tea—and how much comes from the vessel?
In this interactive tasting workshop, we will explore one of the elements of tea preparation that is often discussed among experienced tea drinkers but rarely experienced through direct comparison: the influence of teaware on taste.
Participants will taste three teas prepared using two different ceramic vessels and compare how changes in clay composition, porosity, shape and heat retention influence aroma, texture, flavour and the overall perception of the tea.
Rather than approaching teaware simply as a beautiful object or brewing accessory, the workshop looks at the vessel as an active part of tea preparation.
The session is designed for both curious beginners and experienced tea drinkers and brings together sensory tasting, ceramics, craftsmanship and tea culture.
Please note: workshop admission is separate from festival admission.
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