Creating a Design-Led Guideline on Cultural Heritage for a New Concept of Korean Tea House in Overseas Market

Unlike the strong global café culture, the tea industry still suffers from an ageing user base and has failed to engage younger consumers due to a lack of experience and differentiation of tea products or services. However, considering the current trend of ‘health and wellness’, tea could have a good market opportunity to overcome its lack of strong penetration, by promoting its health benefits. Korean tea and its associated culture can in particular provide both physical and mental health benefits. Therefore, it is necessary to consider how tea houses can create the right strategies to satisfy customers. This research paper identifies the value of ‘experience’ design and cultural heritage as well as customers’ demands regarding the experience of a tea house.