The participation of Hedleys Tea (Pvt) Ltd agent in the Xi’an Silk Road International Tourism Expo 2025 was facilitated by the Sri Lanka Embassy in Beijing – Tea Promotion Unit. As Xi’an serves as a key cultural and logistical hub in western China, the event provided a high-profile platform to showcase premium Ceylon Tea to an audience comprising tourism industry stakeholders, buyers, and regional distributors.
This opportunity, provided free of charge to the Hedleys Tea agent, reflects SLEMB TPU’s commitment to strengthening the footprint of Ceylon Tea across second-tier Chinese cities with growing consumer demand for international high-quality tea products. The expo also aligned with Sri Lanka’s national efforts to promote Ceylon Tea as a wellness-oriented, heritage-rich beverage in the Chinese market.
Enhanced awareness of Ceylon Tea among western China consumers and tourism-linked businesses through sampling, branding, and face-to-face engagement. Introduction of Ceylon Tea to potential distributors and hospitality sector buyers in Xi’an and nearby regions, which are often underrepresented in mainstream export strategies. Cultural Diplomacy: Reinforced positive perceptions of Sri Lanka as a premium tea origin country through cultural engagement and participation in a Silk Road-themed international platform. Cost-Effective Promotion: The participation was made possible at zero cost to the company, maximizing return on investment and reinforcing public-private collaboration in tea promotion.
This initiative demonstrates the continued efforts of the Sri Lanka Embassy’s Tea Promotion Unit to support market penetration for Sri Lankan tea brands in emerging Chinese regions. The success of this participation is expected to create further momentum for similar targeted promotional activities in key inland Chinese cities.
