STiR coffee and tea magazine

STiR coffee and tea 39 Czech Republic: A Hidden Gem in Europe's Specialty Tea Landscape By Marten Verch A Tea lovers attending the popular Prague Tea Fest. Photo credit: Prague Tea Fest t first glance, the Czech Republic might not seem like a tea powerhouse. An- nual consumption hovers around 2.2 million kilograms, with the vast majority consumed at home. Yet behind these modest figures lies one of Europe's most vibrant specialty tea cultures. Prague hosts two tea festivals annually and features a remarkably high tea house density. What reemerged in the 1990s as post-revolutionary counterculture — build- ing on traditions suppressed during the socialist era — has evolved into a network of importers, educators, and artisans. This cultural foundation sets the stage for a market that, while small in volume, is increasingly defined by quality and expertise. A Market Defined by Quality Over Quantity The Czech tea market shows steady growth and a clear shift toward quality. According to Statista, total tea sales are projected to reach $75.64 million in 2025. Per capita consumption remains modest at 0.2 kilos per year, but this doesn't reflect growing interest in high-grade Camellia sinensis teas. In cities like Prague and Brno, con- sumers increasingly seek premium loose-leaf teas sourced directly from small gardens. Companies such as OXALIS and Dobrá čajovna have shaped this shift by com- bining product quality with education and direct trade, laying the groundwork for a market defined by informed choices and origin transparency. Despite this rich cultural foundation, the Czech tea market reflects contemporary trends. Consumer preferences continue evolving, reflecting global influences and local discoveries. "Green tea has overtaken black tea in popularity," notes Petr Zelík, founder of OXALIS. "People are drawn to its perceived health benefits, and Japanese teas in particular are currently in high demand." A Growing Taste for Precision and Provenance While overall tea consumption remains moderate, preferences among specialty tea drinkers are becoming increasingly refined. There is growing interest in single-origin teas, traditional processing methods, and direct trade relationships — especially in urban centers. Fermented teas, high-mountain oolongs, and early spring Darjeelings are gaining traction for both flavor complex- ity and traceability. Many consumers ac- tively seek information about terroir, cul- tivars, and processing techniques through tastings and workshops. This educational approach has yielded remarkable results. "Today, many customers can tell you the difference between particular teas from Darjeeling or Assam — and even name specific gardens," says Zelík. "In the early 1990s, most people had never heard of these regions." This growing expertise is also visible in preparation styles. The Gong Fu Cha method, once niche, is now common in Prague's specialized tea studios. In- formed choices and authenticity increas- ingly shape the Czech specialty tea scene. "There's no single favorite," observes Agha Mithra, founder of Prague Tea Fest, referring to festival visitors' preferences. "People come with different tastes — some love Japanese teas, others Chinese. I try to offer a wide variety so everyone can find something they enjoy." "Matcha is booming globally, and the Czech Republic is no exception," adds Zelík. "But here, only powdered green tea from Japan can legally be called 'matcha' — every- thing else must be labeled differently." The Czech Republic boasts one of Europe's most vibrant specialty tea scenes, where consumers value quality over quantity. Photo credit: Dobrá Tea

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