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Vol.1 No.1

Sustainable Agricultural Branding in Digital Asia: A Comparative Analysis of TWG Singapore and the Tea Industry in Guizhou, China
Xiuli Chen(Graduate School of International Studies, Hanyang University) ; Kesu Lin(College of Agricultural & Biotechnology, Zhejiang University) ; Zeyuan Wang(College of Global Talents, Beijing Institute of Technology Zhuhai) ; Wei Ding(Graduate School of International Studies, Hanyang University) ; Xueying Zhang(College of Global Talents, Beijing Institute of Technology Zhuhai) ; Hongying Zhu(Committee for International Specialists, Shenzhen International Finance Research Association) ; Tao Wang(Graduate School of International Studies, Hanyang University) ; Joohan Ryoo(Graduate School of International Studies, Hanyang University) pp.1-11 https://doi.org/10.23112/gas22010133
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Abstract

Information Technology brings significant challenges to agriculture in worldwide. Advanced processing technologies can decrease the already-low labor costs. Tea is one of Asia’s most significant and lucrative crops, significantly improving remote regions by reducing poverty and securing food for many developing countries. Although the export of tea in Guizhou, China, has grown more in recent years, the volume and value of export are still low and emerging. As a comparative case study, the Singaporean company TWG Tea provides a meaningful blueprint for other tea industries in Asia, particularly regarding agricultural product branding. This research aims to understand better the tea handling strategies that support sustainable crop manufacturing in comparable Agri-ecologies. It helps recognize digital DNA and effective branding strategies using “7P”: product, professionalism, place, partnership, performance, patent, and people. By using results from the TWG brand and new applications of IoT, Agribusiness can provide reliable product traceability to ensure a higher level of product quality, integrity, and availability. The implications for tea have been discussed throughout the industry while improving the quality of raw materials in an environmentally-friendly way, creating new partnerships, offering custom-made services or products, adjusting market strategy and quality evaluation systems, and ensuring product traceability in a Big Data environment.

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