Some way to go

However, the greatest difficulties Zhang, Weston and other rooibos sellers in China must face are not in China, but at the other end of their supply chain - in South Africa.

“The biggest challenge we face is not in customer acceptance, but in ensuring product supply from South Africa. While the global demand for rooibos tea is growing, including in China, we are sometimes concerned that we will not be able to buy the quality products we need at a reasonable price,” said Zhang.

Rooibos does not grow outside of South Africa’s Cape region, which gives the country a de facto monopoly on the market worldwide.

According to a 2013 report by the South African Department of Agriculture, Forestry and Fisheries, South Africa produces around 12,000 tons of rooibos per year, of which about half is exported to more than 30 countries.

Figures released by the South African Rooibos Council (SARC) in 2015 said the main export markets were Germany, the Netherlands and Japan. Chinese mainland accounted for less than 2 percent of global rooibos sales, with a total of 91 tons imported, which puts the country in 10th place on the list of export destinations.

But despite the current small share of China’s market, local producers have great ambitions for the future.

Rooibos currently represents 10 percent of the world market for herbal teas, but this is expected to grow once the Asian market becomes more familiar with the product. Suzanne Herbst of the SARC said prospects are particularly bright for green (unfermented) rooibos leaves, which are a natural choice for Asian consumers with a traditional affinity for green tea.

Herbst said the SARC is also making efforts to increase the visibility of rooibos tea in China and is actively collaborating with the South African Embassy in Beijing in this area.

During the South African Week in China held in Beijing on September 9-13, 2016, people in attendance were able to enjoy a variety of rooibos tea provided by the SARC. Rooibos tea samples were also distributed through the gift bags given by the embassy.

Zhang and her team joined in the fun at the South African Wine Tasting and Product Exhibition, also part of the South African Week. Behind her stylish stand, one could see her introducing new flavors and new products - and bringing a little piece of South Africa’s sunny Cape region - to a new generation of tea drinkers in China. Comments to francoisdube@chinafrica.cn