Creative Championship - Anxi Tieguanyin Brand
Creative Pioneer Competition
What sparks will fly when the millennial charm of tea meets pioneering creativity? The Creative Championship - Anxi Tieguanyin Brand Creative Pioneer Competition is officially launched! With "Anxi Tieguanyin" as our core proposition, we extend a cross-border creative invitation to all pioneering creatives and skilled practitioners who excel at empowering traditional culture with creativity. Infuse this century-old premium tea with brand-new vitality with your professional ingenuity.
Competition Tenet
Revitalize the classics with creativity
Empower premium tea with professionalism
I. Core Positioning: More Than a Competition, A Co-creation Ecosystem
This competition is a cross-border creative innovation practice event for Anxi Tieguanyin, tailored for pioneering creatives and skilled practitioners dedicated to empowering traditional culture with creativity and boosting the upgrading of traditional industries.
We offer not just a competitive stage, but an ecological space integrating a co-creation platform, a content incubator and a brand youth accelerator,
enabling traditional tea culture to radiate new vitality from a professional creative perspective.
II. Core Objectives: Empowering Brand Growth Through Creativity
• Brand Breaking the Mould: Break the inherent barriers of the traditional tea industry and build profound brand recognition and emotional connections among pioneering creatives, skilled talents and cultural innovation groups.
• Content Co-creation: Collect high-quality creative content including visuals, copywriting, videos and product proposals to reserve core communication materials for brand marketing.
• Value Conversion: Promote the implementation of outstanding creativity into products, packaging or marketing activities to realize commercial value; meanwhile, screen sincere participants with a reasonable registration fee to cover part of the competition costs.
• Community Building: Build an Anxi Tieguanyin "Creatives Community" centered on participants and award winners to inject sustained vitality into the brand.
III. Call for Entries: Looking for Cross-border Creative Pioneers
We invite all creative groups who are adept at activating traditional culture with professional skills and empowering traditional industries with innovative thinking, with a special welcome to the following core groups:
1. College Students in Relevant Majors: You major in design, advertising, marketing, media, fine arts, cultural and creative industries, etc., and are willing to explore the innovative expression of traditional culture with professional knowledge.
2. Veteran Young Creatives: You are independent designers, illustrators, video bloggers, copywriters, product managers, etc., with mature skills and case studies of traditional culture innovation.
3. Cultural and Creative Practitioners: You have a profound understanding of traditional tea culture and are good at realizing cultural empowerment through creative design, content creation or product R&D.
IV. Three Competition Tracks: One for Your Talent
The competition sets up three parallel tracks, and you can participate in a single track or multiple tracks to fully unleash your creative potential. The registration fee includes the cost of the "Creative Initiation Resource Pack" to provide all-round support for your creation.
Exclusive benefits for multi-track registration:
Registration for the 399 RMB Marketing Planning & Content Track grants simultaneous access to the 299 RMB Brand Visual & Spatial Creativity Track;
Registration for the 699 RMB Product Innovation & Experience Track grants entry to all three tracks.
Note: The tea experience packs for each track are not given cumulatively, and the pack corresponding to the highest-level track for the fee paid will be provided.
1. Brand Visual & Spatial Creativity Track
Proposition Direction: Design a new visual image (e.g., Logo, IP image, packaging design) for Anxi Tieguanyin that conforms to contemporary aesthetics and cultural tone, or conceive a conceptual plan for a future-oriented "innovative experiential tea space for Tieguanyin", and convey the traditional tea charm through visual creativity.
Deliverables: Design drawings, renderings, design specification documents.
Registration Fee: RMB 299
Fee Inclusions: Competition Kit (including brand basic information, pictures, design elements, etc.), Anxi Tieguanyin Inspiration Tasting Pack (containing 3 types of representative tea samples), Participation Certificate.
2. Marketing Planning & Content Track
Proposition Direction: Plan an integrated marketing communication scheme themed "Anxi Tieguanyin and Contemporary Lifestyle", or create a series of social media content (graphic/short video). Let traditional tea culture enter public life through creative communication.
Deliverables: Marketing planning proposal in PPT format; or specific content works (to be released on WeChat Channels, Xiaohongshu Notes and Douyin Short Videos with the hashtag #CreativeChampionship-AnxiTieguanyinBrandRebirthPlan).
Registration Fee: RMB 399
Fee Inclusions: Competition Kit (including brand basic information, pictures, design elements, etc.), Anxi Tieguanyin Inspiration Co-creation Pack (containing 5 types of tea samples and simple tea brewing utensils), Participation Certificate.
3. Product Innovation & Experience Track
Proposition Direction: Develop innovative "tea +" products for contemporary consumers based on Anxi Tieguanyin (e.g., Tieguanyin-flavored tea drinks, tea pastries, tea wine, cultural and creative products), or design novel tasting and brewing experience processes to empower the traditional tea industry through product innovation.
Deliverables: Product concept paper, formula/process specifications, experience process video.
Registration Fee: RMB 699
Fee Inclusions: Competition Kit (including brand basic information, pictures, design elements, etc.), Anxi Tieguanyin Inspiration Exploration Pack (containing a variety of tea samples with different flavors and production techniques), online communication and Q&A with tea artists, Participation Certificate.
V. Competition Highlights: Full-cycle Support from Creativity to Implementation
1. Initiation Phase · Creative Launch Conference: Online live broadcast to interpret the competition proposition, release the Competition Kit and ignite creative passion.
2. Competition Phase · Empowerment via Creative Finance Workshop: Launch a series of online courses such as Basic Tea Knowledge and Tasting for participants to deepen brand and cultural understanding and improve creation quality.
3. Review Phase · Online-offline Integration: Adopt the model of "30% online popularity vote + 70% professional evaluation". Excellent works will be displayed on the official platform for public voting. Meanwhile, a professional jury consisting of renowned designers, marketing experts, tea industry experts and brand representatives will be invited to ensure fair and impartial evaluation.
4. Post-competition Phase · Achievement Implementation and Exhibition: Award-winning works will be exhibited offline at cooperative Creative Finance Workshops · Tea Spaces, art spaces or in Anxi itself; outstanding creativity will be signed with winners for commercial implementation (e.g., mass production of packaging, launch of marketing activities, development of new products); all excellent schemes will be compiled into the Creative Collection of Anxi Tieguanyin Brand · Creative Championship, becoming an important brand asset and a voice tool for the tea industry.
VI. Prestigious Awards: Dual Support of Co-creation Resources and In-depth Empowerment
All award winners will be awarded the title of Co-creation Officer of Anxi Tieguanyin Brand · Creative Championship, included in the brand's long-term creative cooperation pool, and obtain full-cycle co-creation support from "creative conception" to "project implementation". The specific rights and interests are as follows:
1. Gold Award (1 Winner)
Core Rights & Interests: Qualification to initiate the Anxi Tieguanyin brand co-creation project (the brand provides project initiation resource support worth RMB 30,000, and the winner can independently choose the direction of visual implementation, marketing execution or product R&D):
• Raw material supply, technical guidance and channel connection
• In-depth Tea Culture Experience: 4-day/3-night panoramic cultural tour of Anxi tea culture (for a team of 4), including:
✦ One-on-one guidance from Intangible Cultural Heritage Tea-Making Masters: Practical participation in the whole traditional Tieguanyin tea-making process of "green shaking, green sunning, green frying, rolling and baking"
✦ Research study at the core producing area tea garden: In-depth exploration of tea tree cultivation, ecological management and variety characteristics at the Red Heart Wavy Tail Peach Tieguanyin Tea Garden in Shishan Village
✦ Immersive learning of tea art culture: Co-developing characteristic brewing experience processes with tutors from the Anxi Oolong Tea Intangible Cultural Heritage Inheritance Institute
• Honors & Resources: Customized Gold Award Certificate, year-round supply of tea samples from Anxi Tieguanyin's core producing areas (1 scarce flavor per month), creative exclusive interviews and reports on all official brand platforms.
2. Silver Award (2 Winners)
Core Rights & Interests: Priority right for the implementation of Anxi Tieguanyin creativity (the brand provides project initiation resource support worth RMB 15,000, and the winners can participate in the brand's existing projects such as product packaging upgrading and short video marketing):
• Collaborative support from a professional team
• In-depth Tea Culture Experience: 3-day/2-night panoramic cultural tour of Anxi tea culture (for a team of 2), including:
✦ Observation and learning of the whole traditional tea-making process, with practical participation in key links (e.g., rolling, baking)
✦ Inspection of core producing area tea gardens to understand the correlation between tea quality and geographical environment
✦ One-on-one guidance from tea artists: Systematic learning of Tieguanyin brewing skills and tasting methods
• Honors & Resources: Customized Silver Award Certificate, half-year supply of tea samples from Anxi Tieguanyin's core producing areas (1 characteristic flavor per month), creative case displays on official brand platforms.
3. Bronze Award (3 Winners)
Core Rights & Interests: Qualification as core members of the Anxi Tieguanyin Creative Community (the brand provides project initiation resource support worth RMB 10,000, and the winners can obtain priority access to the brand's latest product R&D needs and marketing planning propositions, and participate in online creative seminars):
• In-depth Tea Culture Experience: 3-day/2-night premium cultural tour of Anxi tea culture (for one person), including:
✦ Visit to core producing area tea gardens and tea picking experience
✦ Visit to traditional tea-making workshops to learn about the inheritance and innovation of intangible cultural heritage techniques
✦ Tasting sessions of classic Tieguanyin flavors to learn tea quality identification methods
• Honors & Resources: Customized Bronze Award Certificate, quarterly supply of tea samples from Anxi Tieguanyin's core producing areas (3 representative flavors in total), free access to the brand's creative resource library.
4. Creative Potential Award (Several Winners)
Core Rights & Interests: Qualification for admission to the Anxi Tieguanyin Creative Talent Pool (priority recommendation to participate in brand cooperative creative projects and access to industry resource connection opportunities)
• Tea Culture Experience: Online research courses on Anxi tea culture (including tea-making techniques, tea art knowledge and brand history)
• Honors & Resources: Customized Award Certificate, Anxi Tieguanyin Creative Inspiration Pack (containing 2 types of characteristic tea samples), paper version of the Competition's Excellent Case Collection.
VII. Competition Supporting Organizations
This competition is jointly supported by Creative Championship® in conjunction with relevant institutions in the hometown of Anxi Tieguanyin and brand partners, including:
• Anxi Yanshiyun Tea Professional Cooperative
• Red Heart Wavy Tail Peach Tieguanyin Tea Garden Base in Shishan Village
• Anxi Oolong Tea (Tieguanyin) Intangible Cultural Heritage Production Technique Inheritance Institute
• Anxi Shishanyan Tea Industry Co., Ltd.
• Creative Finance Site®
• Cui Creative Exchange®
• Energy Linked Bank ®Talent Bank
VIII. Registration Methods and Competition Consultation
1. Registration Notes: This competition is open for registration all year round with no fixed deadline; the organizing committee will conduct centralized selection of annual award winners and announce the results in the core periods of spring or autumn tea production based on the entry situation at each stage.
2. Registration Channel: Official Registration Link: http://cn.creative-championship.com/NewsDetail.aspx?ID=177
Payment Method: WeChat Pay is recommended
Download the Registration Form: 
“创锦赛·安溪铁观音品牌创意先锋赛”报名表.docx
3. Consultation Method: E-mail: service@creative-championship.com / Phone: +86 135 2283 6313
4. The final interpretation right of this competition belongs to the Organizing Committee of the Creative Championship - Anxi Tieguanyin Brand Creative Pioneer Competition.
This is more than just a competition;
it is a co-creation platform for you
to deeply connect with traditional tea culture
and turn your creativity into reality!
Activate the century-old tea charm
with professional creativity,
and turn your plans
from "concepts" into "reality"!
We are waiting for you in Anxi!
Organizing Committee of the Creative Championship - Anxi Tieguanyin Brand Creative Pioneer Competition
February 11, 2026