South Africa’s rooibos tea finds new fans in China

South Africa’s unique Rooibos tea is attracting a keen new following in China, thanks to strategic branding and key partnerships.

Charl Rudman, International Sales Manager at the Carmien Rooibos Tea brand, explained how they entered this vast market with assistance from Standard Bank’s China Unlocked initiative.

Pitching a uniquely South African product in a country with a rich tea heritage required a smart approach. Rudman explained that Rooibos’ reputation as a herbal tea packed with health benefits made it an “easy sell.” Its certification as a Geographical Indication (GI), similar to Champagne, further cemented its authenticity and premium status.

The branding itself evolved organically. Chinese consumers affectionately call Rooibos “Bosher Cha,” which means “the doctor’s tea.” “We are very happy with that because it's so full of health properties,” said Rudman, noting that this local name quickly builds trust.

A critical factor in their success was the partnership with Standard Bank. Rudman highlighted that entering a new market such as China can be daunting for South African companies. Standard Bank provided essential platforms for connecting with trusted importers and gaining understanding of the local business environment, effectively opening the door to new opportunities.

While the US remains an important market, recent trade disruptions have led Carmien to concentrate more on Asian markets where they anticipate quicker growth. With China currently importing only about 3% of the industry's total Rooibos production, compared to Japan's 32%, there is significant potential for expansion. Carmien’s established reputation in Japan provided a strong foundation for their new expansion into China, demonstrating that with the right partner and the right product, South African treasures can find a place anywhere.

China Unlocked is brought to you by Standard Bank Business and Commercial Unlocked China for your business, find partners, cut costs and grow. China is a major food importer, which means South Africa can position itself as a reliable supplier while developing regional agroprocessing value chains.