Chilean Tea Man Enters European Tea Circle

Wenzhuo Liu

Eduardo Molina Anfossi comes from Chile, he has traveled to 96 countries around the world, with his footprints in major tea producing regions. He is studying Asian Studies at Humboldt University in Berlin, Germany and works for the newly popular European tea chain brand Paper&Tea. Currently, he is currently in the graduation thesis stage and has now transitioned from part-time work to full-time work. Eduardo is mainly responsible for marketing and skill training, as well as operating public relations activities and developing products. He has also witnessed the rapid expansion of this brand, from having two tea shops in Berlin to seven countries including Germany.


During his childhood in Chile, Eduardo developed a habit of drinking tea. After leaving his previous career as a wine taster, he decided to switch careers and aspire to become a tea expert. In 2007, he and several partners purchased the operating rights of the American tea brand Adagio in Santiago, Chile. He operated chain tea retail stores for three years. Eduardo enjoys traveling, and after completing his studies at the World Tea Academy, he began his study tours. He has traveled to 96 countries around the world, with his footprints in major tea producing regions. He has also studied Chinese and has traveled to China multiple times.

For 7-8 consecutive years, Eduardo has traveled to tea mountains in various Asian countries. At the stage of learning tea in Taiwan, China, he accepted the invitation and work for the tea brand Paper&Tea in Berlin, Germany in the future. Therefore, in 2018, he moved to Berlin and began working in the brand’s two Berlin stores. Mainly responsible for marketing and skill training, as well as operating public relations activities and purchasing, developing products and other tea related businesses. Eduardo, who is eager to learn, has registered at Humboldt University in Berlin and is pursuing a master’s degree in Asian Studies. He is currently in the graduation thesis stage. His work has also shifted from part-time to full-time.

The tea brand Paper&Tea, which originally had only two tea shops in Berlin, has undergone significant changes after rapid development in recent years. With the financial support of investors, the brand stores have entered a rapid expansion stage in 2022, increasing from having 5 stores in Germany to 7 countries in the surrounding areas, including major cities in Germany. The core team is still continuing to select locations in commercial centers in major cities and open new stores. The number of employees has also grown rapidly, from 50 in 2020 to 350 now. Eduardo is delighted to see the development of the brand, and his job responsibilities have also undergone significant changes. Not only have he reached out to more people, but he can also better promote tea.


Since the formation of the Eurasian Maritime Tea Road in the 17th century, many tea shops have emerged in Europe, and there are still many historical tea shops. Traditional chain tea brands are even more well-known. Paper&Tea was founded in Berlin in 2012, hoping to bring a new atmosphere to European tea culture. Eduardo emphasized that unlike other traditional tea brands, Paper&Tea’s decoration and design are full of modernity and tend to hire service industry personnel. The target consumer group is the general public, attracting more young people. The product strives to integrate into the daily lives of Europeans, thereby encouraging more people to pay attention to loose leaf tea and achieving a healthy tea drinking lifestyle.

The best selling product of their tea brand is their own company’s formulated blended tea, which is low in price and very attractive. The blended tea based on white tea and green tea sells very well. Eduardo gave an example, a blended tea product called Perfect Day has good sales, featuring a arcadian style and organic. White tea is blended with apple, mango, elderflower, natural peach spices, and more. In addition to the best-selling blended tea, Japanese matcha and green tea are also very popular. In 2023, Eduardo visited Japanese tea plantations that he had worked with for many years, filmed promotional materials to introduce the tea produced by these plantations to Europeans, and indicated the names of the tea plantations in the products.

In 2023, Eduardo visited 10 Japanese tea plantations and started a direct partnership with them, introducing the tea produced by these plantations to Europeans and indicating the names of the tea plantations in the products. Eduardo mentioned that the sales of Chinese tea still follow the traditional approach of intermediaries, but in China Hong Kong and Taiwan, there are already distributors selling their products. Eduardo holds an open and cooperative attitude, hoping to have the opportunity to find more cooperation opportunities in China in the future. He also welcomes Chinese tea gardens to promote and participate in exhibitions and other activities in Europe.

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