Chinese and Korean Consumers’ Preferences for Oolong and Black Oolong Teas

Both China and Korea have significant markets for tea; however, both the availability and preference for oolong and black oolong tea vary across the two markets. Although this difference has been highlighted in previous studies, the group differences in the two markets based on preferences and sensory perceptions have not been assessed. Therefore, this study aimed to investigate the overall oolong and black oolong tea preferences based on specific characteristics of the tea samples and the sensory perceptions of young Chinese and Korean consumers residing in South Korea. Twelve tea samples were selected for on-site evaluations. A Check-All-That-Apply (CATA) method with 20 sensory characteristics was used to identify the sensory characteristics perceived, supplemented by intensity ratings for key attributes. The CATA-Penalty analysis revealed sensory characteristics that significantly impacted overall liking. The results indicated that while Chinese and South Korean consumers exhibited some differences in overall preference trends, they shared similar preferences within specific tea categories. This reflects differences in preferences between Chinese and South Korean consumers for oolong and black oolong tea beverages and the possible impact of different cultural backgrounds on consumption habits. These findings provide insights into cross-cultural sensory preferences and the impact of the cultural background on tea beverage perception.