Abstract
The purpose of this study is to figure out the tea life behavior patterns of MZ generation women and to identify the relationship between tea life and wellness. For this purpose, an in-depth interview was conducted with 10 women in their 20s and 30s who have experienced tea life for more than 6 months, and the data were analyzed according to the MEASC model. The results of this study can be summarized as follows: First, the motivation of MZ generation women's tea life was induced for the health of mind and body, through the recommendation of family, or through education at university. Second, the exploration of tea life information consisted of various channels such as online (e.g., YouTube/Instagram/blog), offline (e.g., acquaintance recommendation/club activity/reading/pop-up store/expo visit), and online/offline (e.g., SNS and pop-up store). Third, tea drinking action was not only practiced by individuals at home or at work, but also with family members and school club members. In addition, communal drinking among MZ generation women naturally led to the sharing of tea drinking experiences. Fourth, MZ generation women confirmed the wellness that tea life brings to them and provided self-feedback.
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