Proceedings of the International scientific and practical conference ―Science, Technology and Culture: Interdisciplinary Dialogue and New Paradigms‖ (December 1-3, 2025) / Publisher website: www.naukainfo.com. – Astana, Kazakhstan, 2025. – 62 p.

40 PHILOLOGY AND JOURNALISM UDC 316.77:008:663.95 Petrovska Valeriia Andriivna Student of the State University of Trade and Economics Kyiv, Ukraine COMMUNICATION OF TEA CULTURE IN MODERN MEDIA Abstract: The paper examines the specifics of tea culture communication in modern media. The role of social networks and influencers in shaping the audience's perception of tea, its origin, preparation methods, and cultural value is analyzed. It is shown that digital platforms create new formats for popularizing the beverage, where visual and narrative strategies influence consumer perception and behavior. Keywords: tea, media communication, influencers, social networks, culture. Tea has it origins in China, and from there, it spread throughout the world to various countries where it is currently cultivated [7]. Each country has its own traditions associated with tea, both adopted and indigenous. Studies show that tea culture was formed over centuries and has diverse tea-drinking traditions around the world, covering six main types of the beverage: white, green, yellow, oolong, red, and black (which includes pu-erh) [2]. It is an integral part of world heritage, yet its perception by the modern audience is shaped through media communication. Unlike traditional forms of transmitting information about cultural practices, rituals, and intergenerational narratives, digital platforms now play a key role, where content is created not only by professional media but also by ordinary users and influencers.