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.

41 This activity transforms the influencers themselves into effective communication channels [5]. Mass media fulfills the function of informing and educating, popularizing knowledge about tea varieties, its benefits, production markets, and gastronomic trends. Journalistic materials often use genres of review, reportage, and interviews with experts, company owners, or businessmen, which creates a sense of trust and authority in the reader's opinion. Thus, the media forms the rational component of the perception of tea—as a product with cultural and historical value. Social networks, particularly Instagram, TikTok, and YouTube, have a significant impact on the popularization of tea culture. The visuality, trendiness, and virality of content allow for the rapid dissemination of tea aesthetics—from matcha lattes to traditional Japanese rituals. The emphasis on visual appeal (food must be "Instagrammable") and dynamic online trends significantly influence beverage choices, especially among the younger generation [4]. The phenomenon of the growing popularity of matcha tea, in particular, has led to discussions about its scarcity and changes in pricing on the markets, which indicates the deep integration of tea trends into the public media discourse [3]. Social media algorithms amplify attention to emotional and atmospheric content, making tea part of a lifestyle image. This contributes to a shift in focus: tea is presented not just as a beverage, but as an element of self-expression, relaxation, and self-care. Influencers play a distinct role in shaping perceptions of tea. Their recommendations are personalized, which increases audience trust. A high level of trust in the blogger's personality is a key advantage of influencer marketing over traditional advertising [6]. They demonstrate brewing processes, review varieties, conduct tastings, compare brands, and create educational content that often has a greater impact than traditional advertising formats. Influencers from niche segments—tea masters, tasters, baristas form a professional community and reinforce expert discourse. In parallel, tea brands actively employ media strategies based on storytelling. Stories of origin, focus on farm households, "flavor guides," and aesthetic visual