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.

42 solutions create an emotional connection with the consumer. Storytelling is a strategic step for disseminating the brand's mission and values and helps to generate customer feedback [1]. Social networks become a key platform for shaping brand values: naturalness, authenticity, and gastronomic experience. As a result, media communication forms a multi-level perception of tea: as a cultural phenomenon, a trendy lifestyle product, and a marker of aesthetics. The combination of journalistic discourse, influencer impact, and brand communications creates a new model for the popularization of tea culture, in which the consumer becomes not only a recipient but also an active participant in the formation of media narratives. Thus, modern media significantly transform the ways in which tea culture is represented, expanding the possibilities for its popularization and shaping new value orientations in the perception of the beverage. REFERENCES: 1. Бренд-сторітелінг: як створювати історії, котрі знайдуть відгук у клієнтів. Depositphotos. URL: https://blog.depositphotos.com/ua/brend-storiteling.html 2. Види китайського чаю. Chazhidao . URL: https://chazhidao.org/uk/kolo- pershe/vydy-kytayskoho-chayu 3. Дефіцит матча. Чим загрожує популярність японського чаю та що буде далі: експерт. NV Бізнес. URL: https://biz.nv.ua/ukr/sviy-biznes/deficit- matcha-chim-zagrozhuye-populyarnist-yaponskogo-chayu-ta-shcho-bude-dali- ekspert-50515634.html 4. Як соцмережі та ритм життя Gen Z змінюють харчові звички. Vector. URL: https://vctr.media/ua/yak-soczmerezhi-ta-ritm-zhittya-gen-z-zminyuyut- harchovi-zvichki-265428/ 5. Хто такі інфлюенсери і як вони впливають на наше життя.ТСН. URL: https://tsn.ua/lady/moda/shkola-stilya/hto-taki-inflyuensery-i-yak-voni- vplivayut-na-nashe-zhittya-1198407.html