earticle

영어

Tea, as one of humanity's most enduring cultural heritages, has evolved from a simple beverage into a multifaceted symbol of cultural, medicinal, and social significance. Originating from ancient discoveries and advancing with the mastery of fire, tea drinking transitioned from its utilitarian beginnings to become a refined cultural practice. In China, tea culture flourished significantly during the Tang Dynasty, where it permeated both elite and commoner lifestyles, fostering advancements in tea processing techniques and the establishment of diverse tea-drinking customs. These developments have persisted into modern times, underpinning the growth of China's tea culture industry. This study explores the intersection of traditional tea culture and popular culture, emphasizing the potential for the tea culture industry to expand by engaging with broader audiences. Drawing upon theories of cultural industries, particularly those of Horkheimer and Adorno, this research highlights how the commercialization of culture can transform traditional tea culture into a dynamic element of popular culture. By integrating traditional values with contemporary consumer trends, the tea culture industry can generate new economic and symbolic value while preserving its heritage. The paper also examines strategies for enhancing public resonance with tea culture through cognitive, emotional, social, behavioral, and relational dimensions. It argues that effective storytelling, digital media engagement, and the creation of participatory communities are essential to attract younger generations and diversify the consumer base. Furthermore, it discusses the role of China's cultural policies in supporting the modernization and globalization of tea culture while balancing tradition with innovation. By analyzing the challenges and opportunities within China’s tea culture industry, this study provides insights into sustainable growth strategies. It concludes that integrating traditional tea culture with modern industrial practices and popular culture can maximize its cultural and economic potential, contributing to both local development and global cultural exchange. Moverover, the analysis of political connections among managerial characteristics that may affect management compensation and performance shows that asymmetry in management evaluation scores is strengthened when the heads of public institutions are politically connected to the current government. These results suggest that the agency’s performance-based pay does not achieve the intended motivational effect, and particularly, the degree of political connectivity of public agency heads is likely to worsen the agency’s agent problem and cause institutional costs to rise.

한국어

이 연구는 차문화산업과 대중문화간의 상호작용에 주목하여, 차문화산업이 대중문화와 융합 함으로써 실현할 수 있는 혁신과 발전의 방향에 대해 고찰한다. 본 연구는 차문화산업과 대중문화의 융 합을 중심으로 중국 차문화산업의 발전 가능성과 전략을 분석한다. 차(茶)는 오랜 역사와 문화적 전통 을 바탕으로 단순 음료를 넘어 의례적, 의약적, 예술적 가치를 지니며 현대에도 중요한 문화적 자산으 로 자리 잡고 있다. 특히, 중국 차문화는 당대부터 지속적으로 발전하며 오늘날 차산업의 기반이 되었 다. 현대 차문화산업은 전통적 가치를 유지하면서도 대중문화와의 결합을 통해 상업적, 문화적 가치를 창출하고 있으며, 이는 국가 문화정책과도 깊이 연계되어 있다. 본 연구는 대중문화의 관점에서 차문화 산업의 공감 가치를 인지적, 감성적, 사회적, 행위적, 관계적 측면으로 분석하고, 디지털 미디어 활용과 스토리텔링을 통한 젊은 세대와의 공감 확대 전략을 제안한다. 또한, 차문화산업이 직면한 문제를 검토 하고, 지속 가능한 발전을 위한 융합적 접근 방식을 탐구한다. 이를 통해 차문화가 전통문화와 현대산 업의 균형을 이루며 지역 경제 활성화와 글로벌 문화 자산으로 성장할 수 있는 방향성을 제시한다.