Tomorrow's Bites with Andrés and Sjacco Sergey: How Do You Sell Ritual Tea in a World That Only Wants Convenience? with Sergey Shevelev, Founder Moychay International
Jan 7, 2026
Sergey Shevelev, founder and tea culture ambassador behind Moychay International, who built tea houses across Europe after years sourcing tea in China. He tells stories of sourcing wild and ancient teas, learning Chinese to build trust with farmers, rebuilding his life after war, and turning ritual tea into a social alternative to alcohol and quick convenience rituals.
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From DJ Tables To Tea Houses
- Sergey started serving tea at his DJ events and festivals to share the feeling he found in tea culture.
- That casual sharing evolved organically into multiple tea houses and a broad tea movement across cities.
An Old Taste Reawakens Memories
- An elderly Dutch customer found loose-leaf tea she hadn't seen in Amsterdam for 50 years and was deeply moved.
- Sergey uses those moments as proof that real tea culture can reconnect people to past traditions.
Speak The Supplier's Language
- Learn the supplier's language and culture to build trust and access better product terms.
- Sergey invested in fluent Chinese to reach farmers directly and secure higher-quality sourcing.