Tea is known worldwide for its unique taste and health benefits to the human body. Recent studies on tea have proven that many of its components have significant beneficial effects on the human body. The Nordic region has the highest well-being index globally but is also threatened by noncommunicable diseases, mental health, and an aging population. This master's thesis aims to investigate the tea drinking behavior and habits of the Nordic population and the Nordic population's perceptions and attitudes towards the relationship between tea drinking and health. Based on sociological theory, data were collected using standardized anonymous online questionnaires, and the data were analyzed by the social science software SPSS. This study showed that more than 80% of the participants enjoy and have a habit of drinking tea; the majority of the participants have a positive attitude towards the relationship between tea drinking and health, as well as more than half of the study participants agree that drinking tea is a healthy lifestyle. This study offers new ideas for optimizing the health of the Nordic population.

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Сфера общественного питания является динамично развивающейся отраслью рыночной экономики. Изо дня в день на рынок общественного питания проникают новые игроки, которые несут за собой инновационные идеи развития бизнеса в сфере питания. Актуальность темы обусловлена тем, что в Екатеринбурге нет предприятия общественного питания, которое бы специализировалось на предоставлении расширенного ассортимента чайной продукции и организации культурно-досуговой деятельности. Целью выпускной квалификационной работы является разработка концепции ресторана чая. Объектом выпускной квалификационной работы является ресторанный бизнес. Предметом исследования будут организационные аспекты открытия ресторана чая. Теоретическая ценность заключается в том, что в работе собраны, проанализированы и систематизированы различные источники литературы по теме исследования; а также составлен бизнес – план для начала деятельности и изучен рынок чайной индустрии в Екатеринбурге. Практическая значимость разработанной концепции состоит в возможности ее использования для проектирования нового ресторана чая. Итогом выпускной квалификационной работы явилась разработка концепции специализированного ресторана чая, а также его культурно-досуговой деятельности. Планируется, что в новом специализированном ресторане чая будут функционировать отдельные чайные комнаты и интерактивные площадки, каждая из которых будет оформлена в стиле определенной страны и передавать ее атмосферу. В проектируемом ресторане гостям будет предложен следующий перечень оказываемых услуг: чайные церемонии, дегустации, школа чайного искусства, квест и другое. Также был составлен бизнес-план по открытию ресторана чая «ARABIKA Excellence». Для того чтобы спланировать деятельность по созданию ресторана была построена. / The catering industry is a dynamically developing sector of a market economy. New players are entering the catering market every day, bringing innovative ideas for developing their business in the food industry. The relevance of the topic is due to the fact that in Ekaterinburg there is no catering company that specializes in providing an expanded assortment of tea products and organizing cultural and leisure activities. The aim of the final qualification work is to develop the concept of a tea restaurant. The object of final qualification work is the restaurant business. The subject of the study will be the organizational aspects of opening a tea restaurant. The theoretical value lies in the fact that various sources of literature on the topic of research are collected, analyzed and systematized; as well as a business plan was drawn up to start the activity and the market of the tea industry in Yekaterinburg was studied. The practical significance of the developed concept lies in the possibility of using it to design a new tea restaurant. The result of the final qualification work was the development of the concept of a specialized tea restaurant, as well as its cultural and leisure activities. It is planned that in the new specialized tea restaurant there will be separate tea rooms and interactive platforms, each of which will be decorated in the style of a particular country and convey its atmosphere. In the designed restaurant, the guests will be offered the following list of services: tea ceremonies, tastings, a school of tea art, quest and more. A business plan was also drawn up to open the ARABIKA Excellence tea restaurant. In order to plan the creation of a restaurant was built.

This paper examines how Lipton and Kusmi Tea use storytelling and the customers' experience of tea in their digital communication. The usage of storytelling was found by examining their Instagram accounts, one packaging design and their about us texts. These aspects of the brands were analysed through a semiotic, a narrative and a discourse analysis. The findings were then compared with the customers' experience of tea, which was determined by a survey with 60 Swedish participants. The results show that both companies use storytelling in all aspects of their marketing, meanwhile the experience determined by the survey is used in a wider range by Kusmi Tea.

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