Çay piyasasında çılgın bir rekabet var şu sıralar. Lipton’un kadere rıza göstermiş şekilde “Tamam Türkiye senin istediğin gibi olsun…” dediği reklamlarından sonra Çaykur da Türk’ün çaysızlıkla imtihanını konu alan güzel bir reklam yapmış. (Also in English)
Aslında bu yazıyı daha ziyade yabancılara Türk insanı için çayın anlam ve önemini anlatma amacıyla yazıyorum. Siz zaten reklamı da gördünüz, hislerimiz de ortak. Asıl, gözleri faltaşı gibi “dünyanın en çok çay tüketilen ülkesi Türkiye’ymiş!!!” diyen diğer ülke vatandaşlarına çay sevgimizi açıklamak lazım diyerekten kolları sıvadım. Siz de reklam filmini tekrar izleyin bu arada, bence güzel olmuş.
Hem ne demek çay yok? Çaysız kahvaltı mı olurmuş??!!
I am writing this post in the sole purpose of explaining what tea means to Turkish people. Many friends from different countries have occasionally told me with their eyes open in shock that “Turkey is the biggest tea-drinking country in the world!!!” and well, I can personally confirm that me and my family contribute to that title by drinking at least 3 teapots of nice old black tea each day. Tea for Turks is not just a hot beverage that will keep you warm in cold weather (since we drink it in summer too); it is a cultural staple, a part of the daily life. From the way it is prepared, to the style it is presented, tea is a culture itself.
Lately, tea market in Turkey is in action. Last month Lipton came up with an advertisement, resignedly saying “Alright Turkey, you won. We make tea as you want!”. Now Çaykur, the biggest tea producer of the country, comes up with a hidden camera prank. It’s more like a social experiment, though!
This funny advertisement shows how an average Turk responds to being deprived of tea, in the morning to top it off. People go to a café to have breakfast, and the waiter brings all their orders except for tea (by the way, breakfast is a hugely important meal in Turkish culture. Check it out here). Clients, of course, ask for their tea and the waiter responds “We don’t have tea. Here have some milk, or soda.” An unacceptable sin… And people don’t tolerate this well. One client says “What do you mean no tea? Is it being brewed now?”, another one answers the offer of linden tea “Linden? Are we ill?”. One woman answers the offer of milk; “You brought milk? Why not bring a baby bottle as well?” The video is in Turkish but you can very well see the dislike on their faces :)
There is an idiom in Italian, “to smoke like a Turk”, which may very well transform into “to drink tea like a Turk” in a decade or two in the whole world.