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Thés sencha, umami, grands crus… Comment le marketing invente de nouveaux discours

(French version only)

By Pierre-Yves Modicom, Professeur, Université Jean Moulin Lyon 3

Bienvenue à l’ère des thés iodés, boisés et « umami ». Cette nouvelle culture du thé haut de gamme s’appuie sur de supposés terroirs ou sur un imaginaire de raffinement, inspiré de l’oenologie.

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~	Conference, Oct. 16, 2024. The War Against the Past: Fighting for our History