Not a marketing line, but a story recorded in the Pu'er Prefecture Gazetteer.
Plenty of people in the Pu'er world tell its history. Most of it is legend. What Che Shun Hao can point to is the 1839 palace contest, the imperially brushed plaque, a trademark lost and won back, and the three Daoguang Tongbao coins still in Che Zhijie's hands.
A palace contest in the capital; a cup of tea at the Old Summer Palace
The capital held a top-tier tea competition. Che Shunlai brought fresh tea, aged tea and tea paste, advancing through the preliminary, second and palace rounds, and at the final tasting on the Peony Terrace of the Old Summer Palace, won unanimous praise from the Daoguang Emperor and his court.
Clear and mellow, rich and deep, soothing to the senses, with a long sweet finish — an auspicious treasure among teas. — The Daoguang Emperor
On the spot the Emperor granted the name Che Shun Hao and conferred the rank of tribute scholar with a fourth-rank honor, and brushed the four characters Rui Gong Tian Chao at his desk. A minister of the Imperial Household, Yu Xin, traveled to Yunnan to oversee the making of the plaque, carrying it to the Che residence in Yiwu, the source of the Ancient Tea-Horse Road. Che Shunlai held a ceremony to welcome it and celebrated for seven days and nights.
Three Daoguang Tongbao coins, handed down to today
To mark the imperial plaque, Che Shunlai bought three large Daoguang Tongbao coins and gave one to each of his three sons. The coins are still kept in the family today, a physical witness to Chinese tea culture. Not a story to be told, but objects the Che family hands down, generation after generation.
The trademark was taken — and won back.
After the trademark was registered out from under the family, fifth-generation keeper Che Zhijie fought to reclaim the brand and restarted Che Shun Hao. His credo — integrity is the life of Pu'er tea — is the opening line of this generation of Che Shun Hao. Today's Che Shun Hao sets out to revive the old imperial tribute-tea standard, quality over quantity, in the craftsman's spirit of restoring Pu'er tribute tea as it once was.
A tea cake in the Palace Museum; a plaque in the old house in Yiwu.
The Palace Museum holds a Che Shun Hao tea cake, displayed as tribute tea. The old residence in Yiwu and the Rui Gong Tian Chao plaque are listed as national key cultural relics. And every spring's tea is still overseen by Che Zhijie himself, made by the old methods.