Afternoon tea, once a tradition steeped in formality and rules, is undergoing a transformation, thanks to Gen Z. Once marked by its strict adherence to etiquette and classic offerings, high tea is now attracting a younger, more casual crowd. A visit to the Hotel Maria in Helsinki reveals this change—where older generations once dominated the tea rooms, Gen Z now fills the space, breaking away from traditional tea dress codes and expectations.
Gone are the fussy towers of scones and cakes; instead, young tea-goers engage with locally inspired offerings like cloudberry jam and Finnish wheat scones. The atmosphere has evolved into something playful and interactive, with Gen Z tea lovers embracing the experience in a fresh, fun way.
Gen Z’s interest in tea has not gone unnoticed. In 2023, three major tea companies reported record sales driven by this younger demographic. But it’s not just about bubble tea or trendy lattes. Afternoon tea, with all its charm, has found new life with Gen Z, as this visually-oriented generation seeks creative, aesthetic experiences.
From famed French pâtissier Cedric Grolet’s innovative Goûtea menu in London to the Proper Rose Garden in Texas, tea menus have been reinvented. Now, chefs pour their creativity into unique dishes and unconventional drinks like chai lattes and flat whites, with everything from edible flowerpot cakes to deep-fried Oreos making their way onto the tray.
With a fresh perspective, Gen Z is redefining high tea, making it more fun, inclusive, and environmentally conscious than ever before. The tradition may be old, but its reinvention by this generation shows that tea culture is far from fading—it’s evolving in exciting new ways.
