Generation Z (Gen Z), born between 1997 and 2012, is a diverse consumer segment with distinct values and consumption behaviors. The research questions of the study are how can the values and characteristics of Generation Z be connected to tea market trends through research insights, effective marketing strategies, and academic collaboration to drive innovation and engagement in the tea industry. The objectives of the study were, to explore the values and characteristics of Gen Z consumers, to identify effective market strategies for connecting Gen Z with the tea market and to examine the role of university research in generating ideas for value addition and innovative business models in the tea sector. The study employed a netnographic approach, combining content analysis. Information was gathered from social media platforms including Facebook, Instagram, and TikTok, with an emphasis on posts, hashtags, and user-generated content related to tea consumption. High-engagement postings that were relevant to Gen Z’s tea preferences were chosen using a purposive sample technique. Twenty blog posts were analysed as well to find reoccurring topics. According to the results, Gen Z values tea products that are sustainable, aesthetically pleasing, personalised, and health-conscious. Their wellness preferences are in line with popular trends like bubble tea and functional beverages. The study emphasises how crucial digital interaction and personalisation are to drawing in Gen Z customers. Social media has a significant impact on Gen Z’s interaction with tea brands, where community-driven campaigns and influencers are crucial in determining their preferences. The study concludes that businesses in tea industry can attract Gen Z by leveraging digital marketing strategies, collaborating with influencers, and offering eco-friendly and customizable products. The findings also suggest that university research can drive innovation and sustainability in the tea industry.