Rise of Tchi

We want to find and unlock the Tchi in people and brands alike. To allow everyone’s Tchi to flow freely is our way to empower people and build brands.


We like to share this rise of Tchi. Or should we say rice of Tchi? In China, where our company has its roots, sitting around the table and eating together is also a form of sharing Tchi. While we’re at the table, we’d like to tell you our story…

A long, long time ago it was essential to evolve physically if you wanted to survive. If you were slightly faster, you wouldn’t get eaten first. Survival was of the essence. Most creatures live in groups and for humankind that was also essential to our survival.

The “I” survived because of the “We”, because alone you can go fast, but together you can get far. However, didn’t the physical development of man become subordinate at some point? Over time, man developed an exceptionally large brain. This has helped us rise as a dominant species.

Our brain, elusive as it still is for researchers, developed itself explosively at first. We even developed a unique part, because for our survival it was easier if we could communicate “danger” to another human being. Language was born. It also meant the start of the division of labour, as well as the designation of different roles. The most common division was of men with the purpose to protect and to hunt and women with the task to care and to gather. The goal was always clear: the was survival of the group.

Fast forward to the Industrial Revolution where we see the biggest transformation in the division of labour. Work was divided into microtasks, which required few skills and little knowledge. Political thinker Adam Smith concluded that this specialisation implied that the opportunity to play a meaningful role was minimised. People used to do work that was clearly helpful to other people, like a baker baking bread and selling it to his customers in the morning. The baker was in direct contact with the persons he helped. With the advent of these micro subtasks, such as a buyer of yeast in order to bake bread, one started to lose sight of the end goal.

he famous philosopher Epicurus spent his whole life thinking how to be happy. He even led a school for happiness, called The Garden. Besides other things that can bring us happiness, he indicated that useful work, performed by the individual or small groups, with the goal of helping someone or improving the world, will give the biggest satisfaction.

Nowadays, most people still spend most of their days performing subtasks. Moreover, we live in Europe, one of the most developed areas in the world, and the first two of Maslow’s needs are met for most of us. This means that we can now shift our focus on the question of: how do we grow together and how can I grow?

To answer the question of why we do what we do at Tchai we’d like to recount Hans Christian Andersen’s tale of the Chinese Nightingale. The Emperor of China learns of a nightingale in his empire which sings the most beautiful song. Emperor gives an order to bring the bird to the court, where it is held in a golden cage. From that moment on the bird sings his song each night. One day the Emperor is given a dazzling bejeweled, mechanical nightingale, who sings the exact same tune every day. The Emperor quickly loses interest in the real bird, which escapes and returns to its forest. When the precious bird irreparably breaks down, the Emperor falls deathly ill. Upon finding out about this news, the real nightingale returns to the court to sing for him. The Emperor is cured, and the nightingale is invited to stay. However, the bird no longer wants to be caged, but offers to come sing for the Emperor every evening.

By choosing for a company structure without managers and job titles, Tchai literally opens up the golden cage to give maximum freedom to the “we” and the “I”. We have evolved from a traditionally-run company to one that cultivates a philosophy that’s all about maximising our personal potential. We feel free to sing our own unique tune.

Our goal is to create an awareness by leading the way. Especially in a time where we see many technological developments coming at us, maybe even dominating us, we give a boost to our own human development. We aren’t beautiful mechanical birds, we are real beings, craving real connections.

By creating the freedom to maximise personal potential.
We see the rise of the energy of Tchi.

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