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context: tea ceremony > history
Feasts and Competitions
Over the couple of centuries following Eisai's reintroduction of tea, as well as the continued use in Zen circles, it was popular in court and samurai circles. They didn't use it just to stay awake, but as a central part of lavish feasts in opulent rooms in palaces and castles, including showing off their valuable (even famous, in the highest echelons) ceramics.
Japan has always been keen on art-related contests and competitions, and another common role for tea was in one of these: a number of teas from various areas would be offered to guests, who would try to guess the source regions. Some fine ceramic item like a tea bowl would often be on offer as a prize for the winner.