Milk tea is an important part of the local culture. Simon Wong, chairman of the Association of Coffee and Tea of Hong Kong, estimates that the city consumes an average of 2.5 million cups of milk tea per day - close to 1 billion cups annually - based on surveys done by his association. To promote the drink, and with the hopes of Hong Kong-style milk tea being listed with the United Nations as a unique part of the local cultural heritage, Wong developed the KamCha Competition. The coffee and tea association and the Hong Kong Trade Development Council (HKTDC) have organised this year's International KamCha Competition. Participants must concoct their own take on Hong Kong-style tea and pass five rounds, where the drinks will be judged by experts on colour, flavour, richness, body, aftertaste and smoothness. Last year's competition was limited to locals. However, this year, to promote milk tea globally, the size of the event has expanded and more than 200 contestants from seven cities, including Toronto and Beijing, will be competing. The competition also includes a teen division. Wong says the competition has been well received abroad, and featured prominently in media reports. Competition sponsor Kampery Development says it hopes the event introduces more people to Hong Kong-style milk tea, and to the traditional methods used to make the beverage. In addition to the milk-tea contest, votes will be cast for the 'Most Popular Tea 2010' competition, organised by the Chinese Tea Culture International Exchange Association and the HKTDC. The competition aims to encourage high standards in tea production, and to promote Hong Kong as a trade platform for the tea industry. Tea experts from the mainland, Taiwan and the United States will select 15 teas in three categories - black, green and aged teas - for merit awards, and tea fair visitors will then vote for the most popular teas. Winners will be announced on Saturday.