In 18th century, English merchants introduced tea to Sultan Moulay Ismail, as an attempt to find an alternate market in the Moroccan people. Eventually a cultural love of tea was sparked, and Atai (the traditional Moroccan tea ceremony) was born. Often called the ceremony of hospitality (or friendship); it is performed by the male head of a Moroccan family for a guest of the house, and can be considered impolite if turned down. Most often, tea is consumed before or during a meal in Morocco.

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