Expanding the Leaf Tea Market Through Cold-Brew Green Tea and Convenient Products

「The lineup comprises 2 products: “Bottled Sarasara Tokeru O~i Ocha Matcha-Infused Green Tea” and “Healthy Mineral Barley Tea.”」

「Tea leaves (leaf), total +18% / Of which, tea bags +15%」

「In conjunction with Japanese Tea Day on 1 October, we held the large-scale “Japanese Tea Day O~i Ocha Grand Tea Gathering” at approximately 400 locations across all 47 prefectures, bringing the appeal, flavor, and enjoyment of tea from regions throughout Japan closer to consumers. Through tea tastings and various tea-related experiences, we once again communicated the many values of tea, including its appeal, flavor, and enjoyment.」

「In March this year, we launched the powdered products “Sarasara Tokeru O~i Ocha Matcha-Infused Green Tea,” “Sarasara Tokeru Roasted Green Tea,” and “Sarasara Tokeru Healthy Mineral Barley Tea.” The Sarasara Tokeru series is an instant tea range designed to reproduce the flavor of green tea and roasted tea brewed in a teapot and the flavor of barley tea simmered in a kettle, while also dissolving readily in hot or cold water.」

「In September of the same year, we launched “O~i Ocha Premium Tea Bags First-Harvest Green Tea,” a food with function claims that was the first Japanese green tea bag product to claim that it “reduces body fat in people with a higher BMI,” based on gallate-type catechins as its functional ingredient. The product uses 100% first-harvest domestic tea leaves, offering a rich flavor like tea brewed in a teapot and a vivid green color in a convenient format.」

「Also that month, we relaunched the long-selling tea bags for pitchers, which can be used to make delicious tea easily with either cold or hot water, as the “One-Pot Eco Tea Bag” series. Sales of convenient, large-capacity tea bags for Japanese tea pitchers used at home have increased against the backdrop of people spending more time at home. For this relaunch, we adopted plant-based biodegradable filters, giving the tea bags an environmentally friendly new design.」

「This year, in conjunction with Japanese Tea Day on 1 October, we promoted tea at retail stores using the remotely operated 3D virtual character “Avatar Tea Taster Oi Ocha-kun” and held an online tea gathering in autumn, helping to spread new ways of enjoying tea.」

「This year, too, in conjunction with Japanese Tea Day on 1 October (*), we held “Enjoy Tea: Exciting Grand Tea Gatherings” simultaneously at mass retailers and other locations nationwide, where our employees, including holders of the company’s Ito En Tea Taster certification, communicated the appeal of Japanese tea and offered Japanese tea hospitality centered on leaf products.」

「Through events such as the Ito En Grand Tea Gathering and seminars on how to prepare delicious tea, we have proposed seasonal ways to prepare and enjoy delicious tea, including easily enjoying the sweetness of green tea brewed with ice-cold water as the weather becomes hotter, and these proposals have been well received.」

「We actively proposed convenient products that are easy to enjoy, including not only leaf products brewed in a teapot but also powdered products that dissolve readily in either cold or hot water, and communicated the appeal of Japanese tea.」

「In addition to expanding products using “Shihō no Haru,” we will propose the appeal of matcha and new ways to enjoy it through events such as the Ito En Grand Tea Gathering, where we communicate the appeal of Japanese tea.」

「As in the previous year, this year we held “Enjoy Tea: Exciting Grand Tea Gatherings” simultaneously at mass retailers and other locations nationwide in conjunction with Japanese Tea Day on 1 October (*). Employees, including holders of the company’s Ito En Tea Taster certification, communicated the appeal of Japanese tea. We offered Japanese tea hospitality centered on leaf products brewed in a teapot, such as “O~i Ocha 1000,” and instant products, such as “O~i Ocha Sarasara Matcha-Infused Green Tea.” Depending on the venue, we also held seminars on how to prepare delicious tea and matcha art events. Through these activities, we communicated the appeal of Japanese tea and worked to revitalize the Japanese tea leaf market.」

「Through events such as the "Grand Tea Gathering" and "How to Make Delicious Tea" seminars, we have been proposing seasonal ways to make and enjoy delicious tea, including an easy way to enjoy the sweetness of green tea brewed with ice water during this increasingly hot season, and these proposals have been well received.」

「In Japan, for tea leaf products, we have held in-store “Grand Tea Gatherings” nationwide, featuring demonstrations by tea specialists who hold the Ministry of Health, Labour and Welfare-certified Ito En Tea Taster qualification, to communicate the flavor of tea and ways to enjoy it. At our specialty stores, we have also actively communicated ways to enjoy tea, including by opening directly operated stores that connect tea-producing farmers with customers and offer a sense of Japan’s traditional tea culture, with a selection of carefully chosen rare teas from across Japan, including green, black, and oolong teas, as well as single-origin teas selected by tea field, meaning a single variety and single producer. Through these initiatives, we aim to further revitalize the Japanese tea leaf market.」

「In Japan, for tea leaf products, we aired a television commercial for leaf tea bag products for the first time in 30 years and communicated various ways to enjoy Japanese tea bags. We also designated 1 October as Japanese Tea Day, as the day when Toyotomi Hideyoshi held a grand tea gathering at Kitano Tenmangu Shrine in Kyoto and introduced tea to many people. In conjunction with the day, we held “Easy, Exciting Grand Tea Gatherings” at mass retailers nationwide, where our employees and others presented the many flavors of tea and ways to enjoy it. Through these activities, we aim to further revitalize the Japanese tea leaf market.」

「In Japan, for tea leaf products, our employees have strengthened proposals for drinking tea from tea bags through activities such as demonstrations of tea brewed in a teapot and tasting events. In particular, we have actively promoted “Ice-Brewed Green Tea,” which suppresses astringency and bitterness while allowing consumers to enjoy the umami and sweetness of the tea leaves, thereby stimulating summer demand for leaf tea. Convenient products that are easy to enjoy, including the Premium Tea Bag series and powdered instant green tea, have also continued to receive favorable reviews.」

「Convenient products that are easy to enjoy, including the Premium Tea Bag series and powdered instant green tea, have been well received not only in Japan but also by international tourists.」

「Convenient products that are easy to enjoy, including the Premium Tea Bag series and powdered instant green tea, have been well received not only in Japan but also by international tourists.」

「We have actively promoted cold-brew green tea, which has less bitterness and astringency and allows consumers to enjoy its sweetness, to expand the leaf tea market during the summer. Convenient products, including the premium tea bag series and powdered instant green tea, have also been well received not only in Japan but by international visitors.」

「We have actively promoted cold-brew green tea, which has less bitterness and astringency and allows consumers to enjoy its sweetness, to expand the leaf tea market during the summer. Convenient products, including the premium tea bag series and powdered instant green tea, have also been well received not only in Japan but by international visitors.」