JETRO promoted Japanese tea at one of the largest tea festivals on the West Coast. Cold tea products, including Japanese black tea, proved popular at the booth, and visitors showed interest in purchasing the products online.
The Northwest Tea Festival, held in Seattle, Washington, United States, on 26–27 September, attracted more than 50 exhibitors, showcasing tea-related products from multiple regions, including Japan. The 2-day event drew approximately 5,000 visitors, making it larger than last year. JETRO set up a promotional booth for its online catalogue site for overseas buyers, Japan Street, and promoted Japanese tea. Products including Japanese black tea, sencha, cold-brewed sencha, genmaicha and hojicha attracted attention at the booth, and many visitors purchased products on the spot after tasting them.
Visitors asked about the possibility of exhibiting again next year and how to purchase the products online, indicating an intention to make repeat purchases. Sugimoto Kyohei (杉本 恭平), president of 杉本製茶USA, who spoke at the event, introduced the history of his company, which is celebrating its 80th anniversary, and the history of Japanese tea, while discussing the current state of Japanese tea exports and the importance of developing future sales channels. Comparing Japanese tea export volumes to the United States in the first half of the 20th century with the current matcha boom, Sugimoto emphasized the need to communicate stories unique to Japanese tea as a way to respond to increasing competition and intensifying market conditions.