Japanese Tea Report – December 2024

By SimonaTea Reports

Recently, many tea-producing prefectures have been working to draw attention to their local teas. Mie Prefecture, the country’s third-largest tea producer, has been striving to promote its regional brand, Isecha. Despite its production scale, the Isecha brand has struggled to gain recognition. Since registering the Isecha trademark in 2007, both public and private sectors have collaborated to boost its visibility, with over 100 shops participating in the initiative. One of these shops recently launched the Isecha Dashimaki Tower—skewered rolled eggs infused with Isecha—which has quickly gained popularity.

In Saga Prefecture, the Mayor of Ureshino City has recently earned a domestic travel business administrator’s license, a challenging accreditation with only a 30–40% pass rate. The mayor hopes this achievement will help attract and guide more foreign tourists, particularly since a new station for the Nishi-Kyushu Shinkansen opened in 2022.

Meanwhile, Fukuoka’s Tenjin Shrine has introduced outdoor night tea ceremonies to attract inbound tourists, targeting corporate reward program groups. This initiative aims to revitalize the nighttime economy by utilizing cultural assets in innovative ways.

In Tochigi Prefecture, Utsunomiya City is rebranding itself from a hub for gyoza to a center for black tea, thanks in large part to one dedicated local – Yasumasa Nemoto. After returning home from working in Tokyo, Nemoto-san opened a black tea shop, helping Utsunomiya rise to the top in black tea purchases per household.

In Kyoto Prefecture, Fukujuen is preparing to open a Tea Theme Park in Kizu City, adjacent to its headquarters. The park will feature a tea garden, experience center, museum, and tea house. With construction complete, the grand opening is scheduled for March 21, just ahead of the Osaka-Kansai Expo.

In Fujieda City, Shizuoka Prefecture, an old tea warehouse is being converted into a music production studio to support musicians and foster community engagement. A fundraising campaign held between September and December exceeded its goal, and the studio is set to open in the fall of 2025.

On a different note, bottled tea is undergoing a transformation, shifting from round to square bottles to enhance space efficiency and streamline transportation. This change in particular addresses new transport regulations limiting truck drivers’ overtime hours.

Elsewhere, Saga City recently hosted a special event at the Saga City History and Folklore Museum in preparation for the 350th anniversary of Baisao’s birth next year. The event featured a live painting inspired by the style of Jakuchu, a renowned Japanese painter influenced by Baisao.

Lastly, Hikone Castle in Shiga Prefecture, a national treasure, is offering a rare opportunity to experience a Japanese tea ceremony in the style of feudal lords. Typically closed to the public, the castle will host four exclusive events in March, allowing visitors to travel back in time and immerse themselves in the aristocratic lifestyle.

 

*The article is based on Japanese media articles:

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