With the tea season still in progress, tea-producing regions across Japan are exploring new strategies to distinguish themselves. In Shizuoka, where last year’s drop to second place came as a shock, the prefecture has enlisted renowned creative director Kashiwa Sato to rebrand its tea. Known for his work with Uniqlo and Imabari towels from Ehime, Sato will collaborate with tea producers, sellers, and the prefectural government to create a unified brand identity aimed at boosting Shizuoka’s tea exports.
In Kyushu, several prefectures are actively encouraging a shift toward organic tea production. With domestic demand remaining sluggish and international interest on the rise, more producers are exploring organic practices. Fukuoka Prefecture has allocated funding to subsidize the equipment needed for certification, while Miyazaki Prefecture is offering financial support for weeders and market research to help farmers navigate the transition.
Despite continued uncertainty in the domestic tea industry, a few major companies are entering the sector with new investments. Daigo Tsusho, a seller of food-related equipment, packaging materials, and food ingredients, has acquired a tea production company in Shizuoka and is planning to expand tencha production. Meanwhile, household goods manufacturer Iris Oyama has launched a green tea beverage line, establishing production in Saga and preparing facilities in Saitama and Kyoto.
As spring tea production winds down in many regions, northern areas are just beginning. In Noshiro City, Akita Prefecture – one of Japan’s northernmost tea-growing regions – the first tea picking of the season took place on 3rd June. In Sakamoto, Shiga Prefecture, home to what is believed to be Japan’s oldest tea garden planted by the monk Saicho, a special event was held in May to recreate the traditional pressed tea known as heicha. The tea will be donated to Enryakuji Temple, which Saicho founded, and featured in an event this October.
Ashigara tea from Kanagawa Prefecture celebrated its 100th anniversary this year. First cultivated in 1925 in Yamakita Town as a reconstruction crop following the Great Kanto Earthquake, Ashigara tea has since spread to twelve areas in the prefecture. Promotional events are being held to raise awareness of this local heritage. In Shizuoka, the 43rd Chazume no Gi ceremony was held, in which hand-picked tea leaves are placed in a chatsubo (tea jar) to mature until autumn, when the jar will be opened in another ceremony know as Kuchikiri.
In terms of new product development, Kagoshima introduced a dessert featuring local sweet potatoes and tea from Minami Kyushu City. In Shiga, potters are working to promote its distinct pottery, known as Iga Blue, both domestically and internationally. Fukuoka is also taking steps to revive the traditional craft of Ashiyakama iron kettles by offering them as gifts in its furusato tax donation program.
As the season continues, these diverse initiatives reflect the tea industry’s resilience and the ongoing efforts to both preserve and innovate its rich tea culture.
*The article is based on Japanese media articles:
Shift to “organic tea” production expands in Kyushu amid boom 1in Japanese food and health consciousness, Yomiuri Shimbun 2025.05.31
The ceremony to pack new tea into the tea jars connected to Ieyasu, Asahi Shimbun 2025.06.0
Iris Ohyama enters the green tea business – Ryo Yoshizawa impressed: “Not to be underestimated”, Mainichi Shimbun 2025.06.02
Blue Iga ware attracts both domestic and international attention. The husband and wife team of “Shunmoe Kiln” bring a new wind to IGA blue, Yomiuri Shimbun 2025.06.04
First picking of Noshiro’s “Hiyama tea”, Yomiuri Shimbun 2025.06.04
A combination of sweet potatoes, tea leaves, and other Kagoshima specialties creates a refined sweetness… “Baked Sweets Chiran Tea”, Yomiuri Shimbun 2025.06.06
Kashiwa Sato appointed as prefectural general producer to rebrand Shizuoka tea, Asahi Shimbun 2025.06.11
Shizuoka’s Daigo Tsusho enters the tea industry in earnest, expanding matcha production and strengthening exports and direct sales, Nikkei Shimbun 2025.06.11
The famous tea kettle “Ashiya Kama” is being given as a gift in return for hometown tax donations from Ashiya Town in Fukuoka Prefecture, Yomiuri Shimbun 2025.06.12
Ashigara tea, a reconstruction crop from the Great Kanto earthquake, celebrates its 100th anniversary. Processed products containing powdered tea also popular, Asahi Shimbun 2025.06.12
The history of Hiyoshi Tea Farm to the next generation…Otsu and Sakamoto area, Yomiuri Shimbun 2025.06.27