Japanese Tea Report – March 2025

By SimonaTea Reports

Last month it was announced that in 2024 Kaoghima became the largest tea producer overtaking Shizuoka that held the place since 1959 when records were started.  To celebrate this milestone, Kagoshima’s Prefectural Junior College organized a two-hour chartered train tour where participants enjoyed locally produced tea paired with handmade sweets. Until recently, Kagoshima’s tea was primarily used in bottled drinks and remained relatively unknown, but the prefecture is now focused on enhancing its tea brand by focusing on expanding exports, especially organic matcha, which is gaining popularity overseas.

Shizuoka, determined to reclaim its position, is actively working to strengthen its tea brand. This month, the prefecture held a conference with young tea farmers to establish a new brand identity, complete with a dedicated logo. In an effort to further promote local tea, an idol group from Hamamatsu City released a song titled Ocha Rock, celebrating Shizuoka’s tea culture and reinforcing its connection with younger audiences.

Meanwhile, the industry continues to evolve and adapt with new product innovations. Suntory introduced a line of flavored bottled teas in response to growing demand in cafés, offering options such as peach and mango, as well as lime. Similarly, Ito En launched new variations of its popular Oi Ocha series, including a naturally sweeter green tea and a lemon flavored tea, catering to younger consumers and international markets. The company also extended its partnership with baseball star Shohei Otani, releasing a new commercial featuring him playfully handling a football alongside the slogan, “Let’s throw away the common sense of tea.” Additionally, Ito En organized an initiative during the opening baseball game, where fans who participated in trash collection and sorting received vouchers for bottled tea, blending environmental consciousness with brand promotion.

Looking ahead, preparations are underway for the highly anticipated World Tea Festival in Shizuoka, a prestigious event held only once every three years. This year’s festival will be divided into spring and autumn sessions, with singer Rose Touma appointed as its official ambassador. In Kyoto, a symposium was held to generate momentum for the recognition of the Uji Tea Cultural Landscape as a World Cultural Heritage site, further highlighting Japan’s deep-rooted tea traditions. In addition to that, in Uji, 90 elementary school students planted tea seedlings, expressing their excitement to return in five years for the harvest. Over in Nara, young students had the opportunity to experience harvesting a unique tea – sannen bancha.

With significant developments in production, branding, and innovation, Japan’s tea industry is undergoing a dynamic transformation. As both Kagoshima and Shizuoka compete to define the future of Japanese tea, and companies introduce new flavors and marketing strategies, the industry continues to adapt to changing consumer preferences while staying true to its rich heritage.

 

*The article is based on Japanese media articles:

 

 

 

 

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