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Matcha moves beyond confectionery into beverages as seasonal limited editions become permanent products

South Korean food manufacturers are converting matcha from seasonal promotions to year-round product lines following unexpectedly strong sales. Lotteria's matcha cookie and latte, launched in June, exceeded sales targets by 400% and 180% respectively within the first month; the company has extended their availability through August. Major brands including Orion and Lotte Wellfares have upgraded limited-edition matcha items to permanent offerings and expanded matcha product ra…

Google News — Overseas / Boom ·

夏場の限定メニューとして登場し、人気を得た抹茶製品が季節が変わった後も販売期間を増やしたり、正規製品として定着している。 抹茶が一時的な流行を越えて一つの味カテゴリーに固まる姿だ。14日、業界によると.. - 매일경제

Matcha moves beyond confectionery into beverages as seasonal limited editions become permanent products
Photograph: Google News — Overseas / Boom
Original ↗
Key points
  • Lotteria matcha cookie exceeded initial sales target by 400% in June launch; matcha latte hit 180% of target
  • Matcha cookie and latte combined sales: 540,000+ units and 160,000+ servings in 3 months; total 700,000+ units sold
  • Orion converted limited-edition matcha chocolate (1M units sold in short window) to permanent product; expanded to 3+ ma…
  • Lotte Wellfares expanded matcha dessert lineup from limited edition to 7 permanent matcha products
  • Matcha beverage market expanding: dairy brands adding matcha to ready-to-drink plant-based drinks targeting café consume…

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About this article

The numbers
Matcha cookie units sold (3 months): 54万個 Matcha latte servings sold (3 months): 16万杯以上 Total cumulative matcha product sales: 70万個 Matcha cookie vs. first-month sales target: 400%
What they said
“Matcha has a distinctive color and flavor profile that makes product differentiation easy, especially among young consumers”
抹茶は特有の色味と味が明確で、若い消費者を中心に製品差別化が容易な素材
“Sales of limited-edition matcha products are exceeding forecasts, and companies continue to expand them into permanent offerings and new categories”
限定版で発売した製品の販売が予想値を上回り、常時商品や新しいカテゴリーに拡大しようとする動きも続いている
📍 Overseas Market & TradeMatcha
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