Website update
Itoen launches Japanese tea value website and video to connect heritage with future generations
Itoen will launch a dedicated website and corporate video on September 16 to communicate Japanese tea's value and origins amid industry headwinds. The company is responding to a domestic supply crisis marked by producer attrition, aging, declining output, and rising tea prices, while overseas matcha interest grows and imported tea products compete for shelf space. Through its 50-year tea-origin program, Itoen ties terroir education, producer voices, and product traceability t…
日本茶の価値と魅力を伝える特設サイト・動画を、9月16日（水）に公開
Key points
- Itoen launching heritage-focused website and video Sept. 16 to address producer decline, aging, and rising domestic tea…
- GI-marked "Ooi Ocha" bottles (from Sept. 21) will link via QR code to origin story and supply-chain transparency.
- Company's tea-origin cultivation program, active since 1976, coordinates with producers on cultivar, quality, and sustai…
- October 1 "Japanese Tea Day" events at ~260 retailers nationwide to showcase tea education and consumer engagement.
Read the full article at the source ↗
You're reading the free briefing — upgrade to unlock every story and read any full article in English, one click.
About this article
The numbers
Itoen tea-origin cultivation program tenure: 1976年より
Planned nationwide retailer locations for October 1 events: ~260 stores
Internal-certification tea tasters (as of May 2026): 2,460名
What they said
“To sustain Japanese tea's deliciousness for the future, we must communicate its true value clearly and build a cycle in which origin regions survive through consumer choice of Japanese tea.”
日本茶のおいしさを未来へつないでいくためには、その価値を正しくお伝えし、日本茶が選ばれることで産地が続いていく循環を築いていくことが重要です。
“As Japanese tea enters a critical transition, we convey producers' commitment to preserving sencha culture and meeting rising global demand, demonstrating our resolve to stand beside them from field to cup in sustaining tea's value.”
日本茶が大きな転換期を迎えるなかで、煎茶文化を受け継いでいくことや、世界で高まる期待に応えることへの生産者の想いを伝え、日本茶の価値を未来へつなぐために、当社が生産者とともに茶畑からお茶づくりに向き合う姿勢をお伝えしてまいります。
Unlock every story on Matcha Wire.
All articles open, plus read any full article in English in
one click — $75/mo, cancel anytime.
See what you get →
Comments
Create a free account or sign in to join the conversation.
Be the first to comment.