News article
[This Week's Viewpoint] International Brand Strategy Supporting the Matcha Boom — Yasushi Miwa, Chief Specialist, Center for Emergent Strategy, Japan Research Institute
Japan Research Institute specialist analyzes the international brand strategy underpinning the current matcha boom.
【今週の視点論点】抹茶ブームを支える国際的なブランド戦略 日本総合研究所 創発戦略センターチーフスペシャリスト・三輪泰史氏 - 山陰中央新報デジタル
![[This Week's Viewpoint] International Brand Strategy Supporting the Matcha Boom — Yasushi Miwa, Chief Specialist, Center for Emergent Strategy, Japan Research Institute](/media/thumb/918.avif)
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What they said
“In recent years, matcha has become a boom.”
近年、抹茶がブームとなっている。
“In the current boom, lines form at matcha specialty shops, while convenience stores and restaurant chains are rolling out one product after another via collaborations with long-established tea companies.”
今回のブームでは抹茶専門店に行列ができ、コンビニエンスストアや外食チェーンでは老舗の茶業者とのコラボレーションによる商品が次々と発売されている状況だ。
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