The Japan Food Product Overseas Promotion Center (JFOODO) has been conducting various promotional campaigns to popularize Japanese green tea as a mindfulness beverage internationally – all under the concept of “Find your TRUE with Japanese GREEN TEA.”
The campaign is designed to promote the new value of Japanese green tea as a non-alcoholic in-meal beverage, in response to the recent health trends of millennials in the United States and Europe.
Restaurant Operators Have High Expectations for the Potential of Japanese Green Tea
In January 2023, JFOODO held an event in collaboration with KinKan, Chef Nan Yimcharoen’s upscale Japanese restaurant, a popular hot spot in Los Angeles, and in February 2023 with BBF in New York, where Michelin one-star Chef Chikara Sono showcased his skills.
In order to create further excitement for putting Japanese green tea on restaurant menus, JFOODO invited popular restaurant operators in both New York and Los Angeles to present the added value in the dining experience, as well as the benefits of putting Japanese green tea on restaurant menus, such as pairing Japanese green tea with dishes and introducing Japanese green tea as an in-meal beverage that can replace alcohol.
Chef Nan Yimcharoen, Chef Chikara Sono and other participants gave it high praise with comments such as, “I felt the strong potential of Japanese green tea as a food beverage to replace alcohol, including improvement of hospitality to customers.”
The events increased expectations and interest in new ways to incorporate Japanese green tea, which goes well with a wide variety of dishes.
Millennial Celebrities Showcase New Ways to Enjoy Japanese Green Tea
The related JFOODO website, which offers a variety of content related to Japanese green tea, including basic knowledge about Japanese green tea and an introduction of its producers, is currently showing a Japanese green tea promotion video: “Enjoy Japanese Green Tea and Be TRUE to Yourself,” featuring popular celebrities.
Andre Mack, a wine sommelier who’s beloved by millennials, actress Clara McGregor, and Japanese green tea specialist Zach Mangan, are all featured in the new video.
On the JFOODO’s special site on Amazon.com in the United States, which was launched in 2017, the promotional video was launched to promote a new way of brewing Japanese green tea. So far, the video has increased the willingness of customers to purchase Japanese green tea, resulting in increased sales by a large number of people in a short period of time, according to JFOODO.
JFOODO also collaborated with the popular gourmet media outlet Bon Appétit, as well as the French restaurant guide Michelin. The Japanese agency promoted Japanese green teas as a new mindfulness beverage for millennial office workers, and they promoted the unique benefits of “Calm & Focus” provided by Japanese green tea through the “TRUE” message, a communication concept.
JFOODO is an organization established by the Japan External Trade Organization (JETRO) in 2017 to promote Japanese agricultural, forestry and fishery products, as well as food products from all over Japan to consumers for branding purposes and to further create demand overseas.
For more information on JFOODO, visit Jetro.go.jp/en/jfoodo. For more information about the recent JFOODO events and the Japanese green tea recipes featured at the event, as well as developing a world class, non-alcoholic beverage program and revenue stream with Japanese green tea, click here. Additional resources: JFOODO and Bon Appétit / JFOODO and Michelin Guide.
Plan to Attend or Participate in the
World Tea Conference + Expo, March 27-29, 2023
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend the World Tea Conference + Expo, March 27-29, 2023 in Las Vegas, co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
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