We're highlighting exhibitors as we get closer to the 2025 World Tea Expo, returning to the Las Vegas Convention Center March 24-26.
This week, we spoke with Wakoen Global, Japan’s largest tea farm, which produces premium, chemical-free tea, combining time-honored traditions with innovative techniques to deliver the finest flavors.
Co-exhibiting with them is Japan Ochawari Association, an organization that aims to make ochawari, drinks in which alcoholic beverages are mixed with tea, more widely consumed in Japan.
1. Why are you exhibiting at World Tea Expo?
Wakoen Global: We are exhibiting at the World Tea Expo to showcase the unique charm and excellence of Japanese tea, particularly our "Wakoen" tea. Our goal is to share moments of peace and tranquility through Japanese tea with people around the globe.
This event provides a wonderful platform to introduce the beauty of Japanese tea to a broader audience and to connect with like-minded individuals and organizations who share our vision of spreading its timeless tradition worldwide.
Japan Ochawari Associations: Our reason for exhibiting at the World Tea Expo is to share ochawari—a uniquely Japanese way of enjoying tea—with the world. Japanese tea offers countless possibilities, and when paired with alcohol, a beverage that also embodies rich cultural and sensory appeal, the two enhance each other to create something truly exceptional.
In Japan, the tradition of enjoying diluted hard liquor during meals is relatively unique and yet to gain global recognition. By blending this practice with Japanese tea, we hope to introduce a new and exciting experience to dining tables around the world.
2. What do you hope to gain from the Expo?
Wakoen Global: Our goal is to broaden global awareness of Japanese tea and bring moments of tranquility to people around the world. Through the World Tea Expo, we hope to connect with new partners and like-minded individuals who value the cultural significance and health benefits of Japanese tea, paving the way for future opportunities and collaborations.
Japan Ochawari Association: At the World Tea Expo, we hope to achieve two goals: to share the exceptional qualities of Japanese tea with a global audience, and to immerse ourselves in the diverse and vibrant tea cultures of the world.
Tea, which originated in ancient China and spread globally through the "Cha" and "Te" lineages, has beautifully intertwined itself with the unique traditions of each region it touches. We are excited to celebrate this rich heritage and embrace the opportunity to learn from and connect with the incredible tea cultures gathered at this event.
3. What products/services will you be showing at the Expo?
Wakoen Global: We will be introducing "Arabikicha," a finely powdered tea crafted from premium first-flush tea leaves sourced from Kagoshima Prefecture. This versatile product allows you to enjoy authentic Japanese tea effortlessly, whether served hot or cold, without the need for a traditional teapot. It also doubles as a unique cocktail mixer and a flavorful culinary ingredient, seamlessly integrating into the American lifestyle.
Japan Ochawari Associations: At the Expo, we will introduce a unique way to enjoy Japanese tea by showcasing “Ochawari,” a creative blend of Japanese tea and alcoholic beverages. Using a variety of teas grown in Kagoshima Prefecture—such as steamed sencha, pan-fired tea, oolong tea, and black tea—we aim to demonstrate how this innovative combination can open up new opportunities to enjoy Japanese tea during dinners, weekend brunches, and other culinary occasions.
In addition, we will present a groundbreaking take on craft mead, incorporating Japanese tea as a key ingredient. While traditional craft meads, often made with fruit, tend to be sweet and less suitable for meals, our tea-infused craft mead offers a dry, umami-rich profile with a crisp finish. This modern interpretation of mead pairs beautifully with food, introducing an entirely new way to enjoy both Japanese tea and sake-inspired beverages.
4. What challenges do you see members of the tea industry facing in 2025, and how can your product/service help them overcome these obstacles?
Wakoen Global: A key challenge for the tea industry in 2025 is showcasing the diversity of Japanese tea to a global audience. While matcha has gained widespread popularity for its cultural significance and health benefits, there is still a need to highlight other varieties, such as sencha, hojicha, and wakoucha, and introduce their unique flavors and qualities. Our mission is to carefully share these values and help people around the world discover the rich and diverse world of Japanese tea.
Equally important is adapting our offerings to fit different regional lifestyles. For example, our product "Arabikicha"—a convenient and versatile powdered tea—makes it easy to enjoy Japanese tea in everyday life. This product not only delivers the cultural and health benefits of Japanese tea but also offers practical versatility, whether as a hot or cold beverage, a cocktail mixer, or a culinary accent. By bridging traditional tea culture with modern lifestyles, we aim to help the global tea industry grow and thrive.
Japan Ochawari Association: One of the key challenges the tea industry may face in 2025 is standing out in an increasingly competitive beverage market. With new drinks being introduced daily through technological advancements and innovation, the total volume of liquid a person can consume in a day remains constant. As a "luxury beverage" rather than a necessity, tea must either elevate its appeal as a refined indulgence or draw attention to its health benefits, echoing its origins as a medicinal elixir in ancient China, while adhering to modern regulatory standards.
Our products, such as Ochawari (a modern fusion of Japanese tea and alcohol), and tea-based craft mead, aim to redefine tea as a bold and innovative beverage. These offerings showcase tea's versatility and potential as part of the contemporary drink experience. By presenting tea in these new and exciting ways, we aspire to reposition this timeless beverage and ensure its continued relevance and appeal in an ever-evolving market.
5. What trends are you seeing in the tea industry?
Wakoen Global: We’re seeing a growing trend of enjoying tea in innovative and creative ways. This includes mocktails and non-alcoholic tea beverages, as well as exciting pairings like tea with alcohol or tea infused with fruit flavors. The versatility of Japanese tea opens up endless possibilities, especially when combined with popular spirits or botanicals favored in the U.S. market.
The process of discovering unique combinations tailored to individual tastes is becoming a delightful part of the tea experience itself. This trend not only showcases the adaptability of Japanese tea but also introduces a fresh and engaging way for people around the world to enjoy it.
Japan Ochawari Association: In Japan, the tapioca tea boom has come and gone, and the afternoon tea trend, known as “Nun-katsu”, has also started to settle. However, a new wave of interest is emerging as major coffee chains, once predominantly focused on coffee, begin to prioritize tea. This shift highlights a growing curiosity about fresh and innovative ways to enjoy tea in urban settings.
Moreover, while tea leaves have long been a staple in mixology at high-end bars, we’re beginning to see this trend trickle down to more casual bars and restaurants. This evolution opens up exciting possibilities for tea to become a more versatile and widely embraced ingredient in beverages, further expanding its role in dining and drinking culture.
Plan to Attend or Participate in World Tea Expo, March 24-26, 2025
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend World Tea Expo, March 24-26, 2025 in Las Vegas, co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
To book your sponsorship or exhibit space at World Tea Expo, or to inquire about advertising and sponsorship opportunities at World Tea News, contact:
Ellainy Karaboitis-Christopoulos, Business Development Manager, Questex
Phone: +1-212-895-8493; Email: [email protected]
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