Gaining Attention Overseas! The "Rich Green Tea" Boom—The Next Evolution of Japanese Tea as Demonstrated by 'Oi Ocha,' 'Iyemon,' and 'Ayataka'

1. Introduction: The Changing Japanese Tea Culture and the Demand for "Richness"

For a long time, Japanese bottled green tea was dominated by the "refreshing type," but in recent years, there has been a growing voice for wanting to enjoy more of the original umami and astringency of the tea leaves. With rising temperatures and a health-conscious trend, the "rich type" that offers a satisfying taste even without sugar is gaining support. The renewal announcements from various companies have become the biggest topic in the beverage industry in the spring of 2024, reported as a catalyst for market revitalization.news.livedoor.comexcite.co.jp

2. What is "Rich Type Green Tea"?

• Using 1.5 to 2 times more tea leaves

• Enhancing umami and astringency with double extraction or matcha blend

• Achieving "richness" even with 0 calories and 0 sugars

• It is also etymologically linked to "Koicha," considered the highest rank in tea ceremony, characterized by a hybrid method of tradition and modernity

3. The Two Pillars Supporting Market Expansion

3-1 Health Perception

The antioxidant and anti-inflammatory effects of catechins and EGCG have been reaffirmed in recent academic papers, and overseas media are also paying attention to it as a "functional drink for daily life."pmc.ncbi.nlm.nih.govpmc.ncbi.nlm.nih.gov

3-2 Unique Taste

Comments like "pleasant bitterness and astringency" and "pairs well with meals" are spreading on social media. The new bottle of Iyemon promotes the experiential value of shaking to froth it as "brewed green tea," gaining traction among younger generations.prtimes.jp

4. Latest Trends by Brand

4-1 Ito En "Oi Ocha Koi Cha"

• Using twice the usual amount of tea leaves.

• The 2025 spring model adopts "flash extraction" to encapsulate aromatic components.

• In North America, it aims for the top share in the unsweetened green tea category, but an additional 24% tariff is expected to pressure profits.reuters.com

4-2 Suntory 'Iyemon Koi Aji'

• Refreshed with 1.5 times the tea leaves and 3 times the umami matcha.

• In Shanghai, China, it is sold at about 9.9 yuan for 500ml, which is 2 to 3 times the price range of local unsweetened tea, establishing itself as a "premium green tea."jetro.go.jp

4-3 Japan Coca-Cola 'Ayataka'

• Recreates the deliciousness of the first cup brewed, with about 40% more umami.

• In Southeast Asia, it is marketed as "Authentic Tea House Ayataka," with its cloudy appearance creating an "authentic matcha feel."coca-cola.comen.wikipedia.org

5. Growth in Domestic Popularity and Figures

The total production volume of green tea beverages in 2024 is estimated to be equivalent to 457 billion yen, with the rich variety growing approximately 23% year-on-year. Although the market share is still just under 20%, new brands are continuously entering the market, and it is predicted to reach 30% by 2026.news.livedoor.com

6. Current Status of Overseas Expansion

7. Health Data Support

Green tea catechins have been reported to reduce BMI, improve lipid metabolism, and have anti-stress effects, with movements to further enhance added value through functional food labeling and FOSHU expansion.ncbi.nlm.nih.govpmc.ncbi.nlm.nih.gov

8. Taste Innovation

• Double Roasting to Enhance Roasted Flavor (Ito En)

• "Shaking" Foam for a Smooth Texture (Iyemon)

• 50% Increase in Uji Matcha for Rich Depth (Ayataka)coca-cola.com
  
  
  
  

9. Sustainability and Regional Revitalization

Ito En is expanding its tea production area development business to support the income stabilization of contract farmers. Suntory and Coca-Cola have set a goal to increase the recycled PET ratio to 100% by 2030.

10. Future Prospects

• Gaining overseas office demand with powdered and stick-type concentrated tea

• Diversification of functionality with caffeine-free concentrated tea and lactic acid bacteria blend

• Supply chain shortening through joint development with local farms
  
  
  
  

Conclusion

What "concentrated green tea" demonstrates is the resilience of Japanese companies in reinterpreting traditional tea culture with the latest technology and marketing. Armed with health benefits and a unique taste, it is steadily gaining fans overseas. In the next decade, it will be interesting to see how far concentrated green tea can become a global standard.

Reference Article List

• Strong Green Tea Beverages Gain Momentum: "Oi Ocha," "Iyemon," "Ayataka" Expand 【LiveDoor News】news.livedoor.com

• Companies Focus on Green Tea Beverages, Four Brands Undergo Major Renewal This Spring 【SSNP/Excite】excite.co.jp

• "Iyemon" Celebrates 20th Anniversary with Major Overhaul to Achieve Highest Level of Richness 【PR TIMES】prtimes.jp

• Ayataka Café Rich Matcha Latte / Product Information from Coca-Cola Japancoca-cola.com

• Ito En's North American Business and U.S. Tariff Reports 【Reuters 2025-06-13】reuters.com

• Authentic Tea House Ayataka (Coca-Cola SG Official)coca-cola.com

• Price Survey of Iyemon in Major Overseas Cities 【JETRO 2024】jetro.go.jp

• Green Tea: Current Knowledge and Issues (PMC, 2025 Mar)pmc.ncbi.nlm.nih.gov