Japan

 

Small but mighty: it is time to connect with Generation Alpha

They may still be young, and most of their purchases are still being made by their parents, but Generation Alpha already has a powerful voice, and these ‘new’ consumers, who are the most racially and ethnically diverse group to date, are intent on being heard when it comes to what they like and dislike, what they believe in, and what products and brands align with their values.

Green tea is gaining ground in Europe

After centuries of black tea as the exclusive cup in Europe, a skillful marketing of green teas started in the 1990s, based on a health benefits strategy initiated by multinational tea majors in the mainstream market, together with a novelty origin approach launched by China in the premium segment.

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Black tea remains trendy in Europe

After ending some 250 years of China’s imperial tea trade monopoly in 1842, Europeans have continued to drink black teas, but grown in their own colonial areas; the big buzz created by  the arrival of green teas from China and Japan from 1980 onwards has boosted cup consumption but has not eroded the dominance of black tea.

Pandemic delays Darjeeling first flush roll out in Japan

Established in Tokyo in 1985, Teej Co Ltd was one of the first companies to introduce the non-blended, garden-fresh teas to Japan. Teej started sell Darjeeling First Flush teas in early July, about two months later than usual, because of Covid-19-related delays.

Tea & Coffee Trade Journal