Japan's Green Tea in Global Fashion

Youngsters nowadays believe green tea comes in pet bottle - that's the way they believe green tea is supposed to be served. Data show green tea consumption is on the decrease by the year.

But then, outside Japan, green tea is booming. In the United States, for instance, Starbucks opened green tea bars "Teavana", 300 of them across the country. The first Teavana was opened in Upper East, Manhattan. Starbucks believe this will touch off a sensational change in the first food industry and beverages industry in the US.

Why green tea? Because it's tasty and healthy. Japan exported 7.8 billion dollars worth of green tea leaves in 2014, some 6.5 times in value over the past 15 years since 2000. Particularly popular is powdered tea and the Americans are crazy over Powdered Tea Ice-cream.
A Taku Maeda is the man in focus. He produces tea products targeting the US. Within the coming decade, Mr. Maeda plans to open 50 more in the US and altogether 1,000 around the Globe - of "Japanese Tea Cafe".

Elsewhere in the world, Japanese tea is attracting the people in the Islamic countries - Indonesia, for one. Muslims take sweet food right after Ramadan to pep up, and Asahi Soft Drinks marketed sweetened tea in pet bottles. It's selling well.

Islamic countries in the Middle East where alcohol is a vice Japanese green tea may find a huge market. Black tea is popular in Russia and Japanese green is reported to be gaining fans. In fact, Fukujuen of Kyoto just opened in April their shop in Russia. Wealthy Chinese go for high-quality green tea from Japan.

So, do not lament over the poor performance of Japanese products at home. If excellent in quality, Japanese products can always find vibrant markets abroad. Green tea proves just that.