Discover the Joy of Tea with the New 'Chacha Tea Life Campaign'

Enjoying Tea: The 'Chacha Tea Life Campaign'

In a bid to reignite interest in Japanese tea, the Ministry of Agriculture, Forestry and Fisheries has announced the launch of the "Chacha Tea Life Campaign." As the new tea season unfolds, this initiative aims to share delightful and accessible methods for enjoying Japanese tea, gathering insights and information from tea-producing regions and related businesses. The goal is to encourage consumers to embrace the joys of Japanese tea and contribute to a significant boost in its consumption.

The Purpose Behind the Campaign

Tea holds a revered place in the fabric of Japanese culture and daily life, yet recent trends indicate a concerning decline in both consumption and production. While exports saw an impressive record high of 36.4 billion yen in 2023, the domestic market displays stagnation. Concurrently, diversification initiatives are afoot, blending tea with tourism and exploring production beyond green tea, such as black and oolong teas. This campaign is not just about promoting Japanese tea but also about encouraging innovative ways to integrate it into modern lifestyles.

The Ministry is collaborating with the Japan Tea Industry Central Association and other relevant entities to effectively disseminate information regarding Japanese tea through this campaign. By leveraging the popularity of the current tea season, the initiative aims to spotlight the various charms of Japanese tea while providing insights into how it can be easily incorporated into everyday routines.

Encouraging a New Generation

A focal point of this campaign is to engage younger demographics who may have limited exposure to traditional Japanese tea. The campaign seeks to elevate their awareness and appreciation for tea, ensuring that it becomes a cherished part of their daily life. By fostering more occasions for enjoying tea, the initiative aims to enhance overall consumption rates.

Campaign Activities

To fulfill its objectives, the Chacha Tea Life Campaign plans to undertake several activities:

1. Call for Contributions: Tea producers and related businesses are invited to submit messages (approximately 100-150 words) showcasing their innovative ideas for making tea enjoyable and accessible. These submissions may include links to videos or social media posts.

2. Information Sharing: The Ministry will publish the received messages alongside details about the contributors, including their business names and website links.

3. Dedicated Website: A campaign-specific website will be established to continuously provide updates and feature shared insights about enjoying tea.

How to Participate

Tea producers and businesses can participate by mailing their messages, articles, and images to the following:

Ministry of Agriculture, Forestry and Fisheries
Agricultural Production Bureau, Fruit and Tea Group
Email: nihoncha_kurashi★maff.go.jp
Phone: 03-6744-2194 (Direct Line)
Note: For images exceeding 5 MB, please consider compressing before sending. Replace ★ with @ when emailing.

To facilitate participation, please include the following information:

- Company name or store name (including logo if available)
- The message, article, or images
- Links to your company’s or store's website
- A contact for coordination purposes, including the department name, contact person's name, phone number, and email address.

Submissions are accepted on an ongoing basis.

As this campaign rolls out, participants can look forward to elevating the status of Japanese tea in society while enjoying the rich tapestry of flavors and traditions it brings. With your involvement, we can help shape a vibrant future for Japanese tea culture, encouraging a new generation to savor this timeless beverage.