JFOODO's OCHA SHOP CHANNEL Launches to Promote Japanese Green Tea in the U.S.
In response to the growing interest in Japanese green tea among consumers in the United States, the Japan Food Overseas Promotion Center (JFOODO) is set to launch a new initiative called the "OCHA SHOP CHANNEL" starting in October 2026. This channel aims to not only promote matcha but also to expand the overall demand for Japanese tea, presenting a variety of options to U.S. consumers. The OCHA SHOP CHANNEL will feature engaging content showcasing Japanese tea producers and businesses, sharing their unique stories, the characteristics of their tea leaves, cultivation methods, and even recommended food pairings.
The initiative is part of JFOODO's promotion strategy for Japanese tea in the U.S. for the 2026 fiscal year. In alignment with this launch, JFOODO will also revamp its official Amazon Store Front to make it easier for consumers to purchase a diverse range of Japanese green teas. Currently, JFOODO has been utilizing digital channels—especially Instagram, where it has garnered an impressive following of 94,000 as of March 2026—to consistently engage with U.S. consumers by sharing insights about tea producers' philosophies and passions.
As part of the 2026 campaign, JFOODO intends to bridge the gap between tea enthusiasts and the products available in the market, enhancing pathways for consumers to not only learn about but also select and purchase Japanese tea. While matcha continues to experience high demand, this initiative will also draw attention to other types of Japanese tea, such as hojicha, sencha, gyokuro, and genmaicha, ultimately aiming to cultivate a wider appreciation and generate more demand for these products.
The "OCHA SHOP CHANNEL" will offer a platform where tea producers can present their unique narratives and the nuances of their products in their own words. This approach is designed to connect consumers with the rich backgrounds of the individuals and regions behind Japanese tea. Through various channels such as YouTube, Instagram (short videos), podcasts, and JFOODO's website, the channel will provide insights that deepen consumer understanding and appreciation of diverse Japanese teas. Links to purchase featured products will lead consumers directly to the JFOODO Amazon Store Front, reinforcing the connection between interest and actual purchasing.
The new Amazon Store Front will showcase a range of Japanese teas including matcha and hojicha, along with opportunities to explore products based on lifestyle categories such as "Morning Focus," "Afternoon Reset," and "Weekend Ritual." By rearranging the layout to cater to consumer preferences, shopping for Japanese tea will become more intuitive. A dedicated banner for the "OCHA SHOP CHANNEL" will also be displayed, allowing easy access to various producers' product pages. Additionally, integrated links with JFOODO’s website and social media will strengthen the supply chain between U.S. consumers and Japanese tea producers.
Given the global popularity of matcha, demand for this type of green tea continues to surge within the U.S. However, there is an increasing interest in other varieties as well. JFOODO recognizes this opportunity and aims to raise awareness of hojicha, sencha, gyokuro, and genmaicha, further cultivating demand. By using platforms like the "OCHA SHOP CHANNEL" and the revamped Amazon Store Front, along with enhanced engagement on Instagram and JFOODO’s website, the initiative seeks to channel the emerging interest stemming from matcha into a broader appreciation for all Japanese teas, thus promoting both the consumption and the market reach of Japanese green tea in the U.S.
JFOODO was established on April 1, 2017, to drive branding initiatives for Japanese agricultural, forestry, and fishery products overseas. As an organization committed to consumer-oriented promotions on a global scale, JFOODO seeks to foster greater demand for Japanese products abroad, which is essential for increasing exports. They are currently inviting Japanese tea producers to participate in the U.S. promotion, encouraging anyone interested to visit the JFOODO website for further details.
Website: JFOODO Official Website
The initiative is part of JFOODO's promotion strategy for Japanese tea in the U.S. for the 2026 fiscal year. In alignment with this launch, JFOODO will also revamp its official Amazon Store Front to make it easier for consumers to purchase a diverse range of Japanese green teas. Currently, JFOODO has been utilizing digital channels—especially Instagram, where it has garnered an impressive following of 94,000 as of March 2026—to consistently engage with U.S. consumers by sharing insights about tea producers' philosophies and passions.
As part of the 2026 campaign, JFOODO intends to bridge the gap between tea enthusiasts and the products available in the market, enhancing pathways for consumers to not only learn about but also select and purchase Japanese tea. While matcha continues to experience high demand, this initiative will also draw attention to other types of Japanese tea, such as hojicha, sencha, gyokuro, and genmaicha, ultimately aiming to cultivate a wider appreciation and generate more demand for these products.
The "OCHA SHOP CHANNEL" will offer a platform where tea producers can present their unique narratives and the nuances of their products in their own words. This approach is designed to connect consumers with the rich backgrounds of the individuals and regions behind Japanese tea. Through various channels such as YouTube, Instagram (short videos), podcasts, and JFOODO's website, the channel will provide insights that deepen consumer understanding and appreciation of diverse Japanese teas. Links to purchase featured products will lead consumers directly to the JFOODO Amazon Store Front, reinforcing the connection between interest and actual purchasing.
OCHA SHOP CHANNEL Distribution Channels (First Episode Scheduled for Late October)
- - Instagram: OCHA Shop Instagram
- - YouTube: OCHA Shop YouTube
- - Podcast: OCHA Shop Podcast
Revamped Amazon Store Front for an Enhanced Shopping Experience
The new Amazon Store Front will showcase a range of Japanese teas including matcha and hojicha, along with opportunities to explore products based on lifestyle categories such as "Morning Focus," "Afternoon Reset," and "Weekend Ritual." By rearranging the layout to cater to consumer preferences, shopping for Japanese tea will become more intuitive. A dedicated banner for the "OCHA SHOP CHANNEL" will also be displayed, allowing easy access to various producers' product pages. Additionally, integrated links with JFOODO’s website and social media will strengthen the supply chain between U.S. consumers and Japanese tea producers.
Expanding Beyond Matcha: Growing Recognition for Diverse Japanese Teas
Given the global popularity of matcha, demand for this type of green tea continues to surge within the U.S. However, there is an increasing interest in other varieties as well. JFOODO recognizes this opportunity and aims to raise awareness of hojicha, sencha, gyokuro, and genmaicha, further cultivating demand. By using platforms like the "OCHA SHOP CHANNEL" and the revamped Amazon Store Front, along with enhanced engagement on Instagram and JFOODO’s website, the initiative seeks to channel the emerging interest stemming from matcha into a broader appreciation for all Japanese teas, thus promoting both the consumption and the market reach of Japanese green tea in the U.S.
About JFOODO
JFOODO was established on April 1, 2017, to drive branding initiatives for Japanese agricultural, forestry, and fishery products overseas. As an organization committed to consumer-oriented promotions on a global scale, JFOODO seeks to foster greater demand for Japanese products abroad, which is essential for increasing exports. They are currently inviting Japanese tea producers to participate in the U.S. promotion, encouraging anyone interested to visit the JFOODO website for further details.
Website: JFOODO Official Website
Topics Consumer Products & Retail）
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