#Japan #Tokyo #Gong cha #My Gong cha #Tea Culture

Gong Cha Celebrates 10 Years with My Gong Cha Program

On May 15, 2025, Gong Cha Japan will officially launch its new fan program named "My Gong Cha," celebrating a decade of bringing authenticity to tea lovers. The company, known for its mission "Brewing Happiness," aims to deepen the appreciation and enjoyment of tea among consumers in Japan. In conjunction with this launch, Gong Cha conducted a consumer survey exploring attitudes towards tea and coffee, revealing that only one in four people drinks tea when prompted with the phrase "Shall we have tea?"

In response to these findings, Gong Cha will roll out several promotions starting May 14, including a campaign that encourages tea drinking. This initiative aims to boost the tea café culture in Japan, particularly appealing to younger generations.

Key Survey Findings

Coffee vs. Tea Awareness

The survey highlighted a striking trend: when people are invited to have tea, approximately 69% immediately think of coffee, while only about 30% associate the invitation with tea. Among different age groups, this pattern is starkly evident, as 82.7% of respondents in their 40s think of coffee, as opposed to just 53.8% in the Gen Z demographic (aged 29 and under).

Despite these figures, a significant 74.7% of those surveyed expressed that if they could only drink one beverage for life, they would choose tea. This indicates a growing affinity for tea, especially among younger individuals, making the potential for a thriving tea culture promising.

The Ultimate Choice: Tea or Coffee?

In the survey's most revealing question, 74.7% of respondents declared their loyalty to tea over coffee when faced with the choice of drinking only one for a lifetime. Surprisingly, younger respondents (Gen Z) overwhelmingly chose tea at 81.7%, underscoring a generational shift leaning towards tea as a preferred beverage.

The Urgency of Change

Recognizing the clear preference for coffee when mentioned in social contexts, Gong Cha has launched the "Emergency! Shall We Have Tea at Gong Cha?" campaign set to start as the My Gong Cha program launches on May 14. This campaign encourages tea lovers to share their memories related to Gong Cha on social media. Participants can enter a drawing to win drink tickets for their next visit to Gong Cha locations across Japan.

Notable Campaigns

My Gong Cha Early Enrollment Campaign

Alongside the fun survey outcomes and campaigns, Gong Cha is inviting customers to join the My Gong Cha program through a special early enrollment initiative running from May 15 to August 31, 2025. New members will receive various perks, including a topping ticket for their first purchase.

Moreover, those who are existing mobile order members will also enjoy specific benefits, creating an engaging environment that encourages ongoing tea enjoyment. The launch also introduces a Leaf Program which consolidates points from all purchase methods, allowing members to redeem rewards across various services offered by Gong Cha.

Bonus Leaf Days

To celebrate faithful customers, Gong Cha will implement “Bonus Leaf Days” on the 5th, 15th, and 25th of each month where customers can earn additional points regardless of their purchase amount. This gesture aims to cultivate continued patronage and excitement around Gong Cha's offerings.

Conclusion

As Gong Cha celebrates 10 years in Japan, the launch of the My Gong Cha program serves as a pivotal moment for tea culture within the country. The survey results suggest that while coffee remains a strong cultural staple, the growing interest in tea — particularly among younger consumers — opens new doors for a vibrant tea café culture. Gong Cha is poised to ride this wave, promoting tea as not just a beverage but a lifestyle, filled with joyous moments and shared experiences. Through these programs and initiatives, Gong Cha hopes to encourage more people to ask each other, "Shall we have tea?" – ushering in a new era of tea enthusiasts in Japan.