The Rising Popularity of Japanese Tea: JFOODO's Strategic Growth and Engagement
In recent years, JFOODO (Japan Food Overseas Promotion Center) has been instrumental in changing perceptions surrounding Japanese tea, especially among the Millennial generation in the United States. Since 2017, this organization has employed a proactive approach to elevate Japanese tea from a perception of free offerings to a recognized premium product. The strategy focuses on conveying the quality and rich stories behind these teas, leading to a significant expansion in the market.
By March 1, 2026, JFOODO has achieved remarkable growth in their official Instagram following, reaching 94,000 subscribers. This online platform acts not just as a promotional tool but as a community hub where tea enthusiasts can indulge in various engaging content including informative videos that showcase the passion of Japanese tea producers and innovative Japanese tea recipes.
Driven by this ongoing branding strategy, the export value of Japanese tea rose dramatically, registering a whopping 198.2% increase year-on-year, amounting to 72 billion yen by 2025. The demand in the U.S., which is the biggest export market for Japanese tea, reflected a healthy increase of 182.6%, reaching 29.3 billion yen. The successful penetration of Japanese tea’s added value in the market is indeed a testament to JFOODO's strategic initiatives.
In an effort to further bolster the market position of Japanese tea, JFOODO hosted two workshops in the U.S. focusing on different types of tea, including matcha and hojicha, to widen consumer interest beyond just matcha. The first workshop was held on December 10, 2025, in Los Angeles, emphasizing matcha. Participants had the opportunity to explore the different flavors and brewing methods, culminating in a tea-tasting session that showcased the depth of Japanese teas.
The second workshop took place on February 2, 2026, in New York, featuring hojicha as the main theme. Attendees engaged in understanding its unique manufacturing process and tasting sessions that included hojicha-based sweets. These workshops did not only serve as educational forums but also as community-building events, enhancing engagement among participants.
Both of these events were broadcasted live on Instagram, allowing a broader audience to partake in the experience. Interested individuals can revisit these sessions via YouTube, making it easier for anyone wanting to learn more about these popular Japanese teas. The recordings are available at the following links: First Workshop and Second Workshop.
First Workshop
Location: Los Angeles
Instructor: Zach Mangan
Guests: Remy Morimoto Park (@veggiekins), Alyssa Antoci(@alyssaantoci)
Second Workshop
Location: New York
Instructor: Zach Mangan
Guests: Sean Considine (Jean-Georges restaurant), Alan Jiang (12 Matcha)
In addition to these workshops, JFOODO has collaborated with renowned eateries to introduce exclusive hojicha menu items, expanding consumer awareness further than just drinks. For instance, the famous Van Leeuwen Ice Cream shop has introduced hojicha ice cream that will roll out across stores during the spring season. Similarly, Dominique Ansel Bakery plans to offer a limited-time hojicha & Okinawa brown sugar cronut, providing a fresh perspective on hojicha as an ingredient.
Furthermore, to enhance narrative-driven engagement, JFOODO has launched an official podcast this year. This new media outlet aims to deepen the understanding of Japanese tea's cultural significance and unique characteristics through storytelling, much more than visual content allows. Regular updates will continue to explore the diverse facades of Japanese tea, including matcha and hojicha.
Official Instagram: @justteayourself
Official Podcast: Listen Here
Founded on April 1, 2017, the Japan Food Overseas Promotion Center (JFOODO) is dedicated to promoting Japanese agricultural and marine products through a cohesive branding strategy that aims to increase exports. To expand the demand for these products abroad, JFOODO focuses on enhancing promotional efforts to stimulate global interest in Japanese foods and agricultural products.
Website: JFOODO Official Site
By March 1, 2026, JFOODO has achieved remarkable growth in their official Instagram following, reaching 94,000 subscribers. This online platform acts not just as a promotional tool but as a community hub where tea enthusiasts can indulge in various engaging content including informative videos that showcase the passion of Japanese tea producers and innovative Japanese tea recipes.
Driven by this ongoing branding strategy, the export value of Japanese tea rose dramatically, registering a whopping 198.2% increase year-on-year, amounting to 72 billion yen by 2025. The demand in the U.S., which is the biggest export market for Japanese tea, reflected a healthy increase of 182.6%, reaching 29.3 billion yen. The successful penetration of Japanese tea’s added value in the market is indeed a testament to JFOODO's strategic initiatives.
In an effort to further bolster the market position of Japanese tea, JFOODO hosted two workshops in the U.S. focusing on different types of tea, including matcha and hojicha, to widen consumer interest beyond just matcha. The first workshop was held on December 10, 2025, in Los Angeles, emphasizing matcha. Participants had the opportunity to explore the different flavors and brewing methods, culminating in a tea-tasting session that showcased the depth of Japanese teas.
The second workshop took place on February 2, 2026, in New York, featuring hojicha as the main theme. Attendees engaged in understanding its unique manufacturing process and tasting sessions that included hojicha-based sweets. These workshops did not only serve as educational forums but also as community-building events, enhancing engagement among participants.
Both of these events were broadcasted live on Instagram, allowing a broader audience to partake in the experience. Interested individuals can revisit these sessions via YouTube, making it easier for anyone wanting to learn more about these popular Japanese teas. The recordings are available at the following links: First Workshop and Second Workshop.
Workshop Details
First Workshop
Location: Los Angeles
Instructor: Zach Mangan
Guests: Remy Morimoto Park (@veggiekins), Alyssa Antoci(@alyssaantoci)
Second Workshop
Location: New York
Instructor: Zach Mangan
Guests: Sean Considine (Jean-Georges restaurant), Alan Jiang (12 Matcha)
In addition to these workshops, JFOODO has collaborated with renowned eateries to introduce exclusive hojicha menu items, expanding consumer awareness further than just drinks. For instance, the famous Van Leeuwen Ice Cream shop has introduced hojicha ice cream that will roll out across stores during the spring season. Similarly, Dominique Ansel Bakery plans to offer a limited-time hojicha & Okinawa brown sugar cronut, providing a fresh perspective on hojicha as an ingredient.
Furthermore, to enhance narrative-driven engagement, JFOODO has launched an official podcast this year. This new media outlet aims to deepen the understanding of Japanese tea's cultural significance and unique characteristics through storytelling, much more than visual content allows. Regular updates will continue to explore the diverse facades of Japanese tea, including matcha and hojicha.
Links
Official Instagram: @justteayourself
Official Podcast: Listen Here
About JFOODO
Founded on April 1, 2017, the Japan Food Overseas Promotion Center (JFOODO) is dedicated to promoting Japanese agricultural and marine products through a cohesive branding strategy that aims to increase exports. To expand the demand for these products abroad, JFOODO focuses on enhancing promotional efforts to stimulate global interest in Japanese foods and agricultural products.
Website: JFOODO Official Site
Topics Consumer Products & Retail）
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