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A Japanese Government-related Organization Launches OCHA SHOP CHANNEL to Help U.S. Consumers Discover and Purchase Authentic Japanese Tea

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TOKYO--(BUSINESS WIRE)--The Japan Food Product Overseas Promotion Center (JFOODO), a Japanese Government-related Organization, will launch the OCHA SHOP CHANNEL in October 2026. Responding to growing interest in Japanese green tea among U.S. consumers, the new platform will feature content from Japanese tea producers and businesses highlighting the unique appeal and stories behind their products. In conjunction with this initiative, the official JFOODO Amazon Storefront, where consumers can purchase Japanese tea, will undergo a complete redesign.

Amid the global popularity of matcha, interest in Japanese tea continues to grow in the United States. At the same time, consumers are finding it increasingly difficult to identify products that are genuinely sourced from Japan and distinguish among different tea varieties and quality levels.

Through the OCHA SHOP CHANNEL, JFOODO aims to provide consumers with information about producers, tea origins, and the stories behind products, while also providing links to purchasing channels such as the Amazon Storefront and online shops operated by individual businesses. Creating a better environment where U.S. consumers can learn about, choose, and purchase Japanese tea will make genuine green tea from Japan more familiar and enjoyable.
In addition to matcha, the OCHA SHOP CHANNEL will also feature information on other types of Japanese tea that have been gaining popularity in the U.S. in recent years, such as hojicha*1, providing opportunities to discover new varieties of Japanese tea.

OCHA SHOP CHANNEL – Discover Japanese Tea through the People and Stories behind It

The OCHA SHOP CHANNEL is a new content platform where Japanese tea producers and businesses share the unique qualities of their teas, information about tea-growing regions, and their approach to cultivation and craftsmanship. It also provides tips on brewing, suggestions for food pairings, and more. Introducing not only products but the people, land, and production methods behind them provides U.S. consumers with opportunities to learn more about Japanese tea.

The content will be distributed primarily through YouTube, complemented by Instagram Reels, podcasts, and the JFOODO website. Product introductions will include information on how to purchase them on Amazon Storefront, online shops operated by individual businesses, and more, linking interest from content to actual product selection and purchases.

Amazon Storefront Redesigned to Make Discovering Japanese Tea Easy

In addition to matcha and hojicha, the redesigned Amazon Storefront will feature a wide range of Japanese tea including gyokuro*2, sencha*3, and genmaicha*4. Products will be organized not only by tea variety and flavor profile, but also by lifestyle-oriented themes such as “Morning Focus,” “Afternoon Reset” and “Weekend Ritual.”
To further enhance discoverability, a new OCHA SHOP CHANNEL banner will be featured on the Storefront, allowing consumers to access the product pages of participating businesses directly. Together with the OCHA SHOP CHANNEL, the JFOODO website, and Instagram content, the Storefront is designed to support consumers throughout the journey from learning about Japanese tea to selecting and purchasing products.

Amazon Storefront URL: https://www.amazon.com/japanesegreentea
(First update scheduled for late October)

*1: A Japanese tea made by roasting processed green tea, resulting in a distinctive aroma and mild flavor.
*2: A Japanese green tea grown under shade before harvest, a cultivation method also used for matcha. It is shaded for a shorter period than matcha.
*3: The most widely consumed type of green tea in Japan.
*4: A blend of Japanese green tea and toasted rice.

About JFOODO

JFOODO (The Japan Food Product Overseas Promotion Center) was established by the Japanese government in 2017 with the aim of boosting the export of Japanese agricultural, forestry, fishery and food products by branding them and promoting them widely around the world.　

Website: https://www.jetro.go.jp/en/jfoodo/

Contacts

Media inquiries:
The Japan Food Product Overseas Promotion Center PR Office (inside Dentsu PRC)
Email: jgt_jfoodo@group.dentsuprc.co.jp

Industry:

The Japan Food Product Overseas Promotion Center

Release Versions
English

Contacts

Media inquiries:
The Japan Food Product Overseas Promotion Center PR Office (inside Dentsu PRC)
Email: jgt_jfoodo@group.dentsuprc.co.jp

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