INTERVIEW: Ito En Seeks Expansion in Europe from Germany

Tokyo, Jan. 13 (Jiji Press)–Japanese green tea beverage maker Ito En Ltd. is seeking to boost sales of its “Oi Ocha” products in Europe after launching a local unit in Germany. Ito En Europe GmbH was established in Dusseldorf in April 2024 in response to European Union regulations requiring all plastic beverage containers to have tethered caps, according to its managing director, Akito Suzuki. “We learned (about the new regulations) a few years before (they were introduced in July 2024),” Suzuki said in an online interview. “As we were selling Oi Ocha in plastic bottles at the time, we had to discuss how we could adapt.” The regulations were expected to make it difficult for Ito En to export beverages in plastic bottles from Japan to Europe. Therefore, the company opted to manufacture products in paper packages in Europe for sale there. “After the summer of 2023, we decided to produce beverage products in Germany,” he said. “That year, we took part in the Anuga biennial international food trade fair in Cologne and observed customers’ reactions. Then, we realized that we needed a local unit.” “From there, we launched full-scale moves to establish a local unit and to build a manufacturing base,” Suzuki said. The company has entrusted manufacturing operations to a local firm at a plant in Lower Saxony. Regarding the decision to locate the unit in Germany, Suzuki noted that the country is the largest market for Ito En in Europe. Suzuki also cited Germany’s economic strength and its health-conscious consumers. In addition, he mentioned a “matcha” boom in Europe, with Japanese green tea and matcha perceived as healthy drinks. Dusseldorf, where Ito En Europe is based, is “an international city with a Japanese community,” Suzuki said. “Many people (in the city) are open-minded, not just to Japanese culture, and we believe that unsweetened green tea would be accepted.” Suzuki said that Ito En’s green tea products are well received by consumers in Europe. “As we thought some people in Europe might reject the bitterness and astringency (of green tea), we offered a green tea product with a little smoother taste, but in fact, our original products sold better.” As the number of visitors to Japan has increased, he said, “We think that people in Europe would definitely buy our products in their own countries if they drink Japanese green tea in Japan and enjoy it.” He referred to Ito En’s goal of becoming a trusted green tea brand not only in Europe but around the world. Meanwhile, Suzuki acknowledged that Ito En products are now mainly sold at Asian supermarkets and are not available at major German supermarket chains. “We believe it’s important to expand the fan base for Oi Ocha, so we’ll work to gradually enhance our brand recognition and see more people enjoy our authentic Japanese green tea products,” he said. END [Copyright The Jiji Press, Ltd.]