The Japan Food Product Overseas Promotion Center (JFOODO) has been steadily deepening its engagement with U.S. millennial consumers since 2017, working to elevate the global presence and appreciation of Japanese food and beverage products. As part of its FY2025 initiatives, JFOODO is launching two immersive Japanese tea workshops in the United States aimed at introducing the depth, diversity, and craftsmanship behind Japan’s tea culture. These workshops are designed not only to showcase the exceptional quality of Japanese tea leaves but also to strengthen and expand the rapidly growing Japanese tea fan community across the U.S.
Japanese Tea as a Strategic Export
Japanese tea has become one of the nation’s most strategically important agricultural, forestry, and fishery exports. The Japanese government has set an ambitious target of achieving 5 trillion yen in total export value by 2030, and Japanese tea is positioned as a core contributor to this goal. The product’s rising global appeal—particularly among health-conscious consumers—has propelled its visibility in markets such as the United States, where interest in authentic Japanese cuisine, mindful living, and premium beverage experiences continues to grow.
Recent export data underscores this momentum. Between January and August 2025, Japan’s global tea exports reached 38 billion yen. This already surpasses the 36.3 billion yen shipped in all of the previous year, highlighting ongoing demand and the expanding international enthusiasm for Japanese tea products. Much of this growth has been fueled by the surge in popularity of matcha, which has become a staple in beverage menus, wellness routines, and culinary creations throughout the U.S.
Exploring the Rich World Beyond Matcha
While matcha has become the global standout, Japanese tea culture is far broader and more diverse than many consumers realize. Recognizing this, JFOODO has designed its FY2025 workshops to introduce participants to the wider landscape of Japanese tea varieties, each with distinct characteristics, production methods, and flavor profiles.
The workshops will guide participants through the nuances that define different categories of Japanese tea. These include:
- Hojicha (roasted green tea): Increasingly popular in the U.S. for its comforting aroma, low caffeine content, and smooth roasted flavor.
- Sencha: Japan’s most commonly consumed green tea, valued for its fresh, vegetal character and balanced taste.
- Gyokuro: A premium shade-grown tea known for its deep umami flavor and refined sweetness.
- Genmaicha (brown rice tea): A classic blend combining green tea leaves with roasted rice kernels, creating a warm, nutty, and nostalgic taste.
Participants will learn how matcha quality affects its flavor, color, and ideal uses, exploring how different grades can be used for traditional preparation, culinary applications, and modern beverage trends. The goal is to deepen public understanding of how the quality of Japanese tea shapes its versatility across recipes and occasions.
Interactive Workshop Experiences
To create a hands-on, engaging learning environment, the workshops will feature a variety of interactive activities. These include live demonstrations on authentic matcha preparation techniques, as well as guided tastings—known as Chakabuki—where participants can explore identifying teas by aroma and flavor alone. These experiential elements allow attendees to compare teas side-by-side, understand brewing methods, and develop a more intuitive appreciation of high-quality Japanese tea.
Beyond learning, JFOODO aims to nurture a sense of community among new and existing tea enthusiasts. By fostering interaction between participants, instructors, and guest speakers, the workshops are designed to strengthen the shared passion for Japanese tea culture and expand the network of tea lovers across the U.S.
Workshops in Los Angeles and New York
For FY2025, JFOODO will host two workshops in major U.S. cities—Los Angeles and New York—selected for their dynamic culinary scenes and strong enthusiasm for global food and beverage trends.
In Los Angeles, the workshop will be led by Zach Mangan, the owner of Kettl, a renowned Japanese tea specialty café and retailer known for its commitment to sourcing high-quality teas directly from Japanese producers. His expertise and storytelling are expected to provide participants with deep cultural and technical insights into Japan’s tea-making traditions.
Additionally, the LA session will feature conversations with notable lifestyle and wellness creators:
- Remy Morimoto Park, founder of Frauth Matcha and a leading voice in the wellness community, known for educating audiences on mindful living and Japanese tea culture.
- Alyssa Antoci, a lifestyle creator whose work spans food, travel, and daily inspiration.
To extend access beyond in-person attendees, the Los Angeles event will also be streamed on Instagram Live, ensuring that tea enthusiasts nationwide can participate, learn, and engage in real time.
Expanding Digital Outreach: The GREEN TEA Room Podcast
JFOODO’s digital outreach continues to evolve as the organization embraces new channels to communicate with global audiences. Its official Instagram account—which focuses on promoting Japanese tea culture to U.S. consumers—has grown to 55,000 followers as of December 1, 2025. This platform has become a key hub for sharing tea education, brewing tips, product highlights, and behind-the-scenes insights from tea farms and cafés in Japan.
Responding to the rising demand for accessible, high-quality tea content, JFOODO is launching a new official podcast titled THE GREEN TEA Room, scheduled to premiere on December 8. The podcast will be hosted by Remy Morimoto Park, who brings extensive experience, authenticity, and enthusiasm to the world of Japanese tea.
Listeners can expect episodes that delve into the stories, traditions, and craftsmanship behind Japanese tea, featuring:
- Visits to tea fields in Japan and discussions with tea farmers.
- Tours of Japanese tea cafés showcasing how tea is enjoyed across different regions.
- Conversations recorded during U.S.-based tea workshops and events.
- Discussions on health benefits, brewing methods, and modern uses of matcha and other tea varieties.
The podcast aims to create an accessible, friendly entry point for audiences who want to explore Japanese tea culture at their own pace while learning directly from experts and creators.
A Growing Community of Japanese Tea Enthusiasts
Through hands-on workshops, digital content, and continuous engagement with U.S. consumers, JFOODO is strengthening the global footprint of Japanese tea. As interest in wellness, sustainability, and authentic culinary experiences continues to rise, Japanese tea is poised to play a major role in shaping the beverage trends of the future.
By connecting producers, educators, creators, and consumers, JFOODO’s FY2025 initiatives reflect a broader mission: to share the beauty, craftsmanship, and richness of Japanese tea culture with a growing global audience—and to nurture a community that values both tradition and innovation in every cup.
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