On April 30, 2024, ITO EN, LTD., the maker of Japan’s best-known unsweetened green tea brand “Oi Ocha,” announced a global ambassador partnership with Ohtani Shohei, the Los Angeles Dodgers superstar. What does ITO EN seek to achieve through this collaboration, aiming to become a “Global Tea Company”? We interviewed Mr. Furukawa Masaaki, Deputy General Manager of the Public Relations Department, and Mr. Sato Motoaki, Manager of the Planning and Promotion Section, International Business Development Department, International Headquarters.

Green Tea in North America: Limited Awareness, Significant Growth Potential

“We were, of course, aware of Ohtani’s incredible achievements—his success as a two-way player, MVP awards, and more. But what mattered most in forming this partnership was his integrity,” says Mr. Furukawa.

“Ohtani has been a fan of “Oi Ocha” since his days in Japan, and we’ve heard he still drinks it regularly in the U.S. That makes us truly happy,” he adds.

Since its launch 36 years ago, “Oi Ocha” has sold over 43 billion bottles and has been the world’s best-selling unsweetened green tea beverage for six consecutive years. It holds a dominant 36% market share in Japan, making it the country’s No. 1 green tea brand.

To realize its vision of becoming a “Global Tea Company,” ITO EN introduced the New Medium-Term Management Plan in June 2024 to accelerate the global branding of “Oi Ocha.” Mr. Sato, Manager of the Planning and Promotion Section, International Business Development Department, International Headquarters, describes North America as the company's most important growth market.

In 2023, Japan’s green tea exports hit a record high of 29.2 billion yen, with more than half going to North America.

This growth is driven by increasing health consciousness. Sweetened tea beverages—including green tea—have long been popular in the U.S., but with adult obesity rates now over 40%, demand for unsweetened drinks is surging.

Green tea’s health benefits are also gaining attention: studies have shown that catechins may help reduce body fat and lower LDL cholesterol, while theanine may improve sleep quality. Some cutting-edge companies in Silicon Valley now offer green tea as a workplace wellness beverage. Mr. Sato believes this trend will continue gaining momentum in the years ahead.

Despite these trends, the market for green tea in North America remains relatively small. “It’s gradually gaining traction in urban areas, but very few people have actually tried it,” says Mr. Sato.

Green tea—and “Oi Ocha” in particular—has huge growth potential in North America, but brand awareness remains limited.

Two Key Goals of the Global Partnership with Ohtani Shohei

On April 30, 2024, ITO EN announced its global ambassador partnership with Ohtani Shohei and has since launched a variety of promotional campaigns.

On the day of the announcement, full-page ads were published in major national newspapers, sports papers, and regional newspapers in Japan. Overseas, they were featured in the U.S., South Korea, and Australia, with versions in English and Korean. The ads were designed with the hope that people could keep them close at hand—just as “Oi Ocha” stays close to Ohtani.

In May and June, outdoor advertisements followed in both domestic and international markets. In Japan, ads were placed in 82 locations across 12 prefectures. Overseas, they appeared in six locations, including New York, Los Angeles, South Korea, and Taiwan—markets with particularly strong baseball followings that were selected to reach as many people as possible.

ITO EN also launched a social contribution project called “Green Tea for Good” with Ohtani. As part of this initiative, limited-edition “Ohtani Shohei Bottles” featuring his portrait was released in July for a limited time (with international rollouts to follow). In September, a seasonal visual of Ohtani in traditional Japanese attire also generated significant buzz.

According to Mr. Furukawa, the primary goal of the partnership is to further solidify “Oi Ocha’s” dominant position in Japan, the world’s largest green tea market.
Through these promotional initiatives, the brand increased consumer touchpoints with “Oi Ocha,” and the results are clear: during the limited-time release of the Ohtani bottles, domestic sales grew 13.8% year-over-year.

The second goal is to build brand awareness overseas. Ohtani’s popularity in the U.S. is undeniable. When a massive LED ad featuring him was displayed in Times Square in New York and Hollywood in June, it drew crowds of people taking photos and spread widely on social media. Mr. Sato described the reaction as overwhelming.

In Taiwan, where Ohtani is also highly popular and widely recognized, the “Ohtani Shohei Bottle” was released ahead of the U.S. market. The campaign generated widespread media and social media coverage. “One major convenience store chain created a large in-store display on launch day, and we also received inquiries from retailers we hadn’t worked with before,” says Mr. Sato.

The product is scheduled to launch in the U.S. in February, and based on the success in Taiwan, expectations are high.

More Than Fame: A Deep Brand Affinity

Importantly, ITO EN did not enter into a global partnership with Ohtani simply because of his fame or popularity. What mattered more was his alignment with the brand’s values.

There are many parallels between Ohtani and “Oi Ocha.” Both stand at the top of their respective fields: “Oi Ocha” has ranked No.1 in global annual sales for six consecutive years, while Ohtani was unanimously voted MVP for the second straight season and the third time in his career.

Ohtani also embodies traditional Japanese virtues—diligence, humility, and politeness. He naturally picks up litter when he sees it, Similarly, “Oi Ocha” represents Japanese culture through green tea and respects traditional arts like kabuki, sumo, shogi, and go.

Moreover, “Oi Ocha” has stayed true to its roots. Even over 20 years ago, when sweetened tea dominated the North American market, ITO EN remained committed to offering unsweetened green tea. “We want people to experience the authentic taste of green tea, a part of Japanese culture,” says Mr. Sato. The same can be said of Ohtani. Few approach baseball with greater sincerity, and few enjoy the game more than he does. In doing so, he embodies the true appeal of the sport.

“We’re very conscious of this brand’s affinity,” says Mr. Furukawa. “While most people in Japan already know “Oi Ocha,” green tea is still unfamiliar in many overseas markets. Ohtani’s alignment with our brand is incredibly meaningful in communicating our image abroad.”

“Ohtani’s sincerity, spirit, and humanity are truly admirable. As a Japanese company, we’re proud to work with him. He understands our passion for tea and our mission, and we hope to continue building the “Oi Ocha” brand together,” Mr. Furukawa concludes.

As ITO EN advances its ambition to become a truly global tea company, “Oi Ocha” continues to gain recognition around the world.

Note: This article was originally published in Japanese on Jan 9 2025. The original article can be accessed here.

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