
Shizuoka has long been Japan’s most iconic tea-producing region. But in today’s global market, heritage alone doesn’t guarantee recognition. Several years ago, Shizuoka was overtaken for the first time by Kagoshima in terms of the value of tea production. The global boom in matcha-powdered green tea has spurred increased competition not just in Japan, but internationally. The situation has led to impurity and even fraud, with some dubbing our times “The Wild West” of tea. The JAPAN TEA SHIZUOKA branding project is a focused effort to translate Shizuoka’s legacy into a clear, modern identity that resonates worldwide.
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