A Cycle of Social Contribution Starting with Ceylon Tea: Report on the “Ceylon Tea Estate Competition 2025” Held in Conjunction with the Osaka-Kansai Expo | Event Report

In September 2025, the “Ceylon Tea Estate Competition 2025” was held at the Grand Prince Hotel Osaka Bay in conjunction with the Osaka-Kansai Expo. Kawamura from our PR team reports on this international charity event that conveyed the appeal of Sri Lankan tea and the culture and livelihoods behind it, centered on the themes of social contribution and sustainability through tea.

One of the key organizers deeply involved in the event was Janat Paris, a French tea brand. At this event, the women’s support organization Femmes du Monde, which the brand supports, also participated as a partner, introducing wide-ranging initiatives including support for women working in the tea industry, as well as education, healthcare, and leadership development.

Janat and Femmes du Monde focus particularly on tea estate communities in Sri Lanka, supporting improvements in the living conditions and social independence of working women. Through education and vocational training, they work to improve quality control, while also undertaking long-term initiatives to support a sustainable society, including improving access to healthcare, postnatal care, and promoting participation in industry decision-making.

Hosted by the Government of Sri Lanka and the Sri Lanka Tea Board, and supported by numerous organizations including the women’s support organization Femmes du Monde, this event served as an opportunity to consider the future of sustainable industries and attracted the attention of many stakeholders as a venue where the impact tea brings to society could be experienced through all five senses.

Outcry Auction Conveys the “Live Energy” of Tea

One of the event’s highlights was a tea auction conducted in the traditional Sri Lankan “outcry” format. The live auction, where participants bid by raising their voices, was a powerful experience where passion for tea and strategic bidding intersected—a tension and sense of immediacy that could truly be called a “tea live performance” enveloped the venue.

On this day, particular attention was drawn to the tea lot that Janat Paris won for 1.25 million yen. This price was certified as a Guinness World Record™ as “the highest price for tea sold at auction,” capturing the attention of participants.

The event was also attended by key figures in the tea industry, including Professor Piyathuru Janak Kumarasinghe, Ambassador of Sri Lanka to Japan; Mr. Mangala Wijesinghe, Director of the Sri Lanka Export Development Board; and Mr. Kohei Akiba, Executive Director of the Japan Tea Association, indicating that this event held significant meaning not only for the industry but also for the international community.

The Birthplace of Tea Where Nature and History Breathe

The “stories of origin” told during the auction were also impressive. A tea estate named “Lovers’ Leap” derives its name from a nearby waterfall. This waterfall carries a legend of a young couple who, having fallen in love despite their different social classes, threw themselves from the falls, pledging eternal love. Such stories allow us to feel even more deeply the memories of the land and the feelings of the people embedded in the tea. Furthermore, experiencing the tea plantations spreading at the foot of Pidurutalagala Mountain and other locations made us realize that behind tea lies rich nature, culture, and history.

The “microclimate” that determines tea quality is also a characteristic unique to Sri Lanka. Differences in altitude, forest-derived water systems, and climate conditions give individuality to taste and aroma.

Sri Lankan tea is primarily classified into “seven agro-climatic zones,” with different flavors nurtured in each region. For example, Nuwara Eliya produces tea with delicate and refreshing aromas, while Dimbula yields mellow, full-bodied tea. Uva, Kandy, Ruhuna, Udapussellawa, and Sabaragamuwa each possess their own distinctive charms.

The Tea Industry Supported by Women and the Power of the Cycle Behind It

Bejit Ideas, representative of the French tea brand “Janat International,” explains why support for women and children through tea is important:

The tea industry is supported by the work of women. Behind the quality of tea lies the effort of mothers supporting their families. We need mechanisms to properly recognize this and connect it to support.

The message that tea is not merely a luxury item but part of a cycle that supports people’s lives and society was particularly striking.

Local Leaders Who Say “Tea = Experience”

Anil Cooke, chairman of the Siyaka Group, one of Sri Lanka’s largest tea trading companies and a key figure in the tea industry who has greatly contributed to its development, also speaks of the “experiential value” that tea holds:

The value of tea should be expressed not merely as a beverage, but as an experience itself. The flavor of tea leaves grown in the highlands is perfected through a combination of temperature, oxygen levels, water flow from forests, and careful manual processes. That is why “visiting the site, breathing the air, and treading the soil” is the surest way to truly understand quality.

He states that Sri Lanka’s tea industry involves approximately 2 million people across the entire value chain from cultivation to export, and he feels a strong sense of mission to protect this “cycle of life.”

He also touched on the storytelling aspect of Ceylon tea. Legends like Lovers’ Leap and the memories of the land associated with tea estates shape tea not just as a beverage but as “tea as culture.” He noted that it is Japanese consumers who have most delicately understood and cherished this value, going so far as to say, “Without Japan, there would have been no growth for Sri Lankan highland tea.”

The Potential of “PR and Communication” Conveyed Through All Five Senses

This event was an experiential space where taste, aroma, story, and social significance all came together as one. As someone involved in PR and communication, I was able to gain many insights.

A daily cup of tea connects us to children and communities in distant countries. I felt anew that our mission as PR professionals is to convey this fact carefully and richly.

SUNNY SIDE UP GROUP will continue to use the power of “PR and communication” to deliver to the world the feelings and significance behind things of value.

Finally… “Janat Tea” Enjoyed at the French Pavilion

Janat Paris tea was served at “BOULANGERIE,” the official bakery operated by Maison Kayser on the first floor of the French Pavilion at the Osaka-Kansai Expo, along with venue-exclusive flavored tea tins and baked goods.

The tea tins developed under the triple name of Janat, Maison Kayser, and the French Pavilion featured designs inspired by the “legend of the red thread” and vibrant flavors such as Earl Grey 1869, Je t’aime (strawberry), and Pomme d’Amour (baked apple). A tea experience to be enjoyed through all five senses was also showcased at the Expo.

SUNNY SIDE UP GROUP handles PR and communication for a wide range of products and services.

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