Can Iced Tea Be a “Mealtime Beverage”? Proposing New Ways to Enjoy It! Japan Tea Association “Iced Tea Day” Media Briefing Tasting Event | Event Report

Hello, everyone! I am Murase from SUNNY SIDE UP.

Do you know what day June 10th is?

To promote tea and create consumption opportunities, the Japan Tea Association established June 10th as “Iced Tea Day” last year, following the example of “National Iced Tea Day” in the United States.

This time, we bring you a report on the “Iced Tea Day Media Briefing Tasting Event” held by the Japan Tea Association on this new anniversary.

As the PR secretariat for this project, SUNNY SIDE UP was responsible for overall PR communication, including the formulation of the overall event concept, content planning, on-site operations, and media outreach.

Murase, who was in charge of this project, will report on the event!

About the Japan Tea Association

The Japan Tea Association was established in 1939 and re-established in its current form in 1971. It is the only organization of tea-related businesses in Japan. Its activities aim to expand tea consumption, promote sales, and contribute to the healthy development of the tea industry.

Holding the “Iced Tea Day” Media Briefing Tasting Event

In addition to a presentation on the latest trends in the tea market, this briefing featured a program where participants could experience the appeal of iced tea from various angles, including demonstrations by tea instructors, introductions to arrangement menus that can be enjoyed at home, and the new potential of iced tea as a “mealtime beverage.”

At the beginning of the presentation, Mr. Hiroshi Fujii, who was serving as the Chairman of the Japan Tea Association at the time, gave the opening remarks.He noted that June is a season when interest in cold drinks increases along with rising temperatures. He spoke about how iced tea is more than just “chilled tea,” but a beverage whose enjoyment expands through brewing methods, arrangements, and food pairings. He expressed his expectations that iced tea will become even more popular as a “seasonal tradition that colors the Japanese summer.”

Next, Mr. Kazuya Takeda, who was serving as the Chairman of the Promotion Committee of the Japan Tea Association at the time, gave a presentation on the latest trends in the tea market.

Mr. Takeda introduced that a movement that could be called a “Third Tea Boom” is spreading in the Japanese tea market, backed by the penetration of “Nun-katsu” (afternoon tea activities), the rising popularity of tea mainly among the younger generation, the strengthening of counter tea by convenience store chains, and the spread of Japanese-grown black tea (Wa-kocha). He spoke about how iced tea is once again attracting attention in this context as the hot season approaches. The media members at the venue listened intently to the content, which explained the changes in the environment surrounding tea and the reasons why iced tea is in demand now.

The key point of this presentation was that it didn’t stop at explaining the market background, but was structured so that participants could actually experience “how to enjoy it”!

Direct from a Tea Instructor! How to Brew Delicious Iced Tea to Enjoy at Home

Next was a demonstration by Ms. Tomoka Ichinose, a Japan Tea Association certified tea instructor! In the briefing, titled “Taught by a Tea Pro! How to Brew Delicious Iced Tea,” she introduced points that are easy to practice at home.

Ms. Ichinose introduced four basic points for brewing delicious tea: “pre-warming the pot,” “the correct amount of tea leaves,” “100-degree boiling water,” and “accurate steeping time.”

Furthermore, she explained that iced tea can be enjoyed with a refreshing and delicious taste while retaining its full flavor and aroma by rapidly cooling tea brewed at double strength with plenty of ice.

In the demonstration, in addition to basic iced tea, arrangement menus that can be easily enjoyed at home were also introduced. The venue’s attention was drawn to visually cooling menus, such as the “Arnold Palmer,” which combines iced tea and lemonade, and a summery arrangement using mango. One of the attractions of this presentation was that the content was not only easy to understand as a recipe but also made people feel like they “want to try it at home.”

Iced Tea as a “Mealtime Beverage”: Focus on Unexpected Pairing Proposals

What was particularly impressive about this briefing was the pairing experience proposing iced tea as a “mealtime beverage.”

Here is a question for everyone: What kind of food do you think goes well with iced tea?

While there is a strong image of pairing it with sweets, it is actually said to go well with oily dishes such as fried chicken and ramen. Drinking tea causes emulsification in the mouth, and the astringency and aroma unique to tea refresh the palate.

Participating media members commented that “even with oily dishes, the aftertaste is clean” and “it refreshes the mouth!” It feels like iced tea has great potential not only as an accompaniment to dessert but also as a beverage that complements daily meals.

At the end of the briefing, Mr. Kohei Akiba, Executive Director of the Japan Tea Association, introduced the association’s efforts in tea promotion, education, and human resource development. In addition to steady grassroots activities for the younger generation, such as visiting children’s cafeterias and supporting university clubs, he mentioned that they are also focusing on creating opportunities to become familiar with tea in daily life, such as distributing free iced tea to thousands of people.

Furthermore, he spoke about how they are continuously promoting an environment where consumers can enjoy delicious tea anytime and anywhere by training tea instructors with specialized knowledge and conducting regular quality surveys of “Delicious Tea Shops” nationwide.

Iced Tea Event to be Held in Yurakucho in July!

Furthermore, the Japan Tea Association plans to hold the “Japan Tea Association Iced Tea Event” from July 2 (Thu) to 3 (Fri) at a food truck near the Marui-side entrance of the Tokyo Kotsu Kaikan.

This event will be co-hosted with the Sri Lanka Tea Board from Sri Lanka, a major tea-producing country.

On the day, the event will be held four times at 11:30, 13:00, 14:30, and 16:00. Those who follow the Japan Tea Association’s official Instagram or X account and “Like” the target iced tea event post will receive one free “Iced Tea Soda,” limited to the first 200 people each time.

Additionally, those who drink the iced tea soda can participate in a lottery to win tea prizes from Japan Tea Association member companies by answering a survey form. This event is likely to be a highlight of the summer, serving as a place to deliver the appeal of iced tea communicated through the briefing as a real-life experience for consumers!

Conclusion

Through this “Iced Tea Day Media Briefing Tasting Event,” the diverse charms and possibilities of iced tea were once again introduced.

The event was full of new discoveries, ranging from its appeal as a “mealtime beverage” that goes well with fried foods and other meals—not just sweets—to professional brewing tips and arrangement recipes for the home.

This summer, new ways to enjoy iced tea are expected to spread further in various scenes, such as at the office, at home, or while out and about.

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