Japanese green tea beverage maker Ito En has launched a local unit in Germany to boost sales of its Oi Ocha products across Europe. The establishment responds to EU regulations mandating tethered caps on plastic beverage containers. Managing director Akito Suzuki noted that Germany is the company's largest market in Europe, driven by rising matcha popularity among health-conscious consumers.
Ito En, a prominent Japanese maker of green tea beverages, established Ito En Europe in Dusseldorf, Germany, in April 2024. The new unit addresses European Union regulations introduced in July 2024, which require tethered caps on all plastic beverage containers to reduce environmental waste. According to managing director Akito Suzuki, the company had been aware of these rules for several years prior to their implementation and prepared accordingly.
Europe has emerged as a promising market for Ito En, particularly in Germany, which Suzuki described as the firm's largest foothold on the continent. The surge in matcha popularity stems from health-conscious consumers seeking natural, antioxidant-rich options. Ito En aims to capitalize on this trend by expanding sales of its flagship Oi Ocha green tea products.
Suzuki emphasized that the German base will serve as a foundation for broader European growth. By complying with local regulations through localized operations, Ito En positions itself to navigate trade barriers more effectively. This move aligns with the company's global ambitions to promote Japanese tea culture abroad, potentially opening doors to further market penetration amid rising demand for wellness beverages.