[Shizuoka Prefecture] Japan’s only comprehensive tea exposition, “World Tea Festival 2025,” plans announced
Shizuoka prefecture Press release: November 8, 2024 Japan’s only comprehensive tea exposition, “World Tea Festival 2025″, announces plans to hold it Held once every three years in Shizuoka, the tea center. The theme is “Kouki Sanzen! #My O-CHA Japanese World” What kind of existence does tea have for Japanese people? Generally speaking, there is no doubt that Shizuoka Prefecture is Japan’s leading tea producer. For the people of Shizuoka
Prefecture, tea is green tea and a part of life. The production volume of Japanese tea is decreasing year by year due to a decrease in the number of tea farmers and changes in social conditions, and Shizuoka Prefecture is no exception and is exposed to severe competition. On the other hand, as consumers become more health-conscious, Japanese tea is becoming more popular overseas, and exports are increasing, especially in Europe and the United States. Under these circumstances, the 9th World Tea Festival Executive Committee (Chairman: Iehiro Tokugawa) held the 3rd Executive Committee meeting for the 9th World Tea Festival 2025, which will be held next year, on October 7th. , announced the implementation plan. The theme is “Kouki Brilliant! #My O-CHA Japanese World” . This is an exploration of the world of tea that each participant finds appealing, “My O-CHA World”, and the brilliant worldview of “My O-CHA” will be communicated using the “# (hashtag)”. We will expand the circle of people who share and sympathize with our worldview.
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https://prcdn.freetls.fastly.net/release_image/79445/513/79445-513-b040b5adf11d721c304a618e0264d8c5-436×616.png Poster The purpose of the event is threefold. Increasing interest in Japanese tea among younger generations (proposal for Generation Z) By providing “experiences that can only be had at that moment,” we aim to make tea consumption a habit, especially for Generation Z (young people in their mid-teens to 20s). Increase in the number of foreigners who like Japanese tea Seeking to further expand our sales channels overseas, we will strengthen our expansion into the European and American markets and work to create an environment where travelers can enjoy Japanese tea even after returning home. Promoting the new appeal of Japanese tea to improve society We will disseminate new perspectives on how Japanese tea, which is different from its taste and appearance, can contribute to society, such as its health benefits, decarbonization, and SDGs-conscious initiatives. “World Tea Festival 2025” will consist of two events, “Spring Festival” and “Autumn Festival”, so that you can enjoy the charm of Japanese tea throughout the year. 《Spring Festival》 In mid-April, Shizuoka’s new tea season begins with the first trade of new tea at the Shizuoka Tea Market. The opening ceremony for the “Spring Festival” will be held immediately after, on Saturday, April 19, 2025, at the Fujinokuni Tea Miyako Museum (Shimada City, Shizuoka Prefecture
(https://tea-museum.jp/)). For 33 days until Wednesday, May 21, 2025, it will be held throughout Shizuoka Prefecture, the Tokyo metropolitan area, and the Kansai area. Called the “New Tea Fair,” you can enjoy sweets and dishes made with fresh tea and tea leaves at about 200 tea-related facilities, tea shops, restaurants, accommodation facilities, etc. in the prefecture, as well as choose your favorite tea and enjoy high-quality tea. You can enjoy special experiences unique to tea-producing areas, such as drinking in a space, picking tea, and making tea by hand. You can also enjoy Shizuoka tea in cooperation with over 200 partner stores in the Tokyo metropolitan area. You can also register with Shizuoka Prefecture’s official tourism app “TIPS” and use the digital stamp rally to tour related facilities and stores. In addition, there will be programs for cycling through Shincha’s tea plantations (Nakaen and Shida Haibara) and walking to explore the tea plantations, as well as using
transportation methods other than cars, such as bus tours from Tokyo, sightseeing taxis, and trains within Shizuoka Prefecture. You can also.
https://prcdn.freetls.fastly.net/release_image/79445/513/79445-513-c877ce045853e43d91feaee45a66d6bc-511×341.png Shizuoka tea market
https://prcdn.freetls.fastly.net/release_image/79445/513/79445-513-653c63ac9e07d6488979e8f3ada0eecd-501×332.png Prefecture tea store
https://prcdn.freetls.fastly.net/release_image/79445/513/79445-513-aed47d2c7977f6f8888e83c0d693df82-660×448.png Matcha experience 《Autumn Festival》 The “Autumn Festival” will be held for four days from October 23rd (Thursday) to October 26th (Sunday), 2025 at the Shizuoka Prefecture Convention Arts Center “Grandship”. In addition to the World O-CHA Market, where you can sample and purchase teas from Shizuoka, Japan, and other parts of the world, a tasting festival where you compare carefully selected teas and identify the most popular tea by voting by visitors, you can also enjoy the cutting edge of tea. There will be a lot of content, including business forums where you can get a feel for the research content and project exhibitions. In addition, in advance of the “World Tea Festival 2025”, we are holding a “Shizuoka Tea Spectacular Photo Contest” from mid-October as a pre-event. Why not take a picture of your own special scenic view of Shizuoka tea taken in Shizuoka Prefecture and post it? The special judge will be Shiho, the producer of “I want to live before I die! Spectacular views of the world”. We look forward to posting new and spectacular views that are not bound by preconceived notions. Some of the submitted works will be used at the Shizuoka Prefecture exhibition booth at the Osaka/Kansai Expo, as well as for publicity and display at the Autumn Festival. URL:
https://www.ocha-festival.jp/program/746 “World Tea Festival 2025” https://www.ocha-festival.jp/ ◆ Objective: Promoting the appeal of Japanese tea to the world and expanding demand for tea ◆ Sponsored by: 9th World Tea Festival Executive Committee (Secretariat: Shizuoka Prefecture Tea Promotion Division) ◆ Theme: Bright and brilliant! #My O-CHA Japanese World ◆ Contents Spring Festival Autumn festival Period 2025.4.19 (Sat) – 5.21 (Wed) 2025.10.23 (Thursday) – 10.26 (Sunday) Location Entire Shizuoka prefecture, metropolitan area, Kansai area Shizuoka Prefecture Convention Arts Center “Granship” and others ◆ History The first event was held in 2001. Since then, it has been held once every three years.