Tokyo-based firm Japan GreenTea Co is focusing on novel ways to enjoy tea as it targets healthier indulgence growth overseas.
The firm said its mission is to “distribute natural blessings which promote healthy bodies and minds and improve the quality of life worldwide”.
It has also literally reached for the stars when its signature sakura (cherry blossom) tea was featured in a space experiment involving Japan’s first astronaut Mamoru Mohri, who flew aboard the Space Shuttle Endeavour in 1992 as part of NASA’s STS-47 mission.
Sakura blooms among the stars
The sakura flowers were observed blooming in microgravity conditions, highlighting their rapid infusion characteristics. This was the result of an extended period of refinement to create a flower tea using traditional Japanese blossoms rather than salt-pickled or preserved flowers, according to Executive Director Hiroko Urashima.
The product is designed so that the dried sakura petals can unfurl when hot water is added, creating a visual blooming effect in the cup.
“In space, the flower bloomed in water and looked like a bubble was encasing it. The blooming speed is very fast, around one second, whereas other types of floral teas could take one to three minutes,” said Urashima.
“Our cherry blossom tea uses semi-dried sakura flowers. When boiled hot water of about 80°C is poured over the flower, it blooms very quickly. The tea contains nutrients such as coumarin, which is associated with relaxation,” said Urashima.
She added that all ingredients are natural. Potassium is added to help preserve the pink colour of the cherry blossoms, while a small amount of alcohol is used as a natural preservative. When hot water is added, the alcohol dissipates, leaving only the aroma.
To add a further touch of indulgence, the sakura tea can be used in cocktails and served in a transparent glass for a visual treat.
Alternatively, the sakura can be used to make sakura daifuku (cherry blossom mochi), combined with flour and sugar or honey to create a traditional wagashi, or Japanese confectionery. The resulting snack carries subtle savoury notes from the flower’s lightly salty profile.
Apart from novelty and aesthetics, the firm also aims to make its teas accessible to a wider audience, including those sensitive to caffeine.
Decaffeinated teas for overall wellbeing
The firm is also responding to rising consumer concerns around sleep and caffeine intake, particularly among pregnant women and older consumers.
“Consumers are increasingly looking for decaffeinated beverages because they are concerned about sleep and the stimulating effects of caffeine. Caffeine is also a diuretic, so many consumers, especially elderly people, prefer to avoid it before bedtime. But they still want to enjoy the health benefits and taste of tea without excessive caffeine intake,” said Urashima.
However, reducing caffeine while maintaining flavour was technically challenging, as removing all caffeine would also strip away taste, Urashima explained.
“We used a proprietary technique to produce decaffeinated sencha, hojicha and genmaicha, as well as black teas such as Earl Grey and Ceylon. This allows even children and elderly consumers to enjoy tea at any time of the day, including at night. At the same time, we continue to offer fully caffeinated products as well.
She added that the decaffeinated tea range is the firm’s latest product line, launched last autumn.
In February, the company unveiled a revamped decaf series featuring alternative Japan-sourced tea leaves designed to enhance the depth and astringency of black teas. The launch also introduced a new honey and lemon flavour using lemons from Japan’s Setouchi region.
The new flavour reflects growing consumer demand for citrus-forward profiles.
Among its portfolio, which includes green tea, hojicha and genmaicha, yuzu is emerging as a key flavour, driven by demand for refreshing Asian profiles and health-focused trends.
“Yuzu is showing strong potential due to growing consumer interest in health and flavour trends. We offer both yuzu green tea and yuzu black tea using yuzu peel,” said Urashima of the firm expanding its bestselling green tea range.
The firm’s sakura teas, which also come in teabags, are bestsellers alongside its green teas.
Japan GreenTea currently exports to Singapore, Hong Kong, France, and the United States.
“We are interested in expanding further into Australia and the Middle East because there is consumer demand there. Tea consumption is also already part of the culture and history in these regions, although consumers may add sugar or honey to sweeten the drinks,” said Urashima.
