OSK, the flagship tea brand of Odani Kokufun, is expanding its product portfolio to tap rising demand for health-focused and caffeine-free beverages as it seeks to strengthen its global footprint.
The firm cited increasing demand for caffeine-free teas due to health considerations among certain consumer groups, including pregnant and breastfeeding women, as well as consumers seeking to limit caffeine intake to avoid effects such as sleep disruption.
Its latest corn and black soybean tea launches are designed to address these needs while leveraging global interest in Japanese flavours.
“Corn and black soybean are popular Japanese flavours and are among Hokkaido’s best-known agricultural products. People around the world love Japanese green tea and Japanese flavours,” said Yoshiki Nakashima, Odani Kokufun’s sales manager.
The two new products join OSK’s Healthy Tea range, which includes Yokubari Tea with Tosa ginger — a blend containing 11 ingredients including ginger from Tosa (Kochi Prefecture), barley, burdock and loquat leaf.
The firm is known for its green tea brews packed in convenient sachets that are sold across Asia.
While OSK products are already available in the US and Middle East through e-commerce channels, Nakashima said the company aims to strengthen its footprint in both regions.
He cited the regions’ relatively high spending power as a key reason for prioritising expansion efforts there.
This aligns with OSK’s broader marketing strategy of positioning its teas as versatile products that remain rooted in Japanese tea traditions.
Convenience and product variety drive growth
OSK’s individually packed teas are positioned as convenient and quick to prepare, as they eliminate the need for brewing accessories such as infusers or strainers. Their pre-measured format also offers convenience for consumers preparing tea at home, in offices or while travelling.
The brand caters for diverse preferences and has been launching varied tea products in recent years.
In 2024, OSK launched a tea latte range comprising matcha, jasmine tea and hojicha variants.
The concept, ingredients, and flavour profiles of this 3-in-1 Tea Latte series were crafted in Japan. The rollout to international markets is meant to bring traditional Japanese beverage experiences into international homes, in a convenient format for consumers.
Apart from positioning its teas as antioxidant beverages that support immunity, metabolism and alertness, OSK focuses on marketing the versatility of its brews.
Its recent Instagram campaigns include promoting its barley tea for beating the summer heat, celebrating Ramadan with hojicha latte, and marketing its matcha latte on Valentine’s Day with the wordplay tagline “You’re my matcha made in heaven”.
Meanwhile, the black oolong and jasmine brews are positioned as beverages that go well with sweet and savoury snacks.
The firm also offers recipe suggestions aimed at capturing a wider and younger audience. These include adding ice and a squeeze of fresh lemon juice to brewed teas for a refreshing and cooler experience.
The brand has also experimented with trend-driven recipes. One example is its Pu-er Tea Bomb, inspired by the viral espresso bomb trend, where a shot of pu-er tea coated with lime juice and salt is dropped into soda water to create a dramatic bubbling effect.
