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    Yi Liang
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    The document discusses the growing global popularity of Japanese tea and the formation of the Japanese Tea Foundation to promote Japanese tea worldwide. In 3 sentences: Japanese tea is becoming more popular globally as consumption habits change, but the aging farmer population in Japan is shrinking. The Japanese Tea Foundation was launched in 2019 to spark new growth in the Japanese tea industry through global collaboration, education, and building an online community of over 700 tea producers, lovers, and traders from more than 50 countries. The Foundation offers various membership levels providing access to tea information, education programs, and discounts to promote the worldwide enjoyment and understanding of Japanese tea.

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    The document discusses the growing global popularity of Japanese tea and the formation of the Japanese Tea Foundation to promote Japanese tea worldwide. In 3 sentences: Japanese tea is becoming more popular globally as consumption habits change, but the aging farmer population in Japan is shrinking. The Japanese Tea Foundation was launched in 2019 to spark new growth in the Japanese tea industry through global collaboration, education, and building an online community of over 700 tea producers, lovers, and traders from more than 50 countries. The Foundation offers various membership levels providing access to tea information, education programs, and discounts to promote the worldwide enjoyment and understanding of Japanese tea.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    1 views6 pages

    0 GJTea Introduction

    Uploaded by

    Yi Liang
    The document discusses the growing global popularity of Japanese tea and the formation of the Japanese Tea Foundation to promote Japanese tea worldwide. In 3 sentences: Japanese tea is becoming more popular globally as consumption habits change, but the aging farmer population in Japan is shrinking. The Japanese Tea Foundation was launched in 2019 to spark new growth in the Japanese tea industry through global collaboration, education, and building an online community of over 700 tea producers, lovers, and traders from more than 50 countries. The Foundation offers various membership levels providing access to tea information, education programs, and discounts to promote the worldwide enjoyment and understanding of Japanese tea.

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    © All Rights Reserved
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    of 6

    Global

    Association

    Japanese Tea

    1 2

    Opening Event
    Sep. 2018 Madrid, Spain London, UK
    3 4

    Berlin, Germany The Hague, Netherlands


    5 6

    1
    Japanese teaJapanese
    Observations: is becoming
    Teapopular
    Becoming Popular

    Brussels, Belgium
    7 8

    x5

    9 10

    Japanese tea is seen as old-fashioned Changing habits of consumption

    11 12

    2
    Aging tea farmer population

    -30%

    13 14

    Between 2000 - 2020 Domestic market was large enough.


    Over 120,000,000 people!

    4 out of 5 tea farmers


    no longer make tea

    15 16

    Other countries filling the gap

    Matsu Anna Simona


    17 18

    3
    The beginning was really hard

    Official launch – Jan. 2019


    19 20

    Global Japanese tea community

    The mission is Tea producers Tea lovers


    to spark new growth
    in the Japanese tea world
    Tea traders Tea schools
    through global collaboration!

    Tea shops

    21 22

    Main activities

    Information Education Community

    Japanese tea information in English


    23 24

    4
    Tea events online

    Tea events abroad


    25 26

    Various tea education programs


    27 28

    Japanese Tea
    Foundation Course
    & Japanese Tea
    Japanese Tea Master Course
    Intermediate Course
    Advanced Tea Knowledge
    Practical Tea Experience
    Base Tea Knowledge
    Tea Brewing Skills 2 weeks in Wazuka, Kyoto
    2h x 4 weeks, held online
    4h x 2, held in person

    29 30

    5
    Membership levels

    Tea Buddy Tea Fellow


    Free ¥850

    Regular Discounts
    Newest tea Dedicated
    member for events
    information social space
    gatherings and courses

    The starting point - membership program


    31 32

    700 members
    from over 50 countries!

    33

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