Ito En
No chance of your spokesperson causing off-camera scandals if they don’t exist off camera.
Almost all drink makers caution against it, but one says it’s safe as long as you follow some special rules.
Third premium offering in line of matcha is set to please the palate while hurting the wallet.
Green tea has always been a popular drink in Japan and is widely consumed here even in plastic bottles. Visitors to Japan are sure to have seen a variety of green tea drinks at convenience stores or vending machines, including those from major tea and beverage maker Ito En.
Now, Ito En and department store Isetan have teamed up to put on a delightful promotional event which they’re calling the “Green Tea Party“, and the event is exactly that – one big tea party, where you can have so many different types of green tea and tea-based beverage creations that you’ll feel like you stepped into a wonderland of Japanese tea. Naturally, we weren’t about to stay away from a good tea party, so we made our way to the branch of Isetan in Tokyo’s Shinjuku neighborhood. Let’s take a look at what we saw and tasted at the event, shall we?
Japan may have invented the tea ceremony, but that doesn’t mean that every occasion to drink the beverage is considered a solemn cultural experience. Modern residents of Japan don’t generally have the time for a highly ritualized brewing and sipping of a cup of tea, and are instead far more likely to satisfy their cravings with an inexpensive bottle of green tea bought from a vending machine or convenience store.
But swinging the pendulum back the other way is beverage company Ito En, which is releasing a super-premium bottled green tea made with Japan’s highest quality leaves, and an eye-popping price to match.
MOST POPULAR
Today
New Shinkansen luggage drop-off system begins in Japan, making train travel even easier
Beautiful exclusive Totoro tenugui towel is a gift from Disney to Ghibli physical media buyers
Brand new Shinkansen bullet train unveiled in Japan… but it won’t carry passengers
Foreign hiker on Mt. Fuji loses consciousness and dies, becoming climbing season’s second fatality
Yakuza members arrested for building a road on mountain they don’t own
Cup Noodle releases cold-water instant ramen in Japan, but can it really be made with just cold water?
Sanrio eco-friendly plushies are here for the earth-conscious lovers of all things kawaii
Studio Ghibli releases anime T-shirts that pay homage to one of Hayao Miyazaki’s most personal films
Japanese government sets up new group to deal with trading card boom
Hatsune Miku collaborates with Hokusai’s art in new Vocaloid ukiyo-e illustration series [Pics]
Weekly
Japan now has human refrigerators inspired by Japanese vending machines- Hatsune Miku collaborates with Hokusai’s art in new Vocaloid ukiyo-e illustration series [Pics]
- Studio Ghibli releases anime T-shirts that pay homage to one of Hayao Miyazaki’s most personal films
Japanese convenience store releases Japanese convenience store-flavor fried chicken
Family Mart’s new Tokyo flagship convenience store doesn’t feel convenient, but is that a problem?
Starbucks Japan releases new Discovery Series collection celebrating local regions and traditions
Teen girl in Japan refuses to be victim, personally escorts train pervert to police for arrest
Cup Noodle unveils first-ever cold-water instant ramen in Japan
Is Japan’s tourism boom slowing down? Foreign visitor numbers fall for first time in five years
Evangelion beautifully reimagined as iconic classical Japanese folding screen art series [Photos]
Monthly
Japan announces sudden 400-percent increase in visa fees for foreigners entering the country
Studio Ghibli has a new anime out, and there’s only one place in the world where you can see it
Salomon releases Japan-exclusive Mt. Fuji hiking gear that doubles as an amazing souvenir- Japan now has human refrigerators inspired by Japanese vending machines
- Hatsune Miku collaborates with Hokusai’s art in new Vocaloid ukiyo-e illustration series [Pics]
Japan triples departure tax, foreign tourists and locals now must pay more to leave country
Japan launches first overnight Shinkansen bullet train between Tokyo and Osaka this summer- Studio Ghibli releases anime T-shirts that pay homage to one of Hayao Miyazaki’s most personal films
Family Mart opens new “Famima” flagship store in Tokyo that’s like a tourist attraction
Sanrio Character Poll announces winners, Hello Kitty absent from top 10 in many countries
Yearly
- Japan announces sudden 400-percent increase in visa fees for foreigners entering the country
Japan’s human washing machines will go on sale to general public, demos to be held in Tokyo- Studio Ghibli has a new anime out, and there’s only one place in the world where you can see it
Starbucks Japan releases new drinkware and goods for Valentine’s Day
Starbucks Japan releases new sakura goods and drinkware for cherry blossom season 2026
Japan’s newest Shinkansen has no seats…or passengers [Video]
Japanese ninja certification exam attracts 131 candidates from Japan and abroad
Put sesame oil in your coffee? Japanese maker says it’s the best way to start your day【Taste test】- Salomon releases Japan-exclusive Mt. Fuji hiking gear that doubles as an amazing souvenir
Japan reportedly adding Japanese language skill requirement to most common foreigner work visa
RECOMMENDED STORIES
Cup Noodle releases cold-water instant ramen in Japan, but can it really be made with just cold water?
Sanrio eco-friendly plushies are here for the earth-conscious lovers of all things kawaii
Studio Ghibli releases anime T-shirts that pay homage to one of Hayao Miyazaki’s most personal films
Japanese government sets up new group to deal with trading card boom
Hatsune Miku collaborates with Hokusai’s art in new Vocaloid ukiyo-e illustration series [Pics]
If you love Pokémon and cats, you’ll love Japan’s cat Pokémon cat toys and feeding dishes[Photos]
Hatsune Miku, VTuber Suisei Hoshimachi perform opening pitch at pro baseball game in Japan [Video]
Giant Snorlax, other snoozing Pokémon appear in Yokohama for Pokémon Sleeping Faces Research [Pics]
Japanese convenience store releases Japanese convenience store-flavor fried chicken
Japan now has human refrigerators inspired by Japanese vending machines
Studio Ghibli’s new moving keychains are the angry, adorable bugs from Nausicaa [Photos]
Taco sandwiches appear in Japan with new Lunch Pack sandwich pocket flavor[Taste test]
McDonald’s Japan reveals new Pokémon collaboration range, covering McNuggets and lucky bags
Japan’s “edible fireworks” wagashi sweets return, but only for a limited time [Photos]
-
