In July 2025, Japan's leading tea brand ITO EN launched its global "Green Tea for Good" initiative, partnering with international sports star Shohei Ohtani to promote green tea consumption across 62 countries.
The campaign features limited-edition green tea bottles, digital advertising, and offline experience events, with a focus on sustainability-including using recycled paper made from used tea leaves for packaging and funding tea garden conservation projects.
This initiative not only leverages Ohtani's global influence to boost brand awareness but also aligns with the growing global demand for eco-friendly and healthy beverages.
ITO EN reported a 28% increase in green tea sales in North America and Europe within the first month of the campaign, and the limited-edition products sold out in major supermarkets in Japan and the U.S. It sets a benchmark for green tea brands to expand global influence through celebrity partnerships and sustainability messaging.
