Ito En

Ito En began its remarkable journey in 1966 when brothers Hachiro and Masanori Honjo established Japan Family Service Co., Ltd. in Shizuoka Prefecture, Japan’s most significant tea-producing region. Their vision was revolutionary: to modernize Japan’s traditional tea market by introducing packaged tea as a convenient alternative to loose tea sold by weight.

The company’s strategic innovation paid off quickly. By 1968, just two years after its founding, the company had achieved market leadership in Japan’s tea leaf sector. Recognizing the rise of supermarkets and evolving consumer habits, the Honjo brothers positioned their company at the forefront of Japan’s changing retail landscape.

In 1969, the company adopted the name Ito En (meaning in the garden of Ito”), paying homage to Shizuoka Prefecture’s rich tea heritage. This name change marked the beginning of a new era for the company, as it continued to pioneer innovations in the tea industry.

The most groundbreaking moment came in 1985 when Ito En became the first company to bottle green tea, forever changing the accessibility and convenience of this traditional beverage. This innovation transformed how consumers could enjoy green tea, making it available anywhere, anytime.

The company’s expansion into international markets began in earnest in 2001, when Ito En launched its American presence in New York. That same year, the brand achieved another milestone by becoming the top-selling tea brand in Japan, cementing its position as the nation’s tea leader.

Today, Ito En stands as Japan’s fourth-largest soft drink producer, trailing only global giants Coca-Cola, Suntory, and Kirin Beverage. The company’s matcha offerings include Organic Ceremonial Matcha Powder, Sweetened Matcha Powder Mixes, and Single-Serve Unsweetened Matcha Powder, all sourced from 100% Japanese organic green tea leaves and produced according to five core principles: natural, healthy, safe, well-designed, and delicious.

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