In February 2024, at the request of Kyushu Agricultural Products Trading Co. (located in Fukuoka Prefecture), RESOBOX conducted marketing research to explore the possibility of entering the U.S. market with Yame Tea, a specialty product from Fukuoka Prefecture.
Known as a traditional tea-producing region, Yame City in Fukuoka Prefecture is famous for its high-quality tea production, with a history that dates back to the Muromachi period. Even today, there are companies that continue to make tea with a strong commitment to quality, handling everything from cultivation to manufacturing and sales. This dedication to excellence means that Yame is recognized as a source of some of the very best green tea in the world.
This research investigated the reactions of local buyers and consumers in New York to Yame Tea. It included checking similar product prices and flavors, hosting two collaboration events, offering limited-time products at Japanese cuisine restaurants, and conducting demonstration sales at supermarkets.
Tea for Every Occasion
At Bar Gouie, where patrons can enjoy sake and sushi, “Yamabuki Matcha Ice Cream” was served as a finale to a kaiseki course, and genmaicha and hojicha, other varieties of green tea, were made available. The ice cream was especially well-received by older customers for its aroma and flavor.
Paya Paya Bakery, a popular bakery, created “Yame Matcha Financiers” as a collaboration product and sold them at a pop-up event. The unique blend of Japanese tea and French pastry was in demand among people of Asian descent familiar with matcha, as well as consumers from various backgrounds, and sold out on the day of the event as the most popular item. They were highly praised for having “just the right amount of sweetness, without being bitter.”
At the supermarket “Dainobu,” demonstration sales involved showcasing deep-steamed kabusecha, matcha latte, hojicha latte, and tea bags of matcha-infused genmaicha and hojicha. These were sold at a special booth, gathering consumer feedback and exploring New Yorkers’ tastes and values.
Based on these results, further development proposals were submitted to Kyushu Agricultural Products Trading Co. We will continue to fully support the successful entry of Yame Tea into the U.S. market. If you are a New York business or restaurant professional interested in Yame Tea, please feel free to contact us.
