Saitama Prefecture Promotes SAYAMA-CHA Tea in Global Markets

The Saitama Prefectural Government has initiated a new international marketing campaign to promote its traditional SAYAMA-CHA tea. The campaign features a newly released promotional video and brochure targeted at global consumers and businesses, aiming to showcase the unique qualities and cultural significance of SAYAMA-CHA.

SAYAMA-CHA, recognized as one of Japan's top three teas, is noted for its intense flavor and smooth, velvety finish. Grown in the Sayama hills near Tokyo, the region experiences significant temperature fluctuations, from summer highs of 35°C to winter lows of -10°C. This climate encourages the growth of thicker tea leaves, contributing to a rich umami taste. The tea's distinct flavor is further enhanced by a traditional roasting technique known as "Sayama-bi-ire."

Much of the tea production is carried out by family-owned estates with multi-generational expertise. Growers manage the entire process, from cultivation and processing to retail, continually refining the tea's flavor with each harvest. The preparation of SAYAMA-CHA, involving the careful steeping of leaves and the mindful observation of their unfurling, is described as a moment of tranquility and deep sensory appreciation.

The campaign is expected to bolster SAYAMA-CHA's presence in international markets and unlock new export avenues. The Saitama Prefectural Government seeks to position the tea not merely as a beverage, but as an element of Japanese culture and lifestyle that encourages mindful enjoyment and a slower pace.