Key Facts
• September 11, 2025: Ito En announces the relaunch of ‘Oh! Ocha Lemon Green.’
• September 22, 2025: Simultaneous release in Japan and the U.S.
• ‘Oh! Ocha Lemon Green’ features low-temperature extracted green tea with lemon and lemongrass.
• U.S. version has a stronger lemon flavor and ‘LEMON×GREEN TEA’ packaging.
• Shohei Ohtani endorses the product, predicting success in the U.S. market.
• Retail price: ¥194 for 600ml in Japan, approximately $3 for 500ml in the U.S.
• 2024 Japanese green tea exports: 8,798 tons, 2.5x increase from 2014.
• Overseas sales of ‘Oh! Ocha’ drinks grew 12% from May to July 2025.
• PURE series sales target: 5 million cases this fiscal year, aiming for 10 million.
• New ‘Oh! Ocha Yuzu Hoji’ also launched in Japan, featuring yuzu and roasted tea.
• Yuzu Hoji pricing: ¥194 for 600ml, ¥345 for 25g teabags.
Summary
Ito En is set to relaunch its sugar-free green tea product, ‘Oh! Ocha Lemon Green,’ in both Japan and the U.S. on September 22, 2025. The U.S. version features a stronger lemon flavor and distinct packaging to appeal to local preferences. Shohei Ohtani, a prominent MLB player, has endorsed the product, boosting its market potential. The company also introduced ‘Oh! Ocha Yuzu Hoji,’ a roasted tea with yuzu, in Japan. With green tea exports reaching record highs and overseas sales of ‘Oh! Ocha’ products growing significantly, Ito En aims to expand its global footprint. The PURE series targets 5 million cases in sales this fiscal year, with a long-term goal of 10 million cases.
