Shizuoka Launches JAPAN TEA SHIZUOKA Branding Project to Reclaim Tea Dominance

Shizuoka, Japan's most iconic tea-producing region, has launched the JAPAN TEA SHIZUOKA branding project to reclaim its market position after being overtaken by Kagoshima in production value. The global matcha boom has intensified competition, leading to market issues including impurity and fraud. Renowned creative director Kashiwa Sato developed the branding strategy, which centers on a name that communicates national authenticity, product category, and geographic origin simultaneously. The logo incorporates over 20 tea-producing regions within Shizuoka and draws inspiration from historical "Ranji" export labels from Japan's late Edo to Meiji periods. These traditional motifs are reimagined with contemporary typography, Mount Fuji and tea field iconography, and clean design systems. The multi-year initiative brings together producers, tea merchants, and industry participants to strengthen production capacity, expand exports, and preserve cultural heritage while building a modern global identity.