Learn from the famous Japanese tea brand in New York “The secret of successful farmers in the world market”

Now that globalization is taking place in all industries, farmers are starting to look not only at the domestic market but also at the global market. This time, we introduce Japanese tea brand “NODOKA”, which a tea farmer in Shizuoka started selling in New York. We asked Mr. Hong Sil, the brand maker and bridge between Japanese tea fans and tea farmers around the world, for advice for farmers looking to challenge overseas markets.

Realize the gap between new tourists searching for Japanese tea and farmers

Sil, who was born and raised in Tokyo but holds Korean nationality. For a few years until January 2017, I lived in New York for the work of Japan Expo, an exhibition aimed at promoting Japanese-sourced content to the world.

When I first moved to New York, I was uncomfortable with the taste of tea that said “Japanese green tea”, and when I reviewed the label, the tea leaves are not made in Japan. The matcha boom originated in New York, and attention began to focus on Japanese tea as a whole. So there was something wrong with it. He wondered, “Why aren’t Japanese tea leaves available in big cities, even though they are hunted like that?”

After that, Mr. Suiru met and talked directly with many tea farmers while traveling between Japan and New York. “I feel clearly that there’s a big gap between the producer and the consumer,” said Sil. “There are a lot of New Yorkers looking for Japanese tea, but Japanese farmers don’t know that Japanese tea is preferred abroad.”

Meanwhile, I met Mr. Masuda, a tea farmer in Shizuoka, a Japanese tea farmer who does not use pesticides or chemical fertilizers. As we were considering selling tea directly, we shook hands and decided to develop a new product together.

What are the details and reactions of the Japanese tea brand released in New York?

“I want to test the market while telling the story of the birth of this Japanese tea” and “I want to form a community of Japanese tea fans.” I participated in the “indigo” cloud sponsorship.

As a result, we succeeded in raising an investment of about $ 8,000. 61 people from 14 countries have become advocates (as of July 21, 2017), and Japanese tea brand “NODOKA” was born.

Although we have decided to start selling new brands in New York, we have used the words “comfortable” and “calm” in Japanese instead of English as the brand message.

Suiru said, “I hope that choosing NODOKA will give you the opportunity to think about food culture and eating habits. In order to make tea easy for many people regardless of race or nationality, we pay special attention to details produced by NODOKA.

In addition to the familiar “sencha” in Japan, we have four varieties: the popular “matcha”, the “brown rice tea” that can absorb the brown rice’s nutrition, and the caffeine-free “hojicha”.

Furthermore, all types are processed into fine powder. This is based on the idea of ​​”eating tea leaves” so that the sardines don’t waste the remaining nutrients. It dissolves easily in water and milk just by shaking, so it can not only be easily prepared for anyone, but is also easy to use for cooking and making sweets.

The packaging is designed with multiple margins with an image reminiscent of Zen, and features a brand new image of Japanese tea, one step ahead of traditional Japanese tea.

Sil has opened stores at events and exhibitions and is visiting New York for PR. New acquaintances are sensitive to new healthy foods that are of interest to many people no matter where they open them, they are still happy to taste them and they accept NODOKA’s deliciousness obediently. From such a response, Mr. Suiru felt a great response.

And in summer 2017, it will be fully released in Japan. While promoting NODOKA’s schemes of goodness, such as opening an online store and opening an event, offers of cooperation such as request handling and events will come from all over the world. gender.

Made by two people and three feet with a farmer! The reasons to go to a tea farm

Baton liaises with the business in New York as a partner. He is currently studying at a Japanese tea farm and is focusing on his role in promoting NODOKA to business partners around the world.

In addition, Mr. Sil diligently shared with farmers how NODOKA was accepted in New York.

“It makes me very happy to translate and display not only the photos and videos but also the impressions I receive from the email.”

For farmers who never know how their tea leaves are accepted by consumers, it is a great motivation to know how their tea is loved at home and abroad.

The accumulation of diligent communication between Mr. Sil and the farmers strengthened his relationship of trust with the farmers.

In the future, he starts to collaborate with some organic farmers to work with. Expected, new flavors will be added in the future.

What I want to convey to farmers who want to go overseas in the future

Mr. Sil said that he emphasized three points about the farmers he works with.

“In my opinion, through tea sales,” organic trends “are on the rise worldwide. Especially in developed countries such as Europe and the United States, the tendency to attach importance to organic farming without pesticides. and the plants are not genetically modified. It’s very powerful. That’s why Japanese tea and organically grown tea leaves are so well received and many people want to buy them. “

Finally, I want to one day challenge the world market! I consulted the farmer.

“I want you to continue to make good products with confidence and pride in the crops that you take the time and effort to grow. We want the world to know about them, the producers and consumers. We have a responsibility to create a mechanism to close the gap By knowing what type of people are feeding and what kind of people are eating, we will create new possibilities and values. and creating a generous society in which “culture and values ​​are more diverse and better.” I believe that agriculture can materialize such a future. “

Even if the other party is abroad, high quality is universal. I think it is important that world-facing farmers continue to make good products with pride and confidence.

* Photo: NODOKA