oi ocha

Oi Ocha developed from Ito En’s effort to commercialize Japanese green tea as a packaged beverage. In February 1985, Ito En introduced canned green tea under the name “Kan-iri Sencha,” meaning canned sencha. The product represented a significant change in tea consumption: instead of requiring consumers to brew tea at home or obtain it in a traditional restaurant or workplace setting, it made prepared green tea available in a sealed, portable container. Early consumer response was limited, in part because the word sencha was not familiar to every potential buyer and the product name sounded technical. In February 1989, Ito En changed the name to Oi Ocha. The expression was recognizable as a friendly call for tea and had an association with an earlier Ito En commercial in which actor Shogo Shimada called out “Oi, ocha,” or “Hey, tea.” The new name made the product sound more domestic, approachable and conversational. According to an interview with Ito En brand personnel, the first year after the renaming brought a substantial increase in sales. The rebranding also helped the company communicate that tea could be enjoyed casually and widely rather than treated only as a formal or home-prepared drink. The next major step came in 1990, when Ito En launched green tea in a PET bottle. Reference materials describe this as the first bottled green tea beverage of its type. The initial bottle was a 1.5-liter package intended for household use. In 1996, Ito En added a 500-milliliter PET format, allowing consumers to carry tea in a bag or drink it during travel, work and other activities. This smaller package was particularly important in establishing ready-to-drink green tea as an everyday convenience product. The brand’s packaging later evolved in response to recycling expectations: early colored PET bottles were replaced by transparent packaging as collection and sorting systems developed. Ito En continued to build a technical base around the brand. A Natural Clear extraction method for bottled green tea was patented in 1996. The company also developed hot-compatible PET products, with hot green tea in PET bottles appearing by 2000. In the mid-2010s, Oi Ocha introduced a container design that could be heated in a microwave after the cap was removed, initially in selected convenience-store products. This expanded the brand’s relevance across seasons and consumption occasions. The portfolio became broader as the Japanese tea market grew more competitive. Oi Ocha added stronger green tea, later known as Koicha, as well as hojicha and genmaicha. Medium-size bottles and multiple serving sizes addressed different household and on-the-go needs. Competition intensified around 2000 and after, as beverage companies introduced products such as Kirin Namacha, and later Suntory Iyemon and other tea and blended-tea brands. Ito En chose to retain Oi Ocha’s handwritten visual character rather than replace it with a more formal type treatment, preserving continuity while adding product variants and packaging updates. The brand passed a reported milestone of more than 20 billion 500-milliliter-bottle equivalents in 2011. In October 2015, the phrase “Oi Ocha” received sound-trademark protection from the Japan Patent Office. This registration reinforced the brand’s distinctive verbal identity, which functions not only as a name but also as a recognizable spoken cue. In November 2017, Ito En began selling Oi Ocha Japanese tea beverages in Singapore, where unsweetened tea offered a contrast to products commonly sold with sugar or honey. International expansion subsequently extended to North America and other Asian markets. Oi Ocha has frequently been associated with leadership in Japan’s unsweetened tea market. Reference materials report that it held the top position by sales volume in an Intage SRI measure of the unsweetened tea beverage market for 19 consecutive years through 2020, although its position by sales value in 2020 differed from its position by volume. Separate reference material states that the brand received Guinness World Records recognition for the highest-selling natural healthy ready-to-drink green tea beverage for four consecutive years from 2018, excluding hojicha beverage products. Such claims are market-measurement or record claims rather than an indication that every Oi Ocha product is the market leader in every category. From 2024, Ito En increased the brand’s international profile through a global ambassador relationship with baseball player Shohei Ohtani. Large outdoor campaigns appeared in Japanese cities as well as New York, Los Angeles, Seoul and Taipei. In 2025, Ito En announced a partnership involving Major League Baseball, extending the sports-marketing platform beyond an individual ambassador. The same period also saw the launch of Oi Ocha PURE, a platform intended to explore new tea experiences, including lemon-and-green-tea products. Oi Ocha’s later communication has connected convenience and product quality with the preservation of Japanese tea culture. Ito En has promoted Japanese tea production, regional communities, tea-leaf recycling and environmental initiatives through broader corporate programs. The brand’s continuing development combines a highly recognizable everyday green-tea proposition with new flavors, packaging formats, international distribution and cultural storytelling.

• 2025

  Oi Ocha PURE expands the brand’s flavor proposition

  [5]Oi Ocha LEMON GREEN campaignitoen.co.jp

  Ito En develops the Oi Ocha PURE series, including a lemon-and-green-tea product designed to present a newer style of tea consumption.

• 2024

  Shohei Ohtani becomes a global ambassador

  [4]Shohei Ohtani Oi Ocha outdoor advertising campaignitoen.co.jp

  Ito En uses Shohei Ohtani in a global Oi Ocha communication platform spanning Japan and overseas markets.

• 2017

  Singapore sales begin

  [1]Oi Ocha — Japanese Wikipediaja.wikipedia.org

  Ito En begins selling Oi Ocha Japanese tea beverages in Singapore.

• 2015

  Oi Ocha sound trademark registered

  [1]Oi Ocha — Japanese Wikipediaja.wikipedia.org

  The phrase Oi Ocha receives sound-trademark registration in Japan.

• 2011

  Bottle-equivalent sales milestone

  [1]Oi Ocha — Japanese Wikipediaja.wikipedia.org

  Reference material reports that Oi Ocha exceeded 20 billion 500-milliliter PET-bottle equivalents.

• 2000

  Hot PET green tea is introduced

  [1]Oi Ocha — Japanese Wikipediaja.wikipedia.org

  Oi Ocha expands into hot-compatible PET packaging, broadening consumption beyond chilled tea.

• 1996

  Natural Clear extraction patent

  [1]Oi Ocha — Japanese Wikipediaja.wikipedia.org

  Ito En obtains a patent associated with the Natural Clear extraction method for bottled green tea and introduces a 500-milliliter PET format.

• 1990

  First PET-bottle green tea format

  [1]Oi Ocha — Japanese Wikipediaja.wikipedia.org

  Ito En introduces Oi Ocha in a 1.5-liter PET bottle, helping establish bottled green tea as a household and convenience product.

• 1989

  The brand is renamed Oi Ocha

  [1]Oi Ocha — Japanese Wikipediaja.wikipedia.org

  The original canned-sencha product receives the Oi Ocha name, giving it a more familiar and conversational identity.

• 1985

  Ito En launches canned sencha

  [1]Oi Ocha — Japanese Wikipediaja.wikipedia.org

  Ito En introduces canned green tea under the original name Kan-iri Sencha, establishing the product line from which Oi Ocha developed.

An accessible, unsweetened Japanese tea brand built around portability, everyday consumption, authentic tea character and the international promotion of Japanese tea culture.

• Ready-to-drink green tea · 1985

  Oi Ocha Green Tea

  The core Oi Ocha product line consists of unsweetened Japanese green tea sold in cans and PET bottles across multiple sizes and temperature formats. It is designed for everyday drinking with meals, at work, while traveling and during outdoor activities. The product’s identity emphasizes a straightforward tea taste rather than sweetness, artificial flavoring or soft-drink-style flavoring.

• Strong green tea · 2004

  Oi Ocha Koicha

  Originally associated with the Oi Ocha Koiaji or “strong taste” concept, Koicha is the stronger-tasting green-tea branch of the portfolio. It gives consumers a more pronounced tea profile while retaining the brand’s unsweetened positioning. The line illustrates Ito En’s strategy of using different taste intensities to serve a broad range of green-tea preferences.

• Ready-to-drink roasted green tea

  Oi Ocha Hojicha

  The hojicha range uses roasted Japanese tea as an alternative to the standard steamed-green-tea profile. Its roasted aroma and gentler taste broaden Oi Ocha beyond one tea style. Hojicha products have been offered in chilled and hot-compatible packages, making the line relevant in cooler seasons as well as in the general ready-to-drink market.

• Blended green tea

  Oi Ocha Genmaicha

  Oi Ocha Genmaicha combines green tea with roasted rice, creating a toasted aroma and a distinctive blended-tea taste. It is part of the brand’s broader strategy of offering familiar Japanese tea categories in convenient bottled formats. Availability and package specifications vary by market and product cycle.

• Flavored green tea · 2025

  Oi Ocha LEMON GREEN

  Oi Ocha LEMON GREEN combines green tea with lemon to create a more refreshing and contemporary taste profile. It is positioned within the Oi Ocha PURE platform, whose stated purpose is to encourage new ways of enjoying tea. The product was supported by redesigned packaging and advertising featuring Shohei Ohtani.

• Tea products for home preparation

  Oi Ocha Tea Bags and Leaf Tea

  In addition to ready-to-drink beverages, the Oi Ocha brand includes tea bags and other tea products for preparation at home. These products extend the brand’s presence from convenience beverages into pantry tea and support Ito En’s wider tea business. The range can include green tea, roasted tea and other formats depending on market availability.

• 2026Purely Japanese Tea Leaves Television Campaign

  Japan

  A new Oi Ocha television commercial highlighted Ito En’s commitment to tea leaves grown and processed in Japan. The campaign featured kabuki performer Ichikawa Danjuro XIII and connected tea production with Japanese cultural traditions.

  Outcome. The campaign reinforced the brand’s domestic-origin proposition and its role in communicating the cultural value of Japanese tea.

  Source
• 2026Japanese Tradition Invitation Campaign

  Japan

  Ito En announced a purchase-based promotion offering opportunities connected with kabuki and professional sumo. The campaign used Oi Ocha beverage and leaf-tea purchases as the participation mechanism.

  Outcome. The promotion linked Oi Ocha with two established Japanese cultural experiences while supporting the brand’s tea-and-tradition communication.

  Source
• 2026Oi Ocha LEMON GREEN Refresh Campaign

  Japan

  Ito En relaunched Oi Ocha LEMON GREEN with a more contemporary package design and a television commercial featuring Shohei Ohtani. The creative idea presented the lemon-and-green-tea combination as an unexpected pairing worth trying.

  Outcome. The campaign supported the Oi Ocha PURE platform and promoted the brand’s attempt to attract consumers seeking less conventional tea flavors.

  Source
• 2025Oi Ocha and MLB Partnership

  United States · Japan · Other baseball markets

  Ito En announced a partnership between Oi Ocha and Major League Baseball, with the stated goal of reaching baseball fans, sports-oriented consumers and broader overseas audiences. The arrangement followed the brand’s 2024 global ambassador agreement with Shohei Ohtani.

  Outcome. The partnership expanded Oi Ocha’s sports-marketing assets from an individual athlete relationship to a league-level platform.

  Source
• 2024Shohei Ohtani Global Ambassador Outdoor Advertising Takeover

  Japan · United States · South Korea · Taiwan

  Ito En placed Oi Ocha advertising featuring Shohei Ohtani at more than 85 locations, including 82 sites across 12 Japanese prefectures and six overseas locations. Key placements included areas around Shibuya Station, Times Square, Los Angeles, Seoul and Taipei. Oversized bottle-like displays and a commemorative haiku were used to connect the campaign with Ohtani and Japanese tea culture.

  Outcome. The campaign expanded the brand’s visibility beyond Japan and provided a large-scale launch platform for Ohtani’s global ambassador role.

  Source

• 2025

  Extend sports marketing through MLB partnershipStrategy

  Background

  Oi Ocha’s international expansion required broader awareness among consumers beyond existing Japanese-tea audiences.

  Action taken

  Ito En entered a partnership involving Major League Baseball and continued using Ohtani and baseball-related creative.

  Aftermath

  The brand gained access to a wider sports and baseball audience in the United States and other markets.

  Source

• 2025

  Launch the Oi Ocha PURE platformProduct launch

  Background

  Ito En aimed to broaden green tea’s appeal by responding to international flavor and packaging trends.

  Action taken

  The company introduced Oi Ocha PURE, including the LEMON GREEN variant.

  Aftermath

  The platform created a more experimental part of the portfolio and opened the brand to new flavor occasions.

  Source

• 2024

  Appoint Shohei Ohtani as global ambassadorStrategy

  Background

  Ito En sought to raise Oi Ocha’s profile outside Japan and connect Japanese tea with a globally recognized Japanese athlete.

  Action taken

  The company appointed Shohei Ohtani as a global ambassador and deployed him in international advertising.

  Aftermath

  The relationship became the basis for large outdoor campaigns and later league-level sports marketing.

  Source

• 2015

  Register the Oi Ocha sound trademarkOther

  Background

  The spoken call embedded in the brand name had become a distinctive part of Oi Ocha’s identity.

  Action taken

  The phrase Oi Ocha was registered as a sound trademark in Japan.

  Aftermath

  The registration strengthened legal protection for the brand’s audio identity.

  Source

• 2000

  Expand into hot-compatible PET teaProduct launch

  Background

  The brand needed to serve consumers across seasons and consumption occasions.

  Action taken

  Ito En introduced hot-compatible PET green tea products.

  Aftermath

  Oi Ocha became available as a packaged tea option in both chilled and heated beverage channels.

  Source

• 1996

  Introduce the 500-milliliter PET formatProduct launch

  Background

  Consumers increasingly needed beverages that could be carried outside the home.

  Action taken

  Ito En launched a 500-milliliter Oi Ocha PET bottle and associated the brand more strongly with on-the-go consumption.

  Aftermath

  The smaller format became an important driver of the brand’s portability and mass-market reach.

  Source

• 1990

  Launch of green tea in PET bottlesProduct launch

  Background

  Ito En sought to make prepared green tea more convenient for household and portable consumption.

  Action taken

  The company introduced Oi Ocha in a 1.5-liter PET bottle, followed later by smaller portable formats.

  Aftermath

  PET packaging helped normalize ready-to-drink green tea as an everyday beverage category.

  Source

• 1989

  Rename canned sencha as Oi OchaStrategy

  Background

  The original Kan-iri Sencha name was considered unfamiliar and insufficiently approachable for a mass consumer product.

  Action taken

  Ito En adopted the conversational Oi Ocha name, drawing on an earlier advertising phrase associated with calling for tea.

  Aftermath

  The renamed product gained broader consumer recognition and became the foundation of Ito En’s leading tea brand.

  Source

1. 1Oi Ocha — Japanese Wikipediaja.wikipedia.org
2. 2The story and future of Oi Ochanewswitch.jp
3. 3Ito En Oi Ocha brand and product informationitoen.jp
4. 4Shohei Ohtani Oi Ocha outdoor advertising campaignitoen.co.jp
5. 5Oi Ocha LEMON GREEN campaignitoen.co.jp
6. 6Oi Ocha Japanese tea leaves campaignitoen.co.jp
7. 7Ito En announces MLB partnership for Oi Ochanikkei.com