Ito En Unveils Limited-Edition Sakura Beverages Ahead of the 2026 Spring Season

The prominent Japanese tea manufacturer Ito En has officially unveiled two limited-edition beverage series inspired by the blooming of cherry blossoms, offering consumers a taste of this quintessential spring symbol well ahead of the actual season. This initiative is a prime example of Japan's well-established seasonal marketing strategy, where major brands utilize specific cultural milestones and national events to create a sense of exclusivity and drive short-term sales through unique product offerings.

Scheduled for release on January 19, 2026, the new beverage lineup includes Oi Ocha Sakura Green and Matcha Love Sakura Matcha. The first product, Oi Ocha Sakura Green, is meticulously crafted using edible cherry blossom leaves that have been preserved in salt. This drink is brewed from specially selected green tea leaves characterized by a high umami content and low astringency. According to Ito En, this combination results in a flavor profile that closely resembles sakura mochi, a traditional Japanese confection. The second offering, Matcha Love Sakura Matcha, utilizes salt-preserved cherry blossom flowers instead of the leaves. The Matcha Love brand, which was originally established by the company’s North American division, is marketed in Japan as a slightly sweet alternative to traditional tea.

Ito En, a company with a history dating back to its founding in 1966, is widely recognized for its commitment to preserving tea heritage through the production of both traditional matcha and modern bottled drinks. Its flagship brand, Oi Ocha, was launched in 1989 and has since become the global leader in the unsweetened green tea market. By the end of December 2024, the brand had achieved a remarkable milestone, with cumulative sales exceeding 45 billion bottles. Seasonal marketing tied to the sakura season attracts significant attention from both local residents and international tourists, generating substantial economic turnover and demonstrating the power of cultural integration in product promotion.

The tradition of sakura tea, known as sakurayu, involves brewing salted petals and has historical roots stretching back to the Heian period. Its popularity grew significantly during the Edo period, coinciding with the rise of pickled cherry blossom production—known as sakuradzuke—in the city of Hadano, located in Kanagawa Prefecture. This beverage is frequently served at formal celebrations and weddings, where it serves as a symbol of renewal and auspicious beginnings. Ito En’s pricing for these new products remains accessible to the general public, with Oi Ocha Sakura Green priced at 194 yen (approximately $1.30 USD) and Matcha Love Sakura Matcha retailing for 270 yen.

By launching these limited-edition beverages, Ito En is able to successfully capitalize on the global fascination with Japanese spring traditions. These products offer consumers a unique sensory experience that is intrinsically linked to the cherry blossom season, blending historical culinary practices with contemporary consumer trends. The strategic timing of the release ensures that the brand remains at the forefront of the seasonal market, providing a refreshing connection to Japanese heritage through every bottle sold.