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Ito En has sold over 30 billion bottles of its Oi Ocha green tea drink, foreground. (Photo by Jun Hashimoto)
Business

30 billion bottles and counting: Japan's green tea titan

Ito En dominates at home, and now it wants the world

| China

Founded in 1966, Japanese tea company Ito En developed the world's first ready-to-drink bottled green tea in 1984. This was followed by the introduction of the Oi Ocha tea line in 1989, which is now the company's flagship brand. Ito En commands nearly 40% of the domestic market for green tea beverages and has introduced a wide range of other bottled drinks over the years, including recent health-oriented products.

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