Japan is experiencing a third wave of black tea popularity characterized by a surge in specialty cafes and customized beverages [1, 2].
This trend reflects a shift in consumer behavior toward personalization and freshness, moving the tea market beyond traditional bottled drinks into highly tailored experiences.
Specialty tea chains and convenience stores are reporting significant growth. The tea chain Gong Cha saw 42 million visitors in 2025 [1]. This growth is mirrored in the digital marketplace, where black tea e-commerce sales have increased by more than 250% compared to the previous year [2].
The current market expansion is driven by a variety of offerings. Some establishments now provide more than 100 types of fresh-brewed black teas [1]. To attract consumers, several all-you-can-drink shops have emerged, allowing customers to choose from more than 10,000 possible customization combinations [1].
These customizations include various adjustments to toppings, sweetness levels, and the amount of ice used in each drink [1]. Industry reports said that the creative input of part-time employees in developing these combinations has helped capture consumer interest [1, 2].
The accessibility of these drinks has expanded across Japan. While specialty cafes like Gong Cha lead the trend, the availability of fresh-brewed options in convenience stores has integrated the boom into daily routines [1, 2].
“Japan is experiencing a third wave of black tea popularity”
The 'third boom' signifies a transition from tea as a commodity to tea as a customizable luxury. By integrating high-volume customization with the convenience of chain stores, the industry is successfully targeting younger demographics who prioritize individual preference and 'Instagrammable' variety over traditional brewing methods.
