ITO EN (Thailand) Co., Ltd., a regional subsidiary of ITO EN, Ltd. of Japan, plays a key role in promoting the global tea culture and healthy beverage innovation in Southeast Asia. As one of the world’s largest green tea beverage companies, ITO EN has extended its legacy into Thailand through a focus on authentic Japanese tea products, premium matcha, and wellness-oriented drinks.
Core Business and Product Portfolio
The Thailand office of ITO EN focuses on the marketing, distribution, and adaptation of ITO EN's world-renowned products to meet the needs of Thai and ASEAN markets. The company’s portfolio covers:
Ready-to-Drink Beverages
- Oi Ocha Unsweetened Green Tea
- Oi Ocha Matcha Green Tea
- Oi Ocha Matcha Green Tea with Roasted Rice
- Oi Ocha Instant Green Tea with Matcha
- Oi Ocha Premium Tea Bag Matcha Green Tea
Matcha and Tea Powders
- Pure Matcha
- Oishi Matcha Single Serve Sticks
- Oishi Matcha Latte Powder
Functional and Healthy Beverages
- Kenko Mineral Mugicha (Barley Tea)
- Ichinichibun no Yasai (Vegetable Juice Blend)
Coffee Range
- Tully's Coffee Black Bottle Can – Premium ready-to-drink black coffee
These products are formulated with a strong emphasis on natural ingredients, low sugar or unsweetened profiles, and the health benefits of antioxidants and plant-based nutrients.
Manufacturing and Supply Chain Capabilities
While ITO EN (Thailand) operates primarily as a marketing and distribution hub, its parent company oversees one of the most advanced tea production supply chains in the world, with traceability from tea farm to bottle. Key capabilities include:
- Vertically Integrated Sourcing from Japanese tea farmers
- Patented Bottle Filling Technology that maintains antioxidant integrity
- Cold Brew and Matcha Processing Facilities
- Sustainable Procurement Practices in line with ISO 14001
ITO EN ensures that all Thailand-distributed products adhere to international food safety standards and retain their authentic flavor profiles through advanced storage and logistics systems.
Market Presence and Export Strength
ITO EN (Thailand) contributes to the group’s global reach across more than 30 countries. Specific to Thailand and ASEAN:
- Retail Presence: Products available in leading retail chains including Tops Market, Central Food Hall, 7-Eleven, and Gourmet Market
- E-commerce Channels: Lazada Thailand, Shopee, JD Central
- HORECA Supply: Targeting hotels, wellness centers, and Japanese restaurants
- Annual Sales Growth: 12% CAGR in ASEAN region (2020–2023)
ITO EN’s flagship product, Oi Ocha, remains the #1 bottled green tea in Japan and has gained traction among health-conscious Thai consumers.
Certifications and Compliance
ITO EN's global operations and Thailand branch align with stringent quality control systems:
- FSSC 22000 / ISO 22000 – Food Safety Management Systems
- Halal Certification for regional markets
- EcoLeaf Environmental Label on sustainable packaging
- FDA Thailand Registration for all SKUs distributed locally
These standards reflect ITO EN’s dedication to transparency, safety, and environmental consciousness.
R&D and Innovation
ITO EN invests significantly in research and development to continuously improve the health benefits and functionality of its beverages:
- Matcha Innovation: Developing new formulations for culinary and beverage use
- Zero-Calorie Green Tea: Reformulated for Southeast Asia’s tropical climate
- Sustainability Projects: Packaging optimization using recycled PET and plant-based plastics
- Tea Health Studies: Collaborations with research institutions in Japan and abroad
Strategic Strengths
- Brand Trust: Market leader in Japan with a growing global consumer base
- Product Integrity: No preservatives, additives, or artificial coloring
- Wellness Alignment: Meets increasing demand for healthy, functional beverages
- Retail Penetration: Broad channel access through modern trade, traditional trade, and online
Customer Testimonials
“ITO EN’s Oi Ocha is now a staple in our functional beverage aisle. Consumers love the unsweetened format and natural taste.”
– Category Buyer, Major Thai Retail Chain
“The matcha powder quality from ITO EN is unmatched. Our restaurant's signature matcha drinks are entirely powered by their ingredients.”
– F&B Manager, Bangkok Japanese Restaurant Group
Key Achievements
- Top Selling Green Tea Brand in Asia-Pacific according to Euromonitor International (2023)
- Official Beverage Partner at Japan Expo Thailand
- Introduced Matcha LOVE series to Southeast Asia in 2022 with great commercial success
- Reached over 10,000 retail distribution points across Thailand and neighboring countries
ITO EN (Thailand) Co., Ltd. continues to champion authentic Japanese tea culture and functional beverage excellence in the Thai market, backed by decades of experience, robust R&D, and unwavering dedication to sustainability and consumer wellness.
