Summer Program: Itoen and Industry Experts Collaborate on CTIS's All-English PBL Program for Elementary and Middle School Students to Develop Matcha Drink Products and Marketing Strategies

This 10-day project, running from Monday, July 27 to Friday, August 7, 2026, will be conducted entirely in English, focusing on product design and marketing of matcha drinks in collaboration with Itoen Co., Ltd. and tea industry professionals.

※Guest speakers from Itoen Co., Ltd. will deliver lectures in Japanese with English interpretation provided.

Students will tackle the challenge: "Develop a matcha drink for the global market and experience promotion firsthand!" On the final day, they will present their original concepts in English to guest speakers and receive expert feedback.

Session 1 will be held from Monday, July 27 to Friday, July 31, and Session 2 from Monday, August 3 to Friday, August 7. Participation in either session is possible. The program is primarily aimed at students from 5th grade elementary to 2nd grade middle school, though 3rd grade middle school students may also apply upon request.

Application page: https://www.capitaltokyo.com/lp/summer-school2026

About the Long-Holiday CTIS Inquiry Program

CTIS offers project-based learning (PBL) in collaboration with business leaders and industry experts. These classes aim to equip students with real-world knowledge and skills by tackling open-ended, real-world challenges. Students conduct research, discussions, planning, and presentations, receiving direct feedback from external experts.

The "CTIS Inquiry Program," held during long school breaks, extends this real-world, society-connected learning beyond internal students to external participants as an extracurricular offering.

MATCHA CREATORS PROJECT: "Develop a Matcha Drink for the World and Experience Promotion!" – Program Details

Based on questions such as "Why is matcha loved globally?" and "What kind of product would appeal to people worldwide?", students will engage in a matcha-themed product development and promotion project, drawing inspiration from Itoen's case studies, insights from tea distribution experts, and examples from matcha drink shops.

Students will research the history and cultural background of matcha, as well as market trends in Japan and abroad. They will analyze target customer needs and develop original matcha-based products.

They will also learn from guest speakers about how to communicate a product’s appeal, then design packaging and develop advertising and promotional strategies.

Beyond mere idea generation, students will cultivate a mindset for communicating Japanese values globally by considering "who" the product is for, "what value" it delivers, and "how" it reaches them.

Additionally, by conducting all instruction in English, the program aims to develop practical, real-world English communication skills.

Inquiry Learning Process

※The daily schedule may be subject to change.

Session 1 – July 27 (Mon) to July 31 (Fri), 2026

Product Planning × Packaging Design

Day 1: Learn about the history, culture, and market of matcha, and the fundamentals of product development

Day 2: Mix matcha with other beverages to create product concepts

Day 3: Conduct target audience analysis and plan the concept for an original product

Day 4: Organize product features and values, and create packaging designs

Day 5: Final presentation and feedback session

Session 2 – August 3 (Mon) to August 7 (Fri), 2026

Promotion × CM Video Production

Day 1: Learn the basics of promotion from marketing professionals

Day 2: Develop a catchy slogan for your product

Day 3: Design the concept for a CM video and begin filming

Day 4: Learn editing techniques from professionals and produce the video

Day 5: Final presentation and feedback session

Recommended for Students Who:

◼︎ Are interested in product development, marketing, or entrepreneurship

◼︎ Want to explore how to communicate Japanese culture to the world in English

◼︎ Enjoy creative activities that turn ideas into tangible outcomes

◼︎ Want to learn promotional techniques from industry professionals

◼︎ Seek rich opportunities for English output, such as presentations and discussions

◼︎ Want to develop the ability to tackle open-ended challenges and express their own ideas

Guest Company: Itoen Co., Ltd.

Since its founding in 1966, Itoen has operated under the management philosophy of "Customer First," promoting Japanese tea culture globally through brands like "Oi Ocha" and a range of tea beverages and leaf products. As a "health-creating company" supporting global customer well-being, Itoen delivers the value of tea—from tradition to cutting-edge technology—and continues striving to become a "global tea company" that proposes healthy, enriched lifestyles.

Official website: https://www.itoen.co.jp/

In addition to Itoen, this project will feature guest experts from the tea wholesale industry, advertising professionals, and CTIS video production instructors.

Program Overview

[Schedule]
Session 1: July 27 (Mon) – July 31 (Fri), 2026 (5 days)
Session 2: August 3 (Mon) – August 7 (Fri), 2026 (5 days)

[Time]
9:00 AM – 2:00 PM

[Eligibility]
(1) Students from 5th grade elementary to 2nd grade middle school
(2) Sufficient English proficiency to understand instructor directions and express opinions to some extent
※Applicants must submit a speaking video during registration

[Venue]
CTIS Mita Campus
Google Map: https://maps.app.goo.gl/kcDMNfE9oXPNHiXk8
4-1-27 Mita, Minato-ku, Tokyo FBR Mita Building

8-minute walk from Shirokane-Takanawa Station (Tokyo Metro Namboku Line / Toei Mita Line)
9-minute walk from Tamachi Station (JR Yamanote Line)
9-minute walk from Mita Station (Toei Mita Line / Toei Asakusa Line)
1-minute walk from Mita 5-chome stop (Toei Bus Route T87)

[Fees]
Participation Fee:
…Internal students: 53,000 JPY (tax included)
…External students: 75,500 JPY (tax included)

Lunch Fee (optional):
…Organic lunch for one session: 5,000 JPY (tax included)

[What to Bring]
Laptop and charger
Pencil and eraser
One black ballpoint pen
File folder for worksheets (A4 size)
Water bottle with water or tea (carbonated or sugary drinks are not allowed)
Lunch utensils (required for all students, whether bringing lunch or ordering school lunch)
Lunch (only if not ordering school lunch)

[Application]
https://www.capitaltokyo.com/lp/summer-school2026

[Application Deadline]
Session 1: June 26 (Fri), 5:00 PM
Session 2: July 3 (Fri), 5:00 PM

※Applications will close immediately if capacity is reached.

About Capital Tokyo International School (CTIS)

Capital Tokyo International School (CTIS) was founded in 2022 by Takahiro Sato, the founder of LITALICO Inc., who is now an angel investor supporting approximately 50 companies.