Kagoshima Prefecture and Vivid Garden Partner to Boost Brand Value of 'Kagoshima Tea,' Japan's Top Producer, Through Integrated Experience and E-commerce Initiatives

Vivid Garden, Inc. (Headquarters: Minato-ku, Tokyo; President: Rina Akimoto), operator of 'Tabechoku,' Japan's largest direct-from-farm e-commerce site (*2) which holds nine No. 1 rankings including brand awareness and usage (*1), has implemented promotional measures to enhance the brand value and expand sales channels for 'Kagoshima Tea' as part of a project commissioned by Kagoshima Prefecture for the 2025 fiscal year.

This initiative combined experiential events in the Tokyo metropolitan area with information dissemination and sales promotion measures via the 'Tabechoku' e-commerce site to drive everything from awareness to the creation of purchasing opportunities for Kagoshima Tea.

Background of the Initiative

Kagoshima Prefecture is one of Japan's leading tea-producing regions, boasting the highest production volume of crude tea in the country and receiving high acclaim at national tea competitions. However, consumer awareness of 'Kagoshima Tea' and understanding of its specific varieties remain insufficient, making further brand value enhancement and sales channel expansion key challenges.

Against this backdrop, Vivid Garden, Inc. utilized the Tabechoku platform and its marketing expertise to implement an integrated promotional strategy that combines 'experience' with 'e-commerce.'

Overview of the Initiative

This initiative combined experiential measures at metropolitan events with e-commerce-based information and sales promotions to build a consistent flow from 'awareness to understanding to purchase.'

① Experiential Promotion

・Conducted a tasting comparison of five varieties at metropolitan events.

・Collected consumer data through popularity polls and surveys from 739 attendees.

・Promoted understanding of Kagoshima Tea using flavor and aroma charts.

② E-commerce and Digital Measures

・Production of special landing pages and feature articles.

・Distribution of email newsletters.

・Video production.

③ Purchasing Flow Design

・Designed navigation to producer pages.

・Promoted purchases through giveaway campaigns (coupon incentives).

Key Features of the Initiative

1. Integrated Design Linking Experience and E-commerce

By using the experiential value of real-world events as a starting point and connecting it to landing pages, articles, and newsletters, the flow from awareness to purchase was designed as a unified experience.

2. Data-Driven Design for Continuous Improvement

By combining popularity polls and survey data, the initiative gathered insights into preferences by variety, drinking habits, and purchasing trends, establishing a foundation for future strategy improvements.

3. Storytelling Connecting Producers and Consumers

Beyond simple product promotion, the initiative conveyed the background of the production region, varieties, and producers to boost brand value and foster a loyal fan base.

Future Outlook

Moving forward, based on the insights and data gained from this project, we will continue to examine communication strategies and information dissemination methods to deliver the charm of Kagoshima tea to more consumers. We will also explore expanding consumer touchpoints and refining the purchasing experience.