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; CEO: Rina Akimoto), operator of 'Tabechoku,' Japan's largest direct-from-farm e-commerce site (*1, *2), 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 promotions via the 'Tabechoku' e-commerce platform, aiming to drive everything from brand awareness to the creation of purchasing opportunities for Kagoshima Tea. Background Kagoshima Prefecture is one of Japan's leading tea-producing regions, ranking first in crude tea production 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 enhancement and market expansion key challenges. In response, Vivid Garden utilized its platform and marketing expertise to implement an integrated promotional strategy that combines 'experience' with 'e-commerce.' Overview of Initiatives The initiative focused on building a seamless flow from 'awareness to understanding to purchase' by combining experiential events in the Tokyo area with digital marketing. 1. Experiential Promotion ・Conducted tasting comparisons of five tea varieties at metropolitan events. ・Engaged 739 attendees, gathering consumer data through popularity polls and surveys. ・Promoted understanding of Kagoshima Tea using flavor and aroma charts. 2. E-commerce and Digital Initiatives ・Creation of special landing pages and feature articles. ・Email newsletter distribution. ・Video production. 3. Purchasing Flow Design ・Designing navigation to producer pages. ・Driving sales through gift campaigns and coupon promotions. Key Features 1. Integrated Design Linking Experience and E-commerce By using the value of real-world event experiences as a starting point, the project connected users to landing pages, articles, and newsletters, creating a unified path from awareness to purchase. 2. Data-Driven Improvement By combining popularity polls and survey data, the project gathered insights into preferences, drinking habits, and purchasing trends by variety, building a foundation for future marketing improvements. 3. Storytelling Connecting Producers and Consumers Beyond simple product promotion, the initiative conveyed the background of the region, varieties, and producers to boost brand value and foster a loyal fan base. Future Outlook Moving forward, the company will continue to refine its communication strategies based on the insights and data gained from this project to deliver the charm of Kagoshima tea to more consumers. Efforts will also continue to expand consumer touchpoints and optimize the purchasing experience.