The Role of Japanese Tea Cafes in Ise Tea Production Area

Abstract

This paper focuses on "Japanese tea cafes" run by tea farmers in a declining tea production area. Since green tea is also a "luxury item", consumers want to visit the tea production areas for "fragrance" and "taste" in addition to "price". This is a demand that will increase the added value of green tea in the future. "Japanese tea cafes" can also be expected to revitalize production areas in the future, as they provide a place where consumers can directly ask for the green tea that they desire to the producers and thus uncover a new demand for green tea.