Japanese tea is gradually gaining popularity abroad due to the distribution of Japanese foods and sweets made with matcha, powdered green tea. However, every tea-producing area faces a trend of shrinking consumption of Japanese tea. To cope with this downward trend, we investigated attitudes toward the direction of the 6th industry, such as the development of new tea products and the promotion of exports. We conducted a questionnaire survey of tea sellers in Shizuoka, a major tea-producing area. Quantitative analyses revealed that those who had a positive attitude expressed their intention toward the promotion of exports and the development of upmarket and fashionable tea products. It was also confirmed that training abroad is an effective way to raise entrepreneurship.
