Following the global bubble tea boom of the 2010s, the category has matured into a daily staple, expanding from specialty shops to RTD formats in fast food and convenience channels. In 2024, the global market reached USD 2.63 billion, with Asia-Pacific accounting for 43.35% and growing at a CAGR of 7.81%. Japan’s market, while smaller, is projected to more than double—from USD 130 million in 2022 to USD 281.8 million by 2030 (CAGR 10.2%). As consumer habits shift from Instagrammable stores to convenient RTD models, Japan shows strong and stable growth potential.
Why We Selected This Case
The selection of “FamilyMart Let’s Tea” as a case study is strategic, leveraging FamilyMart’s extensive network of approximately 16,000 stores across Japan and Taiwan’s mature bubble tea supply chain and product development expertise. FamilyMart has previously succeeded in introducing Taiwanese culinary delights like FamiChiki and FamiCafe to Japan. In this hypothetical scenario, we utilize ADGo to explore how to propel Let’s Tea into the Japanese market through market intelligence sweep, new product pre-launch strategies, and integrated marketing creativity.
Market and Strategic Insights
01Market Intelligence Sweep
Japan’s bubble tea market, though a late starter, has seen rapid growth fueled by Asia’s beverage trends. Post-COVID recovery and rising tourism have made “health,” “convenience,” and “social buzz” the three key drivers in 2024. Consumers are shifting from high-sugar drinks to low-sugar, caffeine-free, and natural options, with strong interest in limited editions, cultural collaborations, and eco-friendly packaging.
Local brands focus on small-format, sustainable models, while global players compete with quality and cultural storytelling. Backed by RTD expertise, cold chain logistics, and Taiwanese tea innovation, Let’s Tea is well-positioned to tap into Japan’s health-driven and differentiated beverage market.
02 New Product Pre-Launch→ 04 Integrated Marketing Creativity
Based on 02 New Product Pre-Launch, the focus is on three consumer drivers: the younger demographic, demand for healthy beverages, and social media buzz. Here are two creative concepts generated by ADGo:
- Tokyo Tea Evolution: Limited Flavors Merging Health and Local Culture
Integrating wellness trends with local culture, the product features plant-based milk infused with popular Japanese flavors. A transparent bottle design with a QR code offers access to ingredient and nutritional information, reinforcing brand trust and transparency.
- Tokyo Tea Craze: Hidden Menu Unlocks Urban Flavor Exploration
“A Cup of Tea, A City” — introducing a hidden menu series inspired by Tokyo neighborhoods. An online “Tokyo Flavor Generator” recommends personalized drinks, while offline check-in missions unlock limited editions. Paired with KOL-driven short videos and storytelling, Let’s Tea becomes a drink that connects people with the memories of the city.
Building on the above concept, a comprehensive 04 Integrated Marketing Creativity initiative titled “Tokyo Tea Tales: A Cup of Tea, A City” has been developed. Centered around product innovation, Taiwanese tea culture, and interactive engagement, the campaign connects everyday consumer experiences with Let’s Tea’s unique local brand identity.
The strategy unfolds across three key phases—Tease, Launch, and Amplify—integrating online and offline touchpoints to create a seamless phygital journey. The goal is to position Let’s Tea as the gateway to exploring urban flavors through tea.
- Tease : Product & Cultural Positioning The campaign begins by showcasing signature blends made with Taiwanese teas—Sun Moon Lake Black Tea, Dong Ding Oolong, and Jin Xuan—paired with local ingredients. Each drink reflects the character of a specific Tokyo neighborhood, creating a cultural dialogue between Taiwan tea and urban identity.
- Launch: Celebrity Co-Creation To maximize buzz, the campaign leverages celebrity co-creation. Selected influencers or artists take on the “24-Hour Tokyo Tea Tales” challenge, visiting stores, tasting signature drinks, and filming a Vlog-style short film themed “A Cup of Tea, A City Memory.” Interactive giveaways and fan missions run in parallel on TikTok, Instagram, and LINE.
- Amplify : #TokyoTeaTales Social Buzz Social engagement is driven by the hashtag #TokyoTeaTales, supported by weekly TikTok and Instagram challenge prompts with official demo videos to stimulate UGC. LINE is used to push reward coupons, encouraging repeat visits and stabilizing conversion.
ADGo Execution Process
Although this is a conceptual case, it demonstrates that ADGo is not just a creative incubator, but also a powerful engine that drives strategy, execution, and optimization. By leveraging data-driven insights and real-time adjustments, Let’s Tea evolves from a simple beverage into a lifestyle brand embraced by Japan’s younger generation—marking a pivotal leap from its roots in Taiwan to international expansion and deep local integration.