Dear Tea Enthusiasts,
New initiatives
In Japan, the news that the "4 million yen tour for the wealthy" organised and marketed by Tochigi Prefecture in October 2023 did not sell a single case made headlines: three days and two nights, with a helicopter for transport, including visits to Nikko Toshogu Shrine and sake breweries, and of course accommodation at a renowned luxury hotel. The tour included a visit to Nikko Toshogu Shrine and a visit to a sake brewery. Other regions have attempted similar challenges, but they have all ended in failure.
On the other hand, there is now a successful example, the 4 million yen tea tour in Ureshino, which has become the talk of the town in Japan. This unique initiative in the region started around 2016, but has evolved over the years and has become a major international talking point.