Heaptalk, Jakarta — After achieving success as Thailand’s number one green tea brand, selling hundreds of millions of bottles monthly, Ichitan has now introduced its latest product to the Indonesian market: Ichitan Green Tea.
With the tagline ‘Ini Baru Berasa’, meaning now that’s real flavor, the drink combines the antioxidant-rich benefits of polyphenol-packed green tea (with no artificial sweeteners) with bold, refreshing fruit flavors. This makes it ideal for young consumers seeking a healthy yet flavorful and unique tea-drinking experience.
Available in three variants—apple, blackcurrant, and honey lemon—Ichitan Green Tea is specially designed to appeal to young, adventurous consumers who value eye-catching, trendy packaging.
The company’s decision to launch in Indonesia aligns with its commitment to offering products tailored to local tastes and trends. With over a decade of experience in Thailand’s ready-to-drink tea market, Ichitan is confident its product will resonate with Indonesian youth, who are increasingly open to new flavors and innovative packaging.
“We understand that young Indonesians want something different, not just in taste but also in visual appeal and experience. Ichitan Green Tea delivers just that: refreshing, unique, and still healthy,” said Duangkamon Ngarmsangiem, Chief Operating Officer of Ichitan Indonesia, in a written statement on Thursday (05/22).
Besides the fresh variants, Ichitan also introduced a hidden rewards program under bottle caps to delight consumers, offering instant prizes with every purchase. The campaign runs across Indonesia, adding an element of excitement to each bottle opening.
Additionally, the brand launched a ‘Scratch & Win’ promotion, where buyers of Ichitan Green Tea in carton packaging can uncover hidden prizes. These initiatives aim to enhance the consumer experience while enjoying the product. Ichitan is boosting visibility through creative campaigns, including Transjakarta bus branding and activations at strategic bus stops in Jakarta, which are directly introducing the new variants to urban consumers.
The launch campaign also features a music roadshow across Central Java, with performances by popular artists like For Revenge, Guyon Waton, and NDX AKA. A tour highlight included distributing free products to thousands of attendees and hosting a communal tea-drinking moment, fostering a fun and engaging connection between Ichitan and its audience.
“After this, we’ll head to Semarang and Purwokerto. We want to meet young consumers directly and let them experience Ichitan Green Tea,” said Andreas Advent Sitompul, Marketing General Manager of Ichitan Indonesia.
