Takamiya Sohei has accumulated nearly two decades of strategic planning and brand innovation experience in the food and beverage industry since joining Kirin Group in 2006.
With deep involvement in the conglomerate's core operations, he has spearheaded multiple corporate brand strategy upgrades, national-level sponsorship collaborations, and market expansion initiatives, demonstrating particular expertise in driving business growth through innovative business models.
Appointed as Managing Director of Kirin (China) Investment Co., Ltd. effective March 28th this year, he remains committed to the principles of "customer-oriented" and "quality-centric" dedicating to provide Chinese consumers with increasingly appealing and innovative product offerings.
The concept of "raw" goes beyond minimally processed, fresh tea infusions—it evokes purity and authenticity, much like draft beer or prosciutto. Kirin Nama-cha leverages this “raw” identity to enhance the perception of freshness, utilizing micro-milled tea leaves, low-temperature extraction, and other advanced techniques to elevate its taste. Coupled with a comprehensive marketing strategy, the brand’s 2023 relaunch led to explosive growth, selling 25 million bottles in just three days and surpassing 100 million bottles within seven weeks, making it one of Kirin’s best-selling products in history.
This session will explore the evolution of Kirin Nama-cha, examining how technological innovation, brand revitalization, and market insights transformed it from a single green tea product into a category-defining phenomenon.
As consumer demand for health-conscious, high-quality products grows, the food and beverage industry faces both rapid transformation and fierce competition. In China, the sugar-free tea market surged 110% in 2023 (Nielsen), yet brands struggle with price wars and homogeneity. Meanwhile, global expansion is accelerating, but breaking into mainstream overseas markets remains a challenge.
Leading brands have successfully navigated these shifts through innovation: Calbee revived its potato sticks with a unique texture, achieving a V-shaped sales rebound; Kirin Nama-cha sold 100M+ units in seven weeks via brand revitalization; Meiji turned bitter chocolate into a hit by leveraging the "cocoa polyphenol" concept; Fruit Ripe disrupted the market by integrating into convenience store channels……
This dialogue gathers global industry leaders to explore:
· Product innovation: How to create products that truly resonate with consumers?
· Brand longevity: How to build enduring competitive advantages?
· Global expansion: How to move beyond exports and establish a lasting presence?
By examining case studies and industry trends, this discussion will uncover strategies for sustained growth in an evolving market.