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.
Globalization has transformed China-Japan food industry integration from product circulation into a deeper dialogue on branding, strategy, and innovation. While China's market evolves at a rapid pace, Japan’s refined operations offer distinct advantages. How can both leverage their strengths for mutual growth?
This session at FBIF unites leading Japanese and Chinese brands to explore:
· Brand Resilience: How to build long-term global competitiveness?
· Go-to-Market Strategy: Beyond exporting—how to sustain market growth?
· Cross-Cultural Innovation: How to create products that resonate globally?
· Global Expansion: How can both adapt to shifting consumer trends?
More than a discussion on globalization, this session provides insights to shape the future of food industry growth.