Japanese Tea in Switzerland: Between Emergence and Challenges toOvercome
By Niels Renard

Tea in Switzerland: A Surprising Landscape
In Switzerland, despite often being overshadowed by the popularity of coffee, tea is gaining
ground with a growing passion. From active tea clubs to elegant boutiques dotting major cities,
the tea scene surprises and intrigues. But even more surprising is the presence of tea
plantations nestled in the southern Alps of the country. Despite this wealth of tea-related
experiences, few enthusiasts expect to find these gems in Switzerland. Specialized shops andtea rooms dot major cities such as Basel, Bern, Geneva, Lucerne, Lausanne, and Zurich,offering unexpected tea delights.
Simultaneously, Japanese tea, a true secular cultural treasure, is finding its place in Swissconsumption habits. This elixir, a millennia-old heritage known for its flavors and medicinal
virtues, is gradually making its mark on the Swiss tea market. This narrative explores thehistorical evolution of Japanese tea in Switzerland, delving into consumer preferences andhighlighting Lemoncha, a pioneering company in promoting this exquisite beverage. Beyond
being just a trend, the consumption of Japanese tea in Switzerland weaves a cultural link
between these two nations, merging Japanese refinement with Swiss appreciation forauthenticity and tradition.
Demystifying Green Tea and Valuing Quality
Switzerland, a confirmed lover of coffee, maintains a unique relationship with tea. On average,
each resident consumes one cup of tea per day. But the real surprise lies in the enthusiasm
for iced tea, where Switzerland ranks as the champion of Europe. Its consumption surpasses
that of all other European countries, ranking just behind Taiwan and Japan on a global scale.
In 2021, the average consumption of drinking water in Switzerland reached 600 ml per day
per person, with an additional 35 ml of tea and 115 ml of coffee. Thus, tea represents a
substantial part of the beverages consumed daily.

In the past, Nestea, owned for 25 years
by Nestlé and Coca-Cola, and Migros'
Ice Tea, reigned supreme in the Swiss
iced tea market. However, the arrival ofnearly 600 new tea recipes in Europe in2017 initiated fierce competition,marking a turning point. Since the1980s, an innovative iced tea createdby Ruedi Bärlocher and Martin
Sprenger from Bischofszell, once
mocked, became the unofficial symbolof Switzerland, propelling the country
among the world leaders in iced tea
consumption, with about 30 liters perperson each year.

Migros Ice Tea, © Migros Group

Despite this enthusiasm for iced tea, Swiss consumers' knowledge of Japanese tea remains
limited. Buyers often find themselves acquiring poor-quality tea at high prices, deceived by"Japan" labels on packaging. Tea stores, perceived as elitist, intimidate the youth with theirtraditional aspect. The perceived complexity of tea preparation acts as a barrier for novices,reflecting a similar trend observed in Japan, where bottled tea sales surpass loose tea due tothe fast-paced lifestyle.
Although Switzerland is familiar with black tea, a direct influence of neighboring Britain, green
tea has long been relegated to the background. This preference for black tea is partly
explained by a lack of knowledge about the specific infusion parameters for green tea. Unlikecoffee, where infusion rules are well established, the green tea infusion process requires
particular attention and often unknown specific conditions. The complexity of this subtle art,
where water temperature and infusion time must be meticulously respected, remains anenigma for many Swiss tea enthusiasts. This lack of knowledge contributes to perpetuating anegative perception of green tea, reducing its appeal among Swiss consumers.
Black tea, despite its popularity in Switzerland, is often consumed with milk and sugar,
practices that often mask its intrinsic quality. This habit of mixing black tea with sweet andmilky elements is deeply rooted in Swiss culture, often making the flavor nuances of black tea
less noticeable. While this practice may offer a comforting drink, it also reduces sensitivity to
the subtleties of this type of tea, creating a less pronounced interest in purer varieties andtheir distinct characteristics.
Currently in Switzerland, Japanese tea is mainly adopted by Asia or Japan connoisseurs, witha notable exception for matcha, widely prized, especially in its sweet Matcha Latte form.
However, the availability of Japanese teas outside the home remains rather limited. The tea
options available mainly include bottled iced tea, often sweetened and flavored forconvenience, teas in easily portable sachets, or Bubble Tea, which has become popular among
the youth. Unfortunately, the quest for quality tea outside the home remains a relatively

challenging endeavor. This limited situation can restrict access to authentic and quality teas
for consumers seeking more authentic and delicate experiences in their exploration of theworld of Japanese tea.
In a country where operating costs, especially city-center rents, are high, the survival of small
tea businesses, especially in major Swiss cities, is a delicate undertaking. Faced with these
economic challenges, these independent businesses must reinvent themselves to adapt to ademanding environment. To thrive, they must expand their clientele by targeting a younger
and more diverse audience.
This transformation requires an innovative
approach that combines marketing strategies, theselection of innovative products, and sometimes
even an increased digital presence. To remainrelevant, these businesses must rethink theirtraditional practices and adopt creative initiatives.
The integration of digital, for example, would
allow them to reach a clientele beyond therestricted geographical boundaries of the citycenter.
Navigating through these financial challenges,
these tea boutiques seek to renew themselves tomeet the changing expectations of consumers,
thereby preserving not only their existence but
also the rich and stimulating experience they offerto their caffeine-loving clientele.

Hōjicha tea with yuzu marmelade and cannelé

Lemoncha: From Bubble Tea Craze to the Richness of Japanese Tea
A few years ago, a trend emerged in the Swiss tea market with the arrival of bubble teas. While
the first establishment opened its doors in 2011, only a few insiders dared to venture out todiscover this Taiwanese beverage.
Starting from 2017, a movement marked by the opening of new bubble tea businesses on anational scale emerged, mainly concentrated in the French-speaking region of the country.
However, most of these establishments offer fairly mediocre quality tea, attracting mainly ayoung audience eager for exotic flavors and vibrant colors. Often, bubble tea, derived from a
concentrated tea infused in the morning for the entire day, reveals strength and bitterness.
These characteristics are often masked by the addition of massive amounts of fruit syrups andsugar.
Yet, one company stood out from 2017 by adopting an innovative approach: Lemoncha.
Targeting a young clientele unfamiliar with tea, founders Boris Balladone and Niels Renard
reinvented the bubble tea concept with the Tea Bar.

At Lemoncha, bubble tea serves as a gateway to explore countless tea varieties. Lemoncha
offers its customers no less than 14 different types of teas, including 4 Japanese teas:
genmaicha, gyokuro, hojicha, and kukicha.
At Lemoncha, quality takes precedence above
all else. Each tea undergoes on-the-spot
infusion, meticulously following precise
brewing rules and temperatures to extract thefull array of flavors inherent in each variety.
From its creation, the company directed its
efforts toward premium tea. Through its
Bubble Tea offerings, Lemoncha appeals to ayounger clientele less familiar in the world oftea, thereby introducing them to a largely
unexplored universe. Emphasizing the qualityof its beverages, Lemoncha consistently
champions both the qualitative and ecologicalaspects of its products.
Today, Lemoncha has over 70% of customers
over 20 years old, with a significant portion (1out of 2 customers) falling between 21 and 35
years old, unlike most other establishmentsthat attract a younger audience. The major All teas at Lemoncha are freshly brewed
difference lies in Lemoncha's strategic choice
to offer a trendy drink while using high-quality products and reducing sugar content.
Lemoncha's pride lies in its collaboration with a tea cooperative based in the Shizuokaprefecture, Japan, for the import of its Japanese green teas.
Initially, the majority of Lemoncha's customers opted for drinks garnished with toppings liketapioca or fruits. However, a noticeable shift has occurred: more and more customers now
prefer drinks without toppings or natural, unflavored teas. This transition represents asignificant success for Lemoncha!

Guided by their passion for Japan,
Lemoncha's founders also offer limited
seasonal drinks every year themedaround Hanami. These special creations
can be enjoyed at Lemoncha's Tea Bars,
redecorated with Sakura flower colors
for the occasion. Perhaps due to this,nearly one in every two green teas soldat Lemoncha now comes from Japan.The
curiosity of Swiss consumers forJapanese tea is undeniable, butaccessible resources to deepen thisknowledge remain limited. Initiatives
Lemoncha Hanami Fruit Tea (Gyokuro Green Tea, rose & litcheesuch as Lemoncha's participation in awith Sakura flowers) & Sakura Latte
Japanese tea seminar in Shizuoka thanks
to the World Green Tea Association sparked great interest. Lemoncha actively shared its
Japanese tea experience on social media, revealing fascinating aspects of tea culture. Thisapproach received enthusiastic feedback from customers, showing a genuine curiosity anddesire to learn more.
However, the observation remains: the majority of Swiss consumers have only basic
knowledge about tea as a whole. Subtleties such as the common origin from the same plantof different teas or the nuances of temperature and infusion time depending on the varieties
remain largely unknown. To address this lack of information and offer quality service,
Lemoncha implemented an internal Tea Specialist certification for its staff.

This exhaustive training spans three months,
combining in-person sessions and speciallydesigned digital or printed materials by thecompany.
Thanks to this certification, Lemoncha's staff
becomes a source of reliable and detailed
knowledge for customers. These tea experts canaccurately respond to customer inquiries, share
information about the origin of the teas offered,and provide informed advice on tea selection
and preparation. This proactive approach meetsthe growing demand for in-depth knowledge
about Japanese tea, strengthening customer
engagement while broadening their gustatory
and cultural horizons.

Effects of the Pandemic on Japanese Tea
Consumption in Switzerland
The pandemic profoundly influenced tea
consumption habits in Switzerland, particularly
Christila and her Tea Specialist Certification
for Japanese tea. Periods of confinement andsocial distancing restrictions radically changed
consumer behaviors. Many, confined to their homes, prioritized enriching sensory and taste
experiences, especially through the appreciation of comforting beverages such as tea.
This situation impacted tea-related businesses, including Lemoncha. To adapt, thesecompanies had to meet the changing expectations of their clientele. Lemoncha strengthened
its online presence, offering customers the ability to order their products from home. Delivery
services were optimized to ensure rapid and secure distribution of quality Japanese teas.
These changes highlighted the importance of agility and adaptability for businesses, especiallyin the food and beverage sector. Innovation while preserving product quality became crucial
to remain competitive, especially in the face of circumstances as unpredictable as thoseinduced by the pandemic.
Faced with the rise of environmental awareness among customers, tea industry companies
face new challenges in adapting their products. Lemoncha, for example, recently introduced
an initiative to offer all its drinks in reusable cups, without additional cost to customers.
Lemoncha's covering of the financial surplus for these reusable cups was well received. Thisevolution reflects a growing change among consumers looking to avoid plastic, posing achallenge for companies producing bottled plastic iced tea. Although Switzerland leads Europe
in PET recycling, customers express a growing desire to turn to more ecological alternatives,
placing additional pressure on tea industry companies to rethink their packaging and practices
in favor of the environment.

Regarding future prospects for Japanese tea consumption in Switzerland, the pandemic
sparked a growing interest in authentic and quality products. This underscores a possible shift
toward increased demand for high-quality teas. Lemoncha and other quality-focusedcompanies could thus benefit from a demanding clientele seeking unique sensory experiences
and authentic products.
Japanese tea, often associated with a traditional andZen image rooted in the millennia-old rituals of thetea ceremony, can also reinvent itself by breaking
established norms. By adopting modern methods
such as Kōridashi, which involves tea infusion with ice
cubes for a refreshing and innovative experience, thisdrink can break conventions and attract a younger
and more contemporary clientele. Moreover, toreach a clientele fond of bolder and more varied
flavors, Japanese tea can also offer modern aromas
like herbs, spices, or fruits. This alternative approach
broadens the horizons of Japanese tea by offering
options suited to modern tastes while preserving thequality and tradition of this ancestral drink.
In summary, the pandemic acted as an accelerator,amplifying existing consumption trends, andhighlighting the importance of rapid adaptation forcompanies in the Japanese tea industry in Iced tea brewing or Kōridashi
Switzerland. These challenges also opened the way to
new opportunities and promising perspectives for a market more focused on quality andcustomer experience.
The Future of Japanese Tea in Switzerland through Collaboration
Exporting Japanese tea to Switzerland presents various
challenges for suppliers, especially in the face of new
consumer expectations. One of the notable evolutionsconcerns the increasing demand for organic products.
Swiss consumers are increasingly conscious of the origin
and quality of the products they consume. Their interestin organic foods and beverages, free from pesticides andchemicals, translates into a search for organic
certifications. Japanese tea suppliers must therefore
adapt by offering teas grown in accordance with organic
standards, meeting this growing demand for morenatural and environmentally friendly products.

Niels Renard (left) and Boris Balladone (right)
at a tea factory in Shizuoka

Another major challenge for Japanese tea suppliers iscustoms regulations and import processes. Exporting toSwitzerland involves compliance with Swiss standards
and regulations for the importation of foodstuffs. This
includes not only compliance with Swiss food safety andsanitary standards but also the management of customs formalities and import taxes. The
complexity of these procedures can sometimes pose an obstacle for suppliers, requiring a
deep understanding of regulations and partnerships with local distributors or importers tofacilitate the import process.
Furthermore, the diversity of tastes and preferences among Swiss consumers represents
another challenge for Japanese tea suppliers. The Swiss are accustomed to a wide variety ofteas, and the offer must adapt to this diversity, proposing both traditional Japanese teas andmore innovative or locally adapted varieties. This requires a thorough study of the Swissmarket, its trends, and consumer preferences in order to adjust the offer accordingly and finda balance between tradition and innovation to appeal to Swiss consumers.
The world of tea, especially Japanese tea, faces significant challenges, and this dynamic does
not seem likely to diminish soon. Yet, amidst these obstacles, a glimmer of optimism persists.
A promising strategy to address these challenges lies in strengthening partnerships andcollaborations within this small community of enthusiasts. Japanese tea constitutes a separate
universe, where solidarity and unity can play a crucial role in overcoming obstacles.
The challenges faced by Japanese tea, from diversification of consumer tastes to adaptation
to changing environmental standards, require a joint approach. Partnerships among
stakeholders in the tea world can offer mutual support, stimulating innovation and creativity
to meet the new demands of the market.
Thus, despite persistent challenges, the future of Japanese tea remains promising through thestrength of partnerships and unity within this community. These collaborations can not only
help overcome current challenges but also pave the way for a more sustainable, innovative,and prosperous Japanese tea industry.

SOURCES :https://gjtea.org/japanese-tea-report-june-2023/
https://freshcup.com/surprising-changes-in-japanese-tea-culture-business/
https://pubmed.ncbi.nlm.nih.gov/31877632/
https://www.letemps.ch/societe/the-miracle-monteverita

Swiss Nutritional Bulletin 2021 - Federal Office for Food Safety and Veterinary Affairs