Unsweetened Tea Beverage Day (Muto-cha Inryou no Hi)

What is Unsweetened Tea Beverage Day?

June 10th is "Unsweetened Tea Beverage Day" (Muto-cha Inryou no Hi) in Japan. The date comes from a play on numbers and words: "6" can be read as "mu" and "10" as "tou"—together sounding like "mu-tou," which echoes "muto," meaning "sugar-free" or "unsweetened." The day was established by Ito En, a pioneer of bottled green tea in Japan, with the goal of promoting the appeal of canned and bottled unsweetened tea and encouraging healthy lifestyle habits.

The Birth and Growth of Unsweetened Tea Beverages

In 1985, Ito En launched the world's first canned green tea beverage, "Canned Sencha," establishing a culture in which green tea could be enjoyed easily on the go. Being "unsweetened"—with no added sugar—preserves the authentic flavor of Japanese tea and also aligns well with the needs of today's health-conscious consumers.

Enjoying Unsweetened Tea

Green tea is rich in catechins, which are believed to have antioxidant properties and have drawn attention worldwide as a healthy beverage. Use this day as an opportunity to reconsider your everyday drink choices. Whether it's tea from a bottle or carefully brewed in a teapot, take a moment to slowly savor a cup of unsweetened tea.