How TV Commercials Helped Sweet Green Tea Become a Japanese Summer Staple

Sweet green tea—often sold in powdered form and served cold with ice—has been a beloved drink in Japan for decades. While it's been enjoyed in homes and restaurants for generations, its rise as a summer staple is closely tied to the power of advertising. From nostalgic TV commercials to eye-catching posters, Japan's major food brands played a crucial role in shaping how people think about this refreshing beverage. Here's a look at how sweet green tea became a cultural icon through modern marketing.

1. The Rise of TV Ads in the 1960s–80s

In the late Showa era (roughly 1965–1985), sweet green tea began to appear in TV commercials as a refreshing summer drink.
These ads often featured glass cups filled with ice-cold green tea, showcasing its cool, soothing appeal during Japan’s hot and humid summers.
Commercial taglines emphasized how it was “sweet and chilled,” “fun for the whole family,” and even “a kid favorite,” helping build an image of the drink as comforting and nostalgic.

2. The Role of Tea Shops and Food Corporations

While traditional tea shops had long promoted their own green tea products, the entry of major food manufacturers expanded the drink’s reach.
The development of instant powdered green tea made it easier to sell through supermarkets, leading to a surge in mass-market appeal.
Brands launched aggressive ad campaigns to establish sweet green tea as the go-to summer beverage, linking it to relaxation, family time, and Japanese seasonal traditions.

3. Celebrity Endorsements and Family-Friendly Imagery

Commercials in the 1970s and 1980s often featured popular actresses and child actors, creating a sense of warmth and familiarity.
The goal was to present sweet green tea as a drink that belonged in every Japanese household, appealing to all age groups.
Ads sometimes highlighted creative serving ideas, like green tea floats with ice cream, promoting its versatility and modern flair.

4. Long-Term Cultural Impact of Advertising

Decades of consistent messaging helped embed sweet green tea into the cultural identity of Japanese summers.
For older generations, the jingle or visuals of old commercials remain strong in memory, making the drink feel comfortingly nostalgic.
Today, with Japan’s "retro boom" in full swing, some brands are even reviving vintage packaging and ad styles to appeal to both older fans and younger consumers drawn to Showa-era aesthetics.

Conclusion

The story of sweet green tea isn’t just about flavor—it’s about how media shaped the way people experience seasons and home life in Japan. Thanks to TV commercials and creative marketing from the 1960s onward, what was once just another tea became a symbol of summer, family, and comfort. Understanding this advertising history offers insight into how drinks can become more than beverages—they can become memories.