Japan - Kyoto & Tokyo
Branding & Marketing Matcha

Program Overview: Set in Japan—the birthplace of matcha—students will explore how this iconic green tea has evolved from a centuries-old ceremonial drink to a global health and lifestyle brand. Through visits to tea farms, matcha cafés, and innovative companies, students will gain firsthand insight into product sourcing, branding, customer experience, and global market trends. With a focus on consumer behavior, cultural storytelling, and digital marketing, students will learn how Japan’s most traditional exports are thriving in a modern business world. This program offers students a taste of entrepreneurship while immersing them in the flavors, aesthetics, and branding & marketing that make matcha a global phenomenon.

Final Project: A new client has approached your marketing agency with a vision: launching a premium matcha product for an international audience. Students will work individually or in teams, acting as marketing agencies, tasked with developing a full marketing and branding proposal for this new matcha brand. At the end of the project, each individual or team will pitch their proposal to the matcha brand owner. The brand owner will select the marketing agency whose strategy best aligns with their vision, based on creativity, cultural understanding, and marketing expertise.

Location (7 Day Option): Kyoto & Tokyo, Japan
Location (14 Day Option): Kyoto, Japan
Student Minimum: 20 Participants
Time of Year: Year Round
Price (7 Day Option): $4,750 per student
Price (14 Day Option): $6,950 per student