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Overseas Exclusive - Ginza Store (14th Chun Shui Tang Store in Japan)
By/ Specialist Lin, Wan-Ping, Strategy Development Department
Published in / March 2020, 15th Issue of “Chunshuier”
Situated within the vibrant commercial hub of “GINZA PLACE”, the Ginza Store finds its home in a complex that opened its doors three years ago. Positioned at the juncture of two bustling thoroughfares, Ginza Central Street and Harumi-dori, famously dubbed the “Ginza 4-chome Intersection”, this prime locale resides in the beating heart of Tokyo's dynamic Ginza district. Moreover, the mall enjoys direct access to Ginza Station A4 exit of the Tokyo Metro subway, ensuring unparalleled convenience for visitors.
When it comes to Ginza, whether domestically or internationally, people often associate their impressions of it with the keywords, “fashion” and “luxury”. Indeed, not only are global designer brands from Japan and around the world located here, but major food and beverage brands are also eager to open stores in Ginza to enhance their brand image. Ginza boasts a diverse mix of shopping destinations, from the historic charm of Mitsukoshi and Matsuya department stores, established before World War II, to modern additions like SINZA SIX and Tokyu Plaza, ready to attract visitors during the Tokyo 2020 Olympics. This blend of tradition and innovation, including the Chun Shui Tang Ginza store within GINZA PLACE, enriches the area with a unique fusion of old-world elegance and cutting-edge modernity. The decision of major multinational food and beverage giants such as Starbucks and McDonald's to establish their inaugural stores in Japan within the iconic precinct of Ginza underscores the district's status as a symbol of brand strength. In recent years, old buildings and malls in the Ginza area have been undergoing facelifts and refurbishments, aiming to present their best faces and seize the vast business opportunities brought by the 2020 Tokyo Olympics.
The opening of the Ginza store coincided with the renovation of the “GINZA PLACE” where it is located, attracting widespread attention even before its official opening in early July. The interior design of the Ginza Store maintains the consistent style of Chun Shui Tang in Japan, mainly using the warm texture of wood and the simplicity of stone to create an understated, elegant, and modern indoor ambiance.
This year marks the first year of the Reiwa era in Japan, and the craze for bubble tea has reached a new high.
According to Ms. Mizuki Kikawa, the President of Oasys Tea Lounge, which manages Chun Shui Tang's operations in Japan, the six years since Chun Shui Tang opened in Daikanyama in 2013 have been well poised for this first wave of bubble tea trend.
“Bubble tea falls under our category of 'blended teas,' and initially, it gained traction primarily among the younger demographic, observed Ms. Kikawa. However, our focus is now shifting towards attracting a more mature clientele. By launching a flagship store in the heart of Ginza, Japan, we aim to set the stage for the next phase of our growth”. The current surge in the popularity of bubble tea in Japan serves as a precursor to our larger ambition. Our ultimate objective is to carve out a significant share of the Japanese market, historically dominated by coffee, and offer Japanese consumers greater exposure to, acceptance of, and enjoyment of tea. This endeavor aims to reshape dietary perceptions, transforming tea from a mere convenience store refreshment into a sophisticated beverage deserving of slow appreciation, akin to coffee.
On the other hand, to celebrate the opening of the Ginza store, the Chun Shui Tang Taiwan-Japan team has crafted an exclusive product: the “Ginza-exclusive Bubble Tea” - Pearl White Peach Tieguanyin Milk Tea.
This exquisite blend features Tieguanyin as its base tea, complemented by the generous addition of white peach jam and fruit pieces, resulting in a refreshing and refined flavor profile. Topped with whipped cream and garnished with slices of white peach, it harmonizes flawlessly with the opulent and chic ambiance of Ginza.
Ginza has always been synonymous with high-end fashion, seamlessly blending the allure of tradition with the dynamism of the modern age, fostering an environment where renowned brands from Japan and beyond thrive, embodying enduring “brand power”. With Chun Shui Tang's foray into Ginza, we unequivocally signal our robust presence in Japan, poised to make a significant impact in the near future. In addition to the flagship store in Ginza, this year will also see the opening of the first branch in Hiroshima, further expanding our business footprint. With these developments, it is evident that Chun Shui Tang's presence in Japan is set to shine even more brightly in the foreseeable future.
Chun Shui Tang Japan Official Website
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