Overview

The #Cha-llenger (“cha” = tea) recruiting campaign aimed to help consumers rediscover the deliciousness and value of tea by guiding them through the process of how raw, field-picked tea leaves become Oi Ocha using a variety of innovative processing techniques. As the second phase of this campaign, the “Oi Ocha Great Midsummer Fire-Processing Operation” was launched.

The “#Great Midsummer Fire-Processing Operation” campaign was a nationwide giveaway of a special kit (limited to 1000) to provide enthusiasts a chance to enjoy making homemade Oi Ocha themselves. This offered a hands-on experience of the Oi Ocha tea making process, a unique experience previously unavailable to the general public.