IGR-IAE Rennes organized an exciting meeting with ITO EN, a world leader in the green tea market, for students in the Master’s program in Management of Japanese Companies at IGR-IAE Rennes.

The students had the opportunity to meet Mr. Akito Suzuki, Director of ITO EN Europe GmbH, who presented the company’s history, values and environmental commitment.

The company’s success has not been limited to Japan. To establish a presence on the European continent, ITO EN strategically chose Germany as its base.

Thanks to Mr. Suzuki, the students learned about several important factors to consider when the Japanese food industry enters the European market.

The Q&A session generated considerable enthusiasm among the students. This was an exceptional opportunity to discuss, in Japanese, the global rise of matcha and its challenges, strategies for the European market, and the differences in environmental regulations between Japan and the European Union.

Finally, we had the pleasure of tasting different varieties of tea, including matcha. We would like to thank Mr. Suzuki, who came from Düsseldorf to meet our students!