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Partnership with Mitsui Norin renewed

  • 2025-10-08
  • Important news
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We are delighted to announce the renewal of our partnership with Mitsui Norin as the JCA Tea Partner.

Since first signing this partnership in 2021, JCA and Mitsui Norin have been working together to “deliver smiles through tea and cricket.”

Cricket is a sport of British origin, famous for its culture of enjoying tea during matches. At the Tea Room at the SICG (Sano International Cricket Ground), visitors can enjoy standard iced and hot tea using Mitsui Norin products, along with arranged menus such as masala chai and ginger lemon squash that incorporate locally produced ginger. Beyond daily service, we have also developed collaborative events such as “Cricket with TEA,” where tea is enjoyed at cricket events, and “JAZZ at CRICKET with TEA,” combining jazz music and tea at the ground.

JCA CEO Naoki Alex Miyaji said:
 “We are delighted to renew our partnership with Mitsui Norin. Through tea menus at the Sano International Cricket Ground and events like ‘Cricket with TEA,’ we have shared the joy of tea and cricket in connecting people. Looking ahead, we aim to further promote this culture, strengthen our fan community, and deepen our collaboration with Mitsui Norin.”

Mitsui Norin Executive General Manager Kentaro Kikuchi said:
 “Our flagship brand, ‘Nittoh Tea,’ embodies the brand essence of ‘creating more with TEA’ by offering diverse ways to enjoy tea. Cricket has a tradition of enjoying tea during matches, giving it a natural affinity with our product. As the Tea Partner, we will continue to promote ‘Cricket with TEA’ to expand the possibilities of tea and cricket and to share their appeal through a wide range of activities.”

About Mitsui Norin Co., Ltd:

Mitsui Norin’s history can be traced back to the foundation of Mitsui & Co in 1909. It established the first Japanese black tea brand “Mitsui Black Tea” (currently “Nittoh Black Tea”) in 1927. Today, not only does it import high quality tea from countries where Cricket is popular, such as India and Sri Lanka, but it also promotes the culture of black tea. Mitsui Norin will continue to innovate while protecting core values such as quality and tradition.