FlavorVault
Regional Flavor Economics
03 / 12
Key Insight
Matcha started the craze.
Collectors finished it.
Annual revenue by limited-edition flavor category, FlavorVault Japan FY2024
¥0
¥5B
¥10B
¥14.2B
Matcha
+142% YoY
¥10.8B
Regional*
¥8.7B
Sakura
¥4.3B
Hojicha
¥3.1B
Wasabi & Sake
¥1.9B
Collab
* Fastest-growing category: regional limited-edition flavors +142% year-over-year