Sugar Free Tea Beverage Day

Today, and June 10th annually, is Sugar‑Free Tea Beverage Day 無糖茶飲料の日 in Japan. It was established by Ito En, one of Japan’s leading tea manufacturers, and registered with the Japan Anniversary Association. The date comes from the wordplay of how 6/10 can be read "mu (6) – tō (10)", echoing “sugar‑free.” It reflects the company's desire to promote the appeal of unsweetened tea beverages.

This anniversary highlights the growing interest in health‑conscious drink choices. Ito En emphasizes four core values in its tea production; nature, health, safety, and deliciousness, along with thoughtful design. This mirrors Japan’s long‑standing cultural preference for clean, refreshing teas enjoyed without added sugar. Unsweetened green tea, oolong tea, and barley tea remain staples in homes, convenience stores, and workplaces across the country.

Japan has a rich collection of tea‑related commemorative days other than "Sugar‑Free Tea Beverage Day". Other observances include "Matcha Day" on February 6th, "Green Tea Day" on May 2nd, "Barley Tea Day" on June 1st, among others. Together, they showcase the depth and diversity of tea culture throughout Japan.