Izana Corporation, based in Iwamizawa, Hokkaido, has announced the successful sell-out of 60,000 units of its "Sasacha" bamboo tea beverage from the initial production lot. The company has now begun production of a second batch, alongside a new product called "Sasaame" (bamboo candy), and secured placement at the tax-free shop "Tsuuhan no Tora TAX FREE GINZA" in Ginza.
First Batch of 60,000 Units Sells Out One Year After TV Appearance
Sasacha is a caffeine-free beverage made with extract from Hokkaido-grown Kumai bamboo grass, combined with arabinose and xylose. Despite ordering 60,000 units for the initial batch, the company had not yet established a sales strategy when company president Satoru Kawahara appeared on the popular YouTube channel "Tsuuhan-ban Reiwa no Tora" in August 2024.
During the filming, various opinions and questions arose regarding the product's concept and design. The company received valuable advice on marketing from experienced business professionals. While placement on the "Tsuuhan no Tora" e-commerce site wasn't secured, the two released videos gained approximately 270,000 combined views, providing excellent exposure for the previously unknown product.
Following the appearance, the company pursued independent sales channels through its "Izana Online Shop," outreach to restaurants, and event participation. By August 2025, the initial 60,000-unit batch sold out, exactly one year after the YouTube appearance, enabling production of the second batch.
This second batch also consists of 60,000 units, with accelerated testing extending the shelf life to two years—double the previous duration. The packaging has been updated with multilingual labeling to accommodate inbound tourism demand, and a new 6-pack option has been added for easier purchasing. The second-batch Sasacha went on sale on October 2, 2025.
Product Details:
Product name: Sasacha
Price: 250 yen (single), 1,650 yen (6-pack), 7,500 yen (30-pack)
*Prices at Izana Online Shop, tax included
Contents: 195g
Ingredients: Kumai bamboo extract (Kumai bamboo young leaves from Hokkaido), Artemisia indica extract, xylo-oligosaccharide
New Sasaame Bamboo Candy Joins Product Lineup
A new product, "Sasaame" (bamboo candy), has been added to the Sasacha series lineup.
The product was developed after listening to feedback from staff working in harsh construction site environments, including those in the company's metal fabrication division, who requested an easy way to replenish salt intake. Development involved repeated prototyping and tasting sessions with current craftspeople.
Made with Hokkaido-grown Kumai bamboo and high-quality salt from Rausu, the candy contains no additives, just like Sasacha. Designed with portability and ease of consumption in mind, it can be enjoyed anywhere during work or travel. The candy is recommended for salt replenishment during outdoor work in hot weather.
Product Details:
Product name: Sasaame
Price: 350 yen per pack
*Price at Izana Online Shop, tax included
Contents: 40g (excluding individual wrapping)
Ingredients: Starch syrup (domestically produced), sugar, salt, Kumai bamboo extract (Kumai bamboo young leaves from Hokkaido)
Selected for Tsuuhan no Tora TAX FREE GINZA Tax-Free Shop
On October 4, 2025, "Tsuuhan no Tora TAX FREE GINZA" opened on the 8th floor of Tokyu Plaza Ginza (Lotte Duty Free Tokyo Ginza Store).
Prior to the opening, an audition called "Tsuuhan no Tora Inbound Edition Audition" was held to select products for the store. President Kawahara's presentation of Sasacha won placement rights, securing sales at the Ginza tax-free shop. While placement on the Tsuuhan no Tora e-commerce site wasn't achieved a year ago, this time the company's track record of 60,000 units sold, the product's authentic flavor, and its suitability for inbound tourism were recognized.
Located in a prime Ginza location, the store offers high visibility to customers previously unreachable, creating strong expectations for future sales expansion.
Tsuuhan no Tora TAX FREE GINZA
Address: Tokyu Plaza Ginza 8F, 5-2-1 Ginza, Chuo-ku, Tokyo (inside Lotte Duty Free Tokyo Ginza Store)
Hours: 11:00 AM – 9:00 PM
