Donga Otsuka Reports 20% Rise in 'Dejawa' Sales During College Entrance Exam Season... Growth Continues for Three Consecutive Years
Dejawa, a Black Tea Extract Milk Tea Made with Young Tea Leaves
Donga Otsuka announced on November 10 that sales of its milk tea brand 'Dejawa' during the college entrance exam season (September to November) over the past three years increased by 20% compared to the period from June to August.
'Dejawa' is a compound word combining TEA and JAVA, and is a black tea extract milk tea made with young tea leaves from Java Island in Indonesia. First launched as a 240ml canned product in 1997, a 500ml PET bottle version was added in 2017. It contains 30% black tea extract, enhancing its flavor, and features a moderate sweetness for a smooth taste. Each 240ml can contains 55mg of caffeine.
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A representative from Donga Otsuka explained, "From 2022 to 2024, average sales during the college entrance exam season were about 20% higher than in the off-season, and the gap between the highest and lowest monthly sales exceeded 40% for three consecutive years." The representative added, "Interviews with users of the Dejawa-exclusive vending machine installed at Seoul National University revealed that many people found it easy on an empty stomach and noted that its lower caffeine content compared to an Americano makes it suitable for all-night study sessions."
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