
Now that matcha has become a globally recognized cultural icon of Japan, we aim to elevate sencha to a similar status, updating its cultural significance for contemporary values.
Delivering Exceptional Tea to Those Who Appreciate It

Our mission is simple: to deliver exceptional tea to those who can truly appreciate it. As entrepreneurs and designers new to the tea industry, we've brought insights from design, technology, and the coffee business to revolutionize Japanese tea. We've established the world's first hand-drip Japanese tea shop and a specialty store for single-origin sencha, aiming to introduce a new tea-centric lifestyle to the world.
The Challenge of Diversity in Tea
For too long, many have missed out on discovering truly delicious tea. In conventional distribution channels, it's challenging to encounter flavors beyond the ubiquitous "Yabukita" variety. Tea's unique characteristics (cultivar aromas) were often seen as flaws and avoided. With Yabukita accounting for 75% of domestic production and other varieties competing for less than 6%, diversity has been lacking.
The Paradox of Quality and Profitability

As tea farmers decrease, we're losing access to exceptional teas. Contrary to what some might think, it's not the lower quality teas being phased out. The tea market operates on a system where prices decline after the first auction of new tea. However, the best tea leaves, rich in flavor and aroma, come from plants that grow slowly in areas with significant temperature variations and natural fog cover. Paradoxically, these superior teas from challenging terrains become unprofitable first, leading to the abandonment of these prime growing areas.
Cultivating Appreciation for Fine Tea
To sustain the production of fine tea, we must cultivate a culture that appreciates and communicates its value. We're committed to sourcing exceptional teas nationwide, evaluating them beyond harvest timing, exploring their roots, and connecting them with customers. We believe specialized Japanese tea shops are crucial in showcasing these often-overlooked gems with proper information.
Envisioning the Future of Tea

Imagine a world where everyone can access great tea, sparking conversations about preferences and differences. This could shape the future of tea. Even teas from the same region can vary significantly due to subtle differences in soil and topography. It's a shame to lump all tea together. We envision a tea culture where people can compare single-estate, single-cultivar teas, appreciating the nuanced differences and connecting with diverse regions and individual farmers across Japan.
Rikyu-san, we're excited to reintroduce tea into our lives, embracing freedom and individuality in this timeless tradition.
88th Night of 2019
Satoshi Aoyagi & Mikito Tanimoto