Field notes & recognition
Awards, conference appearances, harvest notes, and visitors from the WTEA team.
We participated in the final presentation event of Nanto Success Road, an initiative supporting entrepreneurs who are working to solve regional social challenges.
Organized by Nanto Bank, the program evaluates business plans based on their contribution to regional economies and society, as well as their ability to address social issues through sustainable business models.
Among 44 applications submitted to the startup category, four companies, including WMATCHA & CO., advanced to the final presentation stage. We were honored to receive the Excellence Award in recognition of our efforts to create a sustainable future for Japanese tea.
On July 24, 2026, we spoke at the Global Talk session of KML (Kyoto Mebuki Labo), a project for City of Kyoto staff.
KML is a lab initiative where Kyoto City staff generate new ideas and projects aimed at solving social challenges, using dialogue that crosses departments and roles to help shape policy.
This session's theme was "the value of Kyoto as seen from abroad." It was an opportunity to think together with Kyoto City staff about Kyoto's potential and challenges from a global perspective.
On July 10, we had the opportunity to give a second talk at Ritsumeikan Uji Senior High School, our founder's alma mater.
This time, we spoke to first-year students about our experiences, career path, and the business we're currently building. Drawing on our own experience, we shared what we thought about and what challenges we took on during high school, and how that journey led to the work we do today.
The talk also touched on the theme of what to do while still in high school. Rather than offering a single right answer, we spoke about the importance of acting on your own curiosity and interests, and building a wide range of experiences.
On July 9, WMATCHA & CO. was selected for Kyoto City's FY2026 "Kyoto Startup Overseas Expansion Support Project."
This project supports promising Kyoto-based startups in building a global presence, offering practical assistance for overseas expansion through participation in international trade shows and business matching.
We were selected as one of the companies supported under the "Overseas Expansion Challenge" track, and will take part in Bits & Pretzels — one of Europe's largest startup conferences — held in Munich, Germany in September 2026.
From July 1–3, we participated in IVS KYOTO 2026, one of Japan's leading startup conferences bringing together entrepreneurs, investors, corporations, and innovators from around the world.
On the final day, we exhibited at the Startup Booth, where visitors experienced the WTEA tea collection and explored new perspectives on Japanese tea through tasting experiences and physiological response assessments.
Many participants discovered not only the unique characteristics and flavors of each Japanese tea variety, but also the potential benefits of tea and the serious challenges currently facing tea-producing regions.
On July 1, 2026, we spoke at an official IVS2026 side event, "Dissecting Kyoto's Source of Inspiration — A Gathering of Today's and Tomorrow's Creators."
The event was held as a joint program between Kyoto Next CxO Community, run by the City of Kyoto, and Agora, a support program for student entrepreneurs, bringing together students, young entrepreneurs, and creators who hope to work in Kyoto in the future.
The event's theme was "Kyoto's source of inspiration." Speakers working across different fields — textile dyeing and weaving, tea, and advertising — each shared their own perspective on why Kyoto, and what about this city inspires them.
We had the opportunity to conduct a demonstration at KAWARUBA, a business co-creation hub operated by Kawasaki Heavy Industries.
During the session, participants experienced functional Japanese teas designed to support well-being, while we introduced the potential of Japanese tea as a tool for workplace self-care through its relaxing effects and positive impact on mind and body.
KAWARUBA is a co-creation hub where people from diverse backgrounds come together to create value and accelerate solutions to social challenges. We are grateful for the opportunity to share a new perspective on the possibilities of Japanese tea in such an inspiring environment.
We would like to express our sincere gratitude to Mr. Takei, Mr. Hara of Kawasaki Heavy Industries, and everyone at KAWARUBA who supported and helped make this initiative possible.
On June 24, we spoke at "Exploring the Future of Tea: A Cross-Talk on Primary Industry × Government × Startups," held at K,D,C,,, in Shin-Okubo, Tokyo.
The event brought together producers, businesses, local government representatives, and participants with an interest in tea to discuss the current state, challenges, and future possibilities of Japan's tea industry.
We exchanged views on the future of tea from our respective standpoints alongside Mr. Tarunowaki of Tarunowaki-en Co., Ltd., who practices organic tea cultivation in Kawanehon, Shizuoka Prefecture, and Mr. Motohashi of MISAKU Co., Ltd., which runs the Philippines-born matcha brand Chotto Matcha.
On June 18, we spoke at "STARTUP NIGHT," co-hosted by Shiga University and The University of Shiga Prefecture and organized by the Japan Finance Corporation.
The event was designed for high school and university students, as well as anyone interested in entrepreneurship, to hear directly from founders about their experiences and the challenges they've taken on.
We took the stage alongside student entrepreneurs and leaders of university-launched ventures to introduce the work of WMATCHA & CO. and WTEA. We also spoke about the career path that led to founding the company, and how our experiences in high school and university connect to the business we run today.
From June 17–21, we had the opportunity to hold a special campaign in front of the former Nanto Bank Head Office, a registered tangible cultural property in Nara.
The campaign, titled "312 Campaign," aimed to promote traceability and the preservation of tea-producing regions by returning 78% of the purchase price directly to tea producers through a single-cup Japanese tea experience.
During the event, we served WTEA Yamato Tea, sharing not only the taste of the tea but also the stories behind the producers and the current challenges facing tea-growing regions.
On June 6, we had the opportunity to give a talk at Ritsumeikan Uji Senior High School — our founder's alma mater — to second-year students.
We introduced the work of WTEA and WMATCHA & CO., and spoke on the theme of "ways of working and taking on challenges in the years ahead," drawing on our own experience.
We shared how our high school experiences connect to our current business, the background behind deciding to bring a local challenge to the world stage, and how we turned what we loved and wanted to challenge ourselves with into our work.
After completing the spring harvest, we carried out kariochi (pruning and cutting back excess branches and leaves) in preparation for the autumn harvest and to maintain the health of the tea garden.
Working across a vast tea field under the early summer heat was physically demanding, but this process is an essential part of preparing the plants for future growth and harvests.
Although the work may appear repetitive, every action has a purpose. The fallen branches and leaves return to the soil, helping naturally suppress weeds, while the improved airflow within the tea fields creates an environment where new buds can emerge.
Through tea cultivation, we are given the opportunity to participate in the continuous cycle of life — witnessing how each season connects to the next. Once again, we were reminded of the quiet beauty and mystery of working alongside nature.
On May 27–28, we had the opportunity to exhibit the WTEA tea collection at the International Social Prescribing Conference 2026 held at Kyoto University, with the generous support of the Japan Culturepreneur Association.
During the event, we introduced three teas from the WTEA series and offered cold brew tastings to approximately 30 participants. Beyond the taste itself, we received valuable feedback and meaningful conversations about the stories behind each producer, as well as the importance of transparency and traceability in Japanese tea.
As social prescribing and cultural prescribing gain increasing attention, this experience reminded us of the potential for Japanese tea to connect people, communities, and cultures.
Following the completion of our spring harvest, we carefully processed a portion of the freshly harvested tencha and conducted our first tasting before beginning the day's work.
This year, cultivars such as Ujihikari and Tenmyo showed exceptional richness and umami, resulting in a harvest of outstanding quality.
For us, tea is not only a beverage, but a moment that can shape the rhythm of everyday life. We hope that a carefully crafted cup of Japanese matcha, made from tea leaves thoughtfully harvested in Japan, can become a meaningful part of your morning routine — a small moment of focus and energy as you begin your day.
We look forward to sharing this year's harvest with tea lovers around the world.
A documentary production team from California, USA, visited Japan to film the story of Japanese tea producers and the people behind them.
The team is led by Dan, the founder of Leprendo Market, an impact startup working to promote direct trade for agricultural products in the United States. Following their work with Vietnamese fruit producers, we strongly connected with their vision of sharing the stories, backgrounds, and realities of Japanese tea producers through authentic storytelling.
During their visit, the team also joined us during the harvest season and kindly supported our work in the tea fields. Their help was truly appreciated during this busy and important period.
We visited Tawara Natural Farm in the Tawara area of Nara Prefecture and had the opportunity to speak with Sawa about the challenges facing the tea industry and the unique value of Yamato Tea.
Through conversations with local stakeholders, including representatives from Nara Prefecture, Nara City, and the Yamato Tea Research Institute, we gained deeper insight into the current situation of tea production and the gap between existing challenges and policy support.
At the same time, we were deeply impressed by the level of detail and speed of initiatives being developed in Nara compared to other regions we have visited. The commitment to preserving and revitalizing the tea industry was truly inspiring.
The cherry blossoms along the tea fields behind our headquarters came into bloom, marking the arrival of spring.
At the same time, we are now just days away from this year's tea harvest season.
In recent years, rising temperatures and changing climate conditions have created increasing challenges for tea production, including impacts on plant growth and higher management costs.
Despite these challenges, we continue to face each day with care and commitment, working alongside nature and our tea plants to overcome difficulties and create the best possible harvest.
We had the pleasure of welcoming a guest from Norway to discuss the future of Japanese tea and the vision behind WTEA.
During the conversation, we found strong alignment around the idea of selecting tea not only by price or origin, but by the producer's identity and the narrative behind each product. This perspective resonated deeply, and we were encouraged by their willingness to also support our efforts from a marketing and storytelling standpoint.
We also discussed the importance of transparency and traceability in the Norwegian market — specifically, understanding where matcha comes from, who produces it, and how it is made. These factors are becoming increasingly essential for building trust with consumers.
We had the opportunity to attend Reading World, a unique theatrical performance held at Chion-in Temple.
Reading World is a stage production that combines storytelling, music, and performance to explore powerful human narratives. The event took place in the historic setting of Chion-in, one of Kyoto's most significant temples, creating a striking atmosphere where art and tradition intersect.
Although our field is different, the themes presented during the performance strongly resonated with us. In particular, the message of living a life that you believe is truly meaningful and the courage to challenge unexplored paths — even when they are difficult or unconventional — left a strong impression.
We had the opportunity to present WTEA as a finalist at Minna no Yume AWARD 16, one of Japan's largest social business pitch competitions.
The event was held at LINE CUBE SHIBUYA in Tokyo and brought together entrepreneurs from across Japan who are working on business ideas that aim to create positive social impact. The competition focuses on discovering and supporting social entrepreneurs whose ventures combine strong business models with contributions to society.
As part of the final stage, a small group of selected finalists presented their business visions on stage in front of judges, partners, and an audience interested in the future of social innovation in Japan.
We had the opportunity to present the WTEA business at Boost Pitch KOBE #4, a startup pitch event supported by ANCHOR KOBE and organized by Creww Inc..
The event took place at ANCHOR KOBE, a hub for innovation and entrepreneurship located in the heart of Kobe. We were honored to participate following a recommendation from Kyoto Capital Partners.
Boost Pitch KOBE brings together startups and key players from the Kobe business ecosystem. Judges and participants included representatives from organizations such as Kobe Shimbun, OS Co., Ltd., TOA Corporation, and Kawasaki Heavy Industries, creating an environment where startups can explore opportunities not only for fundraising but also for strategic collaborations.
We joined a volunteer effort to help produce Tea-Tree Bancha (San-nen Bancha) by entering an abandoned tea field in Wazuka, Kyoto.
The work involved cutting back tea trees with scissors while clearing through dense ferns, bamboo grass, and vines. The process required several steps—cutting the branches, carrying them out of the field, removing debris, bundling the tea branches, and loading them onto a small truck. It was physically demanding but deeply rewarding work.
As we continued pruning, we harvested branches from tea trees that are also used for the Tea-Tree Bancha handled through WTEA. Standing among wild tea bushes that towered well above our height was an overwhelming experience, reminding us of the raw strength and resilience of tea plants when left to grow naturally.
We traveled to Kobe to attend a business matching event hosted by Japan External Trade Organization, held at the Oriental Hotel Kobe.
Through prior matchmaking, we were connected with a trading company from Morocco. The meeting unfolded in a calm and respectful atmosphere. The owner, Ali, listened attentively to our story, while the interpreter skillfully conveyed our intentions in French, allowing for a smooth and heartfelt exchange.
We had the opportunity to serve an extremely rare Samidori cultivar—of which only around three kilograms are produced annually. Tasting it, our counterpart responded with clear delight, reaffirming the universal power of exceptional tea to transcend language and borders.
We presented the WTEA business at the final round of the Business Creation Contest 2025, held during the Final Judging & Award Ceremony.
The event was organized by the Shinagawa Business Club, co-hosted by Shinagawa City, and supported by the Kanto Bureau of Economy, Trade and Industry. The final presentations took place at Osaki Bright Core Hall, where selected startups introduced their business ideas and initiatives to a panel of judges and attendees.
At the event, we presented WTEA, a direct trade platform designed to connect small and medium-sized Japanese tea producers directly with international buyers. Through this initiative, we aim to address one of the major challenges facing the tea industry today: limited access to global markets for independent producers.
A chance conversation at a small shop in Kumamoto Prefecture—sparked by our simple question about finding tea producers—led us to an unexpected and memorable visit to Iwanaga Seichaen.
The owner warmly welcomed us and generously shared the story behind their organic tea production. We learned about their work with the Takachiho cultivar, as well as the circumstances that led them to tea farming after agricultural land suitable for rice was redirected through administrative decisions. Our conversation touched on broader structural issues, including limited coordination with Japan Agricultural Cooperatives and the unique challenges faced by depopulated rural areas.
The quality of their tea spoke for itself. Every cup reflected care and integrity, and their bancha in particular left a deep emotional impression—so much so that we found ourselves quietly moved to tears.
We had the opportunity to speak with the mayor of Yame City and to share the vision behind WTEA.
During our discussion, we found strong resonance with WTEA's concept and explored whether tea could serve as a tool to help address local administrative and regional challenges. The conversation extended beyond matcha to include the potential of promoting Yame's renowned gyokuro, opening up ideas for future collaboration and development.
We were also graciously gifted a precious, traditionally produced Yame gyokuro. Its depth of flavor and elegance left a lasting impression and reaffirmed the cultural and agricultural value embedded in the region's tea heritage.
We visited tea producers in Kochi Prefecture to introduce WTEA and to better understand the current landscape surrounding Tosa tea.
Throughout the visit, we were struck by the region's natural potential and the strong individuality of its producers. At the same time, we learned that much of Tosa tea is currently traded through markets centered in the Shizuoka region, highlighting a clear gap between regional identity and existing distribution systems.
This experience reinforced our belief that direct relationships and producer-first structures are essential for the future of Japanese tea. We see the participation of younger generations in agriculture as a critical factor, and we aim to embody that path ourselves—expressing conviction through both action and words.
We hosted a two-day experiential event combining Japanese tea and golf at Sky Bay Golf Club, a prestigious golf course in Kochi Prefecture, on January 24 and 25.
At the event, we served a limited offering of matcha gin made by blending our original matcha brand, Shujinkoh, with craft gin produced by SiCX Kyoto Distillery. The matcha gin was presented in custom logo-engraved flasks, with only ten units prepared for the occasion. In addition, chamomile hojicha and our house matcha tins were also offered, with non-alcoholic options available for guests who preferred them.
Sky Bay Golf Club is known as a formative ground where many of Japan's leading golfers, including Hideki Matsuyama, developed their foundations. We resonated deeply with the spirit of this place—one that nurtures challenge, discipline, and continuity—and felt it aligned naturally with the philosophy carried by Japanese tea.
We recently had the opportunity to visit a Tosa tea producer in Kochi Prefecture and spend time with Kunitomo, whose approach to tea left a lasting impression on us.
From guiding us along mountain roads to showing us the factory and tea house, his generosity extended far beyond hospitality. What resonated most was his quiet discipline and self-restraint—values deeply embedded not only in his tea production, but in his way of life.
For us as a younger generation, this visit was not simply about learning techniques or knowledge. Encountering Kunitomo's philosophy, respect for nature, and long-term perspective felt like a lesson that will stay with us for life, and one we hope to pass on to future generations.
We participated in the final pitch of "IMPACT FLOW KYOTO", organized by the Kyoto Institute of Advanced Science and Technology (ASTEM) and hosted at Kyoto Research Park.
"IMPACT FLOW KYOTO 2025–2026" is a support program designed to help founders and startups address social challenges across fields such as environment and energy, education, healthcare, and culture, with a strong focus on global expansion.
At the final pitch, we presented our vision of building a sustainable future for Japan's primary industries by solving structural challenges faced by small- and medium-scale Japanese tea producers. As a result, we were honored to receive two corporate awards—the highest number among participating teams—and were also selected for a subsidy program.
In selecting the gin for our event, we made a point of visiting SiCX Kyoto Distillery in person to speak directly with the distillers behind the spirit.
At SiCX, the guiding philosophy is clear: to prioritize the natural aroma and structure of each botanical. Rather than relying on artificial flavorings or excessive additives, their approach is one of restraint—carefully drawing out depth and clarity through thoughtful distillation.
What stood out most during our visit was their intention not to simply replicate European distillation traditions, but to reinterpret them through the lens of Kyoto's sensibility and natural environment. The result is a gin marked by quiet transparency and balance—qualities that resonate deeply with the spirit of Japanese tea and the idea of time spent in focused self-reflection.
We recently welcomed a tea practitioner from the Urasenke tradition to our headquarters in Wazuka, Kyoto, for an in-depth exchange centered on tea, culture, and the future of primary industries in Japan.
During the visit, we served teas rarely encountered in formal tea settings, including Hino-cha from Shiga and Shirakawa-cha from Gifu. The guest expressed genuine surprise, noting that they were unlike any sencha or hojicha they had experienced before—an affirmation of the vast, often underexplored diversity within Japanese tea.
Our conversation expanded beyond tea into a broader analysis of primary industries. In comparison to forestry and fisheries, we discussed why agriculture may hold the greatest long-term potential, particularly due to the sophistication of natural ecosystems themselves. This perspective has informed the guest's current work on Oki Island, where they lead organizational management and team-building programs for large corporations through agriculture-based initiatives.
We hosted the two-day event "CHRISTMAS MATCHA NIGHT – BAR TAKEOVER" in Asakusa in collaboration with Chotto Matcha Asakusa, a matcha café with locations in Tokyo and Manila.
The event featured WMATCHA & CO.'s matcha from Wazuka, Kyoto, alongside matcha sourced from tea farmers in Shizuoka partnered with Chotto Matcha. Both brands follow a Farm to Table model, allowing guests to experience the unique character of two tea regions in one space.
We were honored to welcome many long-time partners, including fellow young entrepreneurs in traditional craft industries. Connecting with peers of the same generation reaffirmed our shared commitment to creating a new matcha culture that bridges regions, cities, and countries.
We recently welcomed a buyer from France to our headquarters, where we exchanged perspectives on building a sustainable ecosystem for the global matcha industry. As matcha prices continue to rise worldwide, we discussed the importance of avoiding market-driven price inflation that excludes the middle layer—both for buyers and for end consumers—and the need for thoughtful balance rooted in long-term value rather than short-term trends.
During the visit, we also learned from their experience as a team that successfully collaborated with a major global streaming platform within their first year of founding. Their sense of speed, decisiveness, and execution offered valuable insights into how young teams can create momentum while remaining true to their core vision.
As the conversation came to a close, it felt less like a formal meeting and more like the beginning of an ongoing dialogue. We shared our hopes for continued collaboration across borders—and look forward to welcoming them back again soon.
As we continued preparations for our outdoor tea salon at our headquarters, we assembled new equipment and finalized the layout for upcoming events. After wrapping up the setup, we visited Kaijusenji Temple, a nearby National Treasure renowned for its serene atmosphere and historic architecture.
One of the temple's well-known features is the "nasu" stool—a play on the Japanese words for "eggplant" (nasu) and "to accomplish" (nasu/成す). People sit on the stool to make a wish, inspired by the belief that just as eggplants bear fruit, one's hopes will also take shape. After each of us made our wishes, we climbed to a lookout point within the temple grounds, where the last of the autumn leaves framed a breathtaking view.
Standing there, we were reminded that the year is coming to a close. It was a moment to reflect—and to speak passionately about our ambitions and the greater strides we aim to make in the coming year.
We recently visited tea producers in Nara, where several expressed strong interest in WTEA and our growing global community. Their passion for craftsmanship and curiosity about new tea experiences reaffirmed the importance of building bridges across regions and generations.
At TEA ROOM ZEZE, we were inspired by a beautifully curated space that blends Scandinavian design with Japanese sensibilities. Their innovative drinks—combining Japanese tea with Nara's renowned herbal remedies and local citrus—were exceptional in both flavor and concept. We found ourselves immersed in conversation with the staff, captivated by their creativity and dedication. It was one of those moments when we genuinely felt our mission come alive: connect you to those who truly matter.
The photo from our visit features one of the friendly deer of Nara Park. They, too, are part of a long cultural heritage—reminders of traditions that have been preserved and passed down through time. We hope to contribute to preserving and sharing such culture through the future of Japanese tea.
Our sales member Rafi visited us all the way from Oita. We guided him through the Ishidera tea fields—designated as a Japan Heritage Landscape—and welcomed him to our headquarters and our own tea garden. He also shared valuable insights and areas for improvement from his daily work, reminding us what we should refine to remain a company that truly supports its team.
Thank you for making the long trip, Rafi. Let's keep bringing the unique character of Japanese tea to the world.
In Tokyo, we met with Mr. Arai, President of TN Cross, a joint venture founded by NTT and TEPCO. As a judge for J-Startup and the Ministry of the Environment's startup programs, he shared valuable insights on how energy and agriculture can be combined to support primary industries.
We discussed ideas such as reusing tea leaf by-products and installing solar panels above farmland to help producers generate their own power. He also offered precise advice for our business and emphasized the importance of media exposure and competitions to expand our mission.
We look forward to exploring future collaboration together.
Today, thanks to an introduction from Hori-san in Wazuka, we joined a practice session of Chabakuki, a traditional tea-tasting game. It was our first attempt — scoring 8 out of 20 — and while challenging, it sparked a strong interest.
The session featured sencha and gyokuro from four regions: Kagoshima, Shizuoka, Wazuka, and Uji. Although the rules are simple — tasting each tea once and identifying its origin — the game requires full use of the senses, sharp memory, and years of experience in understanding the character of each tea. Some participants even achieved perfect scores, which was truly inspiring.
Our goal is to consistently score above 10 within a year. A big thank you to Hori-san for the introduction.
We began tea harvesting early again today. The leaves, shimmering with morning dew, seemed to reflect the entire year of growth and care. Each day, new members join the team, and together we move through the process — harvesting, transporting, and delivering the fresh leaves to the factory. We enjoyed a delicious lunch prepared for us, a reminder of the warmth and generosity of the community. As the evenings grow cooler and mark the end of BBQ season, we hope everyone stays warm and enjoys the changing season.
Today, we carried out another round of tea harvesting at a different site. After blowing away the morning dew with a blower, we began the work under the lead of our Production Chief (CPO), Taiyo. With the strength and teamwork we developed during our years in American football, we joined the farmers in the field and supported the harvest. Patience, discipline, and steady focus — qualities we learned through football — proved just as valuable in tea production. It was a meaningful reminder that the spirit behind our team continues to shape the way we work today.
We visited Kyotanabe to observe the bancha harvest in action. In this region, farmers use a three-person harvesting machine: two people support the equipment from both sides of the field, carefully adjusting the cutting height, while the third person catches the freshly cut leaves in a large bag. Once the bag fills up, carrying it to the truck becomes another task of its own — a reminder of how much physical effort and teamwork are behind every batch of tea. Witnessing this process deepened our appreciation for the labor and precision that support Japan's everyday teas.
We visited Mitsuda Tea Farm in Shiga to learn about their commitment to pesticide-free cultivation. Hearing directly about their philosophy left a strong impression on us — especially their dedication to preserving Japan's native tea varieties and pursuing authentic flavor without relying on chemicals. Their approach embodies both respect for tradition and a relentless pursuit of quality, and we were truly inspired by the passion behind their craft. You can explore Hisaki Mitsuda's products directly from our Offer List.
We visited specialty cafés in Kyoto's Higashiyama district to study the local demand for Japanese tea. While coffee dominates the global café scene, Kyoto — our hometown — remains deeply rooted in Japanese tea, especially matcha. Around Kiyomizu Temple, the streets were lively with visitors and lined with many tea-focused shops.
However, many of the prime locations were filled with commercialized souvenir foods that lacked authenticity, which felt a little disappointing. The visit reminded us of our wish to one day open a store in Kyoto — one that truly reflects our values and what Japanese tea stands for.
We visited Abu Dhabi and Dubai, exploring local specialty cafés and tea stores. The UAE is a fascinating mix of cultural landmarks such as mosques, modern commercial hubs like the Burj Khalifa and DIFC, and resort areas.
We discovered numerous potential WTEA community members and opportunities for Japanese tea, while also experiencing the warmth of people who offer help without being asked. The trip provided valuable insights into the region's beverage scene and its welcoming community.
We visited a specialty tea shop in the Netherlands and met Amanda, a guest seated beside me. Originally from Seattle and once living in New York, she had moved to the Netherlands seeking freedom after feeling drained by daily work and losing her sense of purpose.
As she quietly enjoyed her tea, it was clear how deeply she valued a life of inner peace and happiness. She reminded me that tea is not just a drink—it is a place where sincere, thoughtful people gather.
When I shared our direct trade platform project, she offered heartfelt encouragement, inspired by the scale and vision behind it. Meeting someone like her reaffirmed my desire to bring meaningful tea to those who truly seek it.
We met with Mr. Abel, the founder of Kiro Tea, in Paris. He graciously guided us through several tea shops in the city and shared his extensive experience from years at the renowned Mariage Frères before establishing his own brand. We enjoyed a rich conversation about Japanese tea and were treated to an excellent espresso.
Beyond this meeting, through over 100 visits, we experienced the warmth and generosity of everyone involved with Japanese tea in France. These encounters deepened our appreciation for the growing potential of Japanese tea abroad and reminded us how remarkable the people connected through tea truly are.
We visited specialty cafés and tea stores in Lyon, France, engaging with local experts to understand their perspectives on Japanese tea and to analyze the regional tea market. Having previously visited Cannes in May, we found the southern French city rich in history and exceptionally welcoming.
Through WTEA, we aim to bring knowledgeable Japanese tea enthusiasts into our community, enabling direct trade with producers and embodying our philosophy: "connect you to those who truly matter."
We visited specialty cafés and tea stores in Bordeaux, France, to engage with owners interested in joining the WTEA community. We explored how Japanese tea is perceived locally and took the opportunity to learn about Bordeaux's renowned wine heritage, branding, and history.
Each visit allowed for in-depth conversations, giving us insight into the local culture that values history and tradition. We were also touched by the warmth of the people we met throughout the region, making the experience both educational and inspiring.
We had the privilege of participating in an event at Ninna-ji in Kyoto, a historic temple founded in 888 by Emperor Uda and recognized as a UNESCO World Heritage site. The event, hosted by the Asia Women Leaders Forum (AWLF), brought together influential figures including former Prime Minister Yukio Hatoyama, former Thai Prime Minister Abhisit Vejjajiva, and top executives from major Japanese corporations.
Attendees enjoyed performances of Kabuki, shamisen, and brain-inspired presentations, connecting traditional Japanese culture with contemporary leadership. We were honored to sponsor Samidori, a premium Uji matcha cultivar, for this gathering. Special thanks to AWLF Chairman Ai Sasaki for making this extraordinary opportunity possible.
We participated in ROCKET PITCH NIGHT KANSAI 2025, hosted by Venture Café Tokyo at Ritsumeikan University Osaka Ibaraki Campus (OIC). During the event, we presented our vision of empowering small Japanese tea producers and ensuring a sustainable future for the next generation. The high-energy pitches and diverse audience of entrepreneurs, investors, and students provided valuable insights and inspiration for how we can further connect Japan's tea producers with global markets.
We had the honor of sponsoring Samidori, a premium Uji matcha cultivar, at the annual meeting of the NY branch of Mita-kai (Keio University Alumni Association).
Held at the prestigious Harvard Club, the event welcomed 141 attendees and featured a keynote speech by the President of Keio University. We are grateful for the opportunity to present WTEA's Japanese tea in such a distinguished setting, connecting tradition, community, and culture in New York.
We visited a specialty coffee owner in Jakarta, Indonesia, through a connection of one of our team members. During our visit, we studied local café space design and concept creation while also conducting research on the local matcha market. We discovered that matcha has become an integral part of the lifestyle of Indonesia's rapidly growing and youthful population. The speed of trend adoption and the market's upward momentum left a strong impression and valuable inspiration for our future direction.
We had the pleasure of hosting the owner of Tsvaya Cafe & Teahouse, a specialty café and art experience based in Indonesia and part of the WTEA community, at our tea gardens in Wazuka. They experienced firsthand the rich legacy of Japanese tea cultivated in the region.
We were deeply inspired by their dedication and vision, shared among peers passionate about craft and culture. At the same time, we felt the power of connection through Japanese tea—and through WTEA itself. This encounter gave birth to WTEA's guiding concept: "connect you to those who truly matter."
We participated in the Ritsumeikan University Alumni Association event held in New York. Through interactions with alumni who are active in various fields locally, we had the opportunity to share updates on our own activities. It was especially meaningful to reconnect with former president Mr. Hashimoto, who had supported us back in 2023, and to show how much we have grown since then.
We had the privilege of meeting Stephen Globus, owner of Globus Washitsu, New York's only invitation-only tea room. He experienced Samidori, a premium Uji matcha cultivar, showcasing its delicate flavor and vibrant character.
This event was made possible with the support of TAKEDA ZEN, who provide local Zen experiences through kimono and matcha. We are grateful for this opportunity to share authentic Japanese tea and culture in such a meaningful setting.
We met creator Takaaki Yoshimoto in New York's Times Square to discuss the potential of the Japanese market from an American perspective. Through this dialogue, we reflected on the challenges of Japan's traditional "market-in" approach to selling products and were inspired by the idea of "time-machine management"—anticipating future needs that have yet to emerge. This encounter led us to decide to launch WTEA, a service designed to fulfill unmet, future-oriented needs that only we can realize.
At Technica House NY, Audio Technica's studio in SoHo, we hosted a tasting of eight single-cultivar matcha varieties for members of the Swiss-born luxury community AWS. While commercial blended matcha dominates the market, we focused on showcasing the unique character of each cultivar.
Guests were also able to experience differences in relaxation levels using brainwave measurement devices, reflecting the varying theanine (amino acid) content of each tea. It was an exciting challenge to present Japanese tea through this innovative lens.
Additionally, we collaborated with Kohaku, a tatami brand from Seattle using Kumamoto igusa, and a Shigaraki pottery radium bottle brand from Shiga Prefecture. Their products allowed us to deliver the authentic taste of matcha while adapting to local water and environmental conditions. We are grateful to both partners for their support in making this experience possible.
We carried out the harvest of naturally cultivated tencha, the raw leaf used for matcha. In Wazuka, tea fields are carved along mountain slopes, which makes it impossible for large machinery to enter. For this reason, harvesting is done either by hand or with small two-person machines—an approach that reflects the region's commitment to craftsmanship over convenience.
Freshly cut leaves are packed carefully and transported to the factory, where air circulation is maintained to preserve their vitality while they await processing. Through this labor-intensive process, the true character of Uji matcha begins—rooted in nature, patience, and respect for the leaf.
After attending the Cannes Film Festival, we visited specialty cafés in the South of France to explore the local market for matcha and Japanese tea. To our surprise, one of the customers we met was already familiar with our products—it was a powerful moment that made us feel truly connected across borders.
Cannes is a city defined by cinema and storytelling. Being there strengthened our belief that the realities behind the matcha boom—especially the challenges faced in production—must one day be shared through film. Beyond trends, there are farmers, traditions, and unseen dedication. We hope to bring those stories to the world.
We presented its original organic Uji matcha, "SUJINKOH", at the invitation-only CANNES GALA, held alongside the Cannes Film Festival. The gala brings together top global players, including Netflix, Warner Bros., Titanic Studio members, the Harry Potter music production team, and Forbes "Under 30 / Over 50" nominators.
For this occasion, we collaborated with renowned Japanese confectioner Taneya, offering premium wagashi made with wasanbon sugar to provide guests with a taste of traditional Japanese culture.
Although WMATCHA & CO. was founded only in January 2025, participating in this global event was a milestone made possible by the support and connections we have received. The experience reinforced our commitment to delivering authentic Japanese matcha and leaving a hopeful world for future generations.
We served organic Uji matcha drinks at an event hosted by OTO, a media platform dedicated to traditional crafts, held at the Spaces co-working office in Otemachi, Tokyo. Around 100 guests—many finishing a long workday—took a quiet moment to enjoy matcha as a soothing break.
Throughout the evening, we also connected with artisans of Japanese sake, indigo dyeing, and silverware. Together, we discussed a shared responsibility: how to pass Japan's cultural heritage to future generations in a modern world. It was a reminder that tea is not only a beverage, but a vessel for dialogue, craftsmanship, and continuity.
A rainy day provided the perfect moment to step away from the fields and tend to our tencha factory. We climbed up to clear the dust gathered on the furnace roof, using blowers and brooms until we were covered in soot. Every machine—resting since last season—was carefully cleaned and awakened for inspection.
It was more than maintenance; it was a reminder. Before crafting tea for others, we must first care for the tools that make it possible. In every brushstroke and every bolt tightened, we renewed our commitment to respect the unseen work behind each cup.
We began setting the traditional shading nets in preparation for harvesting tencha and gyokuro. This method, known as ooishita, suppresses photosynthesis, increasing the theanine content while reducing catechin—the compound responsible for bitterness. The result is a richer umami, the signature of truly premium Japanese tea.
Unlike modern cultivation, this process cannot be mechanized. It requires precise timing, physical labor, and careful hands. For many regions, the burden is too great—and shading is often abandoned.
In Kyoto, however, farmers continue to honor this demanding craft. They invest countless hours before a single leaf is picked, protecting a tradition that defines the soul of Uji tea.
It is this spirit of craftsmanship that makes Uji matcha not just twice as costly as other origins—but twice as worthy.
We joined Well Green Lab, a wellness-themed pop-up held at the commercial mall NEWoMan in Yokohama. Over the course of a week, dozens of visitors stopped by to explore our products, and many took the time to learn about our brand and brought our tea into their daily lives.
Through conversations at the pop-up, we connected Japanese tea—especially matcha—with the concept of meditation and everyday well-being. It was a meaningful opportunity to share how tea can be more than a drink, becoming a gentle ritual that restores balance and presence in daily life.
We had the honor of serving drinks made with organic Uji matcha as the main bar at Tokyo Weekender's 55th anniversary celebration, held at Hibiya OKUROJI in Tokyo. Over 100 guests enjoyed our matcha, and we were grateful for the opportunity to offer purchases on-site.
It was a proud moment to present authentic Japanese tea in the heart of the city, and we extend our sincere thanks to Tokyo Weekender for the invitation. Sharing true matcha in such a meaningful cultural gathering reaffirmed our mission to bring Japanese tea to new audiences.
We visited Matsubaya Saryo in Tokyo, a teahouse pioneering a groundbreaking approach to modernizing the way tea is enjoyed. While deeply respecting tradition, they beautifully embody the spirit of "Shuhari"—preserving, breaking, and transcending form—to reinterpret tea culture for the modern era. We were deeply impressed and inspired by their philosophy, which strengthened our own resolve to carry forward and evolve the rich heritage of Japanese tea.
We attended NEW ENERGY TOKYO at the Yoyogi National Stadium, a major gathering of global creators and brands across fashion, art, lifestyle, and ethical design. With over 350 exhibitors, the event offered a vivid glimpse into the evolving landscape of wellness and creativity.
Through conversations with exhibitors of Chinese tea, herbal products, and holistic lifestyle brands, we explored new possibilities within the wellness market. The experience reaffirmed how deeply tea and natural remedies are intertwined with personal well-being and conscious living.
Witnessing this intersection of creativity and wellness inspired us to further pursue meaningful connections between Japanese tea and global well-being culture.
We attended an exhibition at Tokyo Big Sight to explore market trends beyond Kyoto. Our goal was to understand the latest developments in Japan's leading industries, including healthcare and cultural innovation. Through direct engagement with top players across various categories, we discovered the vast potential of Japanese tea to transcend boundaries and integrate into diverse markets. This experience reaffirmed our belief in the limitless possibilities of Japanese tea in the modern world.
We were invited to attend a New Year event at Manpukuji Temple in Obaku, Uji City, through the introduction of a tea wholesaler we had recently met. It was our first time experiencing authentic Chinese tea, and the encounter opened our eyes to the profound world and cultural depth of tea beyond Japan.