A Japanese tea specialty store in Kyoto that opened in July 2018 with the concept of "bringing Japanese tradition closer to you." It is a D2C (Direct to Consumer) brand that sells only high-quality Japanese tea that has been carefully selected by visiting production areas in various places, mainly in Kyoto and Uji tea.

We sell and wholesale not only in Japan but also overseas. In the store, which was built over 100 years ago and renovated as a tea stand, you can enjoy high-quality Japanese tea in a traditional style as well as on a daily basis.





About YUGEN Japanese tea

In today's Japanese tea industry, the consumption of cheap and convenient products is on the rise due to the spread of PET bottled beverages and inexpensive matcha tea for confectionery. On the other hand, the consumption of high-quality tea leaves that can be enjoyed in a teapot and the amount of matcha that can be enjoyed by drinking is on the decline. We are here.

“A place where anyone can stop by and enjoy high-quality Japanese tea”

YUGEN was born with the thought that if this can be realized, everyone from those who love tea to those who have never touched Japanese tea can enjoy Japanese tea.

The problem that stood in the way was the price. The higher the quality, the more expensive it will be. Innovation will not come from the same distribution as Japanese retail stores and restaurants.


In general logistics in Japan, there are not only wholesalers, but also trading companies holding inventories, distributors in charge of distribution, and wholesalers beyond that. I realized that it is a mechanism that is hard to reach.


With that in mind, we decided to purchase directly from the producers first and ensure that we do not carry more inventory than necessary . As a result, we are able to offer high quality at affordable prices.



We also sell sencha with single origin. Although teas have been blended and enjoyed until now, we place importance on the transparency of origin and quality, and we would like you to enjoy each character of each variety of tea leaves.



To the future of Japanese tea

We would like to deliver high quality Japanese tea not only to Japan but also to the world. The delicious and fun smiles of everyone will be a smile not only for us but also for the farmers. We will continue to walk forward while sharing the happiness of meeting Japanese tea with everyone.