A Japanese tea specialty store in Kyoto that opened in July 2018 with the concept of "bringing Japanese tradition closer to you."

A D2C (Direct to Consumer) brand that sells only high-quality Japanese tea, carefully selected by visiting tea production areas in various places, mainly Kyoto and Uji tea.

We sell and wholesale delicious Japanese tea not only throughout Japan but also around the world. In the store, which was renovated from a Showa-era building, we offer carefully selected Japanese tea and sweets that go well with it.

“A place where everyone can enjoy delicious Japanese tea”

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

“Through Japanese tea, we can help create a kinder world.”

Of course, the Japanese tea handled by YUGEN has a wonderful taste and efficacy, but personally, the most important feeling is this one word.

Matcha has a long history, dating back to the Sengoku period. In an era when the people in front of us could not see each other in battle, we created a space called a tea room, enjoyed the season and art that can only be felt at that time, and spent time relaxing. I think that it is necessary in a busy competitive society.

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 producers and to ensure that we do not carry more inventory than necessary . As a result, we were able to achieve high quality at a reasonable price.

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 create a system that pursues delicious tea more and more, as well as ensuring that high-quality Japanese tea will continue into the future. To that end, I am thinking every day that I should convey the goodness of tea not only to people in Japan but also to people all over 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.