“Sayama tea master” and “Indian student” develop a new tea that can be used overseas
Started selling the first product of the Japanese regional asset Reboot project.
YOMOYAMA Co., Ltd. (Headquarters: Nerima-ku, Tokyo, Representative Directors: Toyoshi Suzuki, Hisato Tsuboi) introduces a new perspective of foreign students in order to reboot regional assets that lie dormant in Japan. We have started the YOMOYAMA Project, a project that supports product development and promotes its appeal both in Japan and overseas. As the first step, we have developed a new product using tea farmers in Iruma City, Saitama Prefecture and “Sayama Tea”, which is counted as one of the three major teas in Japan.
Background of the initiative
What we need now is the knowledge of foreign students
There are 242,444* foreign students studying in Japan (as of May 2021). They are interested in various elements such as tourist spots such as shrines and temples, Japanese cuisine such as sushi and tempura, and pop culture represented by Akihabara. There are many people who study abroad because they are attracted by the goodness of Japan. Many of them return to their home countries after spending several years at universities or vocational schools, but while they are in Japan, there are many who want to be involved in Japanese culture and work, etc. I was able to know
*From a survey by the Japan Student Services Organization (JASSO) Here’s a question. Do you know what kind of international students studying in Japan are like?
・ A woman who is studying at a university in Tokyo on a
government-sponsored scholarship from the Turkish government ・ A woman who is studying at a university in Kansai on a
government-sponsored scholarship from the Vietnamese government In addition, many promising students from Mongolia, Malaysia, and Bangladesh are involved in our company. Many international students are evaluated as excellent people in their home countries, and many of them come to Japan to study with government funding in order to solve their own problems and problems. We at YOMOYAMA would like to borrow the knowledge, knowledge, and experience that these people have, and once again acquire the weapons that will enable Japan to compete in the world.
Abhisec Gupta, who is researching new materials at the University of Tokyo graduate school, participated in this project.
About product development
The first is Japanese heart “tea”
We have launched a project focusing on “Sayama tea” from Saitama Prefecture, which is counted as one of Japan’s three major teas. Sayama tea is characterized by its rich and rich taste, as the old adage says, “The color is Shizuoka, the aroma is Uji, and the taste is Sayama.” Sayama tea is cool for a tea production area, so the tea leaves are thicker and retain nutrients. In addition, a unique finishing technique called “Sayama heating” creates further umami and richness.
Mr. Ryutaro Matoba, who was involved as a tea farmer this time, is the fourth generation representative of Matobaen (located in Iruma City), which was founded in 1945. is. We are actively engaged in efforts to disseminate the appeal of Japanese tea both domestically and internationally, and we are proud that we are the best partner for you to be involved in this project.
This time, we had many discussions with Mr. Abhi and Mr. Matoba about “taste, aroma, light blue color, tea leaves used, degree of roasting, etc.”
In Japan, green tea is generally drunk, but in Europe, America, India, China, and other overseas countries, black tea and oolong tea, which are made by fermenting tea leaves, are often drunk. Green tea, which is made by drying tea leaves that have sprouted in the fresh green, is rare in the world. In a sense, it seems that people around the world who are used to drinking black tea and oolong tea often find it difficult to drink.
So, Abhi suggested the possibility of “roasted tea”. Hojicha is also attracting attention overseas, and compared to green tea, it is said to be a tea-based beverage that is easier for foreigners to drink. As many of you know, in India (especially in the north), which is famous for Darjeeling and Assam, chai, which is black tea with milk and sometimes spices, is drunk on a daily basis. Spices used in chai are cardamom, cinnamon, cloves, ginger, etc. We adopted the Indian way of drinking in this product development.
And one more thing. Abhi also looks at the health benefits of green tea. Obesity and diabetes have become a social problem in India due to the custom of drinking with a large amount of sugar, and interest in health is increasing. In India, there is a custom of eating fennel seeds after meals, which is expected to help digestion and give a refreshing feeling, but Japanese people often drink green tea after meals, right? By blending the perfect amount of fennel seeds with green tea, it has a refreshing and refreshing taste.
I think that both products are completely new products by adding the goodness of India to the characteristics of existing Japanese tea. By all means, please find a cup just for you. And nothing would make us happier than hearing your impressions. We are looking forward to hearing from you with Abhi and Matoba.
On the project page of MAKUAKE, which is conducting crowdfunding, we posted a video of an interview with Mr. Matoba and Mr. Abi, who cooperated with us this time. Please watch it.
About the product
TeTe 1.: Roasted green tea + cinnamon
After the fragrant scent of hojicha, the sweetness of cinnamon is softly scented. Enjoy your own calming time while enjoying the change of scent.
TeTe 2.: green tea + fennel
The scent of fennel seeds complements the sencha and is characterized by a taste that wakes you up. For a change of mood, such as when you want to change your mind.
For more information, please visit the Makuake project page below. [Page URL]
[Page publication period]
November 17, 2021 to December 17, 2021
Introduction of Matobaen
Founded in 1945, Matobaen has been producing Sayama tea, one of Japan’s top three teas, for four generations. In addition, we are always trying to create products with sincerity and sincerity that can only be achieved by integrated management of raw material production, unrefined tea production, finishing processing, product development and sales in-house.
The belief of our shop that has been pierced until now
“Don’t be bound by common sense”
“From 0% interest in Japanese tea to 1%”
Also the goal is
“Bring back the culture of tea to life and pass it on to the next generation.” Based on these, we are doing all the business although it is small. “Tea” is the heart of Japan and a symbol of traditional culture. Because we live in the history of tea that continues uninterrupted, we continue to explore its infinite possibilities without being bound by conventional wisdom and ideas. We will continue to study with the understanding that it is our mission to enrich people’s lives through the various charms of tea.
Introduction of YOMOYAMA Co., Ltd.
Toyofumi Suzuki (Co-CEO of YOMOYAMA Co., Ltd., second from the right in the photo)
Graduated from Keio University Faculty of Economics. After working as a sales representative and planner at an advertising company, he founded YOMOYAMA Co., Ltd. with Hisato Tsuboi, who he had been friends with since college.
Hisato Tsuboi (Co-CEO of YOMOYAMA Co., Ltd., right in the photo) Graduated from the Faculty of Economics, University of Tokyo. Engaged in service development and consulting at an IT company, studied under branding director Kiyoshi Usami, and has extensive experience in the field of branding and marketing.
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