⏱ 1 min read
The Short Version
Sayuri redefines global tea culture by authentically bridging Japan’s tea heritage with modern consumption, prioritizing sustainability, direct farmer partnerships, and a curated range beyond matcha.
When matcha’s surge in popularity caught global attention, Sayuri stood out by redefining the narrative — not just following the trend, but reshaping it. Yuri Yasuda, the brand’s founder, didn’t just export Japanese tea to the West; she reimagined how it could be experienced. For years, she imported Western teas into Japan, but six years ago, she shifted course, building a brand that brings Japanese tea culture to the global stage with authenticity and intention. “I want to be a modern Japanese tea brand,” she says, not a trendy matcha label.
“It’s a fun, everyday drink,” Yasuda says, “but it makes such a world of difference to actually have a bit of awareness and knowledge of where matcha comes from.”
From Sommelier to Cultural Curator
Yasuda’s expertise spans decades, from her work with Harney & Sons to her direct partnerships with Japanese tea farmers. She’s not just selling a product — she’s curating a legacy. Sayuri’s offerings extend beyond matcha: sencha, hojicha, and even tools for preparation. Each product is rooted in sustainability, not just for the planet but for the integrity of tea farming. Unlike many brands, Sayuri’s approach is defined by direct relationships with Japanese growers, ensuring ethical practices and traceable origins. “Respect for farmers, craftsmanship, and history” isn’t a buzzword here — it’s the foundation.
Beyond the Bowl: A Ritual Reimagined
The brand’s Midori Matcha, a premium blend of spring and summer harvests, is designed for everyday sipping. Its vibrant green hue and smooth texture make it a versatile base for lattes and cocktails. For purists, the deluxe kit includes a bamboo whisk, ceramic bowl, and furoshiki cloth — transforming preparation into a meditative act. Sayuri’s mission isn’t just to sell tea; it’s to revive a tradition in a world obsessed with shortcuts. “It’s a fun, everyday drink,” Yasuda says, “but it makes such a world of difference to actually have a bit of awareness and knowledge of where matcha comes from.” What does it mean to truly honor a tradition in a world obsessed with trends?
Questions & Answers
How does Sayuri differ from other matcha brands?
Sayuri stands out by focusing on authenticity and sustainability, not just trendiness. Unlike many brands, it builds direct relationships with Japanese tea farmers, ensuring ethical practices and traceable origins. Its offerings include a range of teas like sencha and hojicha, along with tools for preparation, reflecting a commitment to tradition and craftsmanship.
What is the significance of Sayuri's Midori Matcha?
Sayuri's Midori Matcha is a premium blend of spring and summer harvests, designed for everyday sipping. Its vibrant green hue and smooth texture make it versatile for lattes and cocktails. It also comes with a deluxe kit that includes tools for a meditative preparation experience, reviving the traditional ritual in modern contexts.
Why is sustainability important for Sayuri?
Sustainability is central to Sayuri's mission, ensuring both environmental responsibility and the integrity of tea farming. The brand prioritizes ethical practices and direct relationships with Japanese growers, supporting long-term sustainability. This approach reflects a deeper respect for the land and the people who cultivate it, beyond just commercial interests.
How does Sayuri honor Japanese tea culture globally?
Sayuri honors Japanese tea culture by bringing it to global tables with authenticity and intention. Founder Yuri Yasuda reimagines the experience of tea, emphasizing respect for farmers, craftsmanship, and history. Through curated products and rituals, the brand revives traditional practices while making them accessible and meaningful in a modern, fast-paced world.
Originally reported by Tokyo Weekender.
