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Modernizing “Matcha”: Can Innovation and Gelato Revitalize Japan’s Tea Industry?

  • Suzuki Shigehiko, eighth-generation owner of Marushichi Seicha, at his retail store Nanaya.

    Suzuki Shigehiko, eighth-generation owner of Marushichi Seicha, at his retail store Nanaya.

  • Nanaya features 20 flavors of gelato, including hōjicha and Japanese black tea, as well as seven shades of matcha.

    Nanaya features 20 flavors of gelato, including hōjicha and Japanese black tea, as well as seven shades of matcha.

  • A Fujieda tea plantation with a portion of the crop covered by sheets to produce shade-grown tencha. (© Marushichi Seicha)

    A Fujieda tea plantation with a portion of the crop covered by sheets to produce shade-grown tencha. (© Marushichi Seicha)

  • Nanaya’s “Matcha 7” craft chocolate selection, exhibited at the 2018 Salon du Chocolat in Paris.

    Nanaya’s “Matcha 7” craft chocolate selection, exhibited at the 2018 Salon du Chocolat in Paris.

  • High-quality shade-grown tencha leaves are slowly stone-ground to a fine powder to make matcha. (© Marushichi Seicha)

    High-quality shade-grown tencha leaves are slowly stone-ground to a fine powder to make matcha. (© Marushichi Seicha)

  • At Marushichi Seicha, samples of tea are tested on a daily basis to monitor their content and quality.

    At Marushichi Seicha, samples of tea are tested on a daily basis to monitor their content and quality.

  • Suzuki in front of his flagship store Nanaya. The noren is emblazoned with the character for seven (nana or shichi), a component of the company and brand names. Marushichi Seicha was founded in 1907.

    Suzuki in front of his flagship store Nanaya. The noren is emblazoned with the character for seven (nana or shichi), a component of the company and brand names. Marushichi Seicha was founded in 1907.

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