Matcha Brand “YOHAKU”

Official Origin Story

A STORY THAT BEGAN IN UJI

More than a century ago, our family’s story with matcha began in Uji, Kyoto.

Naojiro Yoshida cultivated matcha in Uji, carefully producing and wholesaling his tea while also running a teahouse in Hanamikoji, Kyoto.

By the time he passed away on October 5, 1899, he had built a life around matcha.

We do not know exactly to whom his tea was served.

What has been passed down through the Yoshida family is simply this:

It was not made for general circulation, but delivered to places of formality and dignity.

In the turbulent years that followed, the matcha business he had built was never passed on to the next generation.

More than a century later, his great-grandson has returned to where the story began—Uji, Kyoto—to begin again.

Not to recreate the past, but to continue what was left unfinished.

Why“YOHAKU” ?

WHY YOHAKU?

For four generations, one question has guided us:
How can we make matcha more enjoyable for the people we serve?

Our commitment has always begun with exceptional matcha from Uji—the spiritual home of matcha. But for us, the quality of the tea was never the whole story. How it was experienced mattered just as much.

In Kyoto, our founder, Naojiro Yoshida, served matcha in his teahouse in Hanamikoji, where guests could enjoy it alongside the artistry of maiko. In tranquil gardens, matcha was experienced through all five senses. And alongside each bowl, traditional higashi—delicate Japanese sweets made with Wasanbon—were served to complement matcha’s distinctive character.

The setting changed. The pairing changed. The purpose never did: to find the best way for each generation to experience matcha.

Today, matcha has travelled far beyond Japan. Many of those discovering it did not grow up with Japanese tea culture. So we asked the same question that has guided us for generations:

How can they experience matcha at its best?

One of our answers is Matcha Sugar—premium single-origin Uji matcha paired with traditional Wasanbon sugar. Wasanbon gently softens matcha’s bitterness and astringency without masking its umami, aroma, or character, making matcha more approachable while remaining distinctly Japanese.

Across four generations and two centuries, our purpose remains unchanged:
to create the best possible way for people to experience matcha.