WAKABA STORY, Brand, and Vision

Tradition and Beauty for the Future

The name "WAKABA," meaning "young leaves," symbolizes new beginnings and hope for the future. WAKABA honors the traditions and beauty of Japanese tea while reimagining its appeal to fit modern lifestyles. By making authentic Japanese tea accessible and luxurious, we continue to innovate and expand the possibilities of Japanese tea around the world.

"Blending Tradition and Innovation to Bring Authentic Japanese Tea to the World"

WAKABA respects the long history and culture of Japanese tea while offering a modern tea experience that fits today’s lifestyles. Our matcha is crafted in a factory in Uji, Kyoto, with over 150 years of history, using organic tea leaves grown in Kagoshima and other renowned tea regions of Japan. This fusion of nature’s blessings and expert craftsmanship delivers the true taste of authentic Japanese tea.
WAKABA mission is to provide moments of calm and renewed energy through authentic Japanese tea. By sharing the deep flavors and rich traditions of Japanese tea with people worldwide, we aim to create new value for Japanese tea in the global market.

Our tea leaves are matured in a controlled environment at 0°C and 50% humidity after harvest, enhancing their umami and rich flavor. This special process creates a smoother and more refined taste. Skilled tea masters in Uji carefully blend each batch to highlight the unique characteristics of the leaves, ensuring every cup offers the deep flavor and aroma of authentic Japanese tea.

WAKABA is committed to expanding the appeal and possibilities of Japanese tea through safe, high-quality products. We continue to grow as a brand that blends tradition with innovation.

Changing the future with a cup of tea

WAKABA is a brand that aims to bring the true value of Japanese tea to the world.

Through tea, we are preserving tradition while innovating and maximizing the potential of Japanese tea.

With our future-oriented challenges and actions, we will be a bridge connecting Japanese tea to the next generation

The Beginning: Bringing the authenticity to the World

The story of Wakaba begins with the founder, Asuka's encounter in Europe with the current state of "matcha" (powdered green tea).

We were shocked to see low-quality products and substitutes on the market and the lack of awareness of the true taste and value of Japanese tea. In 2018, we opened our first café under our brand “Wakaba” specializing in serving matcha in Düsseldorf, Germany, with the desire to "deliver authentic Japanese tea".
Commitment to Quality and Craftsmanship. Wakaba has expanded to three locations thanks to the support of our loyal customers and our dedicated team.

Wakaba’s efforts to face challenges in the Japanese tea industry

The Japanese tea industry faces the following issues:

・Aging of tea farmers: The average age of tea farmers is 67 years old, and the number of new farmers is about 2% of the total.

・Declining tea plantations: The tea plantations have decreased significantly from 68,000 hectares in 1955 to 40,000 hectares in 2020.

・Decline in domestic demand: annual per capita consumption halved from 1 kg in 1975 to roughly 500 g in 2020.

・Climate change: Increased impact on quality and yield, such as earlier harvest time.

・Organic tea production faces low production: Only 4.5% of Japanese tea is produced organically.

As a matcha brand ourselves, we recognise the need for concrete action to address these challenges.

Challenge: Bringing Japanese Tea to the Next Generation

Wakaba wants to establish Japanese tea as a "culture" rather than  just  a "hype" in the world.

Matcha has great potential in terms of taste, health benefits, and versatility, but its true value has yet to be fully appreciated.

Wakaba's mission is to bring the rich, authentic flavors of matcha to customers' doorsteps, providing a convenient and accessible way to experience the benefits of this revered green tea.

Wakaba’s vision to innovate, invest in sustainable future, and our role to bridge Japanese tea to the world 

Innovation: At WAKABA, we will continue to offer a variety of ways to enjoy matcha, from modern ways of enjoying it such as lattes, smoothies, and sweets, to traditional ways of drinking Japanese tea.

Investment in the future: In the future, we will build a model for a sustainable tea industry by owning our own tea plantations and promoting sustainable farming methods.

Bridging the world: As we continue to grow in Europe, we will bring Japanese tea to people around the world and foster culture and community.

 A Drink for the Future

The name "WAKABA" is associated with the thoughts of "new buds" and "hope for the future".

We believe in the power to change the future for the better by connecting farmers, the environment, and consumers through a cup of tea.

That cup of tea is a special entity that protects the earth, revitalizes communities, and brings healing and joy to people.

From a cup of tea, bridging valuable connections to the world.

 

Experience Japanese Culture Through Our Cafés

In 2017, WAKABA opened its first matcha café in Düsseldorf, Germany. Known as the leading matcha cafe düsseldorf, we own operate three locations, where local customers enjoy authentic matcha lattes, hojicha, and more. Our matcha cafe are not just places to drink tea—they are spaces where people can experience the beauty and culture of Japanese tea.