TAKAUJI Challenges the Matcha Industry's "Inconvenient Truth"
Why Hasn't the World Discovered the "Real Matcha Latte" Yet?
The matcha boom is sweeping the world. However, behind this enthusiasm, we've discovered one "inconvenient truth." That is, "most matcha lattes consumed overseas are completely different from what Japanese people truly find delicious."
And the cause lies in deep-rooted structural problems that the matcha industry has harbored for years. TAKAUJI confronts this problem head-on and begins an entirely new challenge to deliver "authentic matcha lattes" to people around the world.
Rebellion Against Industry Common Sense: The Dilemma of "Latte-Incompatible" Premium Matcha
"Foreigners buy from the most expensive items first." This is something we heard repeatedly while visiting over 100 tea shops. However, there's a big pitfall here.
So-called "premium matcha" used in tea ceremony is made for "koicha" (thick tea), which is mixed and drunk with hot water for a long time. Its delicate flavor loses its character when mixed with milk and cannot demonstrate its true deliciousness. Worse, it may not mix well and become lumpy, even resulting in terrible taste.
On the other hand, surprisingly, what many foreigners unanimously call "delicious" is often cheap instant matcha sold in supermarkets, loaded with sugar. This is because what they seek isn't the stoic world of tea ceremony, but rather the deliciousness of a "latte."
This fatal mismatch between supply and demand is the first reason why the world hasn't yet encountered the "real matcha latte."
Dedicating Everything to Latte-Specific Purpose: TAKAUJI's "Product-Out" Philosophy
To solve this challenge, we reached one conclusion: "We have to create matcha that suits lattes while considering health and the body."
Product-out (providing what creators believe is the best) rather than market-in (adapting to market demand). That's our philosophy. We thoroughly studied authentic matcha latte recipes passed down in Kyoto and pursued what matcha would best demonstrate its true value when made into a latte.
Working hand-in-hand with farmers, selecting tea plants that serve as matcha ingredients from the ground up. Developing unique blends to maximize latte flavor. And adding only gentle sweetness from sugar beet and sugarcane that doesn't interfere with matcha's delicate flavor.
No artificial flavors, colors, or preservatives. Simply pouring all our dedication solely into the "ideal matcha latte." That is TAKAUJI's matcha.
Inheriting the Spirit of the Muromachi Shogunate: Pride as Cultural Bearers
Our brand name "TAKAUJI" derives from Ashikaga Takauji (1305-1358), founder of the Muromachi Shogunate (1336-1573). The Muromachi period was when Japanese traditional culture flourished, including ink paintings, Noh theater, and tea competitions.
In this modern era where matcha, once exclusive to privileged classes, has become a popular beverage beloved worldwide, we want to deliver authentic Japanese matcha culture to the world in a form befitting this new age. This isn't merely an antithesis to mass consumption, but a challenge staked on our pride as cultural bearers.
While paying maximum respect to fine old traditions, we propose new forms of matcha that align with modern lifestyles. The name TAKAUJI embodies our firm determination.
No More Deception by Fakes: Authentic Experience in Your Hands
We're confident that the matcha lattes you've drunk before will pale in comparison to TAKAUJI's matcha latte. It's not just a beverage. It's a cultural experience where Japanese tradition and innovation merge.
We carefully package each order after receiving it and deliver it to you. An authentic matcha latte experience that begins the moment you open the box. Please look forward to it.