About Us - Fuji Matcha

Our Story

🌸A Life Rooted in Traditional Japanese Culture

My name is Shion, a Japanese tea enthusiast and the founder of The Fuji Matcha. My journey into Japanese tradition spans more than 20 years of tea ceremony, alongside deep involvement in calligraphy (shodō), flower arrangement (kadō), and kimono culture — all of which have nurtured my appreciation for Japanese aesthetics and spirit. Through each of these practices, I learned more than just technique. I learned presence, patience, humility, and how to find beauty in the quiet details. Whether preparing a bowl of matcha, arranging flowers, or writing with ink, every movement taught me something about intention and harmony. Over time, my love for Japanese culture — especially its tea culture — only grew deeper.
There is something so profound and tender in the way matcha is prepared and shared. It’s not just about drinking tea; it’s about connection, reflection, and honoring the present moment.
I came to see matcha not as a beverage, but as a beautiful expression of the spirit of Japan.This lifelong engagement with traditional Japanese culture gave me more than skills — it gave me a philosophy.
It showed me that even the smallest act, when done with sincerity, can become something meaningful and lasting. That is the spirit I now carry into The Fuji Matcha.

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🍂 Why I Started The Fuji Matcha

The desire to share that spirit — the quiet strength and beauty of Japanese culture — is what led me to create The Fuji Matcha. Not as just another tea brand, but as a heartfelt bridge between generations of Japanese tradition and today’s global curiosity.As someone deeply rooted in Japanese culture, I feel a strong calling to share the true spirit of matcha — not just its taste, but its heart — from Japan to the world.In today’s fast-paced, hyper-connected world, I believe Japanese tea culture holds something precious — a moment of stillness. My hope is to weave the essence of Japan — its mindfulness, elegance, and honesty — into modern life, like a breath of calm drifting through a restless city. The Fuji Matcha offers more than tea; it offers space to pause, reconnect, and feel present again.

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✨ Our Principle: “Shinjitsu Ichiro” (真実一路)

At the heart of The Fuji Matcha lies a single unwavering principle:
“Shinjitsu Ichiro” (真実一路) — Authenticity and Integrity, Always. This philosophy guides everything we do.
It shapes how we source our matcha and how we communicate with our community. Our commitment is clear:
to remain honest, transparent, and deeply respectful — to the tea itself, to the culture it comes from, to everyone who helps bring it to life, and to the people who choose to welcome it into their hands and homes. That’s why I built a brand grounded in trust, respect for everyone we work alongside and every customer who connects with our matcha, and a belief in the quiet power of authenticity. We don’t follow trends. We don’t cut corners.
We believe that true beauty comes from sincerity and depth, not speed or spectacle.“Shinjitsu Ichiro” is more than a slogan.
It’s a way of walking — one step at a time, with purpose and truth.

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🌎What We’re Aiming For

The Fuji Matcha may still be small, but we believe that anything made with honesty and heart will always find its way to those who truly value it. We hope to connect not only with those who appreciate tradition, but also with people who simply long for a gentle pause — a brief moment to breathe, to feel grounded, and to return to themselves. Even just a few quiet minutes between tasks or a peaceful morning ritual can become something meaningful.
We hope our matcha can bring that stillness and intention into the rhythm of modern life.This is just the beginning.
We’d be honored if you joined us in shaping what The Fuji Matcha will become.Matcha is not just a trend.
It carries centuries of wisdom, care, and quiet strength in a single bowl.
When people encounter the real thing, we believe they feel it — not only in taste, but in spirit.Thank you for walking this path with us.
We’re honored to share it with you.— Shion
Founder of The Fuji Matcha