AOI Seicha

Introduction

One of the premier producers of matcha in Japan, and the leading supplier of wholesale matcha (North American customers should contact the American subsidiary AOI Tea), AOI Seicha has graciously allowed Japan-based Yunomi to sell their top quality matcha to matcha connoisseurs around the world.

Our Story

Body, Mind, Soul.
"These are the words we live by. As in ancient times, AOI Matcha tea plants are
carefully picked, steamed, dried, and ground by granite stone mill into the finest
Matcha green tea powder."

For over a century, my family has been passionate about creating the finest quality Matcha."

AYANO HONDA
AOI Seicha, Japan

 

Japanese green tea, introduced from Song-dynasty China during the Kamakura period by the Zen master Eisai, boasts a history of over 1,000 years. Since ancient times, the health benefits of tea have been widely recognized. Later, matcha became deeply rooted in Japanese culture through the tea ceremony of Sen no Rikyu. Guided by Zen philosophy—expressed through tea utensils, flowers, and hanging scrolls—the tea ceremony nurtured the Japanese spirit and sense of harmony. I believe this precious cultural heritage is something Japan can proudly share with the world.

In recent years, the medicinal and health benefits of green tea have once again drawn attention. Bottled green tea, valued as a convenient and healthy beverage, has seen remarkable growth in popularity. At the same time, however, there is a concern that the spirit of wa (harmony), consideration for others, and the true taste of tea—cultivated through traditions such as whisking matcha with a bamboo whisk or brewing tea carefully in a teapot—may be gradually fading. Instead, green tea is often consumed simply as a convenient way to quench thirst. Nevertheless, alongside the growing global interest in health, green tea is becoming a worldwide trend, not only in Japan but across the globe.

For tea to continue being loved worldwide as a truly healthy product, we believe it is essential for companies to adopt environmentally responsible practices. At Aoi Seicha, we are committed to building a sustainable, circular society in which nature and people coexist in harmony. With the motto “environmentally conscious, safe, and reliable tea production,” we have devoted ourselves to the development of organically grown tea since 1980. Our organic tea cultivation begins with building healthy soil using compost, without the use of pesticides. In April 2001, our tea fields received JAS organic certification (from OCIA Japan, a registered certification body of the Ministry of Agriculture, Forestry and Fisheries). Today, our organically cultivated tea fields cover 20 hectares, making us one of Japan’s leading organic tea producers.

Aoi Seicha’s organically grown tea, produced using traditional farming methods that are gentle on both people and nature, has earned high praise not only in Japan but also from customers overseas. Japan’s culture of harmony between people and nature is spreading beyond its borders through Aoi’s matcha. The quality standards and certifications required for international trade, along with our advanced technical expertise and hygienic facilities and systems recognized worldwide, are the result of the creativity and dedication of our employees.

The family crest passed down through generations at Aoi Seicha is the “Tachi-Aoi” (upright hollyhock), which long ago became the origin of the Tokugawa shogunate’s famous Aoi crest. Under our customer-first philosophy, we uphold the three leaves of the Tachi-Aoi as the three pillars of our corporate spirit: sincerity, trust, and being loved. We are committed to preserving these values while creating new traditions.

Finally, cherishing the spirit of Ichigo Ichie—“one encounter, one opportunity”—a treasured maxim of the tea ceremony and my personal guiding principle, we will continue, together with our employees, to engage sincerely with our customers and devote ourselves wholeheartedly to our work.

 

History & Info
Name: AOI Seicha Co., Ltd.
Location: 7 Kamiyashiki, Kamimachi, Nishio 445-0894, Aichi Prefecture
Established: 1910 by Yasutaru Honda who began cultivating tea and establishing the Shunkouen Factory for gyokuro.

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