nana's green tea Hosts Exclusive Brand Experience Event in Los Angeles Ahead of Flagship Store Launch

nana's green tea Hosts Exclusive Brand Experience Event in Los Angeles

On April 3, 2026, just ahead of its first flagship store opening in North America, nana's green tea held an immersive brand experience event in Los Angeles. This endeavor is part of the company's 25th anniversary celebrations and aims to deepen the brand's connection with local consumers, showcasing the rich traditions of Japanese green tea and culture. The event was held in collaboration with JAPAN HOUSE Los Angeles, a center dedicated to promoting the diverse appeal of Japan worldwide. Approximately 60 guests, including local media and industry stakeholders, were present to experience the event firsthand.

Event Highlights

The brand experience event was centered around the theme of Japanese tea and cuisine, featuring an array of engaging programs:

- Matcha Presentation by Yamasei Koyamaden: Guests enjoyed a detailed presentation on matcha production from the historic tea merchant located in Uji, Kyoto, along with a tasting session comparing different grades of matcha.
- Presentation by CEO Ikuto Kuriami: Kuriami shared insights about the company's 25-year journey and future directions, emphasizing the brand’s commitment to delivering authentic Japanese culture through its offerings.
- Hojicha Roasting Demonstration: Attendees were captivated by live hojicha roasting, showcasing the meticulous craft behind this unique Japanese tea.
- Tasting Sessions: Guests sampled a variety of matcha-infused treats, including cakes and exclusive drinks like the ‘Matcha Latte with Dassai Blue Sake Kasu’ made from sake lees, highlighting a creative twist on traditional flavors.
- Tea Ceremony Experience: Led by space designer Chūyō Bukugen, guests participated in an authentic Japanese tea ceremony, adding a personal touch to the experience.
- Kagamimochi Ceremony: Attending dignitaries performed this traditional Japanese ritual in a toast with Dassai Blue, marking a hopeful new beginning for the brand in North America.

A Meaningful Celebration

This event served as a timely introduction to the upcoming flagship store, which is set to open in Pasadena, Los Angeles, in May 2026. By offering attendees an authentic taste of Japan through matcha, tea experiences, and culinary treats, nana's green tea is strategically positioning itself to amplify brand awareness and foster appreciation for Japanese tea culture in the region.

While matcha has gained significant popularity in North America as part of daily lifestyles, there remains an opportunity to educate consumers on the quality, diversity, and cultural significance of this beloved beverage. The event created a platform for attendees to deepen their understanding of Japanese values and the artistry behind nana's green tea’s product offerings.

Participant Reactions

Attendees responded positively to the experience, expressing joy not only in the flavors of the matcha but also in the underlying cultural narratives shared through the presentations. One guest remarked, "It was impressive to experience not just the taste of matcha, but also the rich culture that surrounds it."

The event also featured a demonstration of how to brew and enjoy hojicha, alongside tasting opportunities, allowing visitors to truly connect with Japanese tea traditions. The engagement further underscored the cultural exchange happening during the event.

As the event progressed, the celebration reached a magical moment with the Kagamimochi ceremony, where notable figures such as Naoko Kamiya, the Consul General of Japan in Los Angeles, and other dignitaries came together to mark this auspicious occasion.

Future Plans

Through its ongoing commitment to expansion in North America, nana's green tea aims to further cultivate an appreciation for Japanese food culture and lifestyle. Following the recent establishment of its North American headquarters in California in 2018, the brand is actively preparing to enhance its market presence through the opening of the flagship store.

Looking ahead to 2030, nana's green tea has set ambitious goals, planning to operate 100 stores across North America and 200 internationally. The brand’s commitment to high-quality tea sourced from renowned suppliers like Yamasei Koyamaden emphasizes its dedication to authenticity and cultural representation.

With an emphasis on creating a warm, inviting atmosphere reminiscent of a modern tea room, nana's green tea aspires to infuse daily life with the enjoyable experience of Japanese tea and cuisine, ensuring that such traditions are readily accessible to everyone.