#Japan #Tokyo #THREE #Zenkyu Matcha #Matcha Ritual

Zenkyu Matcha and THREE: A Fusion of Aroma and Serenity

In an innovative collaboration, the Tokyo-based matcha brand Zenkyu Matcha, operated by BLUEGON, has joined forces with the lifestyle beauty brand THREE to create experiential workshops focused on the healing elements of matcha and aroma. These engaging sessions were held both in the heart of Tokyo at MIYASHITA PARK’s VISIONARIUM THREE and in Bangkok, Thailand at Central World. This initiative aims to help participants reconnect with their senses, creating moments of calm amidst their busy lives.

Concept Behind the Collaboration

Zenkyu Matcha aims to redefine the act of preparing matcha and introduce it as a mindful practice. By blending this with THREE's focus on holistic well-being through the power of plants and fragrance, the collaboration emphasizes returning to the present moment. Both brands share a vision of creating small pauses in daily life, allowing participants to cultivate a deeper sense of mindfulness.

Overview of the Domestic Workshop

The workshops in Japan offered a unique blend of incense making and matcha preparation. Participants first crafted their own custom incense using carefully selected essential oils from THREE. While allowing the incense to dry, they transitioned into the matcha experience.

During the matcha session, the focus was not only on taste but also on the ritualistic aspects of preparation. Participants practiced breathing techniques before engaging with the matcha tools and making their drinks. This structure helped them switch gears mentally, offering a refreshing space to savor matcha. They could enjoy three different styles: thin tea, latte (with koji milk or oat milk), and sparkling matcha, leading to explorations of diverse flavors.

Feedback from participants highlighted the new ways to enjoy matcha and expressed a desire to integrate this ritual into their daily lives. Many found the preparation process simpler and more achievable than expected, recognizing matcha as an everyday option rather than something reserved for special occasions.

For a portion of the event, sessions were organized specifically for international attendees, where the essence of incense making and the cultural significance of matcha were explained in detail. This approach provided a relaxing and enriching experience for participants from diverse backgrounds.

Workshop in Bangkok

The workshops in Bangkok were designed to cater to many first-time matcha drinkers, leading participants through the experience using the power of aroma. The event started with a deep breathing session using THREE's cleansing oil, infused with aromatic essential oils. Following this, participants learned about matcha tools and techniques through demonstrations and were guided to prepare their matcha.

Similar to the domestic events, participants tasted three variations of drinks to understand the nuances of flavor, reinforcing the experience of matcha beyond mere knowledge. Engaging participants in aroma first created a comfortable entry point for enjoying matcha and conveyed the essence of the Matcha Ritual seamlessly.

Future Prospects and Recruitment

Looking ahead, Zenkyu Matcha plans to continue promoting health and mindfulness through matcha, with upcoming events scheduled in Dubai, UAE, and London, UK.

Furthermore, Zenkyu Matcha is on the lookout for collaborative partners and team members who resonate with their vision. They are excited to engage with brands and individuals interested in co-creating wellness experiences through matcha, whether that includes product development, events, or storytelling. Interested parties are encouraged to reach out and join Zenkyu Matcha in spreading the philosophy of “preparing and savoring” quality matcha globally.

About Zenkyu Matcha

Founded in Tokyo, Zenkyu Matcha (禅休抹茶) is a premium matcha brand that draws from the principles of tea ceremony and Zen philosophy. Emphasizing the concept of Matcha Ritual, the brand aims to foster moments of pause in the midst of everyday chaos, promoting holistic health through matcha. Their matcha, crafted from the finest first flush tea leaves sourced from Uji, Kyoto, features vibrant green hues and rich flavors. Additionally, Zenkyu Matcha collaborates with artists to create beautiful tea utensils, enriching the matcha brewing experience.

For more information, visit Zenkyu Matcha's official website or follow them on Instagram @zenkyu_matcha_jp.

Contact Information

Company: BLUEGON (Managed by Zenkyu Matcha)
Representative: Kenryo Suji
Email: [email protected]
Location: 9th Floor, Sadanotsuji Square, 5-36-4 Shiba, Minato Ward, Tokyo