#Japan #Tokyo #Chotto Matcha #MISAKU #Matcha Brand

Introduction

In a world where many brands traditionally start in Japan before making their way overseas, sisters Sakura and Misaki Motohashi have flipped the script. Their matcha brand, Chotto Matcha, launched in the Philippines in 2023, is now making waves in Japan with a flagship store in Asakusa, Tokyo, as well as four stores in Manila. This unique venture embodies a new business model where Japanese tea culture is reintroduced to Japan after flourishing abroad.

From Tokyo to Manila: The Inception of Chotto Matcha

Chotto Matcha was born from a simple yet profound desire: 'We want to share Japan’s matcha with the world.' Rather than establishing their brand in Japan, the sisters strategically chose the Philippines to embark on their journey. While many Japanese brands look to expand internationally after achieving success domestically, MISAKU has chosen a pioneering approach—building their brand's value overseas before bringing it home, a move they describe as a 'reverse import brand.'

Having started their entrepreneurial journey as university students without extensive experience, the Motohashi sisters aimed to change the future of Japanese tea from a place outside their homeland. They built their brand one cup of matcha at a time.

Challenging Preconceptions: Young Female Entrepreneurs

For years, the food and beverage industry has been perceived as a realm dominated by seasoned professionals and older individuals. Many questioned whether two young women could successfully start a food brand abroad, often dismissing it as a 'difficult' or 'impossible' task. However, rather than seeing these doubts as barriers, the sisters viewed them as motivations to challenge the status quo. They believe that their youth offers a distinctive value perspective, and as women, they can convey a brand message that resonates deeply. They hold a steadfast belief in the captivating power of Japanese culture and are committed to exploring that potential.

Rapid Growth: Five Stores in Just 2.5 Years

In a mere 2.5 years, Chotto Matcha has risen to prominence, currently operating four stores in the Philippines and one flagship location in Tokyo’s Asakusa area. With over 500,000 cups of matcha served annually, the brand has established itself as a lifestyle matcha brand, actively collaborating with well-known fitness and cosmetics brands such as Alo Yoga, Under Armour, and Nature Republic. Their presence on social media has garnered over 20,000 followers, reflecting their popularity, particularly among younger generations.

Chotto Matcha aims to redefine Japan’s tea image, promoting it as a drink for everyday enjoyment rather than a special occasion treat.

Not Just Selling Matcha: Shaping the Future of Japanese Tea

What Chotto Matcha seeks to deliver goes beyond just matcha. They proudly source their matcha from the tea farmers of Shizuoka, focusing on single-origin products. Committed to the 'Farm to Cup' philosophy, they prioritize transparency in their production processes and aim to convey the authentic flavors and stories behind Japanese tea.

Japan currently faces challenges including aging tea farmers, shortages of successors, and declining domestic consumption. Chotto Matcha believes that cultivating new demand for Japanese tea overseas can effectively bring value back to the producers. Each individual who develops a love for matcha abroad is one more step toward safeguarding the future of Japan’s tea industry.

A New Model for Japanese Brands

Traditionally, the narrative for Japanese brands has been to establish success at home before venturing abroad. However, MISAKU is rewriting this script by building their brand overseas and returning it to Japan, offering a fresh perspective on what it means to be a Japanese brand. They believe that a brand polished in an international arena can bring innovative value back to the domestic market, asserting that the concept of a 'reverse import brand' represents a new pathway for delivering Japanese culture to the world.

Future Prospects

With an eye toward the future, MISAKU intends to accelerate the international expansion of Chotto Matcha, particularly throughout Asia. They aim to create a platform that promotes the value of Japanese tea globally and deepen partnerships with tea producers and regional industries, establishing a sustainable business model that connects Japanese culture with the next generation. Their goal is not just to expand the number of matcha cafes; they aspire to make Japanese tea part of everyday life worldwide, ensuring that Japan’s tea farmers can take pride in their craft for generations to come.

About Chotto Matcha

Chotto Matcha is a brand dedicated to sharing the allure of Japanese tea, with a focus on matcha. In addition to operating cafes, they are also engaged in the wholesale distribution of Japanese tea and matcha. The brand currently boasts four retail locations in the Philippines and a flagship store in Asakusa, Tokyo. By sourcing single-origin matcha from Shizuoka farmers, they aim to make Japanese tea a more accessible and cherished part of everyday life across the globe.

Company Overview

• - Company Name: MISAKU Co., Ltd.
• - Representative: Sakura Motohashi
• - Cafe Address: 1-10-14 Hanakawado, Taito, Tokyo
• - Business Scope: Cafe operations, matcha wholesale
• - Website: Chotto Matcha

Contact Information

• - Email: [email protected] (For inquiries about interviews, publication, or collaboration)
• - Contact: New Business Department, Kitahama
• - Email: [email protected] (For general inquiries)