Shizuoka Matcha Therapy has been selected for the “Women on the Rise” program, an initiative led by the Tokyo Metropolitan Government in collaboration with CROSSBIE JAPAN and EY, designed to support female entrepreneurs expanding into the European market.
As part of our global vision, we are currently exploring the potential of Japanese tea, including matcha, in Europe. While initial insights suggest growing awareness of matcha across countries such as Germany and the United Kingdom, we believe that success lies not in country-level strategies, but in identifying the right combination of city, use case, and customer segment.
Through this program, our focus is not simply on market entry, but on understanding how Japanese tea can be meaningfully integrated into everyday life in Europe. We aim to examine how it is perceived, experienced, and adopted, particularly within the context of wellness and lifestyle.
We are also closely observing recent market shifts, including the movement of Kyoto-based matcha brands expanding their focus from the United States to Europe, which highlights the growing strategic importance of the region.
At Shizuoka Matcha Therapy, we are committed to redefining Japanese tea not just as a product, but as a personalized wellness experience. This program will support us in deepening our understanding of European consumers and refining our approach to delivering “drinkable well-being” globally.
