A Dialogue on the Future of Tea and Primary Industries at WMATCHA & CO. Headquarters

We recently welcomed a tea practitioner from the Urasenke tradition to our headquarters in Wazuka, Kyoto, for an in-depth exchange centered on tea, culture, and the future of primary industries in Japan.

During the visit, we served teas rarely encountered in formal tea settings, including Hino-cha from Shiga and Shirakawa-cha from Gifu. The guest expressed genuine surprise, noting that they were unlike any sencha or hojicha they had experienced before—an affirmation of the vast, often underexplored diversity within Japanese tea.

Our conversation expanded beyond tea into a broader analysis of primary industries. In comparison to forestry and fisheries, we discussed why agriculture may hold the greatest long-term potential, particularly due to the sophistication of natural ecosystems themselves. This perspective has informed the guest’s current work on Oki Island, where they lead organizational management and team-building programs for large corporations through agriculture-based initiatives.

We also touched on cultural trends toward 2030, sharing the view that a renewed interest in Japanese culture will emerge as a counter-reaction to global standardization. The guest themselves embodies this cultural depth, having mastered not only tea ceremony but also shamisen and traditional Japanese dance.

Oki Island was another focal point of discussion. Known for its rice culture and the prevalence of the Honma surname, the island is said to have a uniquely open and diverse cultural fabric—some even describe it as more internationally minded than many parts of the U.S. Its history as a place of exile for Emperor Go-Daigo also means Kyoto’s cultural influence remains deeply embedded there.

The guest’s personal journey was equally compelling. Having practiced tea ceremony since junior high school, they discovered its power as a tool for communication while studying abroad in Baltimore, where simply “doing tea” created instant connection. This led to further immersion during studies in Cebu, offering one-on-one tea experiences in English, and later integrating tea into global HR initiatives in countries such as Serbia during their time at NTT. Their range of experiences—from cultural ambassadorship to unexpected roles across industries—left a strong impression.

New collaborations are already taking shape, including plans to utilize traditional Japanese houses as creative bases. The visit was a powerful reminder that tea is not only a beverage, but a medium—one that connects people, cultures, and possibilities.

Life, indeed, is full of potential.