Sharing the Diverse Appeal of Japanese Tea with the World:A New Proposal to Address Hard Water Issues and Matcha Shortages
Hōryokuen Co., Ltd. (Headquarters: Shintomi-cho, Koyu-gun, Miyazaki Prefecture; President: Kentaro Morimoto) has announced the launch of powdered tea, “CHAWDER”. This series allows consumers to enjoy organically grown Japanese tea products capturing the full flavor and essence of entire tea leaf. The collection is set to be released in November.
The Background of the Launch: Growing Demand and Challenges to “Diversity”
In recent years, a global “Matcha Boom” is underway, driven by a rise in health consciousness and increasing interest in Japanese culture. Consequently, exports of Japanese tea have reached a record high. However, this rapid surge in demand has led to a domestic shortage of matcha. Furthermore, as many farmers have shifted production from sencha (green tea) to matcha (or tencha), there has been a resulting decrease in sencha production and a sharp rise in its price.
Since its founding in 1937 and obtaining Organic JAS certification in 1997, our company has consistently maintained the painstaking production of organic tea.
The Purpose of CHAWDER Development
1)Sharing the Diversity of Japanese Tea
Looking beyond the global “Matcha Boom”, we aim to introduce the diverse and unique flavors of Japanese tea that Hōryokuen preserves and cultivates—including organic sencha (green tea) and hōjicha (roasted green tea) and Japanese black tea – to the world. By promoting this variety rather than focusing solely on matcha, we hope to highlight the multifaceted appeal of Japanese tea and contribute to a more stable and sustainable supply.
2)Enjoy Delicious Japanese Tea, even with Hard Water
This product can be dissolved instantly in hot and cold water, reliably reproducing the rich flavor and color of authentic Japanese tea, regardless of whether the water is hard or soft. By meeting the demand for teaware-free powder, the product delivers a simple yet high-quality Japanese tea experience to consumers globally.
3)Sharing Hōryokuen’s tea cultivation philosophy—Harmony with Nature—to the world.
Since obtaining organic JAS certification in 1997, we have diligently pursued a truly sustainable and nature-friendly approach to tea cultivation. To preserve the rich ecosystem of our tea fields, we rely on labor-intensive methods, including hand-weeding and careful pest control. Our aim is to share the natural and gentle flavors, drawn out by this painstaking cultivation method, with consumers around the worldwide. The package design features our organic tea fields, symbolizing the vibrant ecosystem that nurtures our teas and inviting people around the world to “visit our tea fields” and experience our story firsthand.
You can enjoy lattes with all of the powders.
Features and Lineup of the “CHAWDER” Series
The biggest feature of “CHAWDER” is that it allows consumers to enjoy the authentic flavor of Japanese tea and ingest the abundant nutrients of the whole tea leaf, simply by dissolving it in hot or cold water, regardless of whether the water is hard or soft.。
(1) MORI-MACHA Powder (Organic Greentea Powder)
Mori Matcha Powder Dissolved in Water
【Organic Green Tea Powder Made with a Proprietary Method】
Made from organic first-flush tea leaves harvested in spring. Through a proprietary method of shading the leaves for over two weeks and then drying them without rolling, it achieves a vivid green color similar to matcha and a rich umami flavor without bitterness or astringency. 50g 900yen(excluding tax)
(2) Refreshing “Organic Sencha Powder”
Organic 1st Flush Geentea Power.
Grown from the new shoots of organic first-flush tea leaves without blocking sunlight. It is characterized by the refreshing aroma and moderate astringency unique to sencha. 50g 900yen(excluding tax)
(3) Deep and Aromatic Roasted Scent”Hojicha Powder”
Hōjicha (Roasted Tea) Powder with a deep, rich aroma and a clean aftertaste, made by strongly roasting high-quality tea leaves. 50g 800yen(excluding tax)
(4) Deep Green Color / Punchy Flavor”Bancha Powder”
Made with second and third flush tea leaves harvested in summer, known as “Iroha Bancha.” It has a deep, tea-like flavor. Offering excellent cost performance, it can be generously used for a wide range of applications such as lattes and sweets. 50g 800yen(excluding tax)
(5) Hojicha Cacao Powder
【Easy Flavored Latte Base】
It uses only organic hōjicha, organic cacao, and beet sugar. The savory aroma of hōjicha merges with the floral scent of cacao, reducing bitterness. You can easily enjoy an authentic hōjicha latte simply by mixing it with milk. 60g 900yen(excluding tax)
Online Shop
Related Products Using CHAWDER
These daifuku (sweet rice cakes) are handcrafted at our own store, “Midori to Suzume.” They feature an anko (sweet bean paste) generously made with organic tea, hand-wrapped in kinetsuki (pounded) mochi, and fully dusted with organic tea powder. They are blast-frozen immediately after production. We also accept mail orders.
https://morimocha.com/items/6809788cd44503ac6e59f336
Hōryokuen Co., Ltd. / President Kentaro Morimoto
“While it requires tremendous time and effort to maintain a tea garden that coexists with insects and fireflies, it cultivates an irreplaceable environment for the tea plants. We named this new series ‘CHAWDER’ (a blend of ‘Tea’ and ‘Powder’) to embody our deep commitment to nurturing our tea gardens and our desire for people to enjoy our organic tea ‘leaf and all.’ We would be delighted if you could enjoy a moment of wellness with the tea we have cultivated.”
【Contact Information for This Matter】
Hōryokuen Planning and Sales Department: Aya Morimoto
Please contact us here for inquiries.
