Long before matcha became a global obsession, Yuri Yasuda was working quietly behind the scenes of the tea industry. She’s a certified tea sommelier; for years, she ran her own company Wonderlily, which imported Harney & Sons teas into Japan — introducing Western teas into a Japanese market. About six years ago, she decided to start doing the reverse: With Sayuri, she was going to bring matcha to the West.
Then the matcha boom kicked off, fueled by Instagram reels and aesthetic cafes, and the brand’s essential mission shifted alongside it. Having become a meme, matcha no longer needed an introduction — what it needed was cultural context and quality control. “I think other brands want to make matcha fun and Instagrammable, which is great, but with our brand, we take it a few steps further,” Yasuda tells TW, explaining that Sayuri highlights the Japanese culture at the core of green tea.
Yasuda has nearly two decades of expertise in the tea industry, as well as longstanding relationships with tea farmers. “I don’t want to be a trendy matcha brand,” she says. “I want to be a modern Japanese tea brand.” To wit, Sayuri has a wide range of products beyond matcha powder, including sencha and hojicha, each one truly authentic and produced with sustainability in mind — not just for the environment, but also for tea production in general.
Today, millions of cups of Sayuri’s teas are served annually through hotels and cafes around the world; the brand also offers teas and tools directly through its online store. But for Yasuda, growth has never been the only goal. Through educational workshops and direct partnerships with producers, she hopes to foster a deeper understanding of Japanese green tea at a moment when the industry faces mounting challenges from the pressures of global demand.
Yasuda speaks often about respect: for farmers, for craftsmanship and for the centuries of history behind every bowl of tea. “It’s a fun, everyday drink,” she says, “but it makes such a world of difference to actually have a bit of awareness and knowledge of where matcha comes from.”
Below, a selection of Sayuri products.
Midori Premium Organic Matcha
Midori Matcha is an organic premium-grade blend designed for everyday drinking. Combining spring and summer harvests, it has a vibrant green hue, smooth texture and bright grassy flavor that shines in lattes, smoothies and cocktails alike — a versatile matcha crafted for modern, playful creations.
Ceremonial Matcha Sticks
Fifteen individually packaged sachets of perfectly portioned powder, designed for those who never want to be without their daily ritual. Each contains 2 grams of spring-harvested matcha — just the right amount for a gratifyingly bold, full-bodied bowl.
Deluxe Matcha Ritual Kit
For those who strive for a higher plane of the matcha experience, the deluxe kit provides 30 grams of Ceremonial Organic Matcha Haru, plus a bamboo whisk and spoon, matcha strainer, handmade ceramic bowl and matching ceramic whisk holder. The curated ensemble works in harmony to transform your preparation into a moment of elevated sensory beauty.
Sayuri Traditional Matcha Kit
A complete set to help you start making a daily ritual out of matcha preparation. The Sayuri Traditional Matcha Kit includes 30 grams of the brand’s signature Ceremonial Organic Matcha Haru, a bamboo whisk and spoon and a furoshiki cloth — all the essentials for preparing matcha drinks at home.
More Info
Browse the full Sayuri collection at sayuritea.com.
