TeaLife: Tea for Health, Beauty, and Wellness

Washoku has become synonymous with healthy and delicious cuisine, making it natural for traditional Japanese foods and beverages, such as tea, to gain international recognition. While green tea and matcha were once primarily enjoyed in Japan, the global embrace of functional health foods has made them staples in wellness routines and specialty stores worldwide. What do you believe is driving the growing appreciation and popularity of Japanese tea and health foods on a global scale?

I’d like to start by introducing our company to your readers. Founded in 1983, we began as a green tea packaging company. In the 1990s, we launched our mail-order system, with Pu-erh tea and Metabome tea among our most popular products. In the 2000s, we entered the e-commerce market, focusing primarily on Rakuten’s online marketplace. Our products received consecutive awards, and our Rooibos tea became the top-selling product on Rakuten.

We chose the name Tea Life to reflect our vision of people enjoying life with tea. Shizuoka Prefecture is home to many tea gardens dedicated primarily to Japanese green tea. However, our Pu-erh tea comes from China, and our Rooibos tea from South Africa, which sets us apart within Shizuoka’s tea industry. We also focus on a diverse range of tea products beyond traditional offerings.

In 2015, our company acquired a property located in Fukuroi City, Shizuoka Prefecture, and began operating our own logistics center. Furthermore, in 2019, we opened the Kakegawa Center in Kakegawa City, Shizuoka Prefecture, expanding our real estate leasing business. When I joined the company in 2019, we decided to establish our own logistics center. Previously, we focused on product planning while outsourcing logistics. However, with two logistics cultivation centers in Shizuoka Prefecture, we gained the opportunity to control distribution, improve efficiency, and create another pillar of our business in the form of property management.

Since 2020, we have been expanding the applications of Rooibos tea, particularly after receiving recognition from South Africa for our ability to develop more unique products using it. This led to innovations such as Rooibos wine and Rooibos beer. Rooibos tea is rich in antioxidants and offers numerous health benefits, making it an excellent base for new products.

Our teas are gaining increasing recognition, and we have received offers from luxury cruise ships and the Shinkansen to feature our Rooibos products as part of their services. Additionally, we are targeting inbound visitors to Japan, introducing them to the appeal of our Rooibos offerings.

Rooibos tea, Rooibos wine, Rooibos sparkling and Rooibos beer

We aimed to expand our presence in the U.S. market, leading to the establishment of Senn Inc. in California in 2023. Previously, our primary focus was on the Taiwanese and Chinese markets. However, due to the geopolitical situation in the region, we decided to shift our attention to the U.S., where we see significant growth potential. In 2024, we merged with Kokoro Care, and we plan to further strengthen our business in the e-commerce market moving forward.

Our research indicates that you are expanding your cross-border e-commerce efforts through your merger with Kokoro Care and influencer collaborations. Additionally, your Glocal Depot facilitates direct B2B sales of Japanese natural foods to international markets. What strategies are you implementing to further enhance your cross-border e-commerce initiatives?

Our planning aligns with our mid-term business strategy. Currently, our sales turnover stands at JPY 12 billion, with a target of reaching JPY 15 billion. Our business is built around five key themes. First, we promote our products as gentle, kind, and soothing for the body. Second, we aim to expand our cross-border B2C sales. Third, we seek to utilize unused spaces for purposes such as distribution centers. Fourth, we are working on establishing new distribution centers. Finally, we are optimizing synergies across our group.

As you may know, there was a recent incident involving red koji（malted rice）, which may have contributed to some hesitation around functional foods. In the past, we focused on medical products and supplements, but as demand in that sector slows, we are shifting our attention to traditional Japanese foods such as tea and fermented foods like umeboshi.

We have also observed a growing demand for non-alcoholic and caffeine-free beverages, which is another area we are prioritizing. One of our key products in this category is Chatoco, designed for young families and children, as its ingredients are particularly gentle on the body. Tsumu PaPa, a popular creator with 1.8 million followers, collaborated with us「CHA＋OCO」 is a healthy Japanese tea blend made from barley and burdock, and we see it as a core product for future development and expansion.

CHA＋OCO

To reach younger customers, we’ve been developing products tailored to their tastes. One of these is the Cha+oco tea series, designed especially for young women, including mothers who want to enjoy tea with their children. These blends are based on familiar ingredients like barley tea, and incorporate herbs, vegetables, and spices that support wellness. They’re all caffeine-free, making them safe and comforting for the whole family. 

First is the Meta-bomecha “Hare.” As more women take on active roles in society, we wanted to create something to support their well-being. That’s why we launched Meta-bomecha Hare, a tea series with the concept of celebrating and uplifting hardworking women. This new kind of tea blends traditional Japanese and Chinese herbal ingredients, both drinkable and edible. For example, one standout ingredient is Goishi-cha, a rare fermented tea from Kochi Prefecture that’s made using time-honored methods. It contains plant-based lactic acid bacteria and has long been valued by health-conscious people. We pair Goishi-cha with other nourishing ingredients like dandelion root (used in traditional medicine), adzuki bean tea (popular among women), and Job’s tears (a favorite among beauty-conscious consumers). The result is a well-balanced, easy-to-drink tea. To boost its nutritional value even further, we add “Wakan no Mi”—a blend of traditional medicinal fruits like jujube, mulberries, and longan. These not only add natural sweetness but also provide a nutrient-rich boost, making it possible to drink—and eat—your way to better health. 

Next is our Senshu Mizunasu. As traditional producers of Japanese pickles—famed for preserving nostalgic "hometown flavors"—continue to shut down due to strict hygiene regulations and shifting sales methods, we are working on a new initiative to keep the craft alive. In March 2025, we launched our Senshu Mizunasu Pickles, a line of handmade, additive-free pickles available through both catalog and online stores. These pickles are crafted using nukazuke (rice bran fermentation), honoring time-honored techniques while meeting modern safety standards.  Partnering with local farmers, we've built a supply chain that makes it possible to deliver Senshu mizunasu—a prized seasonal water eggplant typically enjoyed in summer—to customers across Japan throughout the year.  This effort not only safeguards a beloved regional food tradition but also supports the local farming community and breathes new life into rural economies. 

https://kokorocares.com

We acquired our cross-border e-commerce business, Kokoro Care, in December 2023 and took several months to enhance and improve its website functionality before relaunching a brand-new site in October 2024. We rebranded the company by updating the company logo and packaging. The previous packaging was quite basic, so we redesigned it with a more refined style. We provide a full-length English brochure in each of our packages which includes detailed information about the products, their ingredients, how to use them (including easy to follow recipes when necessary), and stories about the local producers who make them. We also continue to update our curated gift packages and single item selection to match our overseas customers tastes and the seasonality of foods available in Japan. This process required significant effort and time, but we believe it was essential to effectively offer our products to a global audience.

Does each package contain a combination of multiple ingredients and food items?

We offer monthly and seasonal subscription packages, each curated around a specific theme such as the changing seasons in Japan or popular regions such as Hokkaido, Kyoto and Okinawa. During the cherry blossom season, we designed and curated a special cherry blossom-themed box. In December, we sold a limited-edition advent calendar which incorporated a wide range of Japanese food including snacks, sweets, seasonings, teas and more. We also offer curated packages that are available year-round and are a great way to get a guided introduction to Japanese food or to give as a gift. These packages include a beginner box, a cooking essentials box, a snacks box, a sweets box, a tea box and an entirely vegan box. In the future, we will continue to offer new and exciting themed packages as well as an option for customers to choose their own items in their subscription box.

Our focus is exclusively on all-natural, additive-free products made locally in Japan. We offer a wide range of products from sauces and seasonings to teas, snacks and more, all made without chemicals or MSG. Many of our products are quite rare to find even in Japan! As you know, many foods contain additives, so we are working hard every day to find products and producers that also value our standards for quality and taste. 

Japanese snack boxes are popular overseas and have even been gaining popularity in Japan. Beyond snacks and sweets boxes (ours only include additive-free products so customer can enjoy our products with peace of mind), we offer a wide-range of Japanese products including sauces, seasonings, teas, noodles and more to suit the different tastes of our customers. All our products can also be purchased individually from the Kokoro Care website making it easy for customers to choose their own products. We also offer resources such as suggested uses, recipes and cultural blogs for our audience to enjoy.

We have partnered with local Japan Societies in the US including those in New York, Boston, Chicago and Northern California, and Japan House LA, who have all featured our products. As we move forward, we plan to continue to improve our product selection and will be offering two different advent calendars for the holidays this year, a regular 24 day one and a premium 12 day one. Last year we sold out before the end of the holidays in the U.S., demonstrating a strong demand for our themed packages and special curation.

Kokoro Care’s 2024 Advent Calendar: Journey Through the Tastes of Japan

glocaldepot.com The website is scheduled to open on June 1st, 2025

Glocal Depot is a coined term that combines “global” and “local.” Our journey began with the launch of our Kokoro Care B2C business for overseas markets. As orders started coming in, we found that many customers were requesting bulk purchases of 100 units or more. This sparked the idea that there might be strong potential in B2B channels—particularly with restaurants and cafes. Acting as a bridge between small manufacturers and small retailers, we’re excited to officially launch Glocal Depot’s wholesale division in June 2025. 

With growing global interest in Japanese food and culinary culture, we see a valuable opportunity to bring unique, small-batch products from local makers to shops overseas. While we may not be able to compete with large distributors in terms of scale, we believe we can succeed by focusing on diversity and authenticity. Exporting food to the U.S. comes with strict regulations, such as FDA compliance, which traditionally required working through major trading companies or wholesalers. Now, thanks to our platform, direct sales are possible—even in small quantities—without the need for intermediaries. For example, shipments to the U.S. can arrive in as little as three days, which helps resolve concerns about expiration dates. 

We’re already seeing strong interest in items like matcha and yuzu pepper, and we plan to start with seasonings and gradually expand our offerings based on customer feedback. By leveraging Tea Life’s logistics infrastructure, including FDA registration and handling, we’ve built a system that allows us to deliver products within 10 days of receiving an order. We believe this business has enormous growth potential.

Glocaldepot

While many people still see us as a specialized tea company, we are in the midst of a transformation. As I mentioned earlier, we are expanding our Rooibos product line and introducing more unique offerings. Our identity is evolving from a healthy tea company to a global niche business with distinctive, high-quality products.

Your award-winning products have received significant recognition, including the Rakuten Gourmet Award in 2024 for your Selectable Rooibos Tea in both the tea leaves and tea bags category. Additionally, your Rooibos Wine Audacia Chenin Blanc earned the Gold Award at the Sakura Awards in 2024. How do these achievements contribute to your company’s brand recognition and efforts to expand internationally?

Rooibos Wine Audacia Chenin Blanc

As I mentioned earlier, our U.S. subsidiary, Senn Inc., sells our Rooibos tea in the U.S. market. However, Rooibos tea has yet to gain widespread popularity there, as American consumers tend to gravitate toward well-known products like matcha. That said, there is growing interest in healthy tea alternatives beyond matcha, which presents a significant opportunity for us. While Rooibos tea is still a niche product in the U.S., we see it as a ‘blue ocean’ market with untapped potential.

In addition to our presence in the U.S., we have strong sales channels in Asia, and we are actively working to introduce more healthy products to Asian markets. Looking ahead, there is also the possibility of licensing opportunities, so while we continue expanding overseas, we remain focused on strengthening domestic sales as well.

You just highlighted the importance of expanding into the U.S. market, as seen with the establishment of Senn Inc. in California in 2023. When it comes to your target demographic, who are the ideal customers for your products in the U.S., and what strategies are you using to reach them effectively?

Our goal is to sell our products to the American market, but we recognize the shifting demographics in the U.S. While the Caucasian population is declining, the Asian American population, particularly those with roots in China, Japan, and Korea, is growing. As a result, this group has become our primary target audience.

Additionally, the Latin American population in the U.S. is expanding, and we see this as another potential market for our products. Many Japanese restaurants in the U.S. are owned by Caucasian Americans, whereas ramen and sushi restaurants are more commonly owned by Japanese individuals. However, our focus is not on these businesses but rather on direct-to-consumer sales through e-commerce and specialty retailers.

Another important segment for us is inbound visitors to Japan who develop a taste for authentic Japanese food during their stay. When they return home, they often seek out genuine Japanese products, making them a key demographic for our e-commerce business. One of our most popular offerings in this category is our ramen boxes, which have gained strong demand among people who have visited Japan and want to recreate the experience at home.

This year marks your company’s 42nd anniversary. Now, imagine that we return in three years to celebrate your 45th anniversary and conduct this interview again. What are your aspirations for the company, and what key goals or milestones would you like to have achieved by then?

Japan’s declining population is leading to a shrinking domestic market, making it essential for us to expand into new markets. Currently, we are focused on Asia, the U.S., and Europe, but over the next three to five years, our primary focus will be on the U.S. market due to its numerous advantages.

Beyond the U.S., we also see growth potential in Asia, where there is a substantial population of wealthy consumers who may be interested in premium products such as our Rooibos wine. Some of these consumers may even seek licensing opportunities, which could help us expand our presence in the Asian market. As a result, we anticipate further business growth in Asia in the coming years as well.

If you had to describe your company in a single sentence, how would you define it?

Tea Life is a company dedicated to providing tea and wellness products that help people relax, recharge, and find moments of tranquillity in their daily lives—just as our founder envisioned.

For more information, please visit their website at: https://www.tealifeir.com/en/