On the increasing popularity of drinking matcha, Sudo believes that the COVID-19 pandemic was a catalyst. “During COVID, people started caring more about their health. They realised tea can help them become more resistant to viruses so they drank more. Aside from having a lot of nutrition, tea also makes one more relaxed. So now many people make matcha to drink, not just make matcha ice cream or sweets,” observed Sudo.
He is most happy for the farmers, many of whom were initially only interested in growing quantity, not quality. “But now, it’s different. The farmers try to improve in their jobs, learning how to grow good tea leaves,” said Sudo proudly.
Business with purpose
In Singapore, Yugen is served in some Japanese fine-dining restaurants. Japanese cafe Kurasu also uses Yugen’s single-origin variety matcha known as Okumidori to make its matcha latte, matcha latte espresso and ceremonial matcha that is whisked using the usucha (classic matcha) method.
Beyond making tea-drinking fuss-free and offering good tea at affordable prices, Sudo believes that Yugen offers something “meaningful”. Back in Tokyo, his businesses were thriving and he had fun running them, but he had questioned if they brought meaning to his life.
As long as Yugen brings positivity to the lives of the people who consume the teas or matcha, Sudo is grateful. Now, he is applying the same approach to supporting related craftsmen and ateliers, whose fate was suffering alongside the declining tea industry. These include those who make metal tea scoops, chawan pottery, glass bowls and so on.