History of Matcha and Aiya

2700 BC

Origin of tea

The history of “tea” is told to have begun in China in around 2700 B.C. Initially, Chinese people drank tea as a type of medical herb.
Japanese envoys and monks brought back tea seeds and tea culture from Tang Dynasty.
Tea in those days was treated as medicine in Japan and was only available to aristocrats and the upper-class.

Around 800

Introduced as a Chinese herbal medicine by envoys to Tang Dynasty

In the early days of Heian period, Japanese envoys such as Saicho brought back tea culture from China.
Japan actively began tea cultivation in the late Heian period.
Initially, tea was used as medicine among aristocrats, later it was gradually introduced to commoners and tea cultivation spread through out the nation beginning with Kita-Kyushu region.

1190

Tea spreads to Japan

In 1191, Eisai, the founder of Rinzai Sect, brought tea seeds back to Japan from China and introduced the matcha method of adding tea powder to hot water and stirring.
He popularized tea in samurai society when he offered a cup of tea and the “Kissa Yojoki”, the treatise describing the benefits of tea, to Sanetomo Minamoto, the shogun of that time.
Matcha spread among commoners during Nambokucho period. During the Muromachi to the Azuchi-momoyama period, Juko Murata, Joou Takeno and Sen no Rikyu introduced the new style of tea ceremony called “Wabicha”. After dissemination to the samurai society, “Sado” was established as known today.

1271

Nishio matcha

Shoichi Kokushi, the founder of Jisso Temple, brought tea seeds from Song Dynasty and planted the seeds in the precincts of his temple in 1271. That was the beginning of tea cultivation in Nishio-shi, Aichi-ken where AIYA is located. Matcha cultivation was established owing to Yahagi river's abundance of water, fertile ground and mild climate of the area. Today, Nishio is one of the biggest tea producers in Japan.

1872

Aijiro Sugita and others opened a tea plantation with many comrades.

Full-scale tea cultivation began in Nishio in around 1872. During this time Japan ended the national isolation and started exporting raw silk and tea. In midst of such social background, there was a growing trend of cultivating tea in Nishio and many people in Nishio were ambitious in tea business. Aijiro Sugita and Tsurukichi Sugita developed tea fields in Mt. Inari area. This is where AIYA originated.
The feature of Nishio tea is that they aimed to produce high-class tea exemplified by Gyokuro from the beginning. To produce the best tea. That was the strong aspiration among Nishio people. In 1888, Aijiro Sugishita found the Sugishita Shoten, a tea and indigo plant production company.

1888

Founding of Aiya

Increasing momentum toward tea cultivation in Nishio

In mid-19th century when Japan was opened to the world, major export goods was raw silk and tea. In midst of such background, there was movement to develop the tea business in the Nishio region, which is blessed with a natural environment of good water quality, soil, and weather that is suitable for producing tea. During this period in 1888, the first president Sugishita Aijiro found Sugishita Shoten, a tea and indigo plant production company.

Nishio Tea aimed for high-quality tea from the beginning

The feature of Nishio Tea founded in early Meiji era was that they aimed to produce high-quality tea from the very beginning. This was the start of the foundation for good tencha production, which later became the raw material for matcha.

1900

Further improvement and development

Improved quality, enhanced technology and expanded channels

In 1904, the Hazu-gun Seicha Doshikai was organized with tea field owners of Kamimachi (where AIYA headquarters is located). The organization has been taking initiatives for the tea production business by holding tea fairs and conducting tea production training programs for improved technology. Technology and quality for high-class tea was further improved and sales channels were expanded. Customers expanded from within the prefecture to Kanto and then to Kansai areas.

Shifting from gyokuro to tencha of a higher value

Tea producers in the Nishio area including Sugita Shoten, aimed to produce tencha with higher commercial value. They established a cultivation technique of covering the tea trees before harvest.

1920

Unification of business

From tea and indigo to tea only

Aiya Tea Store Limited Partnership Company was established in 1922. When the appointment of the second president, Aijiro, the indigo production and sales that started since early Meiji era was discontinued and the company focused on tea production, and made efforts to improve tea production technology and to expand sales channels. During this time, Nishio Tea genuinely started to change from gyokuro to tencha.

1930

Organizational strengthening and development

Reinforced organization and increased production due to focusing on tea only

Focusing on only tea, reinforced the organization in many aspects. Productivity increased by constructing a new office building and tea production factory. After the Mikawa tencha machine was invented in 1930, production increased and Nishio developed dramatically as a matcha producing area.

1940

War and Earthquake

Tea production survived in the Greater East Asian War and the Tonankai earthquake

At the end of the Greater East Asia War, tea fields were hit by a crises of having to convert the fields for growing potatoes and wheat which will serve as food. In addition, the Tonankai earthquake occurred in December 1944 and the Mikawa earthquake occurred in January 1945. Nishio-shi was near the epicenter and was hit by a seismic intensity of 7. The office building was completely destroyed. The war ended in August 1945. The tea producers in Nishio continued to produce good tea in spite of their suffering. Four years later, contracting tea field area exceeded 70 hectares and tencha production grew stably.

1950

Reconstruction from war and earthquake disaster

Production capacity boosted along with reconstruction

In 1950 when Japan was in the reconstruction mode, AIYA Limited was established. The third president, Aijiro, inaugurated and boosted production capacity.

1960

New possibilities for tea

New path to food processing material found

Challenged new market development in around 1960. A new path was found by changing the fixed idea of matcha as a drink. The company aimed for the expansion of sales channel for matcha as a food processing material.

1970

Challenge to organic matcha

Production of the first organic matcha begun in Japan

The third president Aijiro cultivated tencha fields in the mountains of Toyota-shi, Aichi-ken (formerly Shimoyamamura). There, efforts were made to produce Japan's first organic matcha, which at that time was considered very difficult. The tencha fields were destroyed over and over again from pests, rain and the sun. The forth president Aijiro realized the organic matcha both human-friendly and environmental-friendly.

1980

Expanding into the world

AIYA started exporting to North America in 1983 after expanding sales channels nationwide and boosting production. Japan started to disseminate matcha culture to the world in this year.
Washoku is well-accepted in many countries worldwide with growing support for health consciousness. Japanese tea and matcha have also been universally recognized. One can say that the word “MATCHA” is already known universally. Tea, with its origin in China, is now exported worldwide from Japan.

Quality Control Department established

AIYA shifted the appraisal standards of matcha to scientific analysis from relying on human sense and established a Quality Control Department in 1985. This enabled to indicate matcha quality objectively in figures. The objective data management ahead of its time contributed largely to exports and market expansion in the field of processed foods.

Establishment of Meihoenseicha, the manager and director of tea producers

In 1989, AIYA at the 100th anniversary established a raw material supplier, Meihoenseicha, Ltd. This year, the fourth president, Aijiro Sugishita, inaugurated and stabilized production and improved quality with the raw material producers.

1990

Challenge to organic matcha

2000

Further improvement and business expansion

American local subsidiary established

In 2001, AIYA established AIYA America, a local subsidiary, (transferred to Los Angels in 2004). An European subsidiary was also established in Wien, Austria.

Various organic certifications obtained

In 2002, AIYA obtained certifications for organic tea from OCIA (American organic certification), IMO (European organic certification), and Kosher (Jewish law for foods).

ISO 9001 obtained

In the same year, AIYA obtained ISO 9001 assuring qualities in all stages of production (designing, development, manufacturing, installation and supplementary services). This certified that quality is assured even in the stages of designing and development as well as manufacturing and services.

European subsidiary established

Following the American subsidiary, AIYA established an European subsidiary “AIYA Europe GmbH” in Wien, Austria in 2003 (transferred to Hamburg, Germany in 2008).

Chinese subsidiary established

AIYA established a Chinese subsidiary “Zhejiang Aiya Tea Co., Ltd.” in Zhejiang, China in 2005 (transferred to Shanghai in 2013). Thus, hubs in the American continent, European continent and Asian continent were established respectively.

New Quality Control Department established

In 2005, AIYA established a new Quality Control Department along with the introduction of new system and realized safety improvements. AIYA provides specifications that cover requirements from customers such as analysis of general live bacteria, colon bacilli, mold, yeast, tea component, and inspection of agrochemicals residue.

ISO 22000 Certification obtained

In 2008, AIYA obtained ISO 22000 certification (Food Safety Management System). This objective certification of safety standards ensured the delivery of safe products to customers.

Birth of color preserving oil-coated matcha

AIYA has developed matcha which preserves its color even in the secondary process. That was a longtime dream of the matcha industry. In 2009, the longtime studies generated the “Greeminal series”, color preserving oil-coated matcha.

2010

A company recognized around the world

100 Year Company Award: Chubu Bureau of Economy, Trade and Industry Bureau Award

In 2016, Aiya Co., Ltd. received the Chubu Bureau of Economy, Trade and Industry Director's Award at the 1st 100 Year Company Award from the 100 Year Management Association. The company was recognized for its management philosophy as a long-lived company with over 100 years of history in Japan, and as an excellent company that serves as a model for other companies in the region.

Obtaining Rainforest Alliance Certified

Since 2017, we have obtained Rainforest Alliance Certified to source, process, and manufacture tea from certified farms. At certified farms, farmers follow more sustainable farming practices, protect the environment, ecosystems, and natural resources, and work on improving their rights and livelihoods.
(The Head Office Factory, Second Yonezu Factory, and Meihouen have obtained certification.)

Established a local subsidiary in Thailand

In 2017, we established a local subsidiary, AIYA Thailand, in Bangkok, Thailand.

Established a factory in Kyoto

In 2017, we established the Aiya Kyoto Factory in Ujitawara Town, Kyoto Prefecture.

Opening of an experiential matcha museum and matcha cafe

In 2017, Aiya Co., Ltd. opened the Matcha Museum Saijoen “Waku Waku” on the premises of the Aiya main store in Nishio City as a facility where you can fully enjoy the charm of matcha with all five senses. Additionally, we opened the Saijoen Matcha Cafe at Global Gate in Sasajima, Nagoya, which serves drinks and sweets made with matcha grown at our own factory.

Certified as a “Regional Future Driving Company”

In 2018, Aiya Co., Ltd. was certified as a “Regional Future Driving Company” by the Ministry of Economy, Trade and Industry. We were certified as a company that leverages the characteristics of the region to create high added value and develop businesses that strongly drive regional economic growth.

Received the Aichi Service Award “Special Award”

In 2019, Aiya Co., Ltd. received the Aichi Service Award “Special Award”. We opened an “experience-based matcha specialty museum” where you can enjoy matcha with all five senses, and were highly praised for greatly contributing to the promotion of the local brand “Nishio Matcha”.

2020

As the industry's top matcha manufacturer

In 2020, overseas sales of matcha exceeded domestic sales. This is the result of having established overseas subsidiaries in Los Angeles (USA), Hamburg (Germany), Shanghai (China), Bangkok (Thailand), Thailand, and actively selling matcha and green tea not only in Japan but also around the world.

Aijiro Sugita (4th generation) receives the Order of the Rising Sun with Gold Cordon.

In 2021, Aijiro Sugita (4th generation) received the Order of the Rising Sun with Small Cordon at the spring conferment of decorations.
He was recognized for his contributions to the development of local commerce and industry.

Introducing new possibilities for matcha through a cafe

In 2021, we opened Saijoen Matcha Cafe in Dai Nagoya Building, Nakamura Ward, Nagoya City, and Saijoen Matcha Cafe in Aeon Mall Nagoya Noritake Garden, Nishi Ward, Nagoya City. Additionally, in 2023, we opened Saijoen Matcha Cafe at Aeon Mall Toyokawa in Toyokawa City, Aichi Prefecture.

Shifting to a holding company system with the aim of strengthening the group's management base

In 2022, in order to further improve corporate value and achieve sustainable growth, we established Aiya Holdings Co., Ltd., which manages overseas subsidiaries and matcha manufacturer Aiya Co., Ltd.

New warehouse built in Yonezu-cho for BCP purposes

In 2024, we built a new warehouse in Yonezu-cho, Nishio City for the purpose of business continuity planning (BCP).
This warehouse is equipped with large refrigerators that can properly store raw materials, and is designed to minimize damage to business assets in the event of an emergency such as a natural disaster, while enabling us to continue or quickly restore our core business operations.