History of Matcha and Aiya

2700 BC

Origin of tea

Tea is said to have originated in China around 2700 BC. It is said that it was first used as a type of Chinese herbal medicine.
Tea was introduced to Japan when envoys to the Tang Dynasty and monks studying abroad brought back tea seeds from the Tang Dynasty.
Initially, tea was treated as a medicine in Japan, and was consumed only by the aristocracy and the powerful class.

Around 800

Introduced as a Chinese herbal medicine by envoys to Tang Dynasty

Tea was introduced to Japan in the early Heian period by Saicho and other envoys to the Tang Dynasty.
Tea cultivation began in earnest in Japan at the end of the Heian period.
Initially, tea was used by the aristocracy as a medicine, but gradually it spread to the common people, and tea cultivation began in the Kitakyushu region and spread to other parts of the country.

1190

Tea spreads to Japan

When Eisai, the founder of the Rinzai school of Buddhism, returned from China in 1191, he brought back tea seeds and taught him the matcha method of stirring tea powder in hot water.
He spread tea to samurai society by presenting a cup of tea and a book called “Kissa Yojoki”, which described the benefits of tea, to the shogun of the time, Minamoto Sanetomo.
During the Nanbokucho period, matcha became popular among the general class. From the Muromachi Shogunate to the Azuchi-Momoyama period, a new tea ritual was created by Murata Jukou, Takeno Jōō, Sen no Rikyu, and others, and it became popular as “Wabicha”. Later, it became popular among the samurai class and was perfected as the current “tea ceremony”.

1271

Nishio matcha

Tea began to be cultivated in Nishio City, Aichi Prefecture, where Aiya Co., Ltd. is located, in 1271, when Shoichi Kokushi, the founder of Jissoji Temple, sowed tea seeds brought back from the Song Dynasty in the temple grounds. It has been with. During the Meiji period, matcha cultivation began in earnest, taking advantage of the Yahagi River's rich water, fertile soil, and the region's warm climate, and today the region boasts one of the largest production volumes of matcha in Japan.

1872

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

Tea cultivation began in earnest in Nishio around 1872 (Meiji 5). Around this time, Japan ended its national isolation and started exporting raw silk and tea overseas. Against this social background, the momentum to produce tea grew in Nishio, and many people aspired to the tea industry. Aijiro Sugita, Tsurukichi Sugita, and others cultivated tea plantations around Mt. Inari. This is the origin of Aya.
A characteristic of Nishio's tea is that from the beginning, the company's goal was to produce high-quality tea, such as Gyokuro. I want to make the best tea. This was the strong feeling of people living in Nishio. In 1888, the first generation Aijiro Sugita established Sugita Shoten, a tea and indigo manufacturing company.

1888

Founding of Aiya

Momentum for tea cultivation grows in Nishio

When Japan opened its doors to the world in the mid-19th century, its main exports were raw silk and tea. Against this background, moves were made to develop the tea industry in the Nishio region, which has a natural environment suitable for tea production in terms of water quality, soil, and climate. Against this backdrop, in 1888, the first generation Aijiro Sugita established Sugita Shoten, a tea and indigo manufacturing company.

Nishio tea has aimed to be a high-grade tea from the beginning.

A characteristic of Nishio tea production that occurred in the early Meiji period was that from the beginning, the goal was to produce high-quality tea. It was around this time that the groundwork for the production of tencha, which would later become the raw material for matcha, began to grow.

1900

Further improvement and development

Improving quality, improving technology, and expanding sales channels

In 1904, the Hazu County Seicha Doshikai was organized mainly by tea plantation owners in Kamimachi (the area where Aiya's head office is located). We worked on the tea-making business by holding competitions and tea-making training sessions to improve techniques. Even among high-grade teas, we further improved the technology and quality and expanded our sales customers. Eventually, sales began to spread not only within the prefecture, but also from the entire Kanto region to the Kansai region.

Shift from Gyokuro to higher value Tencha

Tea manufacturers in the Nishio region, including Sugita Shoten, worked to improve the ooishita cultivation technique, in which tea plants are grown under cover, with the aim of producing tencha with high commercial value.

1920

Unification of business

From tea and indigo to a single business of tea

In 1922, Aiya Chaten, a limited partnership company, was established. When the second generation Aijiro took over as president, he established a system to integrate the production and sales of indigo, which had been going on since the early Meiji period, into the tea business, and worked to improve tea manufacturing techniques and expand sales channels. Around this time, Nishio tea began to shift from Gyokuro to Tencha in earnest.

1930

Organizational strengthening and development

Strengthen the organization and increase production by unifying the tea business

Consolidation into the tea industry strengthened the organization in many ways. Productivity increased by constructing a new company building and expanding the tea factory. Since the 1930s, when the Mikawa-style tencha machine was invented, Nishio has made rapid progress as a matcha-producing region, and production has rapidly increased.

1940

War and Earthquake

Continuing to make tea after overcoming the Greater East Asia War and the Tonankai Earthquake

At the end of the Greater East Asia War, tea plantations were converted into fields for food such as potatoes and wheat, and tea manufacturers suffered a major blow. Additionally, the Tonankai Earthquake occurred in December 1944, and the Mikawa Earthquake occurred in January 1945. Nishio City was hit by a class 7 earthquake near the epicenter, and the company building was completely destroyed. In August 1945, the war ended. However, despite these hardships, Nishio's tea producers never stopped moving forward, striving to produce only high-quality tea. Four years later, the area of traded tea plantations exceeded 70 hectares, and tencha production steadily expanded.

1950

Reconstruction from war and earthquake disaster

Focusing on increasing production system along with reconstruction

In 1950, Aiya Co., Ltd. was established as Japan was gaining momentum for recovery. Aijiro the third generation took over as president and focused on increasing production.

1960

New possibilities for tea

Finding new ways to use raw materials for food processing

Around 1960, we took on the challenge of developing new markets. We have broken away from the stereotype that matcha is for drinking and have found a new way to use it. The company aimed to expand its sales channels by using matcha as a raw material for food processing.

1970

Challenge to organic matcha

Launched Japan's first organic matcha

The third generation, Aijiro, opened a tencha garden in the mountains of Toyota City (formerly Shimoyama Village), Aichi Prefecture. He began Japan's first organic cultivation effort, something that was considered impossible at the time. Tea plantations have collapsed many times due to damage from pests, rain, and drought. After overcoming various challenges, organic matcha that is kind to both people and the natural environment was realized under the fourth generation of Aijiro.

1980

Expanding into the world

After establishing sales channels throughout Japan and setting up a system to increase production, Aiya Co., Ltd. began exporting to North America in 1983. It can be said that this year began the introduction of Japan's matcha culture to the world.
In recent years, Japanese food has been accepted around the world, backed by a health boom. Similarly, the appeal of Japanese tea and matcha has become widely recognized. The word “MATCHA” has already become a universal language. Tea, which originated in China, is now exported from Japan to countries around the world.

Established quality control department

Aiya Co., Ltd. thought of shifting the evaluation criteria for matcha from human sensitivity to scientific analysis. In 1985, we established a quality control department. This has made it possible to objectively quantify the quality of matcha. This objective data management, which was ahead of its time, has greatly contributed to the expansion of export and processed food markets.

Establishment of Meihouen Seicha Co., Ltd., which provides management guidance to tea producers.

In 1989, the 100th anniversary of its founding, Aiya Co., Ltd. established Meihoen Seicha Co., Ltd., a raw material purchasing company. In that year, the fourth generation, Aijiro Sugita, assumed the position of president and worked together with raw material producers to ensure stable production and further improve quality.

1990

Challenge to organic matcha

2000

Further improvement and business expansion

アメリカ現地法人を設立

In 2001, Aiya Co., Ltd. established an American subsidiary, AIYA America, in New York (moved to Los Angeles in 2004). We also opened a European branch in Vienna, Austria.

Acquired various organic certifications

In 2002, we obtained organic certification in the United States and organic certification in Europe. We have also obtained Kosher (Jewish food regulations) certification.

Obtained ISO9001 certification

In 2002, we acquired ISO9001 certification, which guarantees quality at all stages of production (design, development, manufacturing, installation, and ancillary services). We have proven that we have a system in place to maintain quality from the design and development stages as well as manufacturing and service.

Established a local subsidiary in Europe

Following our American subsidiary, we established a European subsidiary, AIYA Europe GmbH, in Vienna, Austria in 2003 (moved to Hamburg, Germany in 2008).

Established a local subsidiary in China

In 2005, we established a local subsidiary, Zhejiang Aiya Tea Industry Co., Ltd. (moved to Shanghai in 2013) in Zhejiang Province, China. As a result, we have established bases on each continent: America, Europe, and Asia.

Launch of new quality control department

In 2005, we established a new quality control department and introduced a new system to improve safety. We provide specifications that cover customer requirements such as general viable bacteria, coliform bacteria, mold, yeast, and component analysis.

Obtained ISO22000 certification

In 2008, Aiya Co., Ltd. obtained ISO22000 (food safety management system) certification. By receiving certification from objective safety standards, we were able to deliver peace of mind to our customers.

Birth of anti-fading oil and fat matcha

Aiya Co., Ltd. has been developing matcha that maintains its vivid color even after secondary processing. This has been a long-held dream in the matcha industry. As a result of many years of research, in 2009, the anti-fading oil matcha “Gleeminal Series” was born.

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.