2025.02.15
Revitalizing Shizuoka Prefecture’s Tea Industry: Fuji’s Matcha Tea Links the Region to the Future
Background of the event
Fuji City is one of Japan’s leading tea-producing regions, but in recent years the tea industry’s survival is in jeopardy as the area under tea cultivation has been reduced by half. However, “Fuji’s Matcha” grown in the unique environment at the foot of Mt. Fuji has been rapidly gaining recognition both in Japan and abroad, and has been used in BARs, cafes, and restaurants in luxury hotels in recent years.
(Head office: Fuji City, Shizuoka Prefecture, President: Yoshiken Osaka) aims to create the future of Fuji City through “Fuji’s Matcha” and to connect the local tea industry to the next generation, as well as to create new value for matcha as a symbol of “culture,” “experience” and “community vitality.
As the first step of this initiative, a special event “Connecting the Community and the Future with Fuji Matcha” will be held on February 23, 2025 (Mt. Fuji Day) in cooperation with Shizuoka Prefecture and Fuji City, combining three elements: the new Tago no Tsuki product “Kurofuji” x “Mittate Tea Party” x “Art Performance”.
Fuji (headquartered in Fujinomiya City, Shizuoka Prefecture), which sells rare, highly concentrated vanadium soft water from a deep well on Mt.
Fuji and matcha, we will create a special experience that reaffirms the value of local resources and connects them to the future through the marriage of water and matcha, the blessings of Mt.
This event will provide an opportunity to experience the potential of a “new local industry” created by Fuji’s matcha and to think about the future of a sustainable tea culture.
*This event will be a closed, invitation-only event.
Program and Contents
📌 Three highlights to experience the charm of Fuji’s matcha!
① Announced “Kurofuji,” a new specialty of Fuji City!
•Japanese confectionery inspired by Hokusai Katsushika’s “Kurofuji” was created!
• Fuji’s matcha tea is used in abundance by Tago no Tsuki, a long-established tea shop in Shizuoka Prefecture.
• The representative of Tago no Tsuki and a tea farmer were classmates in junior high school. This special collaboration, born from their first reunion in about 30 years, is designed to boost the tea industry in Fuji City.
• Expectations are also high as part of a project to promote the tea industry through a subsidy from Shizuoka Prefecture.
✳︎Pre-sale at all Tago no Tsuki stores (except Entetsu Department Store, Laska Odawara, and Aeon Fujinomiya) for 4 days only from 2/21 (Fri.) to 2/24 (Mon.)!
② Experience the fusion of Japanese culture and the five senses at the “Mitate Tea Ceremony!
• This is a special tea ceremony to experience the “mittate” way of looking at things that opens up the five senses through the teacup, as advocated by Shota Yamada, a ceramic artist and tea master.
• Fuji’s matcha green tea, offering a “sip” to sharpen the senses.
• We are particular about water, one of the most important elements that determines the taste of matcha, and use water from Mt. The highest quality water provided by Mizu-no-Mizu Co., Ltd. brings out the maximum aroma and flavor of Fuji’s matcha.
• Noted as a mindfulness experience that “regulates the mind” required in today’s world!
③ Live art by “NAGON.”
• The artist, who is also the focus of attention at the Osaka Expo, will create works based on “on-the-spot inspiration” under the theme of Mt.
• A one-of-a-kind performance that fuses “seeing, feeling, and tasting!
📌 Event Summary
This event will be held in cooperation with Shizuoka Prefecture and Fuji City, with support from the Shizuoka Prefecture’s ChaOI Project.
This is expected to be a new initiative for the development of the local economy and tea industry by communicating the appeal of Fuji’s matcha from many angles.
• Title: Toward the revitalization of Shizuoka Prefecture’s tea industry – Connecting the region and the future with Fuji’s matcha tea
• Date: Sunday, February 23, 2025, 10:00-13:30
• Venue: Tago no Tsuki Takooka Saryo & Tea Field with a view of Mt.
• Main Programs:.
1. Presentation of new specialty “Kurofuji” (Tago no Tsuki x Fuji no Matcha)
2. Mitate Tea Ceremony, a spectacular outdoor tea ceremony with Mt. Fuji in the background (Shota Yamada, ceramic artist and tea master)
3. Live art by NAGON (also featured artist at Osaka Expo)
📢 Several media outlets, including Yahoo! News, are already planning to cover the event!
It is envisioned that the video footage from the day will be made into a promotional video to be sent overseas, and it is expected to attract attention both domestically and internationally in the future.
Media representatives are invited to join us for special interview opportunities.
*Please contact us as soon as possible as the number of participants is limited.
General public participation will not be accepted at this time. A separate event will be planned in the future for the general public to attend.
Contact for inquiries and application for coverage
- EN Inc. (Attn: Yoshikane Osaka)
- 📞 TEL：090-5004-0803
- 📩 E-mail：info@eminence-jp.com
EN. Inc
Instagram：https://www.instagram.com/eminence__en/
Online Store：https://shop.eminence-jp.com/
HP：https://www.city.fuji.shizuoka.jp/
Tagonotsuki Inc.
Instagram：https://www.instagram.com/tagonotsuki1952/
YAMASHO
Instagram：https://www.instagram.com/shotayamada14/
NAGON
Instagram：https://www.instagram.com/nagon_calligraphy/
Mizunomizu Inc.
instagram：https://www.instagram.com/mizunomizu_japanwater/
Nissho Kasetsu Ltd.
HP：https://www.nissho-kasetsu.com/index.php
We have received support for the installation of temporary facilities to be used at this tea party.
Shizuoka Prefecture Tea Promotion Division
HP：https://www.pref.shizuoka.jp/kensei/introduction/soshiki/1002123/1041029/1027271.html
Fuji City, Shizuoka Prefecture
HP：https://www.city.fuji.shizuoka.jp/
Mt. FUJI MATCHA, a product of EN.
World-class matcha green tea nurtured by the blessings of Mt.
Rare organic matcha produced by the pure underground water and rich soil at the foot of Mt.
The Ms Company’s passion for tea and the skills honed over generations come to life in each cup.
From “drinking matcha” to “experiencing matcha.
We will promote Fuji’s matcha tea to the world as a symbol of “culture,” “experience,” and “regional vitality.