History & Story

About FUJI ASAHIEN

80+ years of
heritage

Shizuoka, Japan  ·  Est. 1940s  ·  4th Generation

From the foot of
Mt. Fuji, to your cup.

Fuji Chosonoen — a family of tea farmers who have devoted four generations to cultivating Japan's finest matcha in the mineral-rich soils of Shimada City.

A mission born from
urgency

"The matcha boom has flooded the world with green powder that barely resembles the real thing."

As 4th-generation tea farmers in Shizuoka, we watched the global rise of matcha with both pride and deep concern. The world's appetite was growing — but what was reaching most consumers was a pale imitation.

4th generation
tea family

We founded our direct-from-farm brand with an uncompromising belief: authentic matcha, as it was meant to be experienced.

From field selection and shading methods, to milling, blending, and packaging — every decision is made without compromise. No middlemen. No shortcuts.

This is true single-origin matcha, shipped direct from the farm that grew it — with the full story of every batch.

Eight decades of
recognized excellence

Minister of Agriculture,
Forestry & Fisheries Award

20+

Total national & regional
competition awards

80+

Years cultivating
Shizuoka tea

Est. 1940s

Founded in Shimada City, Shizuoka

Our family begins cultivating tea in Shimada — fed by snowmelt from Mt. Fuji and prized for its mineral-rich water and ideal growing climate.

National Recognition

Minister of Agriculture, Forestry & Fisheries Award — 3 times

Japan's highest national recognition for tea quality. Received on three separate occasions — a distinction held by very few producers in Japan.

Regional Excellence

Shizuoka Governor's Award  ·  National Tea Competition  ·  Kawane Tea Competition — Top Prize

Consistent recognition at every level of Japanese tea evaluation — from prefectural competitions to the national stage. Over 20 awards in total.

Today

Direct-to-world, farm-to-cup

The 4th generation launches a global brand — bringing 80 years of award-winning blending mastery directly to matcha lovers worldwide. Our expert blending technique draws out aroma, depth, and umami that no mass-production process can replicate.

Award certificate

Shizuoka:
Japan's quiet tea giant

While Kyoto's Uji tea is internationally famous, Shizuoka Prefecture is Japan's largest tea-growing region — producing approximately 38% of the country's total tea output, and ranking 2nd nationwide in matcha production.

Our farm in Shimada City benefits from snowmelt water flowing from Mt. Fuji, ideal temperature variation between day and night for developing umami, and a long heritage of tea cultivation passed down through generations.

Much of the matcha you may have already tasted — without knowing it — was likely grown here in Shizuoka.

Mt. Fuji Shimada Shizuoka
Shizuoka
~38%
Kagoshima
~27%
Others
~35%

Japan tea production share (approx.)

Everything we stand for,
transparently.

20+ competition awards

Recognized at Japan's highest levels — from prefectural to national government — over 80 years of consistent excellence.

Direct from farm

No importers, no wholesalers. From our fields in Shimada to your door — with full traceability of every batch.

Master-blended, not mass-produced

4th-generation blending expertise draws out flavour, aroma, and umami that no factory process can replicate.

Physical stores in Shimada

Two retail locations in Shimada City — shop with the assurance of a real, established business behind every order.

Certifications & Facility

FSSC 22000

International food safety management system — recognized by major global retailers and required for export to strict markets.

JFHA Certified Facility

Processing & filling facility certified by the Japan Food Hygiene Association (日本食品衛生協会).

Japan Food Sanitation Act

Full compliance with Japan's national food safety regulations — among the world's most stringent standards.

Independent Testing — Every Batch

Pesticide residues

Passed — Japan standard

Radioactivity

Passed — Japan standard

Heavy metals

Passed — Japan standard

If you're visiting Shimada City in Shizuoka Prefecture, be sure to

Fuji Asahien Honten — Shimada, Shizuoka

Fuji Asahien Honten

静岡県島田市
Main store · Shimada, Shizuoka

Ekimae Honten — Shimada, Shizuoka

Ekimae Honten

静岡県島田市
Second location · Shimada, Shizuoka

Taste the difference 80 years makes.

Single-origin matcha — grown, blended, and shipped from Shizuoka.

Explore our matcha →