History & Story
About FUJI ASAHIEN
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.
01 — Our Story
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.
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.
02 — History & Awards
Eight decades of
recognized excellence
Minister of Agriculture,
Forestry & Fisheries Award
Total national & regional
competition awards
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 certificates & trophies — our actual records
Click any image to enlarge · Certificates and Awards (Original Copies)
03 — The Region
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.
Japan tea production share (approx.)
04 — Why Trust Us
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
International food safety management system — recognized by major global retailers and required for export to strict markets.
Processing & filling facility certified by the Japan Food Hygiene Association (日本食品衛生協会).
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
静岡県島田市
Main store · 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.