Marutamaen introduces SANOWA, a tea crafted to reward hardworking women【Yaizu City, Shizuoka Prefecture】

Nestled between Tokyo and Nagoya, Shizuoka City is an ordinance-designated urban hub. Just three stops on the train from Shizuoka Station lies Yaizu, a port city boasting three bustling ports—Yaizu Port, Ogawa Port, and Oigawa Port. Renowned as Japan’s top fishing destination for seven consecutive years, Yaizu City hums with maritime activity.

Our journey leads us to Marutamaen, a venerable tea wholesaler in Yaizu, Shizuoka Prefecture, steeped in over 70 years of tradition. While preserving this rich heritage, Marutamaen launches SANOWA, a new brand tailored to resonate with the younger generation. On leisurely days, queues of young enthusiasts flock to Marutamaen’s teahouse café, a testament to their commitment to uphold Japanese tea culture.

This article delves into Marutamaen’s close ties to Yaizu and the ethos behind SANOWA, featuring insights from Keisuke Masuda, the company’s representative director.

About Marutamaen

Established in 1950, Marutamaen stands as a cornerstone of tea wholesaling in Yaizu, Shizuoka Prefecture. Led by Keisuke Masuda, the third-generation steward of the company, Marutamaen operates two esteemed establishments in Yaizu City—the Ekimae-dori Honten and the Toroda Store.

▲ Yaizu Ekimae-dori(street) Marutamaen Honten▲▼ Marutamaen Toroda Store▼

At Marutamaen, meticulous selection of aracha, which refers to the unprocessed tea leaves obtained directly from tea farmers and serves as the foundation for the tea production process before being processed into finished products, precedes its journey to their in-house tea factory, where it undergoes refinement before gracing the shelves of their stores. This integrated approach, from production to retail, ensures the delivery of the finest quality tea to patrons.

Their flagship offering is a delicately sweet, yet robust, deep-steamed tea hailing from Kakegawa, Shizuoka Prefecture. Complementing this are a selection of fragrant, high-grade sencha and gyokuro teas, also sourced from Shizuoka Prefecture.

A diverse range of teabag-style products caters to those seeking convenience without compromising on taste. Additionally, Marutamaen’s assortment of Japanese sweets and teacakes, including delectable tea-based treats like madeleines, rice crackers, and yokan, elevate the tea-drinking experience.

Marutamaen SANOWA’s Café Menu

Marutamaen offers a haven where visitors can savor tea without the intimidation often associated with traditional tea houses.

▲Stepping into the Marutamaen Toroda branch, guests are greeted by a tranquil tsuboniwa garden visible through expansive glass panels. The café’s layout encourages patrons to bask in the garden’s serenity while indulging in culinary delights.

A rotating seasonal menu boasts delights such as tea-infused shaved ice in summer, and tea parfait and green tea tiramisu in other seasons. The beverage selection features an array of teas, flavored infusions, and matcha lattes, available for dine-in or takeaway.

Here’s a glimpse of the SANOWA café menu at Marutamaen

Shizuoka Matcha Parfait (Drink Set)

Luxurious matcha parfait brimming with premium matcha from Asahina, Shizuoka Prefecture. Indulge in layers of matcha-infused goodness, including matcha ice cream, jelly, and pound cake, delicately balanced for a sublime tea experience.

Shizuoka Matcha Green Tea Fresh Pudding (Drink Set)

Crafted with premium matcha green tea sourced from Asahina, Shizuoka Prefecture, this decadent pudding boasts layers of silky milk pudding that tantalize both the eyes and taste buds. With a tender texture and balanced sweetness, it offers a nuanced interplay of matcha’s distinct aroma, flavor, and subtle bitterness, creating a treat that appeals to adults and tea enthusiasts alike. Each bite offers a journey of evolving flavors, ensuring a truly satisfying experience.

Strawberry Matcha Tiramisu (Drink Set) [Limited Time Only]

A delectable fusion of high-grade matcha from Okabe, Shizuoka Prefecture, and creamy mascarpone cheese, crowned with luscious strawberries. A sought-after sweet that disappears from shelves in a heartbeat.

Isojiman Sakekasu Tiramisu [Limited Time Offer]

An exquisite tiramisu, infused with the rich flavors of Shizuoka’s renowned Isojiman sake lees. This special creation combines the velvety texture of sake lees with the delicate aroma of Isojiman’s ginjo, perfectly complementing the creamy richness of mascarpone cheese. With each bite, experience a harmonious fusion of flavors and aromas that tantalize the palate and delight the senses.

Matcha Latte

Marutamaen’s signature Matcha Latte, crafted with luxurious high-grade matcha sourced from Shizuoka Prefecture. Characterized by its delightful matcha aroma and rich flavor with subtle astringency, this elegantly sweet beverage is a favorite among patrons. Smooth and easy to drink, this Matcha Latte epitomizes indulgence and sophistication. Enjoy it in-store or opt for take-out convenience.

Hojicha Shaved Ice (Summer Only)

Meticulously crafted using only the finest first flush tea leaves, ensuring a premium taste experience. As remarked by the president of Marutamaen, “the abundance of tea leaves used in its preparation is a hallmark of our dedication to quality—a feat achievable only by a true tea connoisseur”. With each bite, savor the unmistakable aroma and flavor of hojicha, which remains robust even amidst the chill of the ice. The seemingly voluminous shaved ice boasts a fluffy texture that melts away quickly upon contact with the palate, leaving behind a refreshing sensation.

Shizuoka Tea Ice Sanmai (Summer Only)

Among the summer-exclusive shaved ice offerings, the most captivating is the hands-on shaved ice experience. Guests have the opportunity to grind their own matcha green tea and create matcha jelly. This interactive experience engages all five senses, allowing visitors to witness the transformation in appearance, taste, texture, aroma, and even sound. It’s a truly immersive journey into the world of matcha, where every moment is an exploration of sensory delight.

Interview: Marutamaen introduces SANOWA, a tea crafted to reward hardworking women.

We sat down with Keisuke Masuda, Managing Director of Marutamaen, to discuss SANOWA’s journey.

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Embracing Tea’s Next Chapter with SANOWA.

–Can you tell us about Marutamaen?

Marutamaen has been a pillar of the tea industry since its inception in 1950, emerging in the aftermath of World War II with a noble ambition: to share the joy of exquisite tea with as many individuals as possible. Over the span of seven decades, our commitment to perfection has remained unwavering, as evidenced by our relentless pursuit of excellence at our in-house factory in Yaizu.

Our mission at Marutamaen is clear: to craft teas that are sweet, mild, full-bodied, and undeniably delicious. Achieving this coveted taste requires a meticulous process known as “Hiire~drying~ (heating leaves over a fire to bring out sweetness and aroma)” where tea leaves undergo careful heat treatment to preserve their quality. This traditional technique, honed over generations and adapted to the unique climate of Yaizu, ensures that each cup of tea embodies the essence of perfection.

The acclaim garnered by our teas among local Yaizu patrons speaks volumes about our dedication to quality.

To further expand our reach and appeal to a younger demographic, we have launched a café where young individuals can gather and indulge in tea tastings.

Through this initiative, we aim to introduce our exquisite teas to a new generation of tea enthusiasts, inviting them to experience the unparalleled flavors of Marutamaen firsthand.

–Marutamaen’s cafés are very popular, especially among young people. On holidays, I often see queues forming at the coffee shop in the Toroda branch. What inspired the creation of SANOWA?

I’m well aware of the trend of the younger generation drifting away from tea consumption. As the third generation steward of Marutamaen, I also sensed the urgency to address this trend.

SANOWA, Shedding Light on the Underlying Reasons Behind the Younger Generation’s Departure from Tea Culture.

Tea isn’t merely a beverage for us; it’s an integral part of Japanese culture that has contributed to a healthy and prosperous lifestyle for generations. However, the declining interest in tea among the younger demographic has sparked concern throughout the tea industry.

In response to this trend, we launched the SANOWA brand in March 2018, collaborating with a team of young staff. Our aim was to rekindle the connection between people and tea, bridging the gap that had emerged.

We chose the name SANOWA, symbolizing the unity between individuals and tea, forming a circle of connection and appreciation.

During the inception of SANOWA, we deliberated extensively on whether to address the issue of the younger generation’s disinterest in tea directly. We recognized the importance of acknowledging this reality while also striving to offer a solution through our brand.

–You often hear the phrase ‘Younger generations moving away from tea,’ don’t you? Did you have any concerns about this?”

In reality, consumers tend to opt for bottled green tea when they’re thirsty, and matcha lattes and matcha sweets are popular sellers in cafes.
We believe it’s not that tea isn’t appealing to the younger generation; rather, it’s the tradition of savoring a comforting cup of tea at home that seems to have faded from their lives.

Introducing a Liberating Approach to Tea Culture.

Traditionally, tea companies have promoted a lifestyle centered around the ubiquitous kyusu (teapot). However, as times change, so do the preferences of tea enthusiasts.

At SANOWA, we’re revolutionizing the industry’s perspective. Instead of adhering to a product-centric approach, we’re embracing a market-in strategy that prioritizes consumer needs.

Our first step? Recognizing the evolving lifestyles of the younger generation, we acknowledge that not everyone embraces the traditional teapot. By delving into the reasons behind this shift, we uncover new opportunities to innovate and cater to emerging preferences.

We firmly believe that this forward-thinking approach is the cornerstone of our new brand’s success.

–Recognizing the rich diversity within the realm of tea is pivotal.

Indeed. Our collection boasts a myriad of tea types. However, our discussions didn’t stop at merely targeting the younger generation. We delved deeper, seeking a more nuanced perspective on whom we aimed to serve with SANOWA tea. The unanimous response from our team was ‘women navigating the challenges of work and child-rearing.

“We aspire to provide these women with SANOWA tea—a refreshing blend that seamlessly combines convenience and flavor.”

In today’s fast-paced world, these women lead increasingly hectic lives, leaving them with minimal time to unwind and savor a cup of tea. By honing in on the challenges they encounter, we recognize the unique opportunity to extend our support as tea master.

What type of tea would resonate with these busy women?

Our team identified three key elements: ease, taste, and style. Guided by these principles, our staff engaged in extensive discussions, and at times sought feedback from external sources.

In October 2018, after more than six months of diligent refinement, SANOWA (circle of tea) tea was unveiled. This meticulously crafted blend offers an enticing array of options: an appealing café menu designed to introduce the delights of tea, convenient tea bags for effortless enjoyment, loose leaf tea boasting the authentic aroma and flavor of traditional blends, and flavored teas infused with innovative aromas and tastes.

Presented in the sophisticated packaging of SANOWA, these products serve as a luxurious indulgence for the weary minds and bodies of women.

Thanks to these efforts, SANOWA has garnered widespread acclaim, particularly among the younger demographic. On holidays, queues of customers from outside the prefecture eagerly line up to savor our tea-infused treats.

We are committed to continuing our tradition of delivering Marutamaen’s tea and SANOWA tea from our beloved hometown of Yaizu. Our aspiration is to evolve into a tea shop that not only serves tea but also fosters connections between people and the rich world of tea.

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Information of Marutamaen

Marutamaen Toroda Store

Address	5-9-17, Higashi-Kogawa, Yaizu City, Shizuoka Prefecture, 425-0035, Japan
Website	https://sanowa-tea.jp/
Phone number	+81 54-621-5501
E-money and credit cards	Available
Open	9:30 to 18:00
Closed	Wednesdays (open May, August and December).
Parking lot	Available
Access	Keep going south for about 300 m from Icho-dori/Toroda intersection. Find the gas station (Eneoss Higashi-Kogawa SS) to reach us.

 

Yaizu Ekimae-dori(street) Marutamaen Honten

Address	4-1-4, Sakae-cho, Yaizu City, Shizuoka Prefecture, 425-0027, Japan
Website	https://sanowa-tea.jp/
Phone number	054-628-4020
E-money and credit cards	Available
Open	9:00 to 18:30
Closed	Sundays
Parking lot	Available
Access	10-minute walk from Yaizu Station

 

Writer	Norikazu Iwamoto
Career	Ochatimes chief editer. Meeting with Vice Governor of Shizuoka prefecture. Judge of Shizuoka 100 tea’s award in 2021~23. Ocha Times link introduced at website of World O-CHA(Tea) Festival 2022, Tea Science Center, The City of Green Tea Shizuoka,  Ministry of Agriculture, Forestry and Fisheries.

 

English translator	Calfo Joshua
Career	Born and raised in England, living in Japan since 2016. Studying arboriculture in Shizuoka Prefecture whilst operating his landscape business Calfo Forestry. Appreciating the nature of Japan and the culture that places such importance in it.