Marumatsu Co., Ltd., a venerable tea company with over 120 years of heritage, proudly announces the renewal of its innovative brand, “san grams Sangram.” Rooted in Kikugawa, Shizuoka Prefecture—one of Japan’s most distinguished tea-growing regions—Marumatsu has long upheld the philosophy that tea is more than a beverage; it is a cultural touchstone, a comforting ritual, and a source of human connection. The revitalization of the “san grams Sangram” brand signals a bold step toward blending timeless traditions with the evolving rhythms of contemporary life.
The Vision: “New Everyday Tea”
At the core of the brand renewal is a visionary concept: “New Everyday Tea.” In an era dominated by speed and convenience, the humble act of brewing loose-leaf tea is often overshadowed by the ubiquitous bottled varieties found on convenience store shelves. While ready-to-drink teas offer practicality, they often lack the multisensory richness and emotional warmth that characterize a cup brewed with intention and care.
Marumatsu aims to inspire a return to these quieter, more intentional moments. The company invites consumers to rediscover the calming ritual of preparing tea—a practice that encourages mindfulness, cultivates presence, and provides an avenue for deeper connection with oneself and others. By making the act of brewing tea both accessible and meaningful, “san grams Sangram” transforms tea from a simple drink into an integral part of a balanced and reflective lifestyle.
The Reopening of San Grams Kikugawa: A Multi-Sensory Tea Hub
As part of the brand’s relaunch, Marumatsu has reopened San Grams Kikugawa, its flagship store and experiential hub. More than a traditional retail outlet, the renovated store functions as a cultural oasis dedicated to the art and appreciation of tea. The space has been thoughtfully designed to engage the senses and provide visitors with a layered, immersive experience.
San Grams Kikugawa is composed of three distinct zones:
- Café Space – A serene area where guests can enjoy freshly brewed teas in a relaxed, welcoming atmosphere. Whether it’s a single-origin deep-steamed green tea or a fragrant herbal blend, the café encourages visitors to take a moment to slow down and savor each sip.
- Cultural Zone – A space devoted to exploring the history, nuances, and etiquette of Japanese tea. Through curated events, workshops, and exhibitions, guests can gain a deeper appreciation for the craft and customs behind each cup.
- Retail Section – A premium tea shop offering a carefully curated selection of loose-leaf teas, brewing utensils, and artisanal items. The store emphasizes quality and provenance, showcasing deep-steamed sencha, organic cultivars, and international selections. Knowledgeable staff provide detailed guidance on brewing techniques, helping each customer tailor their tea experience to personal preferences.
The store’s name, Sangram, is derived from the standard quantity of tea leaves—three grams—typically used to prepare a single cup. This seemingly small amount serves as a metaphor for the brand’s philosophy: from something modest can emerge a moment rich in meaning, emotion, and connection. Sangram encapsulates the belief that daily rituals, no matter how brief, can profoundly nourish the soul.
Dual Pathways to Tea Enjoyment: “Chamegoto” and “Chagoto”
To further engage modern audiences, “san grams Sangram” introduces two distinct, yet complementary, approaches to tea culture—Chamegoto and Chagoto. These pathways reflect the brand’s commitment to inclusivity and innovation while honoring tradition.
- Chamegoto: Translating roughly to “tea chatter,” this approach represents a more casual, creative interpretation of tea culture. Chamegoto emphasizes personalization, allowing for experimentation with herbs, flavor infusions, and culinary pairings. It encourages the pairing of tea with sweets or savory foods and offers a playful, approachable entry point for younger or less experienced tea drinkers.
- Chagoto: Rooted in the formal traditions of the Japanese tea ceremony, Chagoto explores the deeper, more spiritual side of tea culture. It focuses on etiquette, ritual, and the philosophical elements that underpin classical tea practices. Through Chagoto, Marumatsu aims to preserve the integrity of centuries-old techniques while sharing them with a broader, global audience.
Both approaches are unified by a common goal: to make tea not just a beverage, but an enriching part of everyday life. Whether through a casual sip at home or a carefully orchestrated ceremonial session, Marumatsu believes there is a place for tea in every lifestyle.
Sustainability and Social Responsibility
As a company deeply connected to the land and its communities, Marumatsu places a strong emphasis on sustainability, traceability, and ethical production. The renewed brand reflects Marumatsu’s proactive role in promoting environmental stewardship and community empowerment.
- Collaborative Farming: Marumatsu works closely with regional tea growers to produce safe, high-quality teas. The company supports organic cultivation and sustainable farming methods that protect biodiversity and promote long-term soil health.
- Certifications: Marumatsu’s commitment to excellence is reflected in its robust quality control systems and certifications, which include JAS Organic, FSSC 22000, Rainforest Alliance, Kosher, and Halal. These certifications ensure that Marumatsu’s products meet stringent global standards for food safety, environmental responsibility, and cultural inclusion.
- Regional Export Promotion: Beyond its retail operations, Marumatsu actively contributes to export initiatives that aim to boost international demand for Japanese teas. Through donations and local partnerships, the company supports projects in Kikugawa that promote regional branding and help tea producers expand into overseas markets.
Recognition of Excellence
Marumatsu’s excellence has been consistently acknowledged through awards and honors. The company’s team of seasoned tea masters—experts in cultivation, tasting, and blending—have garnered accolades at both national and international levels. These honors affirm Marumatsu’s position as a leader in the world of specialty tea and its unwavering dedication to craftsmanship.
