Marumatsu, a storied Japanese tea company with a heritage spanning more than 120 years, is ushering in a new era for its signature tea brand with the relaunch of “san grams Sangram.” Rooted in the lush, verdant landscapes of one of Japan’s most celebrated tea-growing regions, Marumatsu continues its enduring mission: to enrich daily life through the time-honored ritual of tea. The brand renewal reflects a harmonious balance between deep tradition and the pace of contemporary lifestyles, offering a fresh, modern approach to the timeless tea experience.
At the heart of this rebranding is the concept of “New Everyday Tea.” This guiding philosophy encourages people to return to the mindful practice of hand-brewing tea — a calming daily ritual that fosters moments of tranquility, presence, and personal connection. In an age where bottled and convenience-driven beverages dominate, Marumatsu believes there is something irreplaceable about brewing a cup of tea by hand: the aroma of fresh leaves, the warmth of the cup, the quiet pause between sips. The company envisions tea as more than just a drink — it’s a bridge to emotional comfort, mindfulness, and a deeper appreciation for the present.
A Flagship Destination: San Grams Kikugawa Reopens
Central to the renewed brand identity is the grand reopening of San Grams Kikugawa, Marumatsu’s flagship store. Far more than just a tea shop, this multi-purpose space embodies the spirit of the brand’s new direction. Located in Kikugawa City, an area known for producing some of Japan’s finest teas, the store is designed to serve as a holistic destination for tea discovery, cultural engagement, and personal rejuvenation.
The San Grams Kikugawa experience unfolds across three thoughtfully curated areas:
- A Tranquil Café – Visitors can relax and enjoy expertly brewed teas, thoughtfully paired with sweets or light bites. It’s a space that invites customers to slow down, savor, and appreciate the delicate nuances of tea.
- Cultural Encounter Zone – This area offers immersive experiences into the history, etiquette, and artistry of Japanese tea culture, giving visitors a deeper understanding of the legacy behind every cup.
- Retail Boutique – Featuring premium loose-leaf teas, organic selections, deep-steamed (fukamushi) varieties, and rare single-origin offerings, the shop also provides curated utensils and accessories for tea brewing. Knowledgeable staff guide customers in choosing teas and teach them the best preparation methods for each type.
The store’s name, “Sangram,” is derived from the standard three grams of tea typically used to prepare a single serving. From this modest amount, a profound experience unfolds — an idea that perfectly symbolizes the brand’s belief that even the smallest tea moments can nurture the spirit and deepen interpersonal bonds.
Bridging Tradition and Innovation: Two Approaches to Tea
To make tea culture more accessible and adaptable to contemporary preferences, San Grams introduces two unique formats for enjoying tea:
- Chamegoto – A modern, casual style of tea that integrates innovative flavor pairings, herbs, and blends. This format encourages experimentation and personalization, inviting people to enjoy tea in new, approachable ways — whether alone, with friends, or alongside meals and desserts.
- Chagoto – A more formal and traditional approach rooted in the principles of the Japanese tea ceremony. This experience emphasizes etiquette, mindfulness, and the ceremonial beauty of tea preparation and presentation.
Both Chamegoto and Chagoto are designed to demystify tea, making it relevant for a wider audience — from longtime aficionados to first-time drinkers. Whether one seeks quiet introspection or social connection, Marumatsu believes tea can meet people wherever they are in life.
Sustaining Communities and the Planet
As the world embraces more conscious consumption, Marumatsu’s renewed brand also underscores its commitment to sustainability, community building, and ethical production. The company partners directly with regional tea growers to ensure safe, high-quality teas cultivated with care for both people and the environment. Through long-term relationships with farmers, Marumatsu supports organic tea cultivation and encourages environmentally sound practices.
A key initiative is the promotion of organic and deep-steamed teas, which are both healthful and environmentally responsible. By prioritizing organically grown tea, Marumatsu not only protects soil health and biodiversity but also caters to consumers who seek clean, additive-free products.
Additionally, the company plays an active role in promoting regional exports of Japanese tea, helping to grow global appreciation for Japan’s tea culture. A portion of profits and donations are channeled into local projects in Kikugawa, supporting efforts that enhance international demand and visibility for Japan’s unique tea varieties. These efforts also foster economic development in the region, benefiting growers and artisans alike.
Trusted Quality with Global Certifications
Marumatsu’s dedication to excellence is reinforced through rigorous quality control systems and multiple global certifications. The company operates under internationally recognized standards, including:
- JAS Organic Certification
- FSSC 22000 (Food Safety System Certification)
- Rainforest Alliance Certification
- Kosher Certification
- Halal Certification
These credentials speak to the company’s transparency, reliability, and unwavering focus on product safety, sustainability, and inclusivity — ensuring that Marumatsu teas can be enjoyed by consumers of diverse cultural and dietary backgrounds around the world.
Marumatsu’s tea masters have also received numerous awards and accolades, both domestically and internationally, a testament to the company’s technical expertise and passion for innovation. From government-recognized honors to wins at global tea competitions, these distinctions affirm the brand’s place among the world’s elite tea producers.
A Renewed Invitation to Everyday Moments
With the refreshed “san grams Sangram” brand, Marumatsu is inviting people to see tea not as an occasional indulgence but as an essential, enriching part of everyday life. Whether through the contemporary joy of a Chamegoto-style infusion or the meditative elegance of a Chagoto session, Marumatsu encourages everyone to reclaim their tea moments — to slow down, breathe deeply, and reconnect.
As it honors the past and embraces the future, Marumatsu continues to prove that in every three grams of tea, there lies a world of tradition, innovation, connection, and quiet joy — one cup at a time.
