Specialty Teas Are Exhibited for Sale in Wa no Cha by ITO EN

ITO EN newly opened a Japanese tea stall “Wa no Cha” in Mitsukoshi Nihonbashi on October 2017. ITO EN exhibits specialty teas corrected from all around Japan for sale there.

100 Specialty tea exhibition in Wanocha by ITO EnStyle of the exhibition is excellent! We can find the features of each loose leaf tea on the explanation panel and the appearance. In addition, it is possible to enjoy the aroma of loose leaf tea.

01 Exhibition style in Wa no Cha

The explanation panel have a chart of tea’s characteristics, such as 5 characters; umami, astringency, aroma, freshness, body. The chart could help us to select teas based on our preference, even if the Japanese description is not understandable.

When I visited, ITO EN exhibited mainly Shizuoka teas as follows.

Green tea of ‘Tsuyuhikari’ cultivar made in Tenryu tea estate.
11 Appearance of Green Tea of Tsuyuhikari Cultivar made in Tenryu Tea Estate

  • Umami : 4
  • Astringency : 1
  • Aroma :3
  • Freshness : 2
  • Body : 5
  • Region and tea estate : Nishifujihira region in Tenryu tea estate
  • Cultivar : Tsuyuhikari
  • Season : First flush
  • Process : Light steamed Sencha
  • Tea farmer : OTA Masataka (Kaneta Ota-en tea farm)

 

Green tea of ‘Yamanoibuki’ cultivar made in Asahina tea estate
18 Asahina Shade grown Green tea of Yamanoibuki

  • Umami : 3
  • Astringency : 1
  • Aroma : 3
  • Freshness : 3
  • Body : 3
  • Region and tea estate : Asahina tea estate in Fujieda city
  • Cultivar : Yamanoibuki
  • Season : First flush
  • Process : Deep steamed Sencha made from shade grown tea shoots
  • Tea farmer : SUZUKI Masaaki

 

Geen tea of ‘Yabukita’ cultivar made in Uchimaki region of Shizuoka tea estate
12 Yabukita made in Uchimaki tea estate along Abe River

  • Umami : 2
  • Astringency : 3
  • Aroma : 2
  • Freshness : 3
  • Body : 3
  • Region and tea estate : Miwa region in Shizuoka tea estate
  • Cultivar : Yabukita
  • Season : First flush
  • Process : Medium steamed Sencha
  • Tea farmer : Maruuchi tea production cooperative

 

Geen tea of ‘Inaguchi’ cultivar made in Shinma region of Shizuoka tea estate
14 Shinma Inaguchi

  • Umami : 3
  • Astringency : 3
  • Aroma : 2
  • Freshness : 3
  • Body : 3
  • Region and tea estate : Shinma region in Shizuoka tea estate
  • Cultivar : Inaguchi
  • Season : First flush
  • Process : Deep steamed Sencha
  • Tea farmer : Nect co. ltd.

 

Green tea of ‘Koganemidori’ cultivar
15 Koganemidori

  • Umami : 3
  • Astringency : 3
  • Aroma : 3
  • Freshness : 2
  • Body : 2
  • Region and tea estate : Morokozawa region in Shizuoka tea estate
  • Cultivar : Koganemidori
  • Season : First flush
  • Process : Light steamed Sencha
  • Tea farmer : SATO Hiromitsu

 

Green tea made in Fuji tea estate
17 100years tea made in Fuji Tea estate

  • Umami : 3
  • Astringency : 3
  • Aroma : 3
  • Freshness : 3.5
  • Body : 4
  • Region and tea estate : Fuji tea estate
  • Cultivar : Yabukita, Tsuyuhikari
  • Season : First flush
  • Process : Deep steamed Sencha
  • Tea farmer : MIZUNO Yonemitsu (Marumizu-en tea farm)

 

Deep-steamed green tea of ‘Yabukita’ cultivar made in Sayama tea estate
16 Deep steamed Yabukita made in Sayama tea estate

  • Umami : 2
  • Astringency : 2
  • Aroma : 2
  • Freshness : 2
  • Body : 3
  • Region and tea estate : Sayama tea estate in Saitama pref.
  • Cultivar : Yabukita
  • Season : First flush
  • Process : Deep steamed Sencha
  • Tea farmer : MIYAOKA Wataru (Miyaoka-en tea farm)

 

Oolong tea “Unjo Hisui” made in Morokozawa region in Shizuoka tea estate
19 Unjo Hisui

  • Umami : 2
  • Astringency : 3
  • Aroma : 4
  • Freshness : 3.5
  • Body : 2
  • Region and tea estate : Morokozawa region in Shizuoka tea estate
  • Cultivar : Sato Wase
  • Season : First flush
  • Process : Withered (like Oolong tea)
  • Tea farmer : SATO Hiromitsu

 

Oolong tea “Ruri” made in Morokozawa region in Shizuoka tea estate
20 Ruri And Unjo Hisui for service cuppa

  • Umami : 2
  • Astringency : 3
  • Aroma : 4
  • Freshness : 3
  • Body : 2
  • Region and tea estate : Morokozawa region in Shizuoka tea estate
  • Cultivar : Kanayamidori
  • Season : First flush
  • Process : Withered (like Oolong tea)
  • Tea farmer : SATO Hiromitsu

 

Black tea made in Yakushima island
13 Back tea made in Yakushima island

  • Umami : 2
  • Astringency : 3
  • Aroma : 3
  • Freshness : 2
  • Body : 2
  • Region and tea estate : Yakushima Island
  • Cultivar : Yabukita
  • Season : Second flush
  • Process : Fully Oxidized (Black tea)
  • Tea farmer : Fujiwara Seicha Tea Factory

 

I have been speculated the ideal logistics of specialty teas since I was involved in tea industry. Distribution of small lot of specialty teas seems to be not so profitable for big companies like ITO EN. However, their network and skillful staff can achieve such distribution of small amount of specialty teas.
This kind business by ITO EN is one of ideal styles in tea industry, in my opinion.

On the other hand, that may be threat for small tea merchants which sells specialty teas. However I know and think there are many good tea companies merchandizing specialty teas, which have original ability to have elaborate communication with tea farmers, to create unique tea products, blend teas according to tea fanciers’ preference strictly etc.
Hopefully this ITO EN’s business will stimulate and accelerate the activities of other tea merchants including local tea processors, tea wholesalers, tea retailers etc., and then result in more development in tea industry.

P.S.
Lately I think local tea processors accelerate their activities, such as cooperation with tea farmer to make specialty teas by using unique cultivar, to develop new tea products, to sophisticate the quality of old bland etc. I hope more acceleration of these activities to create more excellent teas.

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