Sisters Launch Matcha Brand in the Philippines, 'Reverse-Import' to Japan: From Asakusa, Tokyo to Global Expansion

MISAKU Co., Ltd. (Headquarters: Tokyo, CEO: Sakura Motohashi) operates the matcha brand 'Chotto Matcha'. Founded in Manila, Philippines in 2023, the brand now operates four stores in the Philippines and one flagship store in Asakusa, Tokyo. Through a novel business model of cultivating a brand overseas and then introducing it back to Japan—known as a 'reverse-import brand'—the company is showcasing new possibilities for Japanese tea culture to the world.

A Matcha Brand That Started Not in Japan, But Overseas

'We want to bring Japanese matcha to the world.'

Motivated by this vision, Chotto Matcha deliberately launched not in Japan, but in the Philippines.

While many Japanese brands aim to expand overseas only after succeeding domestically, MISAKU Co., Ltd. chose a counterintuitive approach: building brand value abroad first and then bringing that recognition back to Japan. This 'reverse-import brand' model represents a bold new challenge.

The founders are sisters Sakura and Misaki Motohashi, who were university students at the time.

Despite their youth and limited experience, they ventured overseas with nothing but the desire to 'change the future of Japanese tea,' starting their brand from a single cup of matcha.

A Vision to Share Japanese Matcha Culture with a Young, Female Perspective

The food and beverage industry has long been seen as a field where success belongs to those with experience and seniority.

Moreover, many people voiced skepticism about young women launching a food brand overseas, calling it 'difficult' or 'impossible.'

But these very stereotypes were the barriers the sisters wanted to overcome.

There are values only the younger generation can see.

There are brands only women can deliver.

And Japanese culture has the power to captivate people worldwide.

We believe in this potential and continue moving forward.

From Startup to 5 Stores in 2.5 Years: Over 500,000 Cups Served Annually

In just 2.5 years since its founding, Chotto Matcha has grown into a brand with four stores in the Philippines and one flagship store in Asakusa, Tokyo.

Now serving over 500,000 cups of matcha annually, it has emerged as a 'lifestyle matcha brand.' It actively collaborates with international and domestic fitness and beauty brands such as Alo Yoga, Under Armour, and Nature Republic, and has gained over 20,000 followers across social media platforms.

As a Japanese tea brand that gained popularity overseas before entering Japan, it resonates with younger generations, repositioning Japanese tea not as a drink for special occasions, but as an everyday lifestyle choice.

Not Just Selling Matcha—Building the Future of Japanese Tea

What Chotto Matcha aims to deliver is more than just a cup of matcha.

The brand uses single-origin matcha sourced directly from tea farmers in Shizuoka Prefecture.

With the concept of 'Farm to Cup,' it emphasizes transparency and connection, striving to convey not only the authentic taste but also the stories behind Japanese tea.

In Japan, the tea industry faces numerous challenges, including an aging farming population, lack of successors, and declining domestic consumption.

Therefore, creating new demand for Japanese tea overseas and returning its value to the producing regions is our mission.

Every new person abroad who falls in love with matcha becomes a force that connects Japan's tea fields to the future.

We truly believe this.

A New Model for 'Japanese Brands'

Traditionally, Japanese brands follow the path of domestic success first, then overseas expansion.

MISAKU Co., Ltd., however, has overturned this norm by building its brand overseas first and then reintroducing it to Japan.

Because the brand has been refined in overseas markets, it can offer fresh value even within Japan.

We believe this 'reverse-import brand' concept offers a new pathway for sharing Japanese culture with the world.

Future Outlook

MISAKU Co., Ltd. will accelerate its overseas expansion, focusing on Asia, through the 'Chotto Matcha' brand, while aiming to become a platform that brings the value of Japanese tea to the global stage.

The company will also deepen collaborations with tea farmers and regional industries to build a sustainable business model that passes Japanese culture on to future generations.

Our goal is not simply to open more matcha cafes.

We aim to make Japanese tea a part of everyday life worldwide and create a future where Japanese producers can proudly continue growing tea for the next 100 years.

About Chotto Matcha

Chotto Matcha is a brand that promotes the charm of Japanese tea both domestically and internationally, centered on matcha. In addition to operating cafes, the brand runs a wholesale business for Japanese tea and matcha, currently operating four stores in the Philippines and one flagship store in Asakusa, Tokyo.

Using single-origin matcha sourced directly from tea farmers in Shizuoka Prefecture, Chotto Matcha aims to make Japanese tea an accessible part of daily life for people around the world, under the concept of 'Farm to Cup'.

Company Overview

Company Name: MISAKU Co., Ltd.

CEO: Sakura Motohashi

Cafe Address: 1-10-14 Hanakawado, Taito City, Tokyo

Business: Cafe operations, matcha wholesale

URL: https://www.chottomatcha.net/

Inquiries

Email: [email protected]

(For media, features, collaborations)

Contact: Kitahama, New Business Division

Email: [email protected]

(For general inquiries)