Japanese tea is more than just a beverage—it’s a ritual, an art, and a way of life. Few understand this better than Yureeka Yasuda, the founder of Sayuri Tea, a brand dedicated to bringing the purity, tradition, and craftsmanship of Japanese green tea to a global audience. Having grown up in a Japanese household where tea was a daily staple, Yureeka’s deep-rooted passion led her to create a brand that blends authenticity with modernity. In this exclusive interview, she shares her journey, the secrets to truly exceptional matcha, and why Sayuri Tea is redefining the way we experience Japanese green tea.

Sayuri Tea has such a unique, beautiful story behind it. Can you tell us how your love for Japanese green tea began?

Tea has been an integral part of my life for as long as I can remember. Growing up in a Japanese household, we drank green tea as commonly as water, which is quite different from Western culture. In Japan, it’s simply part of daily life—something we sip throughout the day with meals and over conversations.

After selling my first tea company, I wanted to create something even more refined—something that truly honours the craftsmanship, tradition, and purity of Japanese tea. I saw a gap in the market for a brand that could bring exceptional quality matcha and green tea to a wider audience while preserving its authenticity. SAYURI was born from this vision: to introduce more people to the beauty of Japanese tea in a way that feels both modern and deeply rooted in tradition.

For those who are still new to the world of matcha, how would you describe its taste and its distinct qualities compared to regular Japanese green tea?

I always describe matcha as the “supercharged” version of Japanese green tea. The key difference is in how it’s grown—before harvest, the tea plants are shaded for several weeks, which triggers an increase in chlorophyll, amino acids, and antioxidants. This unique process not only enhances the health benefits but also deepens the aroma and flavour, creating a tea that’s richer, smoother, and more umami-forward than regular green tea.

High-quality matcha has a creamy texture with a natural sweetness and a hint of umami. It’s vibrant, fresh, and full-bodied—never bitter if you’re drinking the right grade. Unlike steeped green tea, where you discard the leaves with matcha, you’re consuming the entire tea leaf in powdered form, which means you get all the nutrients, antioxidants, and energy-boosting properties in every sip.

The health benefits of matcha are often highlighted in wellness circles. What do you think makes matcha a superfood for the modern woman?

I always say matcha isn’t just a drink—it’s a tool for both wellness and mindfulness. Matcha is unique because it offers both sustained energy and a sense of calm . Unlike coffee, which gives you a quick spike followed by a crash, matcha releases caffeine gradually over 4–6 hours, providing long-lasting focus without jitters. It contains an amino acid called L-theanine, which promotes relaxation while enhancing mental clarity—so you feel alert but not wired. It’s this combination of energy and tranquillity that makes matcha the perfect companion for a balanced  modern life. What other superfood can do that?  

There’s so much hype around matcha these days, but what do you think is the biggest misconception people have about it?

One of the biggest misconceptions is that matcha is naturally bitter. If someone tells me they don’t like matcha because of its bitterness, my first question is always, “What kind of matcha did you try?” More often than not, they’ve had a lower-quality, culinary-grade matcha that wasn’t meant to be enjoyed on its own.

A high-quality matcha comes from the first flush (spring harvest) and should have a smooth, rounded taste with a natural sweetness and umami depth. It should never taste harsh or astringent. A good rule of thumb—if your matcha is dull in colour, has a greyish hue, or is overly bitter, it’s not the right quality.

What are some of the key differences in taste and quality that can set apart a truly exceptional matcha from an average one?

Exceptional matcha should engage all the senses. The colour should be a vibrant, deep green—never pale or yellowish. The aroma should be fresh, almost like sweet grass or spinach. When whisked, it should create a rich, velvety froth with micro bubbles. As for taste, a high-quality matcha will have a rounded umami depth with an earthy slight natural sweetness and a smooth finish—never harsh or bitter. If a matcha is overly astringent, lacks vibrancy, or leaves a dry aftertaste, it’s likely of lower quality. 

What would you say makes a perfect cup of matcha? Any tips for brewing it just right?

A perfect cup of matcha should be something you enjoy drinking on its own—without needing sweeteners or milk to mask its flavour. The key is in the preparation:

• Use a bamboo whisk (chasen): It helps create a smooth, frothy consistency that an electric frother can’t achieve.

• Use the right temperature water: Never use boiling water, as it can scorch the tea. I recommend around 70-80°C (160-175°F).

• Whisk with intention: I believe in the ritual aspect—taking a moment to prepare your matcha mindfully can elevate the entire experience.

You’re blending tradition and modernity with Sayuri Tea. How do you honour the ancient art of matcha preparation while catering to today’s fast-paced lifestyle?

I believe tradition and modern life don’t have to be at odds. Even in a fast-paced world, we can take small moments to reconnect with rituals that bring us calm and clarity. Even a 15-second whisking ritual can be a meaningful pause in your day.

At Sayuri, we also focus on education—helping people understand the deep-rooted history of matcha, while making it approachable for everyday use. This really adds value and cultural appreciation. Whether it’s through our package design or modern collaborations, we’re keeping the essence of Japanese matcha alive while adapting it to contemporary lifestyles.

You’ve mentioned in past interviews that matcha is more than just a drink; it’s a ritual. How do you personally incorporate matcha into your daily routine?

I enjoy matcha in different ways depending on my mood. Sometimes it’s a quiet, meditative moment where I make it with full attention—focusing on the sound of the whisk, the colour of the tea, the warmth of the bowl. Other times, it’s a quick pick-me-up in between meetings.

I love that matcha is so versatile. It can be both a mindful ritual and a functional energy boost. Either way, it always brings a sense of balance to my day.

Sayuri Tea offers a range of products. What are some of your best-sellers, and why do you think they resonate with your customers the most?

Our best-seller is definitely our 60g pouch of Everyday Ceremonial Matcha—it’s an incredible balance of quality and affordability. We’re very transparent about our sourcing, and I think customers appreciate that we’re making high-quality matcha accessible for daily use.

Another standout is our Matcha chocolate, a chocolate featuring 10% matcha in every bar – that’s basically a third of an entire tin!. It’s bold, playful, and really showcases the depth of matcha’s flavour. Every time we do pop-ups, it sells out instantly!

Do you have a personal favourite Japanese green tea?

Beyond matcha, I love Gyokuro—it’s a shade-grown green tea with an intense umami flavour, almost like a delicate broth. It’s incredibly smooth and has a natural sweetness that lingers on the palate. It’s a beautiful tea to enjoy slowly, almost like a fine wine.

I also love HOJICHA. There’s something incredibly soothing about its roasted, nutty aroma and naturally low caffeine content. It’s the perfect tea to unwind with—warming, grounding, and calming.

Many people enjoy matcha in their lattes or smoothies, but are there any unconventional ways you love to use matcha that might surprise us?

I’ve been introducing the Matcha Tonic to luxury hotels, and the F&B teams are always surprised by how simple yet impressive it is. Just a shot of matcha poured over iced tonic creates a vibrant green, incredibly refreshing drink. I love adding a slice of lemon or lime as a finishing touch—it elevates the flavour and makes it even more refreshing.

Your business is based around wellness, but what does self-care mean to you, and how does Japanese green tea play into that larger picture?

For me, self-care is about taking a moment to reconnect with myself. With so much happening around us, it’s easy to lose touch with our “ inner voice” as cliche as it sounds. Preparing a cup of Japanese green tea is my way of pausing, stepping back, and resetting. It creates space for reflection and presence.

You’ve had a journey from entrepreneur to SAYURI Teas founder. What challenges did you face when starting your business, and how did you overcome them?

Having spent eight years building and eventually selling my first tea company, I started SAYURI with a clear vision and experience. But my biggest challenge was wanting to do too much, too fast. I first conceived the brand in 2015 and officially launched in 2020, fully believing in the global rise of matcha—and it has played out as I expected. In the beginning, I was too eager to scale quickly, aiming to expand into six countries within a year. But over time, I’ve learned that true success comes from growing thoughtfully and with intention. It’s taken nearly a decade of dedication and perseverance to get to where I am today- and every step has been essential in building credibility and ensuring SAYURI stands for quality, authenticity, and a deep appreciation of Japanese green tea.

Fast forward to today, SAYURI is now served in over 200 locations across the UK, with demand continuing to rise. With this strong foundation, we’re finally ready to expand into the US and Europe, and a Japan café is also in the works.

Looking ahead, where do you see the future of matcha and Japanese green tea culture going? Are there any exciting trends you’re watching closely?

I don’t follow trends because they come and go—I trust my intuition and fully commit to ideas with longevity. The appreciation for matcha will only continue to grow as more people discover its health benefits and how it’s a healthier, more sustainable alternative to coffee. With this growing awareness, I see more people seeking out true quality. Matcha will no longer be niche. At the same time, I think people will start to explore Japanese green tea beyond just matcha—there’s a whole world of incredible teas that deserve the same attention.

Other than shopping directly at SAYURI Teas, where can people try SAYURI in the UK?

We’re proud to be the only Japanese green tea brand retailed at Harrods since our launch in 2020. You can also find us on the shelves of Selfridges, and you can drink our matcha at some of the best spots in London, including private members’ clubs like The Arts Club, Lanserhof, and 5 Hertford Street, as well as cafés like Nathalie, Birley Bakery, and Monocle. Our matcha is also served at Claridge’s and all Gail’s locations. We regularly collaborate with Phillips auction house and host pop-ups inside Frieze as well!

Visit sayuritea.com for more information.