Over Christmas Day, I finally had a quiet moment to write here after a quick five-day trip to Japan last week. Between the holiday rush and travel, the brief pause felt like the perfect opportunity to reflect and share the trip to you all. Building and sustaining long-term partnerships has always been one of the most important lessons I’ve learned in my career and it’s a principle that continues to guide how I approach business today. I initially was hesitant to leave during the busy holiday season, but thanks to the support of our team, I knew this trip was important, and it felt meaningful to greet our tea partners in person before the whirlwind of the year ended.
I met my brother and Lani in Japan after they spent a few days in Hanoi preparing for an upcoming film project together (more on that later!). We spent two days in Tokyo before heading to Kyōtanabe, where the pace naturally slowed. As we entered their shop, the familiar scent of kettle heat and charcoal met the air, and I felt like I was right where I was supposed to be. Even through jet lag, the calm of that space immediately felt grounding.
Our main focus was meeting with our matcha producer to discuss plans for the coming year. I asked him what he thought the next year would look like. He said, “To be honest, I’m not sure. We all just wish to do our best.” That reminded me of something I often tell our team: sometimes we just have to prepare to the very best of our knowledge and figure it out later. We also reflected on the year, which truthfully was one of the craziest and biggest ones for the tea and matcha industry to date. This year, matcha demand soared, prices nearly at least quadrupled, and supply was approaching nonexistent. We didn’t get a chance to debrief fully at the time because it was so busy with orders, but worked together to keep our matcha supply and prices stable as possible. Read more about my post here.
Beyond that, we selected a few beautiful new washi paper designs from sample books for a few new matchas we were fortunate to be able to introduce this year and exchanged gifts to wish each other a prosperous New Year. Our matcha allotment is carefully reserved, thanks to our communitea and partners who continually allow us to keep growing year after year.
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Another highlight was sharing a shōjin ryōri (vegetarian meal) at Tenryu-ji Temple in Kyoto. The care given to seasonality, simplicity, and presence echoed so much of what tea teaches us. It felt like the perfect moment for stillness and intention in the middle of the trip and into the next year.
Preparing for the unexpected: Tea continues to teach me how to create structure without rigidity. Sometimes it’s simply about showing up, using what you know, and allowing the process to unfold.
Ever learning: Even in Japan, people are still discovering matcha. We wandered through chadōgu (tea utensil) shops and Urasenke matcha spaces, picking up small lessons along the way. Tea is a living, historical practice, and there is always something to learn or observe.
Growth in presence: Growth doesn’t always look like expansion. In Western contexts, it’s often measured by locations, staffing, or products. Sometimes growth looks like showing up, exchanging gifts, choosing paper together, or noticing the steady rhythm of a familiar space.
Enjoy a few more photos below, thank you for capturing these moments Yves Huy Truong!
Happy New Year! Look forward to writing more in 2026.
With gratitude,
Amy
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