Shaping the Future of Japanese Tea: "Chotto Matcha" and the Next-Generation Branding Strategy of a Philippines-Born Venture

Redefining a "Declining Industry": Young Student Entrepreneurs' Passion to Bring the Value of Tea Farmers to the World through the Amelias "Startup Grant"

Chotto Matcha, a Philippines-born matcha brand operated by MISAKU Co., Ltd., has been selected for the "Startup Grant" program, a collaborative initiative between Amelias and The Coca-Cola Foundation.

Chosen as one of just 8 recipients from approximately 100 applicants nationwide, MISAKU took the stage at the pitch event as the youngest student-led startup. Deeply analyzing the structural challenges hidden behind the global matcha boom, the team shared their passion and a fresh branding strategy centered around the authentic stories of Japanese tea farmers.

Facing the Structural Challenges of the Japanese Tea Industry Amid a Global Matcha Boom

In recent years, "Matcha" has captured global attention. Driven by rising health consciousness and the worldwide popularity of Japanese cuisine, international demand has expanded exponentially. The global market is experiencing an unprecedented trend, giving rise to a diverse array of matcha products and services.

Riding the wave of this global movement, Chotto Matcha has expanded its footprint to four stores in the Philippines and a flagship store in Asakusa, Tokyo, sharing the allure of matcha both domestically and internationally.

However, behind this glamorous boom, we acutely feel the severe realities facing the Japanese tea industry as a whole. Commonly perceived as a "declining industry," it suffers from long-term issues such as a lack of successors and structural problems inherent to primary industries.

Precisely because the world is watching right now, we believe it is vital that matcha does not end up as a transient fad. Strategic branding and consistent communication are essential to ensure that Japanese tea leaves—including those from Shizuoka—secure the "right positioning" in overseas markets, transforming the field into a sustainable industry.

A New Perspective from Young Challengers: Selection for the Amelias "Startup Grant"

Amid these industry challenges, MISAKU Co., Ltd. was honored to be selected for the "Startup Grant," organized by Amelias in partnership with The Coca-Cola Foundation (TCCF).

This grant targets early-stage female entrepreneurs, providing equity-free funding of up to $15,000, combined with hands-on mentoring and skill development crucial for scaling business operations. It is a highly competitive gateway, with only 8 entrepreneurs selected from roughly 100 applicants across Japan.

As the youngest student entrepreneurs among the 8 selectees, we had the privilege to pitch our vision. We believe this selection recognizes not only the latent potential of our business but also our unwavering determination to carve out a new future for the Japanese tea industry, powered by a unique perspective only the youth can offer. The backing from a globally renowned institution like The Coca-Cola Foundation brings immense credibility and momentum to our journey.

Beyond the Boom, Toward a Sustainable Future: The Path Chosen by Chotto Matcha

Our vision for Chotto Matcha goes far beyond simply running a cafe that serves matcha. We aim to establish a brand and supply chain where the intrinsic value of the tea farmers is accurately communicated to the world. This philosophy forms the core of our business and serves as our ultimate differentiator from conventional cafes.

During the pitch, directors and senior managers from Coca-Cola’s Public Relations department asked us, "How do you differentiate yourselves from other cafes?"

Our answer was clear:

"Our core differentiation does not lie in the product alone, but rather in the stories of the tea farmers behind it."

Behind every single cup of matcha lies the extraordinary effort and passion of farmers who meticulously cultivate and process tea leaves in their fields. Currently, however, these stories and hidden values are not fully reaching consumers, especially those overseas. Our mission is to make this invisible value visible, delivering the passion and craftsmanship of these farmers to the global stage through the Chotto Matcha brand.

Furthermore, we believe that our own entrepreneurial journey—confronting the tea industry's challenges head-on and speaking from the heart as members of the younger generation—adds intrinsic value to our brand. This honest, passionate stance is the driving force that fosters deep empathy and trust with our customers and partners.

Bringing Tea Farmers' Stories to the World: Chotto Matcha’s Solution

During the pitch, we presented concrete solutions. To address long-term issues like the lack of successors and primary industry structures while global attention is fixed on Japan, we unveiled our vision for Chotto Matcha to serve as a global "hub" for Japanese tea culture.

This hub will drive impact through three core pillars:

• Direct Collaboration with Tea Farmers: Beyond purchasing tea leaves at fair prices, we dig deep into the farmers' cultivation methods, philosophies, and regional histories to transform their "stories" into engaging content.

• Multifaceted Communication: In addition to providing in-store experiences, we utilize social media, websites, and events to showcase the diverse appeal of Japanese tea, giving consumers a transparent view of the faces behind production.

• New Value Creation: While keeping matcha at the core, we develop innovative products and collaborate across industries to unlock the potential of Japanese tea, creating entirely new consumption opportunities.

Through these initiatives, we aim to breathe new life into the Japanese tea industry, reshaping it into a vibrant sector that appeals to younger generations. The funding, mentorship, and skill development from Amelias will serve as a powerful catalyst to turn this blueprint into reality.

Becoming a Hub for Japanese Tea Culture: MISAKU’s Challenge for the Future

Sakura Motohashi and Misaki Motohashi, Co-Founders of MISAKU Co., Ltd., shared their thoughts on this milestone:

"We are incredibly honored to be selected for the Amelias 'Startup Grant' and to pitch our vision as the youngest student entrepreneurs in the cohort. Now that matcha is in the global spotlight, we will accelerate our branding and communication efforts so that Japanese tea, starting with Shizuoka, can secure its 'right positioning' abroad. By authentically delivering the stories of the farmers alongside our own journey as challengers, we aim to become a 'hub' that marks the first step toward solving long-term industry issues like the lack of successors."

Our journey has only just begun. However, with the tailwind of the global matcha boom, the robust support of Amelias, and above all, our unyielding passion to accurately convey the value of tea farmers, we believe the future of the Japanese tea industry is bright.

Chotto Matcha will continue to act as a bridge connecting dedicated farmers with global consumers. Armed with youthful energy and fresh perspectives, we are committed to solving social and structural challenges. We invite you to follow our journey as we co-create a new era for Japanese tea.

About Chotto Matcha

Chotto Matcha is a cafe and wholesale business dedicated to sharing the magic of Japanese tea, centered around matcha, with the world. The brand currently operates four stores in the Philippines and one flagship store in Asakusa, Tokyo.