Every journey to Japan reminds us why we fell in love with tea.

We are Claire and Lisa, the Tea Sisters behind HUG THE TEA. Since 2015, we've been working together with organic tea farmers from Japan, discover new harvests and immerse ourselves in the traditions that have shaped Japanese tea culture for centuries.

During our journey through Shizuoka, we visited a beautiful traditional tea house surrounded by peaceful tea gardens. It felt like stepping into another world. Sitting on tatami mats while overlooking the vibrant green tea fields, we enjoyed an exceptional cup of Gyokuro, one of Japan's finest green teas, served alongside a delicate seasonal wagashi, a traditional Japanese sweet.

Later that day, we experienced an authentic Japanese tea ceremony where every movement, every gesture and every bowl of Matcha reflected centuries of tradition and craftsmanship.

It was one of those unforgettable moments that reminded us that tea in Japan is so much more than a drink. It is a way of slowing down, connecting with nature and appreciating the present moment. Sitting there in complete silence, surrounded by nature, felt almost meditative. It was unexpectedly emotional and reminded us how powerful the simple ritual of tea can be.

Welcome to Chanoyu

Imagine walking through a quiet garden gate.

The sounds of everyday life slowly disappear, replaced by birdsong, rustling bamboo and the gentle sound of flowing water.

Before entering the tea room, you pause to wash your hands. This simple ritual symbolises leaving the outside world behind and entering a space dedicated to peace, mindfulness and hospitality.

Welcome to Chanoyu (茶の湯), the Japanese tea ceremony.

For centuries, this ceremony has been much more than the preparation of Matcha. It is a philosophy of living, where every movement is intentional and every guest is welcomed with genuine care and respect.

More Than Preparing Matcha

Watching a tea master prepare Matcha is almost meditative.

The tea bowl is carefully warmed. The bamboo whisk is soaked. Matcha is measured with a bamboo scoop before warm water is added. With graceful movements, the Matcha is whisked into a vibrant green bowl with a smooth, creamy foam.

Nothing is rushed.

Nothing is unnecessary.

Every movement has meaning.

The ceremony reminds us that beauty can be found in simplicity and that taking a few quiet moments for yourself can completely change the pace of your day.

Four Principles That Still Inspire Today

The philosophy of the Japanese tea ceremony is built around four timeless principles that continue to shape Japanese tea culture today.

Harmony (Wa) is about living in balance with nature and with one another. It reminds us that tea is best enjoyed when we take the time to appreciate the people and the world around us.

Respect (Kei) encourages gratitude towards our guests, the tea utensils, the tea itself and the generations of artisans and tea farmers whose craftsmanship makes every cup possible.

Purity (Sei) represents cleansing both the space and the mind. Before the ceremony begins, every action prepares both host and guest to leave distractions behind and fully embrace the present moment.

Tranquility (Jaku) naturally follows. Through simple rituals, quiet surroundings and mindful preparation, the tea ceremony creates a sense of calm that lingers long after the final sip.

Although these principles originated centuries ago, they remain just as meaningful today and continue to inspire the way we experience Japanese tea.

Discovering Gyokuro in Shizuoka

While Matcha is often the star of the Japanese tea ceremony, our visit to the tea house also reminded us how extraordinary Gyokuro truly is.

Gyokuro is one of Japan's highest quality green teas. Several weeks before harvest, the tea plants are carefully shaded from direct sunlight. This traditional cultivation method allows the leaves to develop their signature sweetness, rich umami flavour and deep emerald green colour.

Prepared at a lower water temperature than most green teas, Gyokuro reveals an incredibly smooth, sweet and complex flavour with delicate umami and almost no bitterness.

It is traditionally served alongside a wagashi, a handcrafted Japanese sweet that perfectly complements the rich, savoury notes of the tea. Enjoying this beautiful pairing while overlooking the very tea gardens where the leaves were grown made the experience even more memorable.

It reminded us that every cup tells the story of the people, the landscape and the craftsmanship behind it.

From Tea Leaf to Matcha

Long before Matcha reaches your bowl, its journey begins in the tea fields.

The youngest tea leaves are shaded before harvest to develop their vibrant colour and naturally sweet flavour. After harvesting, the leaves are gently steamed to preserve their freshness before being dried into tencha. The stems and veins are carefully removed, leaving only the soft leaf material.

Finally, the tencha is slowly ground between traditional granite stone mills into the vibrant green powder we know as Matcha.

Watching this centuries-old process in Japan always reminds us how much patience, dedication and craftsmanship are hidden inside every bowl.

Every Detail Has Meaning

One of the things we love most about Japanese tea culture is that every detail tells a story.

Seasonal flowers reflect the time of year.

Handmade ceramic bowls each have their own unique character.

A carefully chosen hanging scroll often shares a thoughtful message for the guests.

Even the Matcha bowl is gently turned before drinking as a sign of respect to the artisan who created it.

Nothing is accidental.

Everything encourages you to slow down and appreciate the beauty of the present moment.

Bringing Japan to HUG THE TEA

Every visit to Japan strengthens the relationships we've built with our organic tea farmers over the past decade.

Walking through the tea fields, tasting the newest harvests, learning from tea masters and sharing moments like the tea ceremony reminds us why we started HUG THE TEA in the first place.

Our mission, "The Purest or Nothing," has always been simple: to share pure, organic Japanese tea while honouring the people, traditions and craftsmanship behind every harvest.

When you enjoy a bowl of Matcha or a cup of Gyokuro from HUG THE TEA, you're tasting much more than tea.

You're experiencing generations of craftsmanship, respect for nature and a tradition that has been carefully preserved for centuries.

Discover Our Japanese Tea Collection

Inspired by our journeys through Japan, we carefully select every tea we share at HUG THE TEA.

From vibrant Japanese Matcha to the delicate and refined flavours of Gyokuro, each tea reflects the craftsmanship, traditions and passion of the tea farmers we work with.

Discover our authentic organic Japanese teas and experience a small piece of Japan in every cup.

Ichigo Ichie

One Japanese expression has stayed with us ever since our very first visit to Japan.

Ichigo Ichie (一期一会)

It translates as "One Time, One Meeting."

It reminds us that every encounter is unique and can never be repeated in exactly the same way.

Whether you're preparing Matcha at home, slowly brewing a cup of Gyokuro or sharing tea with family and friends, every cup offers an opportunity to pause, be present and appreciate the moment.

Perhaps that's the most beautiful lesson Japanese tea culture has to offer.

One bowl. One cup. One unforgettable moment.

We hope every cup of tea from HUG THE TEA brings you a little closer to the beauty, craftsmanship and mindfulness we continue to discover in Japan.

Claire & Lisa
The Tea Sisters behind HUG THE TEA 🍵💚

See you at HUG THE TEA Matcha Bar in The Hague.