For the next 50 years of Japanese tea.

We connect small-scale producers directly to buyers around the world.

Visit WTEA →

Problem

Production of matcha’s raw material grew about 3.2x in 11 years, while tea farms fell about 37% in five. That is where we began.

Source: MAFF, “The Tea Situation” (July 2026). Tencha: 2014 to 2025. Tea farms: Census of Agriculture and Forestry, 2015 to 2020 (survey category changed).

See our answer ↓

Shift

From consumer, to Custodian.

How Custodian participation narrows the gap between demand and supply Matcha demand keeps climbing, while producer numbers keep falling. Once Custodians start to grow, the decline in producers slows, creating a gap from the as-is path. Matcha demand Producers With Custodians The gap As is Time → Where Custodians start to grow

Consumption alone can’t stop producers from disappearing, even as demand grows.

* Conceptual illustration, not actual data.

See how we do it ↓

Solution

We grow Custodians, starting with WTEA.

WMATCHA
WTEA For producers and buyers Return Place Coming Soon For You Coming Soon
Visit WTEA →

Recognition

Awards, talks and exhibits.

Awards & Selections →
Ministry of Economy, Trade and IndustryKyoto CityNanto Bank
Talks & Pitches →
IVS KYOTO 2026Venture Café TokyoJapan Finance Corporation
Exhibits, Events & Stockists →
Bits & PretzelsInternational Social Prescribing ConferenceDOCOMO Euro-LabsMAUM store NYKedai Cik Ong
More

AwardsASTEM, Shinagawa Business Club, Minna no Yume AWARD

TalksKyoto City KML, Boost Pitch KOBE, Shiga University, Japan Culturepreneur Association, Ritsumeikan Uji Senior High School, Primary Industry x Government x Startups cross-talk

Exhibits & EventsIVS KYOTO 2026 (booth), KAWARUBA, New York Mita-kai (sponsor), Globus Washitsu, NEWoMan Yokohama, Chotto Matcha Asakusa, Sky Bay Golf Club Kochi, ASTEM and Kyoto City staff pilot, MUIC KANSAI

See everything in the Journal →

Speaking & press inquiries ↓

Journal

We document what happens in the field.

More from the Journal →

Team

The people connecting the field and the market.

Toshiya Taketani Toshiya Taketani, working in the tea fields

Toshiya Taketani

Re-founder

Shohei Asaki Shohei Asaki, working in the tea fields

Shohei Asaki

Co-founder

Taiyo Inukai Taiyo Inukai, working in the tea fields

Taiyo Inukai

CPO

Careers & co-creators →

Story

Carrying Wazuka’s tea forward, through MATCHA.

Freshly picked tea leaves Whisked matcha
W + MATCHA = WMATCHA

“W” stands for wa (和). We re-weave the culture of MATCHA through a Japanese philosophy.

Around the world, “MATCHA” is a lifestyle, a healthcare tool, a counterculture.

A tea chest inscribed with the character 忠, from the former Kanechu tea business WMATCHA's tea fields in Wazuka

Our family’s records go back to 1704. Until Toshiya Taketani’s grandfather’s generation, the family ran Kanechu, a tea producer in Wazuka.

Toshiya Taketani calls himself a “Re-founder” because he is rebuilding an interrupted lineage for the next 50 years.

Get in touch ↓

Contact

For speaking, press and collaboration, start here.

Wholesale and sample requests go through our dedicated site. Visit WTEA →

For hiring, see our Careers page.

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