Aiya Europe GmbH

Aiya Europe GmbH represents the European chapter of a remarkable Japanese legacy that spans over 130 years. As the European arm of Aiya, the world’s leading matcha producer, this Hamburg-based company has been instrumental in introducing authentic Japanese matcha culture to European consumers since 2001.

Japanese Roots in Nishio

The story begins in 1888 when Aijiro Sugita founded Sugita Shoten in Nishio, a region celebrated for tea cultivation since the 13th century. Initially operating as a dual business handling both tea and kimono fabrics, Sugita’s expertise extended to producing a distinctive indigo dye known as Aidama. This indigo dye became so closely associated with the company that it inspired the nickname Aiya,” which eventually became the official company name.

Nishio’s unique terroir – characterized by stable climate, pristine river waters, fertile soil, and isolation from urban development – produces exceptionally resilient and nutrient-rich tea leaves. Today, Aiya holds over 80% of the harvesting rights to the Nishio tea plantations.

Strategic Evolution and Innovation

The early 20th century marked a pivotal transformation when Aijiro Sugita II discontinued the indigo business to focus exclusively on tea production. In 1922, Aiya Tea Store Limited Partnership Company was established, marking the company’s commitment to tea excellence. The 1930s brought significant expansion with new office buildings and tea production facilities, while the invention of the Mikawa tencha machine revolutionized Nishio’s development as a prominent matcha-producing region.

Aiya’s pioneering spirit continued with the cultivation of organic matcha in 1978, anticipating growing consumer demand for sustainable products. By 1983, the company began exporting tea to North America, marking its entry into global markets.

European Market Leadership

Thomas Gromer currently serves as CEO of Aiya Europe, guiding operations from the company’s strategic Hamburg headquarters. The company maintains comprehensive certifications including IFS Broker, Organic, Halal, and Kosher standards, ensuring quality across diverse European markets.

Aiya Europe’s market dominance is reflected in its capacity to supply 90% of the European matcha market, alongside 70% of North America and 40% of Japan. The company operates over 1,300 granite grinding mills running 24 hours daily to meet global demand, maintaining traditional stone-grinding methods that produce powder with particle sizes of just 5-17 micrometers.

Traditional Production Methods

Aiya’s matcha production adheres to time-honored traditions, beginning with careful cultivation of tencha leaves. The crucial shading process reduces sunlight exposure by up to 90% for several weeks before harvest, stimulating chlorophyll and amino acid production. The ichibancha (first harvest) typically occurs in May, yielding the youngest, most tender leaves that are steamed, dried, sorted, and ground using traditional granite stone mills.

As a family-owned operation spanning five generations, Aiya continues under the leadership of Aijiro IV as Chairman, Takeo as President of Aiya Japan, and Fumi as President of Aiya America, maintaining the founder’s vision while embracing modern sustainability practices and global expansion.

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