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Aiya Europe GmbH brings eight centuries of Japanese matcha tradition to European markets from its Hamburg headquarters. As the European arm of Japan’s largest matcha producer, the company has served as the continent’s gateway to authentic, premium-grade matcha since establishing operations in 2001.
The story begins in Japan, where AIYA’s roots stretch back over 800 years to the origins of matcha cultivation. This deep connection to Japanese tea culture provides Aiya Europe with unmatched access to traditional growing methods and quality standards. The Hamburg-based team translates this heritage into practical solutions for European businesses and consumers.
What sets Aiya apart is their role as both educator and supplier. They don’t simply distribute matcha—they help customers understand quality differences, application methods, and the cultural significance behind this vibrant green superfood.
Aiya Europe’s offerings extend far beyond basic matcha powder. Their catalog includes specialized products for distinct applications:
This versatility makes them a single-source partner for businesses across industries, from restaurants to supplement manufacturers.
Every product comes with comprehensive certificates and laboratory analyses. Transparency isn’t just promised—it’s documented. This commitment to product safety and authenticity addresses a critical concern in the matcha market, where quality can vary dramatically between suppliers.
Aiya Europe specializes in bulk supply and private label manufacturing, supporting companies that want to integrate matcha into their product lines. Their team provides technical guidance on everything from recipe development to quality testing protocols.
Operating from Am Sandtorkai in Hamburg’s HafenCity district, the company maintains regular business hours with direct phone and email support. This accessibility reflects their approach: professional service grounded in genuine expertise rather than automated transactions. For matcha buyers seeking reliable sourcing backed by centuries of production knowledge, Aiya Europe represents the connection between Japanese tradition and European market demands.
Aiya Europe offers an extensive range of authentic Japanese matcha products, drawing from over 130 years of tea-making expertise. The company provides both organic and conventional matcha grades, catering to diverse market needs from individual consumers to large-scale food and beverage manufacturers.
The flagship Matcha Take represents elevated quality with a mild, smooth taste that exemplifies Aiya’s commitment to traditional Japanese standards. All products are traditionally made in Japan and undergo rigorous quality control processes to ensure consistency and authenticity.
Aiya Europe’s private label service allows businesses to create unique matcha and tea offerings tailored to their brand identity. The company maintains a local cold storage facility capable of fulfilling large-volume orders, supporting the food and beverage manufacturing sector across Europe.
As the first company to introduce matcha tea to European markets in 2001, Aiya Europe now commands 90% of the European market share. The company’s production capacity is supported by over 1,300 granite grinding mills operating 24 hours a day, year-round, ensuring consistent supply to meet growing demand.
Learn more about their complete product range.
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.
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.
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.
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.
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.
Aijiro Sugita founded Sugita Shoten in Nishio, Japan, as a local shop specializing in both tea production and kimono fabric dyes. The shop became known for its distinctive indigo dye called Aidama, which later inspired the company nickname ‘Aiya’ that became the official company name.
Under the second president Aijiro Sugita II, the company formally established the Aiya Tea Store Limited Partnership Company in 1922, ceasing indigo dye production to focus exclusively on tea processing and distribution. This move marked the beginning of its specialization.
In 1978, Aiya pioneered the cultivation of organic matcha, becoming the first company to implement sustainable farming practices for tencha leaves. This innovation anticipated growing environmental awareness and solidified Aiya’s leadership in the organic tea segment.
In 2001, Aiya opened its first European representative office in Vienna, introducing authentic Japanese matcha and tea culture to the European market. This milestone represented the company’s initial step in its international expansion beyond Asia.
In 2003, AIYA Europe GmbH was officially founded in Vienna, Austria as a dedicated subsidiary to promote matcha culture across Europe. The new entity worked to establish distribution networks and cultural education around Japanese green tea traditions.
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Find below some answers to the most common questions about Aiya Europe GmbH.
Matcha Take represents Aiya Europe’s elevated quality tier, specifically crafted with a mild, smooth taste profile that distinguishes it from their conventional grades. This premium offering reflects Aiya’s expertise in creating matcha varieties tailored to European palates, drawing from their position as the first company to introduce matcha to European markets in 2001.
The smooth characteristics of Matcha Take result from Aiya’s meticulous grinding process using over 1,300 granite mills operating continuously, achieving the optimal particle size of 5-17 micrometers that ensures exceptional texture and flavor integration.
Aiya Europe’s commanding 90% share of the European matcha market provides significant advantages for customers:
This market position, built since CEO Thomas Gromer established operations, means customers access authentic Japanese matcha without the typical supply chain uncertainties.
Aiya Europe GmbH’s strategic move from their original Vienna office to Hamburg, Germany in 2008 capitalized on Hamburg’s status as a major European tea trading hub. This relocation enhanced their ability to serve the European market more effectively, building on their pioneering role as the first matcha importer to Europe in 2001.
The Hamburg location provides superior logistics infrastructure for their cold storage operations and large-volume distribution to food and beverage manufacturers across Europe, supporting their market-leading position.
Aiya Europe GmbH maintains four key certifications that address diverse customer requirements:
This comprehensive certification portfolio, combined with their traditional Japanese production methods and over 130 years of family ownership, enables Aiya Europe to serve institutional customers, specialty food manufacturers, and diverse consumer markets across Europe.
Aiya Europe GmbH’s private label service leverages their position as Europe’s matcha market leader to help businesses create unique matcha offerings. Companies can access Aiya’s authentic Japanese matcha production expertise while developing products tailored to their specific brand identity.
The service benefits from Aiya’s comprehensive supply chain control, from their 80% ownership of Nishio plantation harvesting rights through their Hamburg-based cold storage facility. This integration ensures consistent quality and reliable supply for private label partners, backed by their full range of certifications including IFS Broker, Organic, Halal, and Kosher standards.
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