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Ito En: Japanese Tea Giant from Shizuoka Since 1966

Ito En offers organic ceremonial matcha, sweetened latte mixes, and single-serve unsweetened matcha made from Japanese green tea leaves.
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Who is Ito En?

Ito En is a pioneering matcha brand from Shizuoka Prefecture, Japan’s largest tea‑producing region. Its powders, made from 100% Japanese green tea leaves, span organic ceremonial‑grade matcha, sweetened latte mixes, and single‑serve unsweetened sticks.

Ito En roots sourcing in Shizuoka, where tea plants are shaded for several weeks before harvest, then leaves are steamed, dried, and rolled to halt oxidation; the organic ceremonial matcha uses whole ground leaves for a pure, approachable cup.

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Japan's pioneering bottled green tea and matcha innovator since 1966

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Ito En in details

Since 1966, Ito En has defined what authentic Japanese tea means to the world. Founded by the Honjo brothers in Shizuoka Prefecture—the birthplace of Japanese tea cultivation—the company pioneered the first ready-to-drink green tea beverage and grew to become Japan’s fourth-largest soft drink producer. Their dedication to traditional tea-making methods combined with forward-thinking distribution has made premium Japanese tea accessible globally.

Rooted in Tea Country Heritage

Shizuoka Prefecture produces over 40% of Japan’s tea, and Ito En built its reputation in this epicenter of tea culture. The company maintains direct relationships with tea farmers, ensuring every leaf meets exacting standards before reaching consumers. This connection to origin isn’t just about geography—it represents a commitment to preserving centuries-old cultivation techniques while supporting sustainable farming practices.

Their approach extends beyond sourcing. Ito En operates its own research facilities dedicated to understanding tea’s health properties and refining processing methods that maximize flavor and nutritional benefits.

The Matcha Selection

Ito En’s matcha offerings reflect their position as one of Japan’s largest green tea distributors. Their range includes ceremonial-grade matcha for traditional preparation and culinary-grade options for cooking and beverages. Each product undergoes rigorous quality control, with tea leaves stone-ground using traditional methods to preserve the delicate flavor compounds and vibrant green color that distinguish premium matcha.

The brand’s matcha products feature:

  • High-grade tea leaves sourced from first-harvest spring picking
  • Traditional stone-grinding techniques that maintain powder texture and nutritional integrity
  • Multiple grade options suited for different preparation methods and applications
  • Transparent sourcing information connecting products to specific growing regions

Beyond the Cup

Ito En views tea as more than a beverage—it’s a cultural practice worth protecting. The company invests in tea education programs and supports farming communities to ensure traditional knowledge passes to future generations. Their product line extends from loose-leaf teas and matcha to sencha and hojicha, offering consumers a comprehensive introduction to Japanese tea culture.

This depth of experience, spanning nearly six decades, positions Ito En as a trusted authority in the matcha marketplace. Their products represent a direct link to Japan’s tea heritage, backed by quality assurance systems that few competitors can match.

About the Ito En Matcha

Ito En offers a curated selection of matcha built for diverse preferences and occasions, sourced from 100% Japanese green tea leaves ground to preserve vibrant color and rich flavor.

Core range

  • Organic Ceremonial Matcha Powder: their premium offering, crafted for traditional Japanese tea ceremony.
  • Sweetened Matcha Powder Mixes: an easy option for quick matcha lattes with a touch of sweetness.
  • Single-Serve Unsweetened Matcha Powder: for on-the-go consumption anywhere.

Quality philosophy

Production follows five core principles, natural, healthy, safe, well-designed, and delicious. Made from whole ground green tea leaves, the matcha keeps an approachable flavor that suits both newcomers and experienced drinkers.

Harvest location

Ito En roots its matcha sourcing in Shizuoka Prefecture, Japan's most significant tea-producing region, whose name the company carries. Shizuoka's climate and soil have long made it a cornerstone of Japanese tea and the foundation for Ito En's matcha.

Harvesting

Methods follow traditional Japanese green tea practice, ranging from hand-picking, favoured in premium regions such as Uji, to controlled mechanical harvesting. Hand-picking selects the youngest, most tender leaves, often gathered in woven wooden baskets that protect the delicate leaf structure.

Shading and processing

Before harvest, plants are shaded for several weeks to deepen flavour and raise the chlorophyll behind matcha's vibrant green. Post-harvest, leaves are steamed to halt oxidation, cooled and dried, then rolled and twisted before grading and sorting. Production draws on organic Japanese green tea leaves.

Ito En History

Ito En began in 1966 when brothers Hachiro and Masanori Honjo founded Japan Family Service Co., Ltd. in Shizuoka Prefecture, aiming to modernize Japan's tea market by selling packaged tea in place of loose tea sold by weight.

Milestones

  • It reached tea-leaf market leadership by 1968, riding the rise of supermarkets.
  • The company took the name Ito En, meaning garden of Ito, in 1969.
  • In 1985 it became the first to bottle green tea, and entered the U.S. market in 2001.
January 1, 1966

Brothers Hachiro and Masanori Honjo founded Japan Family Service Co., Ltd. in Shizuoka Prefecture, Japan, with the ambitious goal of modernizing the traditional tea market by introducing convenient packaged tea alternatives to loose tea sold by weight.

January 1, 1968

Just two years after its founding, the company achieved market leadership in Japan's tea leaf sector, successfully capitalizing on the rise of supermarkets and changing consumer habits with their innovative packaged tea products.

January 1, 1969

The company officially changed its name to ITO EN, meaning 'in the garden of Ito,' paying homage to Shizuoka Prefecture's status as Japan's most significant tea-producing region and marking a new era of brand identity.

January 1, 1985

Ito En became the first company in the world to bottle green tea, revolutionizing the accessibility and convenience of this traditional Japanese beverage and forever changing how consumers could enjoy green tea anywhere, anytime.

January 1, 2001

Ito En achieved dual milestones by becoming the top-selling tea brand in Japan while simultaneously launching its American presence in New York, marking the beginning of its serious international expansion strategy.

Frequently asked questions

Here are some frequently asked questions and answers.

What matcha products does Ito En offer?

Ito En’s core matcha range includes organic ceremonial matcha powder for traditional tea preparation, sweetened powder mixes designed for quick matcha lattes, and single-serve unsweetened powder for portable use. These products are made from Japanese green tea leaves and provide options for ceremonial preparation, convenient sweetened drinks, or unsweetened servings.

Where does Ito En source its matcha?

Ito En roots its matcha sourcing in Shizuoka Prefecture, which the record identifies as Japan’s most significant tea-producing region. Shizuoka’s climate and soil have made it a cornerstone of Japanese tea and the foundation of Ito En’s matcha. Production draws on organic Japanese green tea leaves.

How are leaves processed for Ito En matcha?

Before harvest, the tea plants are shaded for several weeks to deepen flavor and increase the chlorophyll associated with matcha’s green color. After harvesting, the leaves are steamed to stop oxidation, then cooled and dried. They are subsequently rolled and twisted before undergoing grading and sorting.

Is Ito En matcha made from whole green tea leaves?

Ito En states that its matcha is made from whole ground green tea leaves. The range uses 100 percent Japanese green tea leaves ground to retain vibrant color and rich flavor. Its organic ceremonial matcha is presented as a pure, approachable option suitable for newcomers as well as experienced matcha drinkers.

When and why was Ito En founded?

Ito En began in 1966, when brothers Hachiro and Masanori Honjo founded Japan Family Service Co., Ltd. in Shizuoka Prefecture. Their aim was to modernize Japan’s tea market by offering packaged tea instead of loose tea sold by weight. The business adopted the Ito En name in 1969.