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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.
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.
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:
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.
Ito En offers a carefully curated selection of matcha products designed to meet diverse consumer preferences and usage occasions. Their matcha lineup demonstrates the company’s commitment to quality and accessibility in the growing global matcha market.
The company’s primary matcha offerings include three distinct product categories. Organic Ceremonial Matcha Powder represents their premium offering, specifically crafted for traditional Japanese tea ceremonies and providing an authentic taste of Japanese culture. For convenience-focused consumers, Ito En produces Sweetened Matcha Powder Mixes that serve as an ideal option for quick and easy matcha lattes, perfect for those seeking a touch of sweetness in their daily routine. The Single-Serve Unsweetened Matcha Powder caters to on-the-go consumption, providing a moment of zen wherever customers find themselves.
All Ito En matcha products are sourced from 100% Japanese organic green tea leaves, meticulously ground to preserve the vibrant color and rich flavor profile that defines premium matcha. The company’s production process adheres to five core principles: natural, healthy, safe, well-designed, and delicious. This comprehensive approach ensures that every product meets the company’s exacting standards while maintaining the authentic character of traditional Japanese matcha (powdered green tea).
Industry experts recognize Ito En’s matcha for its approachable flavor profile, making it accessible to both newcomers and experienced matcha enthusiasts. The brand’s matcha is made from whole ground green tea leaves, ensuring customers receive the full nutritional and flavor benefits of traditional matcha preparation. As noted in Forbes’ expert recommendations, Ito En maintains consistent quality across their matcha product line.
Ito En began its remarkable journey in 1966 when brothers Hachiro and Masanori Honjo established Japan Family Service Co., Ltd. in Shizuoka Prefecture, Japan’s most significant tea-producing region. Their vision was revolutionary: to modernize Japan’s traditional tea market by introducing packaged tea as a convenient alternative to loose tea sold by weight.
The company’s strategic innovation paid off quickly. By 1968, just two years after its founding, the company had achieved market leadership in Japan’s tea leaf sector. Recognizing the rise of supermarkets and evolving consumer habits, the Honjo brothers positioned their company at the forefront of Japan’s changing retail landscape.
In 1969, the company adopted the name Ito En (meaning “in the garden of Ito”), paying homage to Shizuoka Prefecture’s rich tea heritage. This name change marked the beginning of a new era for the company, as it continued to pioneer innovations in the tea industry.
The most groundbreaking moment came in 1985 when Ito En became the first company to bottle green tea, forever changing the accessibility and convenience of this traditional beverage. This innovation transformed how consumers could enjoy green tea, making it available anywhere, anytime.
The company’s expansion into international markets began in earnest in 2001, when Ito En launched its American presence in New York. That same year, the brand achieved another milestone by becoming the top-selling tea brand in Japan, cementing its position as the nation’s tea leader.
Today, Ito En stands as Japan’s fourth-largest soft drink producer, trailing only global giants Coca-Cola, Suntory, and Kirin Beverage. The company’s matcha offerings include Organic Ceremonial Matcha Powder, Sweetened Matcha Powder Mixes, and Single-Serve Unsweetened Matcha Powder, all sourced from 100% Japanese organic green tea leaves and produced according to five core principles: natural, healthy, safe, well-designed, and delicious.
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.
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.
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.
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.
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.
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