PARU Tea
PARU Tea presentation
PARU Tea started in 2017 when founders Amy Truong and Lani Gobaleza transformed a simple vision into San Diego’s premier destination for specialty loose-leaf tea and matcha. What began as pop-ups at local markets has evolved into a thriving business that sources directly from family-owned tea gardens across East and Southeast Asia.
A Love Story Steeped in Tradition
Amy and Lani’s journey began during a study abroad program in Yokohama, Japan—San Diego’s sister city—where they bonded over long walks and countless cups of tea during cherry blossom season. Their connection to Japanese tea culture runs deep: Amy serves as a Certified TAC Tea Sommelier® with specialized training from the Global Japanese Tea Association, while both founders study traditional chanoyu (Japanese tea ceremony) under a sensei.
This dedication to authenticity shapes everything at PARU Tea. The shop is one of the few in the United States to mill matcha fresh daily using a traditional stone mill, transforming shade-grown tencha leaves into vibrant powder that showcases the true flavors of ceremonial-grade matcha.
Heritage-Inspired Blends Meet Single-Origin Excellence
Amy’s role as master blender brings something rare to the tea world: original blends rooted in Southeast Asian heritage and personal memory. The beloved Blue Chamomile blend combines organic chamomile with butterfly pea flower from Thailand, creating a naturally vibrant infusion. Hanadoki, inspired by their first cherry blossom season together, features actual cherry blossoms from Kyoto alongside sencha and rose petals.
PARU Tea also specializes in single-origin teas sourced directly from cultivar farmers like Moriuchi Tea Farm in Shizuoka. These relationships ensure traceability and quality while honoring the growers behind every leaf.
From Viral Success to Purposeful Evolution
When PARU Tea went viral on TikTok in 2021, lines stretched down La Jolla’s streets. Rather than chase that momentum indefinitely, Amy and Lani made a bold decision in August 2024: they stopped serving drinks to focus on what matters most—education, community, and the art of tea itself.
Today, their La Jolla shop offers private tea experiences, traditional ceremonies, and carefully curated selections of loose-leaf tea and teaware. Named “Best Tea” by San Diego Magazine in 2018 and 2019, PARU Tea continues to redefine tea culture through the Japanese principle of ichigo ichie—one chance, one meeting—making every moment count.
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Matcha produced by PARU Tea
PARU Tea offers a carefully curated selection of premium matcha products, each sourced directly from renowned Japanese tea regions. Their signature Shirabyōshi Matcha represents traditional Japanese craftsmanship, made using time-honored methods involving picking, steaming, and drying the leaves to create tencha (tea leaves destined for matcha). The tencha is then aged in an underground warehouse for six months before being stone-ground into matcha powder, ensuring optimal flavor development and complexity.
The company’s Yoshi’s Matcha comes from the prestigious Kawane region and is sourced directly from Yoshiyuki Tamura, a 13th-generation tea farmer who maintains JAS-certified organic farming practices. This matcha represents PARU’s commitment to supporting traditional farming families while ensuring the highest quality standards through organic cultivation methods.
PARU Tea freshly mills their matcha in their La Jolla shop from shade-grown tencha leaves, ensuring maximum freshness and potency for their customers. This approach allows them to control quality at every step of the process, from sourcing to final preparation.
Beyond pure matcha, PARU creates innovative signature blends like Hanadoki (flowering season in Japanese), which combines cherry blossoms, sencha (sun-grown green tea), and rose petals. Their Blue Chamomile blend represents their first signature creation, combining organic chamomile flowers with butterfly pea flower grown in Thailand.
The company also offers traditional Genmaicha sourced from Nara prefecture, where they work directly with Taro Toki to ensure authentic flavor profiles and quality consistency. All products reflect PARU’s dedication to single-origin, custom loose-leaf teas that honor both tradition and innovation.
History of PARU Tea
PARU Tea emerged in 2017 as the passionate vision of Amy Truong and Lani Gobaleza, two entrepreneurs whose Southeast Asian heritage and shared love for tea culture would transform San Diego’s tea landscape. What began as a trendy matcha destination quickly evolved into something far more meaningful – a bridge between traditional Japanese tea ceremony and modern American tea culture.
The Philosophy Behind the Brand
At the heart of PARU Tea lies the Japanese principle of ichigo ichie (one chance, one meeting), which emphasizes being present in each moment. As Amy Truong explains, “You always want to be your present self because you never know what tomorrow might bring. Everything at this moment counts.” This philosophy permeates every aspect of their business, from their careful sourcing practices to their intimate tea experiences.
Sourcing Excellence from Japan
PARU Tea’s commitment to quality begins with their direct relationships with Japanese tea farmers. They source matcha from esteemed regions including Uji and Kagoshima, working directly with artisans who share their values. Their Yoshi’s Matcha comes from the Kawane region, sourced from Yoshiyuki Tamura, a 13th-generation tea farmer passionate about organic farming practices on his JAS-certified organic farm. From Nara, they source their genmaicha from Taro Toki, maintaining these crucial relationships to ensure authenticity and quality.
Signature Blends and Innovation
PARU’s creativity shines through their original blends that reflect their founders’ heritage and vision. Hanadoki (flowering season in Japanese) combines cherry blossoms, sencha, and rose petals, while their first signature blend, Blue Chamomile, marries organic chamomile flowers with butterfly pea flower grown in Thailand. Their matcha is freshly milled in their La Jolla shop from shade-grown tencha leaves, ensuring peak freshness and flavor.
Traditional Methods, Modern Application
Their Shirabyōshi Matcha exemplifies their respect for tradition, made using time-honored methods involving picking, steaming, and drying leaves to create tencha. The tencha is then aged in an underground warehouse for six months before being stone-ground into matcha powder, following the meticulous approach that ensures the finest flavors and aromas.
Community Impact and Recognition
PARU Tea’s influence extends throughout San Diego’s culinary scene through partnerships with local businesses. An’s Dry Cleaning features their Blue Chamomile tea in a signature gelato called Sandals, while BICA in Normal Heights serves drinks made with PARU tea. Hatsuzakura in University Heights offers PARU loose leaf teas and milk teas, demonstrating the brand’s growing influence on local tea culture.
2 events from PARU Tea's history
January 2017
PARU Tea Founded in San Diego
Amy Truong and Lani Gobaleza established PARU Tea in San Diego, drawing on their Southeast Asian heritage and entrepreneurial spirit to create what would become a trendy matcha destination. The founders began their journey with a vision to transform tea culture in San Diego through quality and authentic experiences.
August 2024
La Jolla Location Grand Reopening and Business Model Pivot
PARU Tea marked a pivotal transformation with the grand reopening of their La Jolla location, transitioning from a cafe model to focus on retail and immersive tea experiences. This bold strategic shift allowed them to deepen their purpose, embrace sustainability, and offer more meaningful tea experiences while emphasizing direct sourcing from farmers and creating original blends that reflect their heritage.
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