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**Due to a matcha shortage in Japan, we are limiting matcha purchases to two item per brand per person. You will no longer be able to buy multiple sizes or varieties of matcha from the same brand. This policy ensures that every customer has the opportunity to enjoy these premium products. Thank you for your understanding and support!Juei '寿永' is a ceremonial-grade matcha recognised by tea masters, with its name reflecting longevity and eternal enjoyment.
Juei is a type of 'Usucha 薄茶' , classified as mid-level ceremonial grade. It boasts a rich, well-balanced flavour. One of its standout features is its abundant froth, which is created when whisked with a chasen, a common practice in tea ceremonies. The finely textured bubbles add a visually captivating element, enhancing the aroma and flavour, and making the experience even more enjoyable.
What is the difference between 'Usucha 薄茶' and 'Koicha 濃茶'?
-Usucha 薄茶:・Has a lighter, more delicate flavour and is generally more affordable.・Prepared by whisking one and a half scoops of matcha with more hot water than Koicha.・Often considered a "side dish" or a less formal option in the tea ceremony.・During the tea ceremony, Usucha is served to guests in individual bowls and is enjoyed while conversation and socialising take place.
-Koicha 濃茶:・Has a strong, full-bodied flavour with a natural sweetness and is often more expensive.・Prepared by whisking three heaping scoops of matcha with a small amount of hot water.・Considered the most important part of the tea ceremony and is served to guests in individual bowls.・During the tea ceremony, all attention is focused on the serving and drinking of Koicha.
DetailNet weight: 30g in a tin canRegion: Nishio, Aichi Prefecture
ArtisanAiya ’あいや’(established in 1888) is a renowned matcha manufacturer based in Nishio City, Aichi Prefecture, where tradition and innovation come together. With over 130 years of history, Aiya produces matcha using carefully selected tea leaves and traditional stone mill grinding methods, resulting in matcha with rich umami and a smooth aftertaste.
Throughout its history, Aiya has been a leader in the industry, introducing matcha manufacturing machines in the early Showa period and pioneering the use of matcha as a food ingredient in the 1960s. In the 1970s, Aiya also succeeded in producing Japan's first organic matcha, continuing to push the boundaries of quality and innovation.
We discovered Aiya’s matcha through our passion for finding the best local matcha.We truly hope you’ll enjoy its rich flavour and exceptional quality as much as we do.
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