A Place Connecting People and Nature: Exploring the Comfortable Relationship Between Wellness and Matcha at Tree of Life Harajuku Omotesando (Part 1)

Stepping out from the beautiful tree-lined avenues of Harajuku and Omotesando into the store, you are instantly wrapped in a comforting fragrance and a gentle, welcoming atmosphere — welcome to "Tree of Life Harajuku Omotesando."

Evolutionizing far beyond its origins as a photo studio and ceramics retailer, Tree of Life has spent decades supporting people's daily lives through the natural gifts of herbs and aromatherapy. Celebrating its 70th anniversary, the brand stands as a pioneer in wellness and well-being lifestyles dedicated to mind and body health.

The Tree of Life Harajuku Omotesando and Tokyo Skytree Town Solamachi stores have received high acclaim as places where customers can sample and purchase ISSO Ceremonial Grade Matcha.

In this feature, we visited this iconic flagship shop in Harajuku Omotesando — the birthplace of Tree of Life — to talk deeply about how the brand cherishes its core values of "Nature, Health, and Enjoyment," as well as its relationship with ISSO TEA. We are excited to present this interview in two parts (Part 1 & Part 2).

More Than Just "Delicious" or "Aromatic": Wellness Rooted in Daily Life

ISSO: The Harajuku Omotesando store is the birthplace of Tree of Life. While you now offer a wide selection of herbs and aromatherapy products, could you share how you put your core philosophy of "Nature," "Health," and "Enjoyment" into practice?

Tree of Life: "Nature, Health, and Enjoyment" are embedded in our corporate philosophy and are three keywords we are always mindful of. Based on these values, our highest priority is promoting wellness and well-being in everyday life. When developing aromatherapy or herbal teas, our goal isn't just to make something that tastes good or smells nice; we care most about proposing a lifestyle where these products become rooted in daily life, helping people lead richer, healthier lives in both mind and body.

ISSO: To achieve that, what do you always keep in mind regarding store layout and how you deliver experiences to your customers?

Tree of Life: It goes beyond simply selling products; at Tree of Life, we also offer a wide variety of workshops. We want to provide experiences that make people feel, "Living with herbs and aromatherapy is truly enjoyable." Creating that sense of "enjoyment" is something we value deeply when designing our stores, developing products, and planning workshops.

ISSO: Some people might feel there's a slight learning curve to incorporating these into their daily lives. Is there anything specific you pay attention to when planning workshops or products?

Tree of Life: We make sure to design programs that beginners can easily enjoy. At the same time, to satisfy enthusiasts who love and frequently use essential oils, we periodically host workshops using rare essential oils and unique scents that aren't usually stocked on store shelves. We strive to offer content that caters to everyone, from complete beginners to deep aficionados.

Changes Over 10 to 20 Years: Accessible Aromatherapy, Herbs, and Trust in "Safety and Quality"

ISSO: Throughout your long history since foundation, how have you noticed public awareness and perception of herbs and aromatherapy changing over time?

Tree of Life: Awareness has truly expanded. I have been with the company for 23 years, and when I first joined, many people were still unfamiliar with aromatherapy and herbs. But today, they have naturally become part of daily life. Other stores have also started carrying aromatherapy items, and I feel a gradual yet definitive transformation over the past 10 to 20 years.

ISSO: What do you think is the secret behind this widespread popularity?

Tree of Life: Our Tree of Life store locations have increased, and there are far more opportunities for people to see, touch, and easily purchase these products. Even herbal teas can now be seen on shelves in stores where they never used to be. I believe they have become an integral part of people's lifestyles.

ISSO: In the midst of that shift, why do you think so many customers continue to choose Tree of Life and remain loyal fans?

Tree of Life: What we consistently deliver to our customers is "safety and peace of mind." For example, with essential oils, we strictly offer 100% natural products and ensure they are certified by trusted industry associations. I believe this unwavering commitment to safety is the biggest reason why customers shop with us with confidence.

A Diverse Storefront and Attentive Customer Care

ISSO: As your flagship store, what kind of customers visit the Harajuku Omotesando location?

Tree of Life: We currently welcome many international visitors, accounting for nearly 30 to 40 percent of our total customers. Depending on the time of day, you might look around and see a store filled almost entirely with guests from overseas — a dramatic increase compared to when I worked here 10 years ago. Additionally, we've seen a noticeable rise in male customers. Many visit with specific items in mind, such as essential oils or diffusers that they've thoroughly researched in advance. Our customer base spans across a very wide age range as well.

ISSO: Are there differences in what domestic Japanese customers and international customers are looking for?

Tree of Life: International visitors predominantly look for souvenirs. Many have a high interest in Japanese culture and nature, and they are often surprisingly knowledgeable about Japanese-made goods and native essential oils like Hinoki, Hiba, Yuzu, and Kuromoji. It's quite common for them to ask for specific oils in English. On the other hand, domestic customers shop for personal use as well as gifts, with gift purchasing spiking significantly during holiday seasons.

ISSO: What do you place the highest importance on when interacting with customers?

Tree of Life: I believe it is essential to always maintain an empathetic, attentive attitude toward every customer — adapting to how each individual prefers to be served. We listen and converse by putting ourselves in their shoes. From there, conversations blossom naturally, leading to a point where they find something they genuinely love. While that can be challenging on the sales floor, it is precisely what makes customer service so fulfilling.

ISSO: Being able to sample "ISSO Ceremonial Grade Matcha" anytime at the Harajuku Omotesando and Tokyo Skytree Town Solamachi stores is a wonderful attraction. You also offer samples of seasonal recommendations — how do you decide on those?

Tree of Life: Company-wide guidelines set the general seasonal recommendations, but from there, individual store teams flexibly adjust based on daily traffic, weather, and temperature. Right now, for instance, we serve cold-brew herbal teas. However, if a customer expresses interest in testing a specific tea, we are always happy to freshly brew a cup for them right on the spot if possible.

ISSO: That is remarkably flexible. It truly shows how deeply you care about conveying the value of each product with care and detail.

 

(To be continued)

 

 

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Stores Carrying ISSO TEA

Tree of Life Harajuku Omotesando Store
Tree of life, 6-3-8 Jingumae, Shibuya-ku, Tokyo 150-0001
Tel 03-3409-1778

Tree of Life Tokyo Skytree Town Solamachi Store
Tokyo Skytree Town Solamachi 3F, 1-1-2 Oshiage, Sumida-ku, Tokyo 131-0045
Tel 03-5610-3065