BRAND STORY
ENJOY THE INDIVIDUALITY OF LIFE
Today, I want to share a story with you, one that is deeply personal and the very foundation of our journey at ISSO.
In 2012, after a year of wandering the globe, I found myself mesmerized by the shimmering night lights on the Seto Inland Sea. It was a moment of profound clarity and beauty that led to an insight which has since guided my path: Every land, with its unique climate and culture, crafts a distinct and captivating way of life. This realization struck a chord within me and has resonated ever since.
In a world that increasingly gravitates towards globalization and uniformity, I felt a strong calling to preserve and celebrate the unique individuality of each place. This vision became the cornerstone of ISSO's philosophy.
Reflections on Japanese tea
Rooted in the rich traditions of Japan, I was inspired to delve deep into the essence of Japanese life, leading me to the cultural gem that is Japanese tea. This beverage, a cornerstone of Japan's culinary and aesthetic heritage, and celebrated as part of UNESCO's Intangible Cultural Heritage, symbolizes the nutritious and visually appealing aspects of the Japanese diet that have captivated people worldwide.
However, it pained me to see the declining appreciation for Japanese tea in modern society, a sentiment echoed by local tea producers concerned about the future of their craft and culture.
Driven by a mission to bridge this gap, ISSO was born out of a commitment to foster sharing and communication, to preserve and cherish the unique lifestyles that define our contemporary world, both in Japan and beyond. We aim to deepen the understanding and appreciation of these cultural fundamentals.
The Origin of ISSO TEA
ISSO TEA embodies the essence of modern organic Japanese tea, a culmination of over three years of collaborative effort. This tea comes from producers who, despite the challenges, have mastered the art of cultivating organic leaves using Japan's finest techniques, fueled by relentless passion and curiosity. Our partners, renowned for their award-winning finishing methods, continuously explore innovative approaches to Japanese tea production.
We also have a dedicated team, both in Japan and internationally, engaged in ongoing discussions about the consumption and enjoyment of Japanese tea in contemporary settings. Through persistent experimentation, this collective endeavor brings to life the concept of "contemporary organic Japanese tea."
Our creative team has been instrumental from the initial, nebulous stages of this journey, striving for excellence without compromise. We extend our heartfelt gratitude to everyone who has shown interest and support for ISSO from its inception. And we look forward to connecting with many more of you in the future.
ISSO TEA is the fruit of shared knowledge, advanced technology, and fervent passion from contributors both within Japan and around the globe.
I am deeply committed to the belief in the value of uniqueness and am dedicated to fostering a world where the individuality of each culture and place is not only recognized but celebrated.
Thank you for being part of this journey. Your support fuels our mission and helps bring the vision of ISSO to life.
With heartfelt gratitude,
ISSO TEA
Masae Saito