Marumatsu reimagines traditional tea rituals with modern lifestyle experiences through renewed “san grams Sangram” identity

Marumatsu, the 120-year-old Japanese tea producer headquartered in Kikugawa, Shizuoka, has announced a comprehensive renewal of its flagship brand, san grams Sangram, aiming to reframe daily tea culture for the modern era. This strategic rebranding reflects the heritage tea company’s dedication to preserving cultural rituals while enhancing contemporary consumer lifestyles. Through the reopening of its flagship San Grams Kikugawa store, Marumatsu reinforces its mission to make high-quality Japanese teas more accessible, emotionally enriching, and globally desirable.

Established in 1899, Marumatsu has been a cornerstone of Japan’s tea-growing legacy. Situated in one of the country’s most fertile tea-producing regions, the company is known for its award-winning tea masters, certified organic offerings, and a community-driven approach to sustainability. Institutional observers believe the brand’s repositioning reflects a broader cultural movement in Japan toward reclaiming everyday wellness rituals amid the rise of digital lifestyles and convenience-driven consumption.

Why is Marumatsu relaunching its san grams Sangram brand with a new approach to everyday tea culture?

Marumatsu’s revitalized san grams Sangram concept centers on what it calls “New Everyday Tea,” a campaign designed to reintroduce the mindful and sensory-rich experience of hand-brewing tea into modern daily routines. With bottled teas dominating retail shelves and urban convenience trends steering younger generations away from traditional tea preparation, Marumatsu’s leadership has positioned this relaunch as an invitation to reconnect with ritual and pause.

At the core of this renewal is the belief that even three grams of tea—the amount used for a single cup—can offer a profound, grounding experience. This ethos materializes physically in the redesigned San Grams Kikugawa flagship store, where consumers can interact with tea in curated zones: a café for casual enjoyment, a retail space for premium tea varieties and utensils, and a cultural learning center offering guidance on traditional brewing methods.

The renewed store isn’t just about aesthetic updates; it represents a philosophical shift. By redefining what tea can mean in a fast-paced world, Marumatsu attempts to transform tea from a static beverage into a dynamic vehicle for emotional and sensory well-being.

What innovative formats and cultural styles is Marumatsu introducing to make tea more relevant to modern consumers?

A key aspect of the san grams Sangram relaunch is its dual-format cultural framework: Chamegoto and Chagoto.

Chamegoto is a contemporary tea style that combines Japanese teas with herbs, infused flavors, and food pairings. This casual approach is targeted at younger demographics and urban consumers looking for flavor variety and social connection without sacrificing quality. Whether it’s a floral green tea latte or a citrus-scented hojicha blend, the Chamegoto category opens new opportunities for tea to compete with coffee culture and wellness beverages.

Chagoto, in contrast, draws from Japan’s ancient tea ceremony traditions, emphasizing ritual, etiquette, and immersive depth. These sessions are available via reservation at the Kikugawa store, where tea masters provide a personalized journey through the art of brewing and consuming tea. While rooted in formality, Chagoto is designed to be accessible, using modern language and guided interpretation to help global audiences appreciate the practice without cultural barriers.

By combining these two formats, Marumatsu offers both an entry point for newcomers and a gateway for connoisseurs. This duality is central to its brand vision of “accessible depth,” where every customer can discover the level of tea culture that suits their lifestyle.

How does Marumatsu integrate sustainability and certification into its renewed tea production strategy?

Sustainability is foundational to Marumatsu’s repositioning. The heritage tea company collaborates with local growers to uphold rigorous standards in organic farming, soil health, and regional biodiversity. These efforts align with broader global consumer trends favoring transparency, traceability, and ethical sourcing in the food and beverage sector.

Marumatsu holds an extensive range of international certifications, including JAS Organic, FSSC 22000, Rainforest Alliance, Kosher, and Halal. These credentials support its ambition to expand export initiatives while ensuring cultural and religious inclusivity across global markets. The company’s quality control systems integrate advanced testing for pesticide residues, leaf freshness, and aroma stability—ensuring premium quality at every touchpoint.

In addition to operational sustainability, Marumatsu participates in community-based initiatives. It donates proceeds to regional revitalization programs in Kikugawa, particularly those supporting international demand-building efforts for Japanese teas. Institutional stakeholders interpret this dual focus on environment and community as a long-term play to secure both domestic loyalty and overseas growth.

What role does the San Grams Kikugawa flagship store play in brand revitalization and experiential marketing?

The San Grams Kikugawa store, located at 1-1 Horinouchi in Shizuoka Prefecture, is the physical embodiment of Marumatsu’s updated brand philosophy. The space integrates product education, casual dining, and cultural storytelling into a single, immersive tea experience.

Open from 10:00 to 18:00 (café service until 17:30), the venue offers tea ceremonies by reservation, guided brewing tutorials, and access to limited-edition single-origin teas. In doing so, it becomes not just a store but a destination—encouraging repeat visits and word-of-mouth marketing both locally and among international tourists.

Retail experts view such experiential models as essential for revitalizing traditional product categories. In Japan’s mature consumer landscape, brick-and-mortar concepts must now offer something irreplaceable by online retail. The San Grams store delivers on this by making tea not just a product, but a moment—an experience crafted by expertise, atmosphere, and narrative.

How are institutional and global observers reacting to Marumatsu’s renewed tea culture positioning?

While Marumatsu is a privately held entity and does not trade on public markets, its strategic movements are being closely watched by institutional investors and industry analysts with an interest in cultural lifestyle brands and premium food and beverage sectors.

Observers note that Marumatsu’s approach follows a rising international trend in “heritage rebranding,” where companies with deep cultural roots modernize their offerings to appeal to global sensibilities. The “New Everyday Tea” campaign mirrors similar efforts seen in sectors such as craft coffee, artisan chocolate, and fermentation-based wellness beverages like kombucha.

Sentiment remains cautiously optimistic. While Japan’s domestic tea market is mature and even contracting in some segments, the premium and export segments continue to grow. By differentiating itself through culture-forward storytelling, certification-backed sustainability, and dual-format consumer engagement, Marumatsu appears well-positioned to become a globally recognized steward of Japanese tea culture.

What is the long-term outlook for Marumatsu’s san grams Sangram brand in the global beverage market?

As Marumatsu doubles down on its cultural and experiential strategy, future growth will likely hinge on its ability to translate the san grams Sangram model into exportable concepts. The renewed store and brand identity serve as a prototype for future locations or partnerships—particularly in cities with rising interest in Japanese wellness culture, such as Singapore, Los Angeles, or Paris.

Institutional sentiment suggests that additional value could be unlocked through digital extensions such as online brewing classes, virtual tea ceremony experiences, or subscription-based premium tea boxes. These formats would allow Marumatsu to scale without compromising the intimacy and craftsmanship at the heart of its renewed mission.

Overall, analysts expect that by balancing tradition with innovation, and ritual with convenience, Marumatsu could establish san grams Sangram as a global archetype for culturally resonant wellness beverages—positioning itself beyond just tea into the lifestyle territory increasingly occupied by global players.