Our story so far

Our family’s tea business was established by Tsunejiro Ishii, the late father of Takaaki Ishii, and grandfather of Hirokazu in 1940s just after World War II. It has been operating as one of many family farms in Shizuoka, a prefecture famous for producing the most green tea in all of Japan. When Hirokazu returned to his hometown Shizuoka in 2023 after a corporate career abroad at the tail end of the global pandemic, he found the tea industry in a desolate condition. Many farmers were struggling and giving up due to difficult economic and operating conditions, but also an aging society without anyone taking on the businesses for the future. A changing world and people’s tea drinking habits were adding to the gloomy outlook. Hirokazu did not recognise this world from the fond memories of his youth when the world of tea farming was thriving and joyful. He realised he was at a pivotal moment - either revitalise the tea industry or watch it disappear forever.

Hirokazu knew he wanted to apply his experience and passion to his roots and revive this business. A fresh name, ChaChaCha, was given to represent the joyful atmosphere he wants to encapsulate, along with overall new branding. He rallied up a diverse and experienced team of creatives, and got the ball rolling by meeting with city officials, event organisers, and tea farmers. He drew up a vision and brainstormed his many ideas of what he wanted to do, in partnership with his father who would comment decisively throughout the process. Cafes and vendors started taking on the product, along with various opportunities that showed themselves.

We are gaining momentum as we have successfully hosted and attended several events, and soft launched our new packaging, branding and website. We have successfully tested a tea hedge maze - likely the only one in this country. In spring we are planting new saplings that will grow to produce matcha. A building surrounded by tea fields and a scenic view of Shizuoka has been secured for a future cafe. As more and more of our many ideas are taking shape and coming together, we thank you for showing interest in our work.

The future looks bright. Thank you for joining us on this journey.