Let me take you back to a narrow side street in Kanazawa.

The Encounter in Kanazawa

I remember a small tea shop. An elderly woman stood behind the counter, her smile as timeless as the aroma in the air. My Japanese was halting, and we struggled to understand each other — until a father and his son walked in. When he heard that I was from Switzerland, he called the owner over with great enthusiasm.

What was meant to be a simple tea purchase turned into a ceremony of hospitality. The owner poured me a cup of “this year's tea” — a gift from the house. I can still see that gentle green. The scent was so fresh, as if someone had captured spring itself. In that moment, far from any hustle and bustle, it became clear to me:

Tea is not a drink. Tea is a feeling.

So What Exactly Is Shincha?

Shincha (新茶) literally means simply “new tea.” It is the very first harvest of the year (Ichibancha). And it begins long before the harvest — right now, in the quiet season:

For us Europeans, this cult is often hard to grasp. We are used to products being available all year round. But Shincha is a fleeting guest. It is celebrated because it symbolises transience and renewal at the same time.

And that is exactly the message of the season, as we see it: renewal needs rest. The tea plant sets the example — in winter, it is allowed to slow down.

Matcha & the “Ceremonial” Misunderstanding

We often talk about “ceremonial grade” matcha as if it were a technical seal of quality. In Japan, however, matcha is closely tied to the moment. It is enjoyed in a quiet instant, accompanied by a small sweet, a wagashi, which balances the tea's gentle bitterness.

“Ceremonial” is not a label on a tin, but the meaning we give to the moment.

Right now, when it gets dark early and the cold settles in outside, a warm bowl is like an anchor. We whisk the tea until frothy, feel the warmth in our hands, breathe in the deep green scent and, for a moment, soak up some “inner sunshine.” We don't promise you any miracles, just a pause. Whether the matcha is certified for a centuries-old ceremony or we simply enjoy it for ourselves: the true “ceremonial grade” is created in our minds.

Experience It Yourself with ORIZUMI

We at the ORIZUMI team do our best to make this topic something you can experience. Because we believe: you have to feel it to understand it. The easiest way is at places where matcha is prepared by people who love their craft. We are grateful to work with four such places in the Biel region. There you can try our matcha — no ceremony and no prior knowledge needed.

When it gets dark early outside, treat yourself to a warm bowl. And when you place your order for the new tea in spring, think of the old lady in Kanazawa. Don't look for the most expensive label, but for the freshness that lets you catch your breath for a moment.

Your ORIZUMI Team