Hoshino Sencha, the Reason for Its Profound Flavor: A Cup Nurtured by the Land's History and Science.

When we sip the Sencha from Hoshino Village in Yame, Fukuoka, that we carry, we are always humbled by its remarkably mellow and deep umami. Where does this flavor come from?

The answer lies in the history this land has accumulated, its scientifically-backed natural environment, and above all, the earnest dedication of the people who inherit it. This time, we would like to carefully explain, one by one, the reasons behind the deliciousness of our Sencha, starting from its background.

The History of the Birthplace of Yame Tea

The history of tea cultivation in Hoshino Village dates back to the Muromachi period. Its origin is Reiganji Temple in the neighboring town of Kurogi, founded during the Ōei era by Zen Master Eirin Shuzui. It is said that this area became the "birthplace of Yame Tea" after the master planted tea seeds brought back from Ming China and taught cultivation and processing methods.

A major turning point that solidified this region's status as a high-grade tea production area occurred in the Meiji era. In 1904, a pioneer of the region named Kiichi Suezaki traveled to Uji, Kyoto, the pinnacle of Japanese tea at the time. He brought back advanced cultivation and production techniques for Gyokuro to the village.

This was not merely an introduction of techniques; it was the cultivation of a high aspiration to "create the highest quality tea" as the culture of this land. More than a century later, this ambition has been passed down through generations of a select few producers in Hoshino Village. The Sencha we handle is also born from this same uncompromising spirit of quality cultivated through the making of Gyokuro.

Proof of Unrivaled Quality: The National Tea Competition

The exceptional quality of the tea from the Yame region, including Hoshino Village, is proven by objective facts.

The "National Tea Competition" (Zenkoku Cha Hinpyōkai), held once a year, is the most authoritative tea competition in Japan. The finest teas from production areas across the country are submitted and rigorously judged on their appearance, aroma, liquor color, and flavor (zimi). In the Gyokuro category of this competition, Yame tea has continued to break an unprecedented record, winning the top "Minister of Agriculture, Forestry and Fisheries Award" for over 20 consecutive years. In 2024, it won the production area award for the 24th consecutive year.

This is not a feat accomplished by a single producer just once. It is eloquent proof that, as a production area, they have consistently produced the highest quality tea in Japan year after year. This demanding environment, which always aims for the best, raises the quality standards of the entire region and positively influences the making of Sencha in Hoshino.

The Science of the Flavor's Foundation: The Soil of Hoshino Village

The umami component of tea, "theanine," is created in the roots of the tea plant from nutrients in the soil. In other words, high-quality umami is born from healthy, nutrient-rich soil.

The tea gardens of Hoshino Village are blessed with fertile soil derived from volcanic rocks upstream, thanks to the blessings of the Chikugo River system, the largest in Kyushu. From a scientific perspective, the soil of this land is extremely suitable for tea cultivation.

• Optimal Soil Acidity: The soil in this region has a weak acidity with a pH of 4.5 to 5.5. This is the ideal condition for tea plants to absorb nutrients from the soil most efficiently.
• Excellent Physical Properties: The stone-terraced fields built on the steep mountain terrain ensure excellent drainage, providing a foundation for the healthy growth of the tea plant's roots. When the roots can spread deeply, the absorption of nutrients from the soil becomes more active.

Mist Protects the Umami, Firing Perfects the Aroma

The rich soil creates the source of high-quality umami, and it is the role of Hoshino Village's unique "mist" to protect it within the tea leaves.

In Hoshino Village, a thick morning mist frequently occurs due to the temperature difference between day and night and the humidity brought by the Hoshino River. This mist acts as a natural veil, inhibiting the process where the umami component "theanine" changes into the astringent component "catechin" when exposed to sunlight. This is how the characteristic mellow flavor of Hoshino tea is born.

Then, to bring out the best of this delicate raw material, the final step in the tea-making process is the "Hi-ire" (final firing). The firing for Yame tea is characterized by a longer, more gradual heating process compared to the standard method, which fully brings out the inherent sweetness and richness of the tea leaves. However, if the firing is too strong, the delicate "Ooika" (covering aroma) nurtured by the mist will be lost. Achieving the exquisite balance between these two elements—the "Ooika" and the roasted "Hika" (firing aroma) created by the firing—is where the skill of the master tea artisan truly shines.

A Reliable Flavor Nurtured by History, Nature, and Human Hands

Thus, the profound flavor of Hoshino Sencha is no mere accident. It is a history of pioneers who aimed for the highest quality. It is a scientifically ideal soil and a climate shrouded in mist. And it is the dedicated handiwork of a select few producers who make the most of this blessed environment. When all of these elements come together, that single cup's flavor is born.

We deliver this tea because we want you to experience for yourselves the authentic deliciousness that is backed by its reliable background.