A New Expression of What Has Always Guided Us
As we mark 80 years of Sugimoto Tea, we are reminded that what has guided us from the beginning is connection.
These connections are built through relationships. Relationships with our farmers, our team both in Japan and in the US, our wholesale and foodservice partners, and those of you who have made our tea a part of their daily lives. Together, these relationships define Sugimoto Tea and guide us as we move forward into our next decade of tea making.
These connections are built slowly through trust, shared values, and daily care. They are felt in the fields where tea is grown, in the hands that process it in our facilities in Japan, in busy cafes and restaurants where it is shared, and in the quiet moments when it is brewed and enjoyed at home.
As part of celebrating 80 years of Sugimoto Tea, our new packaging is a thoughtful reflection of that spirit. It is designed to express who we are today while staying true to the values that have shaped us from the beginning.
Thank You for Being Part of Our Story
Our Roots and the Thought Behind This Milestone
Since Zenichi Sugimoto first delivered tea by bicycle in 1946, Sugimoto Tea has been guided by sincerity, care, and respect for the people behind every cup. What began as one person has grown into something much larger, but the heart of our work has never changed. We have always believed that good tea begins with good relationships.
As we continue to grow and share Japanese tea with more people around the world, we felt it important that our packaging better communicate what defines us. This rebranding is a way to more clearly express our relationships, our craftsmanship, and our commitment to Japanese tea culture.
“Im proud of the many awards I have received, but the most important thing to me is customer satisfaction. Ultimately, customers like you decide whether my teas are worthy of these awards; if my customers aren’t happy, these awards mean nothing to me”
ー Hiroyuki Sugimoto
Beyond Delicious
Beyond creating delicious Japanese green tea, we believe in supporting the future of Japanese tea farming.
In recent years, Japanese tea has become increasingly sought after around the world, including loose leaf teas that were once enjoyed mostly domestically. At the same time, the industry continues to face challenges. An aging farming population, limited growing regions, and rising costs have made high-quality Japanese tea more challenging to produce and source.
By working closely with farmers and building long-term relationships, Sugimoto Tea aims to support sustainable tea production and help preserve Japanese tea culture for generations to come.
The Mizuhiki
Mizuhiki is a traditional Japanese art of knot tying that is often used to express gratitude, celebration, and lasting bonds. They are commonly used on gifts as an expression of sincerity and care.
On our packaging, the mizuhiki represents the concept of En (縁). These invisible threads connect people across time and place. They connect tea farmers and us as tea makers, our employees and wholesale partners, tradition and innovation, and Sugimoto Tea with the people who enjoy our tea every day. Our new packaging reflects the journey of tea, from the fields where it is grown to the hands that craft it, and finally to the spaces where it is shared and enjoyed, honoring the care, attention, and spirit of giving at every step.
The mizuhiki symbolizes these relationships that deepen through care, attention, and steady effort, reflecting how we honor every connection in our work.
Design by Category
While the mizuhiki is a unifying element across our packaging, its form subtly changes depending on the tea category.
In Japanese tradition, mizuhiki knots are commonly used for celebrations and gift giving, and the number of strands carries meaning. In celebratory contexts, odd numbers such as three, five, or seven are traditionally used, each chosen with intention and care.
In our packaging, we use three- and five-strand mizuhiki designs to reflect different tea categories. Each variation is designed to feel distinct while remaining part of one cohesive family. This system allows our lineup to be easier to navigate while maintaining harmony across the brand.
What Is Changing and What Is Staying the Same
Our packaging has evolved, but our tea has not.
We continue to work with the same farmers and uphold the same direct relationships. Our blending philosophy, safety standards, and commitment to quality remain unchanged.
You may notice clearer product naming or a more structured lineup. These updates are intended to make it easier to explore our teas while preserving the character of each product.
A Visual Evolution
Our previous packaging represents an important chapter in Sugimoto Tea’s history.
The new design builds on that foundation. It brings greater clarity and storytelling while honoring the spirit of what came before.
Explore the Lineup
From everyday teas to reserve selections, our collection now shares a unified design language rooted in connection and care.
Thank You for Being Part of Our Story
This rebranding marks an important moment in the ongoing story of Sugimoto Tea.
It is our way of expressing gratitude. Gratitude to the farmers who grow our tea and to the customers who have supported us over the years.
We are honored to continue this journey together.