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Female University-Founder Sisters' Matcha Brand, Launched in the Philippines, Undergoes 'Reverse Import' to Japan. Expansion from Tokyo's Asakusa to the World
Chotto Matcha, a matcha brand founded in Manila in 2023 by university-age sisters Sakura and Misaki Motohashi, has grown to five locations (four in the Philippines, one flagship in Tokyo's Asakusa) and serves over 500,000 matcha drinks annually. The company pioneered a 'reverse-import' strategy—building brand equity overseas before returning to Japan—sourcing single-origin matcha directly from Shizuoka farmers. The model aims to create new demand for Japanese tea globally whi…
女子大生姉妹、フィリピンで創業した抹茶ブランドを日本へ“逆輸入”。東京・浅草から世界展開へ
Key points
- Chotto Matcha expanded from Manila launch (2023) to 5 locations in 2.5 years; serves 500k+ matcha drinks annually with 2…
- Sources single-origin matcha exclusively from Shizuoka farmers; uses 'Farm to Cup' transparency model to connect consume…
- Reverse-import business model challenges traditional Japan-first expansion; positions overseas brand equity as engine fo…
- Founders cite Japanese tea industry headwinds—farmer aging, succession gaps, declining domestic consumption—as motivatio…
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About this article
What they said
“Every person who falls in love with matcha overseas becomes a force that connects Japan's tea fields to the future.”
海外で抹茶を好きになる人が一人増えることが、日本の茶畑を未来へつなぐ力になる。
“We do not aim to multiply matcha cafés. Our goal is to make Japanese tea part of the world's everyday life and create a future where Japanese producers can continue making tea with pride for 100 years to come.”
私たちが目指すのは、抹茶カフェを増やすことではありません。日本茶を世界の日常にし、日本の生産者が100年先も誇りを持ってお茶をつくり続けられる未来を創ることです。
The numbers
Stores (Philippines & Tokyo): 5
Annual matcha drinks served: 500,000+
SNS followers: 20,000+
Years from founding to 5-location milestone: 2.5
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