Ichi-go Ichi-e in a Cup: Akira’s Vision for Tea The Moment

Introduction

We started collaborating with Akira Hayashi, founder of Tea The Moment, in June 2025, with a shared intention: to bring high-quality, accessible Japanese matcha to coffee shops, tea houses, and the wider HORECA sector across Europe.

From the very beginning, it was clear that Tea The Moment is not built on hype, but on heritage, respect for tea, and human connection. Akira’s approach resonates deeply with our own values—supporting businesses that want to serve something meaningful, honest, and well-priced, while educating consumers and professionals alike.

In this interview, Akira shares his personal journey with Japanese tea, the philosophy behind Tea The Moment, and his vision for building a community around matcha that goes beyond trends—one cup, one moment at a time.

Lorela: Before Tea The Moment existed, there was your personal journey with matcha and Japanese tea. Can you share how and when tea first entered your life—and why it became meaningful enough to build a business around it?

Akira: Tea has always been part of my life. My great-grandfather was a tea merchant—he ran a tea business in Uji, Kyoto. So growing up in Japan, drinking Japanese tea felt completely natural.

One of my strongest memories is drinking hojicha at my grandmother’s house.

When I was very young, sencha felt a bit too bitter for me, so hojicha was my favourite. My parents drank more coffee—especially because after World War II, American culture influenced Japan a lot—but even then, there was always tea at home. I never really became a coffee person. Even when I played sports, I would always come back to tea.

As for matcha, I don’t clearly remember the very first time. Maybe it was a matcha latte, or maybe my mother made it for me once in a tea room. But honestly, at that age, I didn’t like it yet—matcha is a taste you grow into.

Lorela: Many people discover matcha as a trend, but for you, it became a mission. What made you want to make Japanese tea more accessible to others?

Akira: First, I’m happy that so many people are interested in matcha and Japanese tea.

It comes from my country, so it means people are curious about Japanese culture, and I really welcome that. But at the same time, it feels like it has become too much—like people see matcha as “gold.” For me, tea is something very normal. I grew up with it. I believe tea should be easy to access. Matcha can be a beautiful, refined experience, yes—but it shouldn’t feel like something that only exists behind barriers: ceremony, price, or intimidation.

Of course, I understand how prices work—demand and supply, business realities. But still, I feel sad when people can’t enjoy matcha simply because it has become too expensive or too “exclusive.”

And I also think education matters. For example, older generations might not be as drawn to matcha as younger people. But matcha isn’t only about a trend or Instagram—it’s also known for being supportive of your wellbeing, and that can matter even more as you get older. If people understand that, and if their first experience is really good, they’re much more likely to welcome matcha into their lives.

Lorela: Starting a tea business in Europe comes with challenges. What were the biggest obstacles you faced when launching Tea The Moment?

Akira: Honestly, I didn’t feel too many obstacles culturally, because in Europe, people already have a tea culture, and they have respect for things that are different. Many people are also travelling to Japan, visiting Kyoto, and discovering Japanese traditions. When people find Tea The Moment, they usually already have a strong interest in tea and Japan—so that makes me happy.

The real challenge was timing: I officially started in March/April 2020, right in the middle of COVID. Everything was closed. You couldn’t go out. I opened the online shop, and I remember the first month, only our friends bought from us. Two packs of tea. That was it.

At that time, I also worked as a marketer with clients in Japan, which gave me stability. Then slowly, Tea The Moment grew—especially around 2023–2024, after about three years.

Lorela: Tea The Moment serves both individuals and businesses. How does your own story influence how you connect with B2C customers versus B2B partners?

Akira: B2B communication is very different. It’s more business-focused and needs efficiency. People are busy. Sometimes you don’t have time to speak slowly, drink tea, and share stories. It can be: “Here is the matcha. If you like it, you take it. If not, I go.”

But with B2C, I can relax more. I can take time. I don’t worry so much about the clock.

And that’s one of the most important parts of tea for me: sharing a rich moment with people from completely different backgrounds, through tea. Those interactions are truly why I love this business.

Lorela: High-quality matcha is often associated with exclusivity and high prices. Why is affordability essential to your vision?

Akira: It’s simple: access. If the price is good, it’s more accessible. I want people to have a special moment with one cup of tea—not only matcha, but tea in general. If the price is accessible, people can reach it more easily. You could also say it’s respect. I want to respect the curious people who want to discover. I don’t want tea to become something that scares people away.

Lorela: On the B2C side, many customers experience matcha as a daily ritual. What kind of emotional or mindful connection do you hope people build through your brand?

Akira: I want customers to be more aware of the moment they have. This connects directly to the name: Tea The Moment.

In a Japanese tea ceremony, there is a concept called ichi-go ichi-e—it’s like “once in a lifetime.”

It’s not only about tea, but about how you treat your time, your life, and the people in front of you.

Nowadays, people are very busy—information everywhere, smartphones, always something on their minds. But when you make tea, you slow down. You brew it. You share it with an important friend, family member, or someone you care about. I hope people can enter that state of mind.

Lorela: You’ll be participating in B2C events like the Amsterdam Tea Festival at the end of January 2026. Why is it important for you to be present in person?

Akira: Joining events is very important because meeting face-to-face is the best way. I can share our purpose and philosophy with energy—not only with text.

And events give opportunities to build relationships. For me, one big motivation for starting Tea The Moment is meeting new friends. You serve tea, and communication begins through tea. You take time to know each other. After that kind of interaction, I feel deeply satisfied—like from the heart. I believe people also feel happier through that kind of communication.

Now I also have an office space, so I can create more opportunities to meet customers, host tastings, and build a community.

Lorela: Looking ahead, how do you see your personal journey shaping the future of Tea The Moment—across both B2C and B2B?

Akira: I’m not so focused on the size of the business. Of course, we need some volume, but it’s not my main purpose. I want to have good communication with people and share a field—a space. It would be great if Tea The Moment becomes a kind of hub for the community. If we create a nice moment, a calm space, people become calmer. And if people become calmer, maybe it contributes—little by little—to peace in the world.

That is the direction I want.

Closing

Akira’s vision isn’t about chasing trends—it’s about restoring something simple: the value of a shared moment. Whether Tea The Moment is supporting cafés and restaurants or guiding someone’s first bowl of matcha at home, the goal stays the same: make tea approachable, human, and worth pausing for.