[Gion Tsujiri’s new brand]A new brand by a long-established tea company, which delivers a taste so innovative that it will change the image of new tea.


Gion Tsujiri’s new brand ‘Buburu’ will offer seasonal ‘shincha’ products for a limited time only. Buburu” is developing an unprecedented market with a product range that focuses on “rubbed tea” (sencha, gyokuro, hojicha, genmaicha, etc.), which can only be achieved with the knowledge and techniques of a long-established tea company that can use different types of tea leaves according to their ingredients, rather than “matcha” (powdered green tea), which has many fans.

Straight tea New tea - Sencha -

Straight tea for the pure taste of Momicha. Iced tea is served with water, while hot tea is carefully brewed in a kyusu (teapot) so that the original flavour of the new tea can be experienced. Bubu’s new tea offers both the refreshing taste and the umami flavour unique to new tea. This menu is recommended for those who want to try new tea for the first time.

Tea Latte - Shincha - Sencha -

A tea latte with the rich flavour of espresso made from freshly brewed tea. It has the rich bitterness of new tea and the smooth taste of milk, thanks to the use of Japan’s first special tea grinder. For those who drink new tea every year, we propose a new way of drinking new tea.

Squash New Tea Mojito - Sencha -

A non-alcoholic drink combining slow brewed, highly concentrated tea with soda and fruit.

This new combination of tea, fruit and carbonation is a refreshing pumpkin with a clean aftertaste, combined with lime and mint to complement the freshness and sweetness of the freshly brewed tea.



Featured articles



Iide Town, Yamagata Prefecture] “Submerged Forest of Lake Shirakawa,” a Mysterious Spring-Only Scene 

The mysterious scenery of Lake Shirakawa in the town of Iide in southern Yamagata Prefecture can be seen only during two months in spring. In spring, a large amount of melt water flows into Lake Shirakawa from the Iide mountain range, one of Japan’s 100 most famous mountains, where there is heavy snowfall. When the lake is full of water, it creates a fantastic sight of white willow trees as if they are growing out of the water.



[Hoshinoya Tokyo] “New Year’s Kabuki Stay” brings the hospitality of an Edo Period theatrical teahouse to the present day.

Hoshinoya Tokyo, a Japanese-style inn located in Otemachi, Tokyo, will again this year host the “New Year Kabuki Stay” program, a two-day and one-night stay from January 5 to 26, 2024.
For people living in Edo, one of their New Year’s pleasures was to watch Kabuki, and it was a chic way to spend the New Year. Theatrical teahouses supported this way of enjoying Kabuki. In addition to arranging tickets to the theater, the teahouses delighted patrons by providing a complete range of services, including plot notes, tea, sweets, makunouchi box lunches, and snacks and drinks (*1). Hoshinoya Tokyo offers a stay to celebrate the New Year with hospitality similar to the theatrical teahouses of the time.

*1: Tomizawa, Yoshihide and Fujita, Yosuke (2012). The Latest Kabuki Dictionary. Kashiwa Shobo.




[Shinjuku Gyoen x Naked] NAKED Autumn Foliage in Shinjuku Gyoen 2023 to be held

From November 22 (Wed) to December 3 (Sun), 2023, an autumn foliage lighting event will be held at Shinjuku Gyoen. Following the cherry blossom event this spring, Shinjuku Gyoen and Naked will collaborate again this fall for the autumn foliage event. Shinjuku Gyoen, one of Tokyo’s most famous gardens, is one of the few places in the city where visitors can enjoy the autumn leaves. The 200-meter-long rows of plane trees, the best maple tree spot in the city, Momijiyama, and the “Middle Pond,” with its spectacular reflection in the pond, will offer a world where the autumn leaves of Shinjuku Gyoen and Naked’s art and food are fused together.

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