What Lupicia does

Lupicia (legal name LUPICIA CO., LTD.) is a privately held Japanese tea and teaware retailer headquartered in Niseko, Hokkaido, with a Tokyo corporate presence. The company curates and sells 400+ tea varieties — black, green, oolong, herbal/rooibos, barley, and proprietary flavored blends — sourced from India, Sri Lanka, China, Taiwan, Japan, Kenya, and other producing regions. Distribution runs through 100+ owned retail stores across Japan, a full e-commerce platform (lupicia.com), catalog and phone/FAX ordering, international shipping via WorldShopping, franchise-operated stores in the USA, France, Taiwan, and Australia, and a free in-store pickup service. Its multi-brand portfolio extends beyond tea into LUPICIA Gourmand food products (scones, ice cream, soups, curries, prepared dishes, craft beer under the Yotei Beers brand) produced at the Niseko factory, Villa LUPICIA restaurant, LUPICIA Tea School, and collectible lines such as miniature tea tins and Book of Tea gift sets. Signature proprietary teaware includes the Handy Cooler heat-resistant glass tea maker (over 1 million units sold since launch) and the 2025-launched TEAPO line, co-designed with KEN OKUYAMA DESIGN and manufactured by HARIO.

The business model is primarily transactional retail with a growing recurring layer. Revenue streams span tea and beverage sales, food products (LUPICIA Gourmand), teaware and merchandise, the ¥4,800/month Cake and Tea Subscription (6-month commitment, auto-renewal), special events such as the Gran Marché tasting festival (100,000+ annual visitors), and franchise/wholesale distribution to hospitality and corporate-gift resellers. Pricing is per-unit across the catalog (teas from ¥400 to ¥3,000+, scones around ¥280–¥350, accessories from ¥450 to ¥33,000+), supplemented by bulk purchase discounts up to 10%, seasonal in-store SOLDES promotions, summer At Gran Marché online events, and a free LUPICIA member program with cumulative discounts. Customers are predominantly Japanese individual tea enthusiasts and gift buyers, supplemented by B2B franchise/wholesale accounts, corporate and hospitality gifting buyers, and furusato tax donation recipients in Niseko and Yoichi Towns; the marketing mix combines owned digital properties (website, Tea Magazine, monthly Oyatayori newsletter with enclosed tea samples), social media, seasonal catalogs, in-store events, and the annual Gran Marché.

Operationally, Lupicia pairs curated third-party-origin tea sourcing with in-house proprietary blending and a vertically integrated food production footprint in Hokkaido, supported by design collaborations with KEN OKUYAMA DESIGN, KEN OKUYAMA × HARIO manufacturing, and partnerships with traditional Japanese ceramic kilns (Arita, Kutani, Tokoname, Mino, Mikawachi, Hizen) and artisan glass studios. The company maintains mobile apps on iOS and Android, an official member program, and a documented Customer Voice feedback loop. No funding rounds, parent company, or revenue figures are disclosed in the available material; ownership remains private with no disclosed investors, and Lupicia appears to be an actively operating, mature specialty retailer rather than a venture-backed growth company.

Name

Lupicia

Legal name

LUPICIA CO., LTD.

Website

https://lupicia.com

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lupicia is a privately held Japanese specialty retailer of 400+ curated teas and proprietary teaware, operating 100+ domestic stores plus franchise locations in the USA, France, Taiwan, and Australia, and extending into Hokkaido-sourced food products, craft beer, a restaurant, and a tea subscription service.

Ownership category

akta.pro rank

Product category

Specialty Tea Retail

NAICS

Coffee and Tea Manufacturing (311920), Other Specialty Food Retailers (44529)

SIC

Wholesale-Groceries, General Line (5141), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Ice Cream & Frozen Desserts (2024)

akta.pro primary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

akta.pro secondary industries

International & Ethnic Packaged Foods (CRADAAAG), Tea Blending & Flavoring (AFAFADAG), Specialty Tea Shops (Loose-Leaf, Tea Bars) (THAFAKAD), Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

Keywords

• Specialty tea retail
• Tea accessories and teaware
• Gourmet food products
• Craft brewery products
• Tea education services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Tea and beverage product sales: Core revenue stream from selling proprietary and curated tea products (loose leaf, tea bags, gift sets) across categories: black tea, green tea, oolong, herbal/rooibos, barley tea, and specialty teas. Products sold via physical stores, e-commerce, catalog, and phone order.
2. Food products (LUPICIA Gourmand): Specialty food items including scones, ice cream/gelato (グラス＆ソルベ), curries, frozen soups, prepared dishes (Gohanto), craft beer (羊蹄山麓ビール), condiments, and seasonal items. Sold under LUPICIA Gourmand sub-brand, manufactured at Hokkaido Niseko facility.
3. Cake and Tea Subscription (ケーキとお茶の定期便): Monthly subscription delivering a paired set of original cake and selected tea. Priced at ¥4,800/month (classic or flavored tea course). Runs 6-month cycles (March–August). Credit card auto-renewal. Subscription generates predictable recurring revenue.
4. Tea accessories and merchandise: Sale of tea brewing accessories (teapots, cups, tea strainers, tea caddies), original goods (tote bags, hand towels, miniature tea tins), and select curated items from partner makers (ceramics, HARIO glassware, cast iron).
5. Special events and tasting experiences: Annual GRANDE MARCHE (無料試飲会) tasting event, seasonal in-store SOLDES sales events, and specialty product launches drive significant revenue. Events feature free tastings, limited products, and discounts (e.g., 10% off mail-order items during summer AT GRANDE MARCHE).
6. Franchise and wholesale B2B: Franchise program and wholesale distribution of LUPICIA tea products to business partners. Target includes hospitality businesses, retailers, and corporate gift buyers.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels13 records

Core offering

Lupicia is a Japanese specialty tea retailer that curates and sells 400+ varieties of loose-leaf and bagged teas from global tea-producing regions (India, Sri Lanka, China, Taiwan, Japan, Kenya) across its 100+ domestic retail stores, e-commerce platform, mail-order catalog, and franchise network. Beyond tea, it markets proprietary tea accessories (Handy Cooler, TEAPO, Nanbu iron teapots), miniature collectible tea tins, Book of Tea gift sets, and a LUPICIA Gourmand food line (scones, ice cream, curries, soups, prepared dishes, Yotei Beers craft beer) produced at its Hokkaido Niseko facility.

Product overview

LUPICIA is a world tea specialty retailer operating a multi-brand portfolio. The core LUPICIA Online Store offers hundreds of tea varieties (black, green, oolong, herbal) along with tea accessories, while the LUPICIA GOURMAND sub-brand extends into food products including craft beer (羊蹄山麓ビール), soups, curries, frozen meals (Gohanto), scones, ice cream (グラス＆ソルベ), and seasonings. Related brands include Villa LUPICIA (restaurant in Niseko), LUPICIA Bon Marché (lifestyle goods), LUPICIA Tea School (education), and LUPICIA Brewery. Key product lines include the TEAPO tea pot (KEN OKUYAMA DESIGN collaboration), Handy Cooler glass tea maker (1M+ sold), collectible Miniature Tea Cans (100+ designs), and Book of Tea gift sets. Services include cake & tea subscription (4,800 yen/month), store pickup, international shipping via WorldShopping, and Gran Marché tasting events (100,000+ annual visitors).

Differentiator

Problem solved

Functional benefit

Brands

• LUPICIA Gourmand: Food specialty shop producing and delivering delicious foods including soups, seasonings, Gohanto (ready-made dishes), scones, ice cream (Glass & Sorbet), curry, craft beer (Yotei Beers), and various prepared foods sourced from Hokkaido ingredients
• Villa LUPICIA
• LUPICIA Scone
• LUPICIA Tea School
• LUPICIA Brewery
• Glass & Sorbet
• Gohanto
• Bon Marché
• TEAPO
• Book of Tea

Products and services

• LUPICIA Online Store (お茶・紅茶・緑茶・烏龍茶・ハーブ) E-commerce platform selling hundreds of tea varieties (black, green, oolong, herbal) along with tea accessories, gifts, and food products to individual consumers in Japan and internationally.
• LUPICIA Gourmand (グルマン) Food specialty line featuring craft beer (Yotei Beers), soups, curries, frozen meals (Gohanto), scones, ice cream (Glass & Sorbé), seasonings, and world-themed bento boxes made with Hokkaido ingredients.
• Villa LUPICIA (ヴィラ ルピシア) Restaurant and deli resort in Niseko, Hokkaido, offering cuisine made with fresh Hokkaido ingredients and providing source for LUPICIA Gourmand restaurant-quality frozen meals and products.
• LUPICIA Bon Marché (ボンマルシェ) Lifestyle goods store focusing on cherishing items and enriching daily life with curated products.
• LUPICIA Tea School (ティースクール) Tea education program offering diverse tea-related courses and lessons.
• LUPICIA Brewery (ブルワリー) Craft beer brewery in Niseko, Hokkaido, producing Yotei beers using local water and natural ingredients.
• LUPICIA Scone (スコーン) Specialty scone line including 10+ varieties such as plain, milk tea, walnut & raisin, blueberry & Earl Grey, chestnut & maple, and seasonal flavors.
• TEAPO (ティーポ) original teapot Heat-resistant glass tea pot designed by KEN OKUYAMA DESIGN for iced tea enjoyment, manufactured by HARIO; compact design fits in refrigerator door pockets with flexible cap for 360° pouring.
• Handy Cooler (ハンディークーラー) Heat-resistant glass tea maker with built-in strainer for iced and hot tea; over 1 million units sold; fits in refrigerator door pockets.
• Miniature Tea Cans (ミニチュア缶) Collectible miniature tea tins featuring 100+ designs, with magnets and pins for decoration on bags, fridge, or magnetic boards.
• Book of Tea (ブック オブ ティー) Tea gift set collection featuring curated teas presented in book-like packaging.
• Cake and Tea Subscription (ケーキとお茶の定期便) Monthly subscription delivering original cakes paired with selected teas (¥4,800/month); available in Classic Tea and Flavored Tea courses with 6-month commitment and credit card auto-renewal.
• Store Pickup Service (店舗受け取りサービス) Online order and in-store pickup service for Lupicia online store products, allowing online ordering with collection at nearest Lupicia store.
• Gran Marché (グラン・マルシェ) annual tea tasting event Free tea tasting events held nationwide, attracting 100,000+ visitors annually, featuring tea comparisons and tea ware exhibits.
• 自家焙煎コーヒー (Roasted Coffee) Self-roasted coffee beans sourced and roasted at Lupicia Niseko roasting facility, featuring Guatemala blend and other seasonal offerings.

Quantifiable outcome

• Over 1 million units of オリジナル・ハンディークーラー sold since launch
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

15 partnerships are on record, tiered core and minor.

• KEN OKUYAMA DESIGN (奥山清行)coreStrategic or Co-development Partner · 1 January 2025Collaboration with world-renowned industrial designer Ken Okuyama on the TEAPO teapot line and KEN OKUYAMA DESIGN南部鉄瓶 teapots. Okuyama's design firm co-created products specifically optimized for tea brewing, combining aesthetic design with functional innovation (compact refrigerated storage, 360° flexible pouring).
• HARIO Co., Ltd.coreOEM/ Whitelabel/ Licensing PartnerJapanese heat-resistant glass manufacturer HARIO manufactures the TEAPO teapot (耐熱ガラス製) under LUPICIA's brand and design specifications. HARIO's glass-making expertise enables the product's dual hot/ice tea brewing capability.
• 岩鑄 (Iwachu) — Nanbu Ironware FoundryminorOEM/ Whitelabel/ Licensing PartnerTraditional Nanbu ironware foundry manufactures the KEN OKUYAMA DESIGN 南部鉄瓶 teapots (オリガミ and スクエア collections) for LUPICIA. Combines 260+ year old Nanbu iron casting tradition with Okuyama's modern design.
• 源右衛門窯 (Gomemongama)coreStrategic or Co-development Partner260+ year-old Arita porcelain kiln (Saga Prefecture) collaborated with LUPICIA to create original tea ware designs including the 染付一二三文 宝瓶揃 (teapot) collection. Features traditional Japanese porcelain craftsmanship with LUPICIA-branded designs.
• 九谷焼窑元 (Kutani Ware Potters)minorStrategic or Co-development PartnerMultiple Kutani ware kiln operators produce LUPICIA-branded original 九谷焼 tea ware including 茶の花 (tea flower) and 茶の実 (tea fruit) gaiwan (lid bowls) and related items. Features traditional Kutani colorful glazing techniques.
• 三川内焼 (Mikawachi Ware)minorStrategic or Co-development PartnerNagasaki's Mikawachi ceramic tradition (嘉久正窯) produces LUPICIA original tea ware including 煎茶碗, 茶杯, and 茶壷 (tea pots) under collaboration. Features delicate hand-drawn traditional patterns.
• 常滑焼産地 (Tokoname Ware)minorStrategic or Co-development PartnerTraditional Tokoname ceramic producers (one of Japan's Six Ancient Kilns) manufacture LUPICIA's 朱泥 (red clay) tea cups and related Tokoname-style tea ware. Also produces焙烙 (earthenware roasting pans) for tea roasting.
• 美濃焼産地 (Mino Ware)minorStrategic or Co-development PartnerGifu Prefecture's Mino ware potters produce LUPICIA-branded tea ware including 抹茶碗 (matcha bowls), 湯呑み (tea cups), and 急須 (kyusu teapots). Features traditional Mino glazes and contemporary designs.
• 波佐見焼産地 (Hizame Ware)minorStrategic or Co-development PartnerNagasaki's Hizamemen ware potters produce various LUPICIA tea ware including 抹茶碗 (matcha bowls), 湯呑み (tea cups), and cup sets. Contemporary interpretations of traditional Hizamemen craftsmanship.
• Craft-U (徳間硝子工房)minorStrategic or Co-development PartnerHeat-resistant glass artisan Tokuma Yasunori's studio produces handmade glass teapots (まんまるポット, ハーブポット) and glasses for LUPICIA. Each piece handcrafted for unique tea brewing experience.
• 廣田硝子 (Hirota Glass)minorStrategic or Co-development PartnerTokyo-based traditional glass manufacturer produces custom glass products for LUPICIA including 角ちろり (square decanter) and 耐熱性カップ＆ソーサー (heat-resistant cup and saucer sets).
• かまわぬ (Kamawanu)minorStrategic or Co-development PartnerTenugui (Japanese hand towel) specialty maker collaborated with LUPICIA to create original design tenugui featuring tea-themed motifs (ラクダと王子 camel motif, tea leaves, tea scenes). Available in multiple design variations.
• Daffodil FoodsminorOEM/ Whitelabel/ Licensing PartnerUK-based Daffodil Foods supplies Welsh Clotted Cream (クロテッドクリーム) for use with LUPICIA scones. Product shipped from UK and sold through LUPICIA Gourmand channel.
• Hokkaido regional farmers, fishermen, and producers (未specific names)coreOthersLUPICIA Gourmand sources fresh Hokkaido agricultural and seafood ingredients from local Niseko area farmers and fishermen for its restaurant and prepared food products. Actively cultivated relationships with local producers to ensure ingredient quality and regional character.
• Studio 08 (吹きガラス工房)minorStrategic or Co-development PartnerAichi Prefecture blown glass studio produces custom-designed glasses (クリアグラス, ひとくちビールグラス) for LUPICIA. Each piece handmade with focus on daily-use functionality.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Mariage Frères: French luxury tea house with global retail presence selling proprietary blends, teaware, and tea-related gourmet products. Closely comparable as a premium-positioned multi-country tea retailer with strong brand heritage and curated blends.
• Yamamotoyama: Long-established Japanese tea and nori producer selling packaged teas (green tea, hojicha, genmaicha) across retail and foodservice in Japan. Comparable as a Japanese heritage tea brand with multi-channel retail distribution.
• TWG Tea: Singapore-based luxury tea brand with global retail presence selling proprietary blends, teaware, and tea-based gourmet products. Comparable as a premium multi-country specialty tea retailer with similar gift-set and blend-focused positioning.
• Ippodo Tea Co. Premium Japanese matcha and loose-leaf tea producer based in Kyoto, operating retail stores in Japan and international online sales. Comparable as a Japan-based premium tea retailer with strong heritage branding and direct tea expertise.
• T2 Tea: Australian specialty tea retailer (Unilever-owned) with curated loose-leaf teas, branded teaware, and global retail footprint. Closely comparable as a premium-positioned tea retailer selling proprietary blends across physical and digital channels.
• Harney & Sons: US specialty tea company selling premium loose-leaf teas, sachets, and teaware via DTC e-commerce, catalog, and wholesale channels. Comparable business model focused on curated premium tea with strong brand and direct-to-consumer retail.

Regional players

• Ten Ren Tea: Taiwanese tea company with retail stores across Asia and North America selling loose-leaf teas, tea bags, and tea beverages. Comparable as an Asian specialty tea retailer with international footprint, though primarily focused on Chinese/Taiwanese tea varieties.

Broad incumbents

• Teavana: Specialty tea brand acquired by Starbucks, operating retail stores and packaged tea sales. Comparable as a branded premium tea retailer, though owned by a broader incumbent beverage company.
• ITO EN: Japan's largest tea company, producing bottled green tea (Oi Ocha), loose-leaf, and RTD beverages with nationwide retail distribution. Directly comparable as a Japanese tea brand operating across CPG, retail, and foodservice channels.

Emerging players

• Adagio Teas: US-based online specialty tea retailer offering proprietary blends, loose-leaf teas, and custom-blending tools. Comparable as a curated specialty tea retailer with strong e-commerce presence and direct-to-consumer model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LUPICIA_jp
• Facebookfacebook.com/lupicia.jp
• Instagraminstagram.com/lupicia_japan

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lupicia