Global Japanese Tea Association

What Global Japanese Tea Association does

Global Japanese Tea Association (GJTea) is a non-profit, membership-driven organization founded in November 2017 and officially established in Kyoto, Japan on January 31, 2019. It was created by three founders — Simona, Matsu, and Anna — to address the structural disconnect between Japan's declining domestic tea production and the rapidly growing international demand for authentic Japanese tea. The organization operates as a bridge connecting Japanese tea producers, sellers, and educators with global tea professionals and enthusiasts through community, education, and information-sharing.

Its core offerings are a tiered curriculum of Japanese Tea Courses (Foundation, Intermediate, and Master) delivered in-person in Japan and abroad as well as online, complemented by a membership program, an annual Japanese Tea Conference, the "Meet the Tea Farmer" virtual series, educational projects (30 Japanese Tea Innovators, Tea Regions of Japan, Japanese Tea Marathon), and a multi-language online shop. The platform is distributed in seven languages (English, French, German, Italian, Japanese, Portuguese, Spanish) and supported by a global network of Tea Fellows, producer partners (e.g., Fukujuen, Kyoto Obubu Tea Farms, Nakamori Seicha, Inoue Seichaen, Miyazaki Sabou), and institutional collaborators (Universidad Francisco de Vitoria in Spain, Japan Tea Association, World Green Tea Association).

The business model is non-profit and community-led, monetized through recurring membership fees, paid course enrollment (in-person and online), and online shop transactions. GTM is primarily community-led and event-driven, leveraging organic social, a multilingual blog, and participation in international tea festivals to drive top-of-funnel awareness, with courses and membership serving as the primary conversion and retention mechanism. The team is small (1–10 employees), and the organization explicitly takes no external investment, with no disclosed funding, revenue, or financial metrics.

Name

Global Japanese Tea Association

Legal name

Global Japanese Tea Association

Website

https://gjtea.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Global Japanese Tea Association (GJTea) is a Kyoto-based non-profit that runs a membership platform, tiered tea courses, and educational events connecting Japanese tea producers with global tea professionals and enthusiasts across seven languages.

Ownership category

akta.pro rank

Headquarters

HQ city

Kyoto

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Program: The association operates as a membership-driven non-profit organization. Membership provides access to connect with tea sellers, producers, educators, and others passionate about Japanese tea.
2. Tea Courses and Education: In-person and online Japanese tea courses including Foundation, Intermediate, and Master levels. Courses provide in-depth, hands-on learning about Japanese tea not available elsewhere.
3. Online Shop: An online shop is available for members to purchase tea-related products.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Global Japanese Tea Association is a membership-driven non-profit that delivers structured Japanese tea education through tiered courses (Foundation, Intermediate, Master) available in-person in Japan, internationally, and online. It operates a global community of tea sellers, producers, educators, and enthusiasts, hosts events such as the Japanese Tea Conference and Meet the Tea Farmer series, and runs an online shop for tea-related products.

Product overview

The Global Japanese Tea Association offers a comprehensive educational platform centered on Japanese tea culture, featuring structured tea courses (Foundation, Intermediate, and Master levels) available both in-person and online. The organization operates as a membership-driven community providing networking opportunities, industry events including the annual Japanese Tea Conference and specialized Spotlight events, and educational projects documenting tea regions and innovators. Additional offerings include an online shop for tea products and participation in global tea festivals and workshops.

Differentiator

Problem solved

Functional benefit

Products and services

• Japanese Tea Foundation Course In-person foundational course providing solid introduction to Japanese tea, covering tea production, history, and main Japanese tea varieties with brewing instruction.
• Japanese Tea Intermediate Course In-person advanced course providing broader understanding of the Japanese tea industry and culture, with opportunities to taste and learn about lesser-known Japanese teas.
• Japanese Tea Master Course Intensive two-week immersive program held in Japan with classroom sessions, field trips, and interactions with tea farmers and professionals.
• Japanese Tea Foundation Course Online Self-paced online version of the Foundation Course enabling global remote learning of Japanese tea basics.
• Japanese Tea Intermediate Course Online Self-paced online version of the Intermediate Course for broader understanding of Japanese tea industry and culture.
• Membership Program Membership program (including Pioneer Members tier) connecting tea sellers, producers, educators, and enthusiasts for collaboration, learning, and networking.
• Japanese Tea Conference Annual conference bringing together tea professionals and enthusiasts for education, networking, and industry exchange.
• Meet the Tea Farmer Series Webcast series connecting participants virtually with tea farmers for tastings and educational sessions about tea production.
• Online Shop E-commerce storefront offering Japanese tea products and merchandise for members and the broader public.

Quantifiable outcome

• Nearly three times as many applications as available places for Japanese Tea Master Course 2026
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core, key and minor.

• Japanese Tea Industry OrganizationscoreStrategic or Co-development Partner · 31 January 2019Working with several tea organizations and experts in Japan to provide rare and unique perspectives on Japanese tea. The association collaborates with regional tea cooperatives and industry groups to support the Japanese tea industry.
• FukujuenkeyStrategic or Co-development PartnerOne of Kyoto's oldest and most prominent tea producers and retailers. Students from the Japanese Tea Master Course visit Fukujuen as part of their field trip program.
• Japanese Tea Ceremony Practitioners, Pottery Artists, Confectionery MakerskeyStrategic or Co-development PartnerDistinguished professionals connected to Japanese tea who contribute to the educational programs, including tea ceremony practitioners, pottery artists, and wagashi confectionery makers.
• Tanaka NLminorChannel Partner/ Reseller/ DistributorTeaware distributor from The Netherlands specializing in Hagiyaki pottery. Participated in Iberkanpai 2026 event, bringing Japanese ceramic teaware.
• Wagashi UtataneminorChannel Partner/ Reseller/ DistributorWagashi confectionery maker. Founder Utako participated in Iberkanpai 2026, offering dorayaki and nerikiri at the event.
• Tea Fellows (Global Members)coreChannel Partner/ Reseller/ DistributorTea Fellow members located around the world including Spain (Xenia, Isabel), who actively participate in events and promote Japanese tea internationally.
• Kyoto Obubu Tea FarmskeyStrategic or Co-development PartnerTea farm offering internship programs that provide participants with hands-on experience in tea farming, referenced as a pathway for tea education.
• Universidad Francisco de VitoriaminorImplementation/ SI/ Consulting PartnerSpanish university where GJTea conducted educational talks about Japanese tea through the Sociedad de Estudios Asiaticos.
• Robert Schuman InstituteminorGTM or Marketing PartnerCo-organized events on gastrodiplomacy with Universidad Francisco de Vitoria for Japanese tea education.
• Sociedad de Estudios AsiaticosminorGTM or Marketing PartnerAsian Studies association at Universidad Francisco de Vitoria that organized events for Japanese tea education.
• Inoue Seichaen (Kenji Inoue)keyStrategic or Co-development PartnerFourth-generation tea farm in Ureshino, Saga Prefecture. Kenji Inoue participates in Meet the Tea Farmer events and is a member of Ureshino Chadoki group.
• Ureshino ChadokikeyStrategic or Co-development PartnerGroup of young tea producers introducing Ureshino tea in a modern and cool way. Associated with tea farm visits and education.
• Miyazaki Sabou (Akira Miyazaki)keyStrategic or Co-development PartnerAward-winning organic tea farm in Gokase, Miyazaki Prefecture. Received Emperor's Award and Japan Agricultural Ministry Prize. Participates in GJTea community and educational programs.
• Tea Stand Moku (Konomi Sugimoto)minorStrategic or Co-development PartnerJapanese tea stand run by former Kyoto Obubu Tea Farms intern. Represents young tea generation promoting Japanese tea.
• Tea Cup Trip (Akito Ohashi)keyStrategic or Co-development PartnerTea farm and cafe tour company in Shizuoka offering deep tea experiences. Has shipped products to over 15 countries.
• World Green Tea Association (Shizuoka)keyStrategic or Co-development PartnerOrganization established by Shizuoka Prefecture government. Previously managed educational tea program with GJTea involvement.
• Nakamori Seicha (Masaru Nakamori)keyStrategic or Co-development Partner17th-generation tea company in Mie Prefecture. Masaru Nakamori is a temomi master and participates in GJTea educational events.
• Japanese Tea Producers (Various)coreStrategic or Co-development PartnerVarious tea farmers who participate in Meet the Tea Farmer events and host field trips for course participants, including visits to tea fields and processing facilities.
• Japan Tea AssociationcoreStrategic or Co-development PartnerThe Japan Tea Association has applied for Geographical Indication (GI) registration for Japanese tea to protect authentic domestically grown and processed tea from counterfeit products.
• Mizuba Tea Company (Lauren Purvis)keyChannel Partner/ Reseller/ DistributorPioneer member company based in Santa Barbara, CA and Portland, OR. Recognized Uji Cha Tea Dealers working with Japanese tea producers.
• Wazuka TownkeyStrategic or Co-development PartnerWazuka in Kyoto Prefecture is a prominent tea-growing region. GJTea holds events there and the president won the local tea competition.

Scale indicators5 records

Recent moves6 records

Expansion highlights10 records

Direct peers

• World Green Tea Association: Shizuoka-based organization promoting Japanese green tea globally. Most direct comparable as a membership-driven tea association with educational and international promotional mission, and is named as an existing GJTea partner.
• Japan Tea Association: Japan's national tea industry association representing producers and the broader tea sector. Directly comparable as a Japanese tea industry organization and named GJTea partner, with broader industry advocacy and GI registration activities.
• Specialty Tea Institute: Educational arm of the Tea Association of the USA offering structured tea certification courses. Closely comparable to GJTea's tiered Foundation/Intermediate/Master course model and credibility framework.
• Kyoto Obubu Tea Farms: Kyoto-based tea farm offering internships, tours, and educational programs for Japanese tea. Comparable as an education-focused Japanese tea organization with hands-on learning programs and a partnership with GJTea.

Broad incumbents

• Tea Association of the USA: Established US-based tea trade association with membership, education, and advocacy programs. Comparable as a non-profit membership organization serving the tea industry with educational content and events.
• UK Tea & Infusions Association: UK trade association for the tea industry, providing member services, education, and consumer information. Comparable as a membership-based non-profit focused on tea education and industry representation.
• International Tea Committee: International body that collects and publishes global tea statistics and production data. Comparable as an international tea industry organization focused on information sharing and data dissemination.
• Ippodo Tea Co. Long-established Kyoto-based Japanese tea retailer that produces its own educational content and hosts tea experiences. Comparable as a Japanese tea company with brand-led education and global distribution.
• European Tea Committee: European-level tea industry coordination body. Comparable as a non-profit association operating across multiple countries to promote and inform the tea industry, paralleling GJTea's multi-country European member network.

Emerging players

• Mizuba Tea Company: US-based Japanese tea importer and educator (named GJTea channel partner). Partially comparable as an emerging player that combines Japanese tea retail with consumer education in Western markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/globaljapaneseteaassociation
• LinkedInlinkedin.com/company/global-japanese-tea-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Global Japanese Tea Association