Rise&Zen

What Rise&Zen does

Rise&Zen, operated by Estonian private limited company Japan Lifestyle OÜ (reg. 16618914, headquartered at Päikese puiestee 78, Tallinn), is a niche e-commerce retailer founded in 2022 that imports and sells premium Japanese green teas and matcha directly to consumers in Estonia and neighboring European markets. Its catalog centers on roughly eleven SKUs spanning ceremonial Uji matcha, fukamushi and hatsutsumi sencha from Shizuoka and Kagoshima, genmaicha blends, and wakōcha black teas sourced from named Japanese tea masters (Koyanagi Kazumasa, Hirotsugu Sekiya, Sekiya Yoshitsugu). Products are priced between €6.15 and €27.30 per unit and ship from Estonia to Finland, Latvia, Lithuania, and Poland in addition to the domestic market.

The business runs on a Shopify storefront with a dual-channel model: direct-to-consumer e-commerce for individual Japan-culture enthusiasts and a B2B wholesale arm supplying cafés, offices, and retailers, the latter bundled with optional on-site tastings. Revenue mechanics are one-time product sales (no subscription tier was disclosed), with free Estonia shipping above €55 and tiered cross-border shipping to neighboring markets. There is no proprietary technology stack, no mobile app, and no API; customer-facing tech is the standard Shopify checkout with country/currency localization.

Demand generation is content- and event-driven rather than paid-acquisition-led: a blog ('About Green Tea'), a monthly newsletter, a co-founder-hosted podcast, active Facebook/Instagram/YouTube presence, travel talks, tea workshops, pop-up tea rooms, and a scheduled presence at TOUREST 2026. The company is led by two co-founders (Janne Funk, who has built a Japanese partner network over years of work helping Estonian producers enter Japan; and Maarja Yano, a 20-year Japan veteran and author of 'My Tokyo'), supported by one client-services staffer. No external investors, funding rounds, M&A, patents, or certifications were disclosed.

Name

Rise&Zen

Legal name

Japan Lifestyle OÜ

Website

https://riseandzen.com

Company type

Private

Founded year

2022

Operating status

Operating

Short description

Rise&Zen is an Estonian e-commerce retailer founded in 2022 that imports premium Japanese green teas and matcha directly from Japanese tea masters, selling to individual consumers in Estonia, Finland, Latvia, Lithuania, and Poland via Shopify, with a complementary B2B wholesale channel for cafés, offices, and retailers.

Ownership category

akta.pro rank

Product category

Specialty Japanese Tea Retail

NAICS

Other Specialty Food Retailers (44529)

SIC

Beverages (2080)

akta.pro industry

PRIMARYCRAHAGAI

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

Consumer Products & Retail/Grocery & Food Retail/Specialty Food Stores (Deli, Cheese, Gourmet, Bakery)

SECONDARYAFAIAIAG

Ethnic Beverages Wholesale (Specialty/Import)

Agriculture & Food Production/Food Distribution & Wholesale/Specialty & Ethnic Foods Wholesale

Keywords

• Japanese green tea
• Premium matcha
• Sencha varieties
• Wholesale tea supply
• Japanese tea culture

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Product Sales - Consumer E-commerce: Direct-to-consumer sales of Japanese green teas and matcha through their e-commerce website. Products include ceremonial matcha, sencha varieties, black tea, and specialty blends. One-time purchase model with pricing ranging from €6.15 to €27.30 per product.
2. Wholesale B2B Sales: B2B wholesale channel for matcha and Japanese green tea targeting cafés, offices, and retailers. Offers bulk purchasing with optional on-site tasting experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

Rise&Zen imports and retails premium Japanese green teas and matcha directly sourced from Japanese producers in Uji, Shizuoka, Kagoshima, and Fukuoka, selling them via its Shopify e-commerce site to consumers in Estonia, Finland, Latvia, Lithuania, and Poland. The company also operates a separate B2B wholesale channel for cafés, offices, and retailers, complemented by cultural content (newsletter, podcast, blog, events) about Japanese tea, etiquette, and travel.

Product overview

Rise&Zen is an Estonian e-commerce retailer specializing in premium Japanese green teas and matcha sourced directly from Japan. The product portfolio centers on 11 distinct tea products including ceremonial Uji matcha, various sencha varieties (Fukamushi Kakegawa, Hatsutsumi first harvest, Chiran blend), genmaicha blends, Japanese black teas (wakōcha), and specialty tea bags. The offerings span loose-leaf teas, tea bags, and matcha powder formats, with complementary content services including a monthly newsletter, podcast series, and cultural events. B2B wholesale services are available for cafés, offices, and retailers. The company also organizes Japanese culture events and travel talks as part of its cultural mission.

Differentiator

Problem solved

Functional benefit

Products and services

• Ceremonial Uji Matcha 30g Premium ceremonial-grade matcha powder sourced from Uji, Kyoto, Japan. Features silky texture, calming effect, delicate aroma, and deep umami flavor; suitable for matcha lattes or traditional preparation. Sold to individual consumers at €18.80 per 30g package.
• Sakura Green Tea with Uji Matcha (2g x 10 bags) Delicate Japanese green tea blended with Uji matcha and sakura leaves from Fukuoka Prefecture; offers a springy, floral flavor with a mild lingering nuance. Sold at €9.70 per 10-bag package to individual consumers.
• Chiran Green Tea – The Tea Master's Secret Blend Exclusive secret blend from Kagoshima region crafted by 10th-rank Tea Master Hirotsugu Sekiya; smooth, umami-rich flavor with a fresh and clean finish. Targeted at individual premium-tea consumers.
• Fukamushi Kakegawa Sencha Deep-steamed Japanese green tea from Shizuoka, crafted by master Koyanagi Kazumasa; gold medal winner at the Japanese Tea Masters' Competition. Offers fresh grassy aroma, smooth umami taste, and subtle bitter-sweet undertones; targeted at individual premium-tea consumers.
• Sencha & Matcha Fusion Tea Bags Green tea blend combining sencha from Kagoshima with matcha for hot or iced brews; smooth, balanced flavor with energizing and soothing properties. Sold as tea bags to individual consumers.
• Hatsutsumi Sencha – First Harvest Japanese Green Tea Premium first-harvest sencha from Shizuoka and Kagoshima regions made from the youngest, most tender tea leaves with high L-theanine content; offers a fresh, vibrant taste with a smooth umami finish. Sold at €27.30 to individual consumers.
• Japanese Black Tea – Tea Bags (2g x 14 bags) Organic Japanese black tea (wakōcha) from Chiran in Kagoshima Prefecture; produces a copper-red liquor with a naturally smooth, rounded flavor, less bitter than Western black teas. Sold at €7.70 per 14-bag package to individual consumers.
• Japanese Earl Grey Black Tea – Tea Bags (2g x 10 bags) Japanese black tea (wakōcha) from Chiran scented with bergamot; refined Earl Grey character with soft body, clean finish, and no harsh bitterness. Sold at €9.60 per 10-bag package to individual consumers.
• Yame Matcha-Sencha Green Tea – Loose Leaf (100g) Premium blend combining deep-steamed fukamushi sencha with Yame matcha from Fukuoka Prefecture, supervised by tea master Sekiya Yoshitsugu (10-dan); bright green cup with smooth, creamy texture and layered umami. Sold at €14.20 per 100g package to individual consumers.
• Genmaicha + Yame Matcha – Green Tea with Roasted Rice and Matcha (150g) Traditional genmaicha green tea combined with premium Yame matcha, crafted by tea master Sekiya Yoshitsugu; features roasted, nutty notes complemented by smooth matcha depth. Sold at €14.28 (discounted from €16.80) per 150g package to individual consumers.
• Matcha with Sencha – Premium Japanese Green Tea Blend (100g) High-quality sencha from Kagoshima blended with matcha; smooth and vibrant flavor, fresh and energizing tea experience with a balanced taste profile. Sold at €6.15 (discounted from €12.30) per 100g package to individual consumers.
• Wholesale Matcha & Japanese Green Tea (B2B) B2B wholesale supply of matcha and Japanese green tea for cafés, offices, and retailers. Includes optional on-site tasting and short introduction to Japanese tea culture. Products include Uji matcha and top-grade sencha from Shizuoka and Kagoshima regions.

Quantifiable outcome

• Fukamushi Kakegawa Sencha awarded gold medal at Japanese Tea Masters' Competition

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Jaapani Kultuur Koda (Japan Culture Code)coreGTM or Marketing Partner · 12 April 2026Co-hosting travel talk event 'Planning a Trip to Japan?' on April 12, 2026. Jaapani Kultuur Koda is a cultural organization promoting Japanese culture in Estonia. The partnership combines Rise&Zen's tea expertise with Japan culture education.
• IkiclayminorOthers · 23 March 2026Collaborative tea bowl (chawan) workshop on March 23, 2026 at Telliskivi pop-up event. Ikiclay appears to be a ceramic artist/studio for the workshop.
• Suisoen Ltd.coreStrategic or Co-development PartnerJapanese tea manufacturer and producer. Rise&Zen imports matcha and sencha directly from Japan through this relationship. Products include ceremonial Uji matcha and premium sencha varieties. Suisoen is a trusted producer ensuring authentic quality.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Yunomi.life: Online retailer specializing in Japanese teas and matcha with international shipping and educational content. Directly comparable to Rise&Zen for product assortment (matcha, sencha, genmaicha), DTC e-commerce distribution, and content-driven marketing around Japanese tea culture.
• Kettl Tea: Specialty importer and online retailer of Japanese green teas based in the US with international shipping. Comparable to Rise&Zen for curated Japanese tea assortment, storytelling around provenance and tea masters, and DTC e-commerce focus.
• O-Cha.com: Online Japanese green tea retailer offering matcha, sencha, gyokuro, and hojicha with international shipping. Directly comparable to Rise&Zen as a niche e-commerce specialist in authentic Japanese green teas targeting Western consumers.
• Ippodo Tea Co. Established Japanese tea company founded in 1717, shipping premium matcha, sencha, and gyokuro globally via its own e-commerce store. Directly comparable to Rise&Zen in product category (ceremonial matcha, loose-leaf Japanese green tea), DTC e-commerce model, and emphasis on authentic Japanese provenance.
• Sazen Tea: Long-established Japanese tea company offering matcha, sencha, and tea ware to international customers via e-commerce. Comparable to Rise&Zen in product mix, Japanese provenance focus, and direct-to-consumer online distribution model.
• Hibiki-an: Japanese online retailer shipping premium matcha, sencha, and gyokuro worldwide, sourcing directly from Uji and other renowned Japanese regions. Comparable to Rise&Zen in direct-from-Japan sourcing model, premium tea positioning, and global e-commerce distribution.
• Marukyu Koyamaen: Renowned Japanese matcha producer with its own e-commerce channel and international shipping. Comparable to Rise&Zen through its premium matcha positioning, Japanese origin credibility, and direct online sales to global consumers and cafés.

Broad incumbents

• Bird & Blend Tea Co. UK-based specialty tea brand with strong DTC e-commerce, wholesale to cafés/offices, and physical stores. Comparable to Rise&Zen through its DTC-plus-wholesale multi-channel model and European footprint, though broader in assortment and not focused specifically on Japanese teas.
• Teapigs: UK premium tea brand with DTC e-commerce, wholesale supply to cafés and offices, and European distribution. Comparable to Rise&Zen for the DTC-plus-wholesale multi-channel structure targeting European consumers and foodservice, though operating at much larger scale and broader assortment.
• Kusmi Tea: Premium tea brand with European heritage, broad assortment, and strong DTC plus retail/wholesale distribution across Europe. Comparable to Rise&Zen as a European-focused premium tea retailer with a multi-channel model, though much larger and broader in assortment than Rise&Zen's Japanese-only niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@riseandzen
• Facebookfacebook.com/riseandzen
• Instagraminstagram.com/rise.and.zen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Rise&Zen