High Quality Born from the “Co-nurturing” of Nature and Humans

One of the charms of Japanese tea making lies in the exquisite balance between nature and humans. It is neither completely left to nature nor an attempt to force control over it—they seek the “harmony” that lies in between. For example, coverings are used in the tea fields to control sunlight, and meticulous attention is paid to temperature and humidity.

While drawing out the power of nature to the maximum, human wisdom and technology are layered on top of it. This process is truly an “act of nurturing together with nature,” and can be called the aesthetics of Japanese tea making. Also, Japanese tea making is sensitive to changes in climate and land. Even with the same variety of tea leaves, the taste varies greatly depending on the harvest time and growing environment. Therefore, unsparing efforts are made, such as adjusting cultivation methods and processing steps to match the climatic conditions of that year.

A Complex Relay Race Supported by a Division of Labor

In the production field of Japanese tea, the division of labor from production to sales is very finely separated. Farmers cultivate the tea leaves, and tea factories handle processing such as steaming and rolling. After that, roasters finish the aroma, and retailers deliver it to the market. Such a complex relay race has created a system that supports high-quality Japanese tea.

Value Created by a “Culture that Spares No Effort”

However, there are challenges to this division of labor system. Division of labor can increase costs and make efficient production difficult. In situations where competing with mass-produced overseas products, the risk of this becoming a weakness cannot be denied. Nevertheless, the Japanese tea industry cherishes the culture of “sparing no effort” rather than just pursuing efficiency. This attitude is a value common not only to Japanese tea but to Japanese manufacturing as a whole.

“Value Unique to Japan” Beyond Efficiency

What Japanese tea making shows is the value of “Japanese-ness” that cannot be reached through mere efficiency. The high quality born from taking time and effort, the expertise born from a fine division of labor, and the spirit of coexisting with nature—all of these form the brand power of Japanese tea. This stance becomes a strength to build a unique position in the global market. The fact that the export value of Japanese tea is increasing, mostly in the high-price range, shows that the “value of unsparing effort” is supported domestically and internationally.

(To be continued)

You might also be interested in our past article: “How Long Should You Work on Branding?”~The seeds of Marketing #71