1_34cafe

イサシカフェ

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井指製茶株式会社

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Invoice registration number

T4180301009735

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About the brand

The 1_34cafe, which renovated the tea factory, opened in August 2023. A café where you can casually enjoy Japanese tea in a unique space with a brick roasting machine, which is rare in Japan.

New possibilities for barley tea using exquisite barley tea roasted in one of only three brick roasting machines in Japan [MUGI series] We will continue to pursue new ways to enjoy barley tea.

The "Marucha Triangle Tea Bag Series" is a one-of-a-kind product that allows you to easily taste authentic Japanese tea that can only be enjoyed by a long-established tea manufacturer that has been in business for 80 years.

More about the Brand Owner

井指りか・井指ひかる・井指かれん・山田光音

イサシ　リカ　イサシ　ヒカル　イサシ　カレン　ヤマダ　ミオ

Three sisters of the daughter of the current president of a long-established tea manufacturer that has been in business for 80 years and has been in business for three generations, Japan tea café launched in August 2023 1_34cafe. I want more people to know about the family business, Izhien. I want young people to know the charm of authentic Japan tea. I want to liven up my hometown, Toyokawa City, Aichi Prefecture. Based on these three thoughts, as a café where you can enjoy Japan tea casually, not only local customers, but also It is a popular café store that attracts customers from outside the prefecture. We make use of the individuality of each of the three sisters to operate the café. We have also developed Japan tea products that express new ways of enjoying Japan tea born from young sensibilities. Now, my cousin has joined in, and all the young people are working hard to spread Ishien's tea to the world.

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What are we doing?

Commitment to the product

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Why are we doing?

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The three sisters of the daughter of the third generation president of the 80-year-old tea manufacturer Ishien,

(1) I want young people to know the charm of authentic Japan tea

(2) I want many people to know the taste of my own tea, which is my family business.

(3) I want to liven up my hometown, Toyokawa City, Aichi Prefecture

A Japan tea café launched with three thoughts.

A part of the tea factory has been renovated, and only three still exist nationwide.

You can see the "brick iron pot sand roasting machine" from the café.

In a space like no other, you can casually enjoy authentic Japan tea.

The café offers handmade Japanese and Western sweets made with Japan tea or that go well with Japan tea, proposing new ways to enjoy Japan tea.

In recent years, with the spread of PET bottled tea, mainly the younger generation.

More and more people have never tasted tea brewed in a teapot.

The three sisters have been drinking tea from the family business, Izhien, since we were children.

For us, authentic Japan tea cannot be expressed in bottled tea.

I think it has the charm of enriching your daily life as much as possible.

In our Japan tea café brand 1_34cafe,

We want to provide products that can bridge the gap between the younger generation and Japan tea.

And through our brand, to various generations, mainly the younger generation,

When you realize the charm of authentic Japan tea and take a breather, during family reunion time,

In various everyday scenes such as when you want to change your mood at work or school

I would be happy if Japan tea could be included in the options.

In addition, we grew up surrounded by craftsmen who worked in the family business, Izhien.

By all means, there are traditions and tea-making techniques that Izhien has passed down from generation to generation.

I want many people to know about it.

This Japan tea café brand 1_34cafe spreads its wings around the world,

As a result, Toyokawa City, Aichi Prefecture, where I was born and raised, can also promote it.

I am working with a big dream to become a being.

What are we doing?

1_34cafe is a brand where you can enjoy authentic Japan tea casually.

The concept comes from our family business, Izhien.

Ishien is the only tea manufacturer in Toyokawa City, Aichi Prefecture.

Founded after the war, my great-grandfather had tea shared from a tea garden in Kikukawa City, Shizuoka Prefecture, where my great-grandfather was my great-grandfather's parents.

It seems that it started selling tea as a peddler in Toyokawa City, Aichi Prefecture.

In my grandfather's generation, I introduced a tea factory, a large refrigerator to store rough tea, and other equipment.

We started as a tea manufacturer.

There are only three "brick iron pot sand roasting machines" in Japan, and they have been in operation since that time.

This brick roasting machine puts river sand in a rotating kettle,

By applying an open flame to the rotating kettle, the far-infrared effect emitted from the sand is not only on the surface,

This roasting machine has a mechanism that allows fire to pass through to the inside.

Barley tea and hojicha roasted using this method bring out their unique aroma and sweetness.

This roasting machine has delicate temperature control and requires craftsmanship skills, making it unsuitable for mass production.

However, we have been drinking barley tea roasted in this roasting machine since we were children.

I have seen the scenery of craftsmen roasting with their thoughts as a matter of course.

I feel that this roasting machine is part of Izhien's DNA.

In addition, in my father's time, we also introduced the only leaf-type triangular tea bag filling machine in Aichi Prefecture that can turn tea leaves into tea bags as they are.

We have also introduced equipment that allows you to easily taste authentic tea leaves.

I think that being able to enjoy authentic tea without a teapot is also a strength of Ishien.

There is also a bottling spot where you can easily taste authentic tea at the café.

We are also proposing that we can contribute to the elimination of plastic bottles and carbon neutrality.

While cherishing traditions such as roasting technology and tea-making technology,

While incorporating innovations such as tea bag technology that matches the times,

We would like to create a completely new Japan tea brand with our young sense.

Commitment to the product

[Home-roasted whole barley tea bags]

It was roasted in a rare brick roasting machine that only exists in Japan

There are two types of exquisite home-roasted barley tea.

Dark roasted home-roasted whole barley tea

This is barley tea made from domestic Rokujo barley roasted twice at high temperatures.

It is a barley tea with a fragrant aroma that fills the room.

It is a barley tea with a sweet taste in the fragrant taste.

Lightly roasted home-roasted whole grain barley tea

There are only a handful of companies in Japan that roast their own light roasts.

This is barley tea made from domestic Nijo barley roasted at a low temperature of 3 degrees.

Nijo barley has large grains and a lot of protein, so

By not scorching the surface of the wheat at low temperature, but only the inside is fired with the far-infrared effect,

It will be barley tea with a unique sweetness.

[MUGI series]

Barley tea is drunk in everyday life in modern times.

In the Edo period, it was enjoyed at food stalls as [barley soup].

Many ukiyo-e and books have been left as a summer tradition.

At the barley soup stall, the vendor called the barley soup woman is very popular.

It is said that barley tea became widely popular as a drink for the common people of Edo through barley soup stalls.

At Izushi Seicha, we have been particular about the taste of barley tea since our founding.

We continue to produce barley tea using the traditional manufacturing method of the old fashioned method.

Pursuing a new way to enjoy barley tea,

From the desire to send it to the modern world,

The package was designed with a barley soup woman who once spread barley soup in Edo.

Please enjoy a new experience of special barley tea.

[Marucha Triangle Tea Bag Series mini]

A Japanese tea tea bag series that allows you to easily taste authentic Japanese tea.

It is characterized by an authentic taste that can only be achieved by a tea maker.

Divided into three genres: "Coloring the seasons", "Enjoying the scent", and "Decaffeinated for the body",

You can easily taste a total of 18 types of tea.

Who are supporting us?

[Current wholesale stores and characteristics]

It can be used as a wall hanging product next to the standard tea section of a food supermarket, or sold at general stores and gift shops.

General stores and gift shops use 1_34cafe products as gift products by turning them into corners.

[Tea bag products (round tea series, one-burn pack series)]

・Brand target audience

The younger generation, who have only drunk bottled tea, is the main target audience. I think it can be used as a product to shorten the distance between people who are away from teapots and authentic Japanese tea. The package design is also innovative and can be expected to look great as a tea, and I feel that it is a product that is especially popular with women.

・Buyer's voice

I often hear that the Marucha tea bag series is affordable as a small gift for tea. It also seems to be used as a reward product for yourself. Since it is a small size, I often hear that it is convenient because each family drinks different things at home.

[Home-roasted barley tea related merchants]

・Brand target audience

By appealing to the rarity of brick roasting machines, which only exist in Japan, and the commitment to the manufacturing method, I think it is a product that will be supported by authentic-oriented customers. It can also be used as a gift as a special barley tea.

Barley Tea Latte Base is the world's first caffeine-free barley tea latte syrup. I think there is also demand in maternity-related industries such as pregnant women who are concerned about caffeine, and in cafes selling it as a drink for children.

・Buyer's voice

We often hear from customers who have purchased barley tea that the flavor is completely different from commercial barley tea, and that if you drink barley tea here, you will not be able to go back to other barley teas.

I often hear that the barley tea latte base is delicious. The majority of people say that it is the first time they have learned that barley tea latte is so delicious. Since it is caffeine-free, many people say that it is safe to drink even at night.

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More about the Brand Owner

井指りか・井指ひかる・井指かれん・山田光音

イサシ リカ イサシ ヒカル イサシ カレン ヤマダ ミオ

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イサシ　リカ　イサシ　ヒカル　イサシ　カレン　ヤマダ　ミオ

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