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Shan Dayuan

Shan Dayuan

ヤマダイエン
Vendor
株式会社山大園
Founded in 1889, a Japanese tea specialty shop with five generations of history at the foot of Mt. Fuji. Centered around the brand 'Heijoshin,' which offers rich flavors and vivid colors for both cold and warm teas
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About the brand

Founded in 1889, a Japanese tea specialty shop with five generations of history at the foot of Mt. Fuji. Centered around the brand 'Heijoshin,' which offers rich flavors and vivid colors for both cold and warm teas
1
Thanks to our unique roasting and blending techniques, we bring out the tea's original rich aroma and the vivid, beautiful green color that truly appeals to the eyes
2
Enjoy the finest flavor any time of year: refreshing iced in summer and gently hot in winter
3
Using carefully selected tea leaves nurtured by pure water and fertile soil, traditional techniques have been passed down through five generations from the Meiji era
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Learn more about this brand

Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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The story of Yamadaien begins in 1899 (Meiji 22), when the first owner, Tokutaro Watanabe, opened a tea shop in Fuji. At the foot of Mount Fuji, blessed with rich nature and clear water, we have been passionate about tea cultivation for generations. Since its founding, what has been passed down through five generations is not just the production and sale of tea, but also the "inheritance of Japanese tea culture" and "pride in the community."
The background to launching the brand was a strong sense of crisis regarding the declining consumption of Japanese tea and the loss of precious traditions amid changing times. While the company has evolved with the times, such as the third-generation expansion of multiple stores and the fourth and fifth generations obtaining Japanese tea instructor qualifications, the core of this is a sincere desire to pass authentic tea on to the next generation.
　
Our goal is to maximize the charm of tea leaves blessed by Mount Fuji, offering a new Japanese tea experience that fits seamlessly into modern life. We also focus on developing products that make use of local legends and climate, infusing regional stories into our tea to promote the charm of Fuji nationwide through tea. We will continue to create new value for Japanese tea, ensuring that Yamadaien tea remains a source of enrichment for gifts and everyday moments.

What are we doing?

The worldview that Yamadaien aims to realize is to "deliver high-quality peace and stories to everyday life through Japanese tea." To achieve this, we use only carefully selected tea leaves nurtured at the foot of Mt. Fuji, creating products that blend traditional manufacturing methods with modern sensibilities.
　
We are extremely particular about selecting tea leaves. The tea leaves, nurtured by the pure water and fertile soil of Mount Fuji, are characterized by their distinctive aroma and mellow taste. No matter the environment or water used, we have honed our expertise in roasting and blending to faithfully reproduce the authentic, moving deliciousness of tea. It fully expresses the rich flavor, deep richness, and beautiful colors of the tea leaves that captivate at first sight. This exceptional finishing technique has given birth to the brand "Heijoshin," which allows you to enjoy the best flavor all year round, whether cold or warm.
　
By building deep and trustworthy relationships with local producers and thoroughly enforcing uncompromising quality control, we continue to preserve exquisite flavors loved across generations. Additionally, our package designs, which express local culture and history, are highly regarded as gifts for special occasions or as gifts for loved ones. We deliver "regional pride" through our products nationwide, while enriching the "Japanese tea culture" that will continue into the future while embracing modern lifestyles.

Commitment to the product

We proudly introduce three of our main products, packed with the craftsman's dedication, so you can enjoy Yamadaien's tea in various everyday situations.
　
Matcha Premium Sencha 'Heijoshin'
This is a representative brand of Yamadaien, blending roasted premium sencha from Shizuoka with authentic matcha from Kyoto in a perfect balance. No matter what kind of water is used, the tea's depth and vibrant green are beautifully enhanced, bringing a dignified tranquility to everyday life. In summer, enjoy ice on the rocks for a refreshing taste, and in winter, serve it hot and warm to the heart—making it the best flavor any time of year.
　
Fuji Hojicha Stick Hojicha Tea Bag
These are personal-sized tea bags that let you enjoy authentic flavors anytime, anywhere, even without a teapot or tools. As a Fuji hojicha brand, we have lavishly selected only the rare stick hoji. The light flavor and subtle sweetness from our unique roasting fill your mouth, making it perfect for refreshing or relaxing moments between work.
　
Japanese Black Tea Tea Bags
This Japanese black tea is made by carefully processing Fuji-grown Japanese tea leaves for black tea, characterized by its unique gentle sweetness from Japan. With its convenient tea bag design, you can enjoy the fresh sweetness and aroma of the tea leaves directly without mixing sugar or milk. The clean, mild aftertaste harmonizes beautifully not only with Western sweets but also with Japanese sweets.
　

Who are supporting us?

Yamadaien is supported by a wide range of customers who love quality, backed by over 130 years of history. The main targets are those seeking high-quality gifts, adults with a strong interest in Japanese tea culture, and tourists visiting their hometown, Fuji City, Shizuoka Prefecture, and beyond. In particular, it receives strong support from those who value the Mount Fuji brand and the storytelling of the region.
　
Our actual customer base includes long-standing local regulars, as well as a rapid increase in new customers from across the country ordering through our online store. It is widely used as a gift, and we have received many comments such as, "I want to choose it as a special gift for someone special" and "The sophisticated design and quality that are unique and appealing."
　
Additionally, the physical stores near Yoshiwara Shopping Street and Fuji Interchange are popular local relaxation spots where tourists and people who enjoy the spring cherry blossoms gather. The wholesale stores are mainly high-end supermarkets, select shops, and gift shops seeking a carefully selected selection. We deeply understand the history of Yamadaien and the product value of "calm mind," which allows you to enjoy delicious drinks both cold and hot without choosing the water used, and we have received careful introductions from our buyers to customers. Buyers saying, "Through tea, we were able to spend a rich time with the heart," is our greatest driving force.
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