The Work of a Tea Master

Why Having Tea Masters Makes Matcha Truly Premium

Around the world, terms such as “ceremonial grade matcha” and “vivid green matcha” are often used as though they automatically mean “the best.”
In Japan, however, there is no official grading system called “ceremonial grade.” Judging matcha solely by its color or the fineness of the powder is a very superficial way to evaluate quality. These are characteristics anyone can talk about.

Designing that balance and making the final adjustments is the work of the tea master.

Like a Whisky Blender of a Michelin-Level Chef

For an easy way to understand the role of a tea master, think of a whisky blender.

A whisky blender understands the unique character of every aged spirit and every cask, then blends them together to create a complete, harmonious final product. In the world of matcha, that is exactly what a tea master does.

In the culinary world, the presence of a top-class chef determines the quality of a restaurant.
Likewise, in tea, the presence of a tea master determines the character and quality of the brand. Which ingredients (tea leaves) are chosen, how they are combined, and how they are finished are all determined by the tea master’s palate, experience, and craftsmanship. These decisions shape the quality of every cup.

Phenimax is a team of professional Japanese tea masters working together to create exceptional matcha and Japanese teas.

The Difference Between a Farmers’ Market and a Fine Restaurant

You often see online tea shops featuring a photo of a tea farmer standing beside the shop owner, accompanied by a simple story about the tea’s origin.

This is very similar to a farmers’ market, where fresh vegetables are beautifully displayed and sold. The quality of the ingredients is evident, but at that stage, they have not yet become cuisine.

Tea masters are involved in every stage of tea production, from selecting the leaves to processing, blending, and final finishing.

From choosing the finest ingredients (tea leaves) to serving a complete “dish” (matcha or Japanese tea), none of it can be achieved at the highest level without tea masters.

Phenimax is not simply about growing tea leaves. We also source exceptional leaves from across Japan through the tea market, where our tea masters transform them into highly refined matcha and Japanese teas.

Our goal is to create matcha and Japanese teas crafted by a brigade of top-class tea masters.

Why Buying From Just One Farm Isn’t Enough

Weather and climate vary from year to year. Some years produce exceptional harvests, while others do not.

If a brand simply purchases tea from one farm and grinds whatever is harvested, natural variations in quality and flavor are reflected directly in the final product. Differences from batch to batch and year to year cannot be properly controlled.

Phenimax has its own managed tea fields as well as nationwide network of organic tea farmers.

In addition, we are one of the few certified companies authorized to purchase tea directly from farmers in Japan’s largest tea trading market, the Shizuoka Tea Market. Certification requires rigorous screening, and only around 50 companies have been approved.

Every day, tea leaves from farms across Japan arrive at this market. Over the course of a year, thousands of different tea pass through Shizuoka.

Phenimax’s tea masters carefully select from this extraordinary variety and create blends using only the very best leaves.

What Tea Masters Actually Do: Selection and Blending

A tea master’s work is not simply to take tea leaves from one farm and use them as they are.

They stand before an enormous selection of teas from across Japan and decide which leaves to use and how to combine them. They are, in every sense, designers of flavor and aroma.

The process is easy to describe but extremely demanding to execute.

• Inspecting the appearance, aroma, taste, and color of each tea using all five senses
  
• Understanding how each year’s climate affects quality and character, then selecting only the leaves that match the intended flavor profile
• Regularly visiting tea fields to observe how the plants are growing
• Determining the precise steaming time for each year’s harvest
• Blending multiple teas together and carefully controlling the final roasting (hi-ire), where even a few seconds make a significant difference

Phenimax’s matcha and Japanese teas are created through this entire process, carried out with great care by professional Japanese tea masters who strive to produce teas that truly deserve to be called top quality.

The Japanese Tea Masters Behind Phenimax

Phenimax’s philosophy of being a matcha and Japanese tea brand guided by real tea masters is supported by a distinguished team of Japanese specialists.

• Hitomi, a tea master and Certified Japanese Tea Instructor
  
  
• Mr. Hirayanagi, former Chairman of the Japan National Hand-Rolling Preservation Society and a recognized holder of Japan’s Intangible Cultural Heritage techniques
• Akihiko, who, in collaboration with a Japanese university, became the first in the world to develop Organic Wholefood GABA Matcha containing 400mg of naturally occurring GABA per 100g
  
  
• Mr. Irie, who has crafted tea served to the Emperor of Japan during official visits to Kyushu
  
  
• Mr. Matsushita, who cultivates “wild-style” Japanese tea without pesticides or fertilizers and uses his extraordinary palate to create remarkable blends
• Mr. Fuseda, who transforms exceptionally rare 100% organic Kyoto Uji tea leaves into finished teas of outstanding quality
• Phenimax’s owner and founder, Tanaka.
  
  

Tanaka is one of the very few people authorized to trade at Japan’s largest tea market, the Shizuoka Tea Market, where thousands of teas from across the country are brought together each year.

This team of tea maters and specialists forms the foundation of the quality and flavor found in every Phenimax and Unicross tea.

Our mission is to offer Japanese teas that allow you to experience not only the quality of the leaves themselves, but also the skill, judgment, and craftsmanship of the people who carefully selected, blended, and perfected them.