About Us
Phenimax: Bringing Japan’s Hidden Masterpieces to the World
Phenimax is devoted to bringing Japan’s rarest treasures—beginning with the highest grade of green tea—to people around the world who seek not just quality, but authenticity.
Why Organic Matters
At Phenimax, organic cultivation is not a choice—it is an absolute. Japanese tea leaves are never washed after harvest; they are processed exactly as they are picked. Whatever remains on the leaf enters the body. This is why true luxury begins with purity at the source.
Hand-Picked: Where Perfection Begins
The finest Japanese teas are always harvested by hand. Only then can artisans select isshin-niyo—the single tender bud and the two soft leaves just beneath it.
Machines cut indiscriminately, mixing in coarse leaves and stems. Only the trained fingertips of a skilled picker can recognize and preserve the delicate balance of bud and leaf. Hand-picking is not just tradition—it is the very definition of what makes a tea truly first-class.
Hand-Rolled: The Art of Time and Touch
From hand-picking, the journey continues with hand-rolling temomicha, a craft that takes more than eight hours of patient skill. Recognized as a National Intangible Cultural Heritage of Japan, this technique transforms each leaf without a single cut.
When steeped, the leaves unfurl back into their original form, releasing an aroma as pure as spring rain and a flavor layered with sweetness, umami, and depth. With organic hand-rolled tea, the experience goes even further: the leaves themselves can be savored after brewing, tender and delicate—a delicacy within a delicacy.
Marishi Fuji: A Tea Worthy of the World’s Recognition
This devotion to craft gave birth to Marishi Fuji, winner of the Grand Gold Prize at the 2025 World Green Tea Contest. It is not simply tea, but a symbol of Japanese artistry—an organic masterpiece worthy of global acclaim.
Production, of course, is strictly limited. Organic cultivation accounts for less than 10% of Japanese tea; hand-picking is less than 1%. Hand-rolling is even more rare, practiced by only a handful of artisans. Such teas are more than products—they are cultural heirlooms. To this day, hand-rolled tea is offered to the Emperor once a year, a reminder of its place as an art form rather than a commodity.
Organic + hand-picked + hand-rolled = a creation that can only be described as a living work of art.
Matcha: Where Organic is the Only Answer
The world may be caught in a matcha boom, but much of it is a shadow of the real thing—engineered with chemicals to achieve a false brilliance of color and flavor.
Phenimax rejects this path. For us, matcha must be organic. Its value lies not in artificial vividness, but in health and in the natural depth of taste and color that the tea plant itself provides.
Our answer is the world’s first Wholefood Organic GABA Matcha—a new benchmark for purity, wellness, and authenticity.
A Shared Philosophy with Doctor’s Choice
Phenimax delivers Japan’s finest.
In the United States, Beauty & Health Research Inc. pursues the same mission with Doctor’s Choice, a supplement line that embodies uncompromising quality.
Though oceans separate our products, we share the same philosophy:
- To continually strive for the very best.
- To never leave a customer unsatisfied.
Both brands are guided by the Tanaka family, united by a vision: to bring the world treasures that are rare, pure, and worthy of trust.
