Mythologizing in Matcha

Cohosts Ryan and Zongjun (Sam) discuss their experience in Nishio, Aichi including learning about pest control techniques, unique tana-shelf shading structures of Aichi, differences between a Mikawa and Horii Style tencha oven, high efficiency "simple" or "net-type" tencha driers, and their experience milling tencha on Sanko Usu One.

Cohosts Ryan and Zongjun (Sam) discuss their learning journey hand picking tea for 3 days in Toyota, Aichi. They discuss tencha processing (including a unique withering step this producer uses which produces an almost baozhong-like fragrance), ishi usu stone milling, and fertilizing practices.

Ryan and Zongjun discuss the legal, cultural, and economic implications of geographic indications in the tea industry.https://open.substack.com/pub/sankomatcha/p/japan-filed-for-japanese-tea-gi-status?r=3mxquk&utm_campaign=post&utm_medium=web&showWelcomeOnShare=true

We are very proud to upload our 100th podcast and the end of season 4. https://sankomatcha.com/https://sankomatcha.substack.com/p/load-bearing-myths

Accompanying Substack Article: Load-Bearing Myths https://open.substack.com/pub/sankomatcha/p/load-bearing-myths?utm_campaign=post-expanded-share&utm_medium=webHosts Ryan and Zongjun (Sam) explore the mythologizing in matcha and tea, breaking down how demand, marketing, and cultural narratives shape perceptions of quality and origin. This episode uncovers the myths behind famous regions like Uji and the impact on consumers and producers.

Ryan and Zongjun (Sam) explore the evolving landscape of matcha, drawing parallels with the coffee industry, discussing innovation opportunities, and envisioning a future ecosystem that empowers farmers, enhances product quality, and expands market access.

Hosts Ryan and Zongjun (Sam) discuss updates on their countertop matcha mill Sanko Usu One, the development of new community tools and projects, and their upcoming research article about unpacking the inconvenient truth about Uji Matcha.

In this episode, cohosts Ryan and Zongjun (Sam) speak with Billy from BHD Consulting who shares his two-decade journey in the tea industry, focusing on matcha, branding, sourcing, and industry trends. Discover insights on building a tea brand, navigating traditional and modern markets, and the future of matcha and specialty tea.IG: @sirwillotleafhttps://www.bdhconsultants.com/abouthttps://steepinsights.substack.com/

Contact: https://www.instagram.com/julesreyes_/More Info: https://www.instagram.com/reel/DWUiO-YgcpW/?igsh=MXI3a2tmY3M2Z3drZg==From Jules' Post:We have reason to believe that Ben made it to Bangkok, Thailand.Up until now, we've been focusing our efforts on his last known location in Galicia, Spain and his direction of travel (Madrid). THANK YOU to everyone who helped us trace his movements there.With this new information, we're shifting our focus to the next leg of his journey: Thailand (specifically Bangkok to Railay Beach).Ben is an experienced and methodical world traveler of over 18 years. He's completed multiple Iron Mans, the Appalachian Trail, the Pacific Crest Trail, and cycled the Continental Divide Route. This is someone who knows how to navigate the world.Our family has filed a missing persons report in theU.S. and has contacted the U.S. Embassy in Bangkok.We believe he took a flight from Madrid to Bangkok and are trying to verify his passport activity in Spain while working to escalate his case internationally.O If you (or anyone you know) may have seen or been in contact with Ben in Bangkok or en route to Railay Beach between Oct 27 - Nov 4, 2025, please reach out.Even small details could help.Again, THANK YOU everyone helping share Ben's story.We couldn't have gotten this far without you. We are eternally grateful for your support, prayers, and resources you are sharing with us.If you happen to be based in Thailand, please consider sharing and reposting this post to reach more people local Bangkok

Ryan and Zongjun (Sam) in conversation in Kyoto alongside khun Pop and Yusuke-san of Koto Tea Space in Bangkok after visiting Tsuji-san, one of Japan's most decorated matcha producers. The conversation goes deep on fertilization science, soil mineral dynamics, and why Tsuji-san sends individual tea leaves to a lab at enormous cost. His words sum it up well: you cannot make great matcha without science.The second half covers how Koto Tea Space built a Bangkok audience for high-grade matcha by never serving a latte, and how Yusuke-san trains his staff well beyond what they share with customers. A huge thank you to khun Pop and Yusuke-san for the invitation! We are incredibly grateful for the learning opportunity. https://kototeaspace.com/IG: @kototeaspacehttps://maps.app.goo.gl/pQLYXNuffxTa8HP98