Bringing ‘Whitespace’ to Modern People! Healing People’s Hearts Through Tea Ceremony

We operate an e-commerce site called soui that sells tea ceremony utensils. Soui was launched in March 2020 when the COVID-19 pandemic began to spread. It started as a side business while working a regular job, and now we handle tea bowls from pottery artists and kilns that I have selected. We select products under the concept of “tea ceremony utensils that fit the modern living environment.”

Basically, yes. While I do choose what I personally like, in modern times, homes have become westernized, and although traditional utensils are lovely, they can seem out of place in a living room. I also felt this incongruity, so I select utensils that fit well even with Western-style dining sets.

Yes, that’s right. Kiyomizu ware with colored paintings looks beautiful in a tea room, but it can look completely different in a living room. I had a hard time finding tools I wanted to use for making matcha at home, so I selected these items hoping to help others facing the same difficulties.

They have been increasing gradually. Since July of this year (2022), I have changed the balance of my work, keeping the same job content but switching from full-time to part-time to have more time for the store. I definitely want to increase the variety of products.

We reach out to artists. However, since everything is handmade, it’s difficult to have products ready immediately upon request. The process of getting products finished, delivered, and displayed takes a bit of time.

To start with, my initial interest in Japanese culture led me to learn Japanese dance. Through that, I was invited to a tea ceremony but knew nothing about the etiquette, which made me think, “This won’t do.” So I decided to at least learn how to properly receive tea, which led me to tea ceremony classes. The class let us experience making tea from the start, which I found enjoyable and became quite engrossed in. I planned to quit soon after starting, but I got deeply involved instead.

The very first time, during the experience, I was allowed to prepare matcha tea. I was only tasked with the simple parts, like putting matcha in the bowl and mixing it with hot water, but even that made me incredibly relaxed. It was my first time sitting in front of the kettle, and I felt a sense of security as if I knew it from before, like being in my childhood futon. There was a sense of nostalgia and a feeling that everything just clicked. That’s when I thought, “There’s something special here,” and I dove in deeper.

Absolutely. I think tea ceremony condenses all of Japanese culture. If you want to experience a piece of Japanese tradition, tea ceremony gives you the most bang for your buck with its various elements. Kimono, flowers, calligraphy—it’s a comprehensive art that allows you to taste various aspects of Japanese culture all at once. I’m also drawn to its spirituality.

Yes. Being a ‘Way’, as in ‘Chado’, it’s not just a hobby but involves spiritual discipline, at least for me. Whether it’s tea ceremony or any other practice, you repeatedly face things you can’t do, get scolded, and confront yourself. It’s nerve-wracking to perform in front of others, and the tension escalates on the “front stage” like a tea gathering. Battling through these feelings, I believe, gradually strengthens one’s spirit. Through tea ceremony, I feel my core self being forged, which is a part of its charm to me.

As adults, we rarely get scolded, so it’s a valuable environment in that sense. You’re faced with your inabilities, the body doesn’t cooperate even though you know what to do, and you can’t do it as the teacher does despite trying. With practice, you can get complacent, and that also becomes a teaching point. It never ends, no matter the age.

That’s why I think it’s enjoyable even as you get older.

I genuinely love the world of tea ceremony and wanted to share the benefits of the ceremony and the relaxing effects of preparing tea with more people. Thinking about what I could do right now, an e-commerce site seemed the most approachable. I’m not fully versed in all aspects of tea ceremony and can’t become a teacher immediately, so I started with what I could do first.

It’s a world so vast that a lifetime isn’t enough to learn it all. Being at the entrance to this world, I believe I can convey things casually. So, I started the e-commerce site with what I could do right away.

That’s why I believe there are things I can do precisely because I’m still inexperienced with just a foot in the world of tea ceremony. If you become too immersed in the industry, it becomes hard to convey what you want to beginners.

That’s very important. But not everything has to be that way. I hope everyone can adopt making matcha at home and enjoying sweets. It doesn’t all have to be so strict.

Last month, for my birthday, my husband surprised me by reserving a meal at a lovely Japanese restaurant. He didn’t reveal the name of the place and just took me there by taxi, laughing. The restaurant was gorgeous, and I was so happy that my usually shy husband prepared such a surprise. It was a place that matched my taste perfectly, so I’m very grateful.

It made me realize again how well he knows what makes me happiest!

Oh, it was indeed a surprise.

We don’t prepare tea together. On New Year’s, I host a tea ceremony in our home’s Japanese-style room and make him attend. But he only critiques it, saying it’s bitter or that I stepped on the hem… I think it’s his way of being coy. I offer him matcha from time to time, but he seems to prefer alcohol, so he doesn’t drink it much.

At first, he didn’t seem thrilled. I negotiated the startup costs with him and somehow got his permission. However, the amount I told him was not nearly enough to do anything in reality. For the first two years, I built up the shop’s inventory with my own allowance. This July, I took over a company from my parents and turned it into a corporation. His reaction was like, “You’d do it anyway, right?” While he didn’t fully agree, he did lend me books on management, so he’s been supportive.

No, he’s a regular company employee. But he works close to management, so he has some knowledge. He gives me advice on the e-commerce business, especially from a marketing perspective.

We’re not exactly working hand in hand… It’s more like a parental relationship. He lets me do my thing and offers guidance when he thinks it’s necessary.

We don’t talk about it that frequently.
But I make sure to consult him when it’s important.

It’s tough to do it alone.
Anyone who can is truly superhuman!

I’m really grateful that I’m not completely alone in this!

When I worked at a real estate venture preparing for its IPO, I joined as a member of the IPO preparation office and was later responsible for Investor Relations after we went public. I was appointed as the person in charge of our very first annual shareholders’ meeting, which was a challenge since it was the company’s first, and we had no one with experience. We had to navigate company laws and meet specific requirements by certain deadlines to hold a recognized meeting. I had to coordinate with the venue, securities companies, security firms, and internal team members. I spent nights studying and days tirelessly working. Personally, I found the shareholders’ meeting more challenging than the IPO itself.

Indeed. You’re directly interacting with shareholders, and there’s a lot of preparation for anticipated questions. I was also responsible for minor details like how to manage the monitors on hand. There was a lot to do; it felt like a whirlwind.

I did fall ill… But these experiences are invaluable; what I learned in my twenties has become the bedrock of my life today, and I’m grateful for it. Although, I must admit, I wouldn’t want to do it again.

It was offered by my boss at the time. I was shocked, thinking, “Me, in charge of the first shareholders’ meeting?” But my boss encouraged me, telling me to give it a try.

It’s an honor. People from the securities company said similar things, like “Normally, this is a job for the general affairs manager, especially for a woman. You’re doing great.” Those words meant a lot to me.

I’m grateful, but it was exhausting.

That’s right. I started tea ceremony and experienced true relaxation myself. I sometimes think if I had known about tea ceremony back when I was overwhelmed, things might have been different. It could have been a source of solace.

With the pandemic, and even before that, there’s been a labor shortage due to the declining population. People are busier than ever. In the Showa era, work seemed more leisurely. Now, the volume of work we must handle has increased due to technological conveniences. We’re constantly processing information on computers and smartphones, which tires both the brain and body. It might be the most mentally demanding era in human history. While there have been physically harder times, it feels like there are more mental challenges now. Remote work has also made it hard to balance life and work. Despite all this, I want to provide opportunities for people to take a breather.

I want to share what I can because of my experiences. Like saying, “You should rest more! Take a break” . I believe in consciously creating downtime without my phone. We all have different thresholds for stress, but it’s not limitless. It’s important to take care of ourselves at times. Tea and tea ceremony can be one of those tools.

Creating the world view was tough. It took over half a year, and we’re still figuring it out. Unlike physical stores where you can convey atmosphere through face-to-face service, e-commerce relies on photos, which we put a lot of effort into.

Yes, I do.

It’s truly difficult. Even photographing food is hard. I struggle with the photos I post on Instagram.

I was just struggling to capture steam earlier, and it’s not easy to get it right.
Professionals are really amazing.

I use my smartphone, actually.
Everything is done with my iPhone.

A photographer friend of mine often says an iPhone is enough.

Yes, I do everything alone. What I want to convey is ‘relaxation.’ There’s a message of taking a breath. When we’re busy with life and work, it’s hard to remember the seasons. But feeling the seasons is vital as living beings. I want to create something that can be a trigger for people to feel the seasons. It’s not just about posting product photos; I hope people can feel the seasonal vibe. Even if it’s just seen on a screen, if it can soothe someone’s heart and remind them of the seasons, that would be great. Even those who don’t drink tea, I hope they find comfort in these photos.

When I worked in Tokyo, it was hard to feel the seasons amidst the buildings. You have to make an effort to go to places where you can experience them. Tea has developed in the metropolitan city of Kyoto, with plenty of ingenuity to feel the seasons even indoors. There’s so much to learn from that.

That’s exactly how I feel!

The satisfaction of our customers is the most rewarding part. Thankfully, customers who buy our products often post about them on their Instagram and even mention us.

It truly is. I often shop online myself, but I don’t usually go to the extent of posting about my purchases. It really feels like we are connected to our customers because our e-commerce site is supported by such wonderful customers.

When communicating with customers, I try to be as natural and friendly as possible, not too formal. Being ‘friendly’ is part of our brand’s personality. We don’t want to create a high barrier to entry, so we keep that friendliness in mind when responding. Since e-commerce doesn’t allow customers to touch products directly, we send videos of our artisan-made tea utensils, which are all unique, to give them a shopping experience as close as possible to choosing in a physical store.

I think so. My husband, who works in marketing, also said, “This is really a big deal”.

I’m truly grateful. Shopping isn’t just a transaction, it’s becoming a part of our customers’ lives. While running the business can be challenging and tough, seeing our customers happy makes it all worth it. I believe there are things that I can do precisely because of who I am, and I’m working diligently on them.

I hope so. In the future, I want to meet our customers in person. I currently conduct online tea ceremony lessons, and from there, I’d like to have a casual tea gathering with customers who shop from us, where we can all prepare matcha and chat online. Casual is the theme .

I feel that way too.

I want to offer face-to-face tea ceremony lessons. There’s a certain frustration with online sessions because you can’t share the experience together. I would love to have a space where I can enjoy tea prepared by our customers and vice versa. It’s a fun thing, not exactly treating each other, but I want to create that kind of space. Also, I’d like customers to be able to physically handle the products. We try our best by sending videos, but they can’t feel the weight or texture like they would in person.

I really enjoyed our conversation.
It reminded me of things I had forgotten about myself, which was a valuable opportunity.