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Down the Rabbit Hole
Published: July 16, 2026 Within just a month, the tea fields can transform remarkably. When you spend time close to the land, those changes become impossible to miss. The tea trees gradually give way to bright green shoots, familiar paths begin to look different, and the rhyth...
Down the Rabbit Hole
Hello everyone, Shojiro here from Yame. Located about 1,200 feet above sea level, these tea gardens are nestled between the deep valleys and ravines of Oku-Yame (奥八女), including Hoshino (星野村), Yabe (矢部村), Kurogi (黒木町), and Jōyō (上陽町). The rugged terrain is so steep and remote...
Down the Rabbit Hole
Hello everyone, Shojiro here from Yame. This week, I’m introducing something special—a farmer-built Gōgumi (合組) matcha, created across elevation, climate, and cultivar within Yame. One of our latest matcha collections, EMBER. Not blended for convenience. Built with intention....
Down the Rabbit Hole
Hello everyone, Shojiro here from Yame, Fukuoka. Today I’m writing from Hoshino Village. Before 2010, Yame was made up of one city, three towns, and two villages—each with its own independent tea culture. That structure may have changed administratively, but the diversity rema...
Down the Rabbit Hole
Published: April 14, 2026 There is something about the journey to Shizuoka by Shinkansen that never quite loses its sense of wonder. No matter how many times I take that route, I still find myself, booking a window seat, hoping for a clear view of Mt. Fuji rising quietly yet p...
Down the Rabbit Hole
Hi everyone, this is Shojiro from Yame. To celebrate the release of Awaken (Yame Matcha, Saemidori さえみどり), I’d like to share the story behind it. First, I want to thank the people of Yame who made this possible. - The master of Kaze, an izakaya in Dobashi Market, who introduce...
Down the Rabbit Hole
Published: March 22, 2026 Hello from Kagoshima, Japan. As we reach the end of March, the air here in the south has begun to soften. You can feel the quiet arrival of spring. In Japan, March is the season of endings.The school/work year and fiscal calendar both run from April t...
Down the Rabbit Hole
As humans, we can find passion in almost anything. And, the more range we have, the higher the potential for passion. Aka, the more choices we get to make about something we’re pursuing, the deeper down the rabbit hole we’re willing to go. Why? Because range points to somethin...
Down the Rabbit Hole
Published: February 26, 2026 The weekend before I visited Ujitawara, Japan experienced the heaviest snowfall of the 2025-2026 winter. By the time I drove through the mountain roads of Ujitawara, most of the snow had melted under clear skies. But traces remained, quietly remind...