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mirume

伊勢茶 mirume伊勢茶みるめ

Isecha mirume (伊勢茶 mirume) is a Japanese tea specialty brand and café founded in 2020 by Matsumoto Soshin (松本壮真), a certified Japanese tea specialist from a tea farming family in Matsusaka, Mie Prefecture. The brand opened its Nagoya flagship in May 2021, operated by T-BOX Co., Ltd. The name 'mirume' (みるめ) is tea-industry jargon for brand new leaves that haven't fully opened yet — sweeter than mature leaves because catechin hasn't yet developed. mirume sources its Ise tea (伊勢茶) from Shinryoku Sabo's award-winning farms in Mie Prefecture, winners of the Minister of Agriculture, Forestry and Fisheries Award and the Emperor's Award. The brand offers two stone-mill ground matcha grades: 晴 (Hare) for special occasions and 褻 (Ke) for everyday use, both made using traditional 石臼挽き (stone-mill grinding) at 30g per hour to preserve color, aroma, and umami. In 2024, Matsumoto Soshin was selected as one of '30 Japanese Tea Innovators' by the International Japanese Tea Association. mirume also pioneered Nagoya's eco-friendly 'morning bottle' (朝ボトル) concept — a refillable bottle of cold-brewed Ise tea for ¥300.

Brand Facts

Japanese name: 伊勢茶 mirume
Founded: 2020
Headquarters: Nagono, Nishi-ku, Nagoya, Aichi
Origin regions: Mie
Official site: shinryokusabo.co.jp
Ships to: Japan
Price/gram range: ¥77–¥117/g
Blends tracked: 2

Origin regionsMie

Blend Lineup

2 blends

Where to Buy mirume in Japan

Official stores and authorized retailers across Japan.

Headquarters Official Store Authorized Retailer

Nagoya, Aichi

Ise Cha mirume
Official Store
1-chōme-36-57 Nagono, Nishi Ward, Nagoya, Aichi 451-0042, Japan

Minato City, Tokyo

MIRUME
Official Store
3-chōme-8-40 Minamiaoyama, Minato City, Tokyo 107-0062, Japan

Frequently Asked Questions

When was mirume founded?: mirume was established in 2020 in Nagono, Nishi-ku, Nagoya, Aichi. It is a modern era matcha producer with 6 years of history.
Where is mirume matcha grown?: mirume sources its matcha from Mie in Mie prefecture, one of Japan's recognized matcha-producing regions.
Why is mirume matcha more expensive?: mirume matcha ranges from ¥77 to ¥117 per gram, placing it in the premium tier. Higher pricing typically reflects stone-milling, single-origin sourcing, specific cultivar selection, or traditional production methods.
Where does mirume ship to?: mirume ships to: Japan. Availability may vary — check their official site for current shipping options.
Where can I buy mirume matcha in Japan?: mirume has 2 retail locations in Japan, including Ise Cha mirume in Nagoya.

Sources

Sources (3)

伊勢茶 mirume Official Site

Accessed Mar 22, 2026Confidence: 98%

Supports: Brand overview, products, company profile

PR Times — mirume 深緑茶房 Open Announcement

Accessed Mar 22, 2026Confidence: 97%

Supports: T-BOX Co., Ltd. established 2020-09-02; store opened 2021-05-10; owner Matsumoto Soshin

日本茶生活 — 伊勢茶 mirume

Accessed Mar 22, 2026Confidence: 90%

Supports: Brand story, Ise tea sourcing from Mie, eco-friendly bottle concept

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Frequently Asked Questions

When was mirume founded?

mirume was established in 2020 in Nagono, Nishi-ku, Nagoya, Aichi. It is a modern era matcha producer with 6 years of history.

Where is mirume matcha grown?

mirume sources its matcha from Mie in Mie prefecture, one of Japan's recognized matcha-producing regions.

Why is mirume matcha more expensive?

mirume matcha ranges from ¥77 to ¥117 per gram, placing it in the premium tier. Higher pricing typically reflects stone-milling, single-origin sourcing, specific cultivar selection, or traditional production methods.

Where does mirume ship to?

mirume ships to: Japan. Availability may vary — check their official site for current shipping options.

Where can I buy mirume matcha in Japan?

mirume has 2 retail locations in Japan, including Ise Cha mirume in Nagoya.