TSUJIRI, a revered Japanese tea house, was founded in 1860 by Riemon Tsuji, a visionary known for embodying the spirit of “YUWA,” which means to innovate while preserving tradition. To commemorate his immense contribution to the Japanese tea industry, a statue of Mr. Tsuji was erected in Kyoto, Japan. His revolutionary cultivation methods for Gyokuro—the finest grade of Japanese green tea—remain in practice to this day, a testament to his enduring legacy.

In 2010, TSUJIRI expanded its reach beyond Japan with the introduction of CHAHO, meaning “tea shop” in Japanese, dedicated to sharing this rich tea culture globally. Indonesia was proudly chosen as one of the select countries to welcome this iconic brand.

I had the privilege of leading the PR and event launch for TSUJIRI’s store opening in Indonesia, collaborating with key opinion leaders (KOLs) to celebrate and amplify its heritage while introducing this exquisite tea experience to a new audience.