Harenochiai | Organic Matcha & Hojicha, JAS × Halal Certified from Japan
Hare no Chi Ai: A Story Born from a Family’s Names
Hare no Chi Ai is a tea brand launched to mark the 10th anniversary of ICO Inc. The name “ICO” stands for “Infinite Capability Opener”—an expression of the company’s wish to help open the door to each person’s limitless potential.
The brand name “Hare no Chi Ai” was inspired by the names of the founder’s three children: Mana, Haruki, and Rei.
Atopic dermatitis, allergies, developmental differences, and school refusal—experiences that may appear difficult at first glance are described by their parents as treasures. The question of what it truly means to live with a healthy mind and body, refined through everyday family life, became the starting point of this brand.
A Form of Reassurance Our Children Taught Us
As the family reconsidered the meaning of food, they came to an important realization: people in Muslim communities also carefully check product labels one by one when choosing what they can safely consume.
Hare no Chi Ai wanted to create products that anyone could choose with confidence, regardless of religion, culture, or personal values. With that commitment, the brand chose to offer matcha and hojicha with both Organic JAS and halal certification.
Together with history, culture, and diverse ways of seeing the world,
we hope to create a world filled with handshakes, hugs, and shared toasts. — Hare no Chi Ai Brand Philosophy
From a Tea Garden in Omaezaki, Established in 1870
Hare no Chi Ai tea is grown in Omaezaki, Shizuoka Prefecture. Surrounded by both sea and mountains, the region has long been known for producing fine tea. Near the tea fields are historic Kakegawa Castle and local shrines, while the area itself is blessed with rich seasonal produce from both land and sea.
Here, a long-established tea garden founded in 1870 serves as Hare no Chi Ai’s production partner. It is a rare tea garden that manages every stage in-house—from cultivating tea plants and producing powder to inspecting raw materials and preparing finished products. Its deep connection to the local community also continues through activities such as tea-picking experiences for children.
Never Cutting Corners on the Work You Cannot See
By the time a cup of tea reaches your hands, the time spent growing it, inspecting it, and carefully preparing it has disappeared behind the finished product.
What matters to Hare no Chi Ai is never skipping those unseen steps.
Taking a Full Day to Prepare for the Next Batch
When organic and non-organic products are processed using the same equipment, an entire day is devoted to cleaning before production is switched.
Every part of the machinery is carefully cleaned so that even trace residues do not carry over. Customers may never see this work, but it is essential to protecting the integrity of the product.
Bringing the Character of Tea into Everyday Life
The harvested tea leaves are carefully steamed, dried, and refined into a smooth, finely milled powder.
The powder can be enjoyed simply with hot water, but it also works beautifully in lattes, sweets, and cooking. It is a form designed to bring traditional Japanese tea naturally into modern daily life.
Behind these products are cultivation methods that do not rely on pesticides or chemical fertilizers, more than 500 inspection criteria, and a commitment to creating tea that people can choose across religious and cultural differences. Hare no Chi Ai tea is not defined by one special technique alone. It is created by honoring many small commitments, one after another, until they become confidence in every cup.
Made for Daily Life, Open to the World
Hare no Chi Ai tea is not meant to remain only within the tea room.
It is a cup that stays close to everyday life and suits the mood of each moment.
1. From Drinking to Using — Matcha and Hojicha for Everyday Life
Because the tea is finely powdered, it can be whisked traditionally, blended into lattes, or used in sweets and savory dishes. Matcha can accompany a focused morning, while hojicha can bring calm to the evening. This flexibility is part of the appeal of Hare no Chi Ai.
2. Quality Chosen by Professionals — From Cafés to Specialty Tea Shops
Independent cafés committed to organic menus and specialty shops devoted to Japanese tea choose Hare no Chi Ai powder in their daily work. The quality trusted by professionals is the same quality delivered to every cup enjoyed at home.
3. Beyond the Tea Ceremony — Japanese Tea Across Borders
Organic JAS and halal certification help carry Hare no Chi Ai tea beyond national borders. The aim is to bring matcha, one of Japan’s traditional foods, to tables around the world across religious and cultural differences. The vision of creating a world filled with handshakes, hugs, and shared toasts is gradually taking shape in someone’s cup each day.
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