A new  way to enjoy tea: "mirume CHA-NOVATIVE Cafe & Store"

"mirume CHA-NOVATIVE Cafe & Store'' opened in the Nagoya area on May 1, 2021, taking over the name of the "Shinryoku Sabo Nagoya Branch'', a cafe near Nagoya Station where you can enjoy Ise tea. .

Based on the concept of “creating a new standard of tea”, they are developing not only cafes but also tea leaf proposals and sweets using Ise tea. They will introduce the reason for opening the shop in Nagoya, the inside of the shop, the cafe menu, etc.

Propose new tea in a place where two cultures intersect.
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"mirume CHA-NOVATIVE Cafe & Store'' opened in May of this year at the intersection of Endoji shopping street and Shikemichi. The owner is Mr. Matsumoto, who is also an Ise tea farmer. He worked as the manager of "Shinryoku Sabo Nagoya Store'' before starting his own business.

Ise tea is 100% tea leaves grown in Mie Prefecture. Mie Prefecture boasts a track record of being the third largest producer of tea in Japan, and can cultivate tea that takes advantage of the characteristics of each production area. The leaves are thick, so the rich taste spreads, and it is characterized by its mellow taste.

The store name "mirume" is a tea industry term meaning young buds. It is a tender, young bud, and it is said that it is better to pick it when it is in this "mirume" stage, as it contains plenty of umami ingredients and is tasty. And the store is made up of young members who take on new challenges along with tradition, and they named it with the hope of offering new Japanese teas from a "youthful" perspective.

And this newly opened place is located at the entrance of Endoji shopping street and Shikemichi. Originally, the owner, Mr. Matsumoto, was looking for a new place to open the shop, and it was decided to open it in Nagoya.

Nagono offers new things while preserving the good old culture. "I want young people to know the joy of tea!" "I want to convey the fun of tea to the younger generation." These thoughts coincided with this location.

Local timber and cedar from Mie Prefecture are used abundantly
Inside the store filled with the warmth of wood

The stylish exterior of this store is eye-catching. The stylish, modern Japanese atmosphere is so exciting that you might wonder if it is a tea shop. It was originally a private house, which was renovated.

The 1st floor sells tea leaves and products made with tea, and the 2nd floor is a cafe space. The store is particular about using plenty of wood and cedar from Mie Prefecture.

Cedars from Mie Prefecture are used for everything from counters to tables and shelves.

In fact, Japanese cedar has been used for the tea box since ancient times, and it is a traditional wooden box that has been used to store Japanese tea.

On the first floor, they sell tea leaves made from young buds produced from Yabukita, which is also the only variety available. They are consistently engaged in the entire process from the field to the fire, and all of their tea leaves are of high quality.

This is the cafe on the second floor. The interior is filled with the aroma of wood and tea leaves, with tea boxes used as chairs and cedar tables.

Introduction of recommended products and cafe menu

Tea leaves are gaining popularity among young people. They sell tea leaves that make the most of each feature!

Recommended for tea beginners! "Kaori-komachi"

"Kaori-komachi (1,080 yen)" was born from the desire to make a deep-steamed sencha that they would seriously recommend. These tea leaves are also recommended for those who are new to tea.

This tea is made by blending three types of tea leaves: deep steamed sencha, ordinary sencha, and kabusecha. It is also characterized by a good balance of umami, astringency, and sweetness.

Highest grade tea leaves "Senju"

This "Senju (1,296 yen)" is the highest grade tea leaves provided at the first lady's lunch party at the Ise-Shima Summit. Made from early-picked sprouts, you can enjoy a delicate and elegant taste.

“Nama Yokan” where you can fully enjoy the flavor of tea

The special “Nama Yokan (1,000 yen)” made by kneading tea to the limit by a Kyoto Yokan craftsman. Lightly sweetened with no additives. The amount of tea used is five times that of regular yokan, so you can fully enjoy the flavor of the tea. There are two types, long and half, which are convenient as souvenirs.

I also recommend the “Yokan in a tea can (from 850 yen)” with a cute package! After use, it can be used as a tea can as it is, or it can be used as an accessory case.

"Tea in a kyusu" slowly in a café space

This is the cafe menu "Tea to be enjoyed in a kyusu teapot (650 yen)" that can be ordered in the cafe space on the second floor. You can taste elegant tea in a kyusu. You can choose from two types of tea, Kaori-komachi and Tama-ryokucha, and since you can drink more than three cups of tea, you can enjoy the gradual changes in the tea's flavor.

You can also add Japanese sweets, such as the "Cheesecake (400 yen)" that you can enjoy the rich flavor of Ise tea, which was devised for pairing with tea, and the "Yokan" that you can choose from two types: green tea and chestnut yokan, or green tea and hojicha. (250 yen)” and other Japanese sweets.

A new way to enjoy tea with Morning Bottle!

This "Morning Bottle" (300 yen/one time) was created with the idea that you should experience a new way of enjoying tea that you have never experienced before. Morning bottle is a new style where you receive a bottle of cold brew green tea at the counter outside the store and return the bottle as it is on the way home.

In the morning, cold brew Ise tea bottles are lined up at the open counter, and customers buy the bottle. The bottles contain Ise tea, so you can enjoy it as it is in the office or at home.

This Morning Bottle allows you to taste the tea 3 times, and you can enjoy the changing taste of the 2nd and 3rd infusions by adding more water. When you've finished drinking, just return the bottle to the store without washing it! It is popular for being able to casually enjoy Ise tea anytime.

Morning bottle sales hours: 8:00 am to 10:00 am on weekdays (closed on Wednesdays)

"mirume CHA-NOVATIVE Cafe & Store'' proposes a new way to enjoy tea. Why not experience the wonders and deliciousness of Japanese tea in this space?

Photography / Miyu Maezawa (Suzuki Photo Studio Co., Ltd.)