At Fujieda’s proud matcha sanctuary, Nanaya Fujieda Main Store, I immersed myself in a world of green.

Marushichi Seicha and the Beginnings of “Nanaya”

Nanaya is a brand operated by Marushichi Seicha Co., Ltd. Marushichi Seicha traces its origins back to 1907 (Meiji 40). It is a long-established company that has been manufacturing and selling tea in the Fujieda region.

The discerning eye cultivated over many years as a tea merchant has been passed down to Nanaya.

However, Marushichi Seicha launched the “Matcha Sweets Brand Nanaya” relatively recently. In 2010, part of the former tea factory premises was renovated, and the “Fujieda Main Store · Homemade Confectionery Workshop Nanaya” opened.

What began appearing there was “Matcha Gelato.” Not just ordinary matcha ice cream, but an approach where customers could choose the intensity and use high-quality Shizuoka matcha to its fullest, instantly generating buzz.

Fujieda Matcha’s Challenge

When it comes to matcha, Uji in Kyoto is inevitably the first name that comes to mind. The reputation and history of Uji matcha are formidable. However, Marushichi Seicha and “Nanaya” deliberately chose to promote matcha from Fujieda, Shizuoka.

Why? Because Fujieda and Shizuoka held potential. According to Marushichi Seicha, they began cultivating their own tea fields in 1988 and started challenging themselves to improve quality through techniques like shade cultivation (shade-grown for tencha).

Shade cultivation is a method of growing tea leaves by blocking sunlight. This technique increases chlorophyll and amino acids, yielding tea leaves with a deep green color and rich flavor.

Initially, they faced significant debt and hardship, but they persevered through rigorous cultivation guidance, quality control, and meticulous leaf selection.

They then advanced branding as “Shizuoka Matcha” and “Fujieda Matcha,” introducing it to the world in a form that could be fused with sweets under the brand name Nanaya.

The Secret of Matcha Gelato’s “7 Stages”

One of Nanaya’s signature products is the “Matcha Gelato.” Its defining feature is the ability to choose from seven levels of intensity. From No. 1 to No. 7, the matcha’s aroma, bitterness, and umami flavor gradually increase.

Especially No. 7 (Premium No. 7) has been featured in numerous media outlets as Nanaya’s pride and joy: the “world’s richest matcha gelato.”

According to Nanaya, No.5 was considered the standard limit for richness, but they refined their approach to develop No.6 and then No.7.

Incidentally, the choice of “7 levels” also seems to be inspired by the “seven” in their shop name. It was a deliberate choice considering the psychological impact of the number and brand identity.

This 7-tier system allows everyone—from those wanting to gradually explore different intensities to matcha beginners and experts—to enjoy it, offering the “joy of choosing.”

They also offer gelato flavors beyond matcha, including milk, hojicha, and Japanese black tea. This breadth beyond just matcha is another appealing aspect.

Inside the store

The Fujieda Main Store is housed in a renovated former tea factory. Inside, you’ll find a tranquil space designed with greenery in mind, featuring a gelato and sweets corner, along with displays and sales of tea and tea ware.

On weekends, customers sometimes form lines, and the parking lot can get crowded. While waiting for gelato, you might see people enjoying the view outside or strolling around the grounds.

It’s about a 10-minute drive from Fujieda Station. The address is 141-1 Uchisetou. Business hours are generally 10:00 AM to 6:00 PM, closed Wednesdays (open on holidays).

Outside the shop, a display case shows gelato in a gradient, indicating the intensity of the matcha flavor. The beautiful shades of green create a visually pleasing sight.

The World of “Matcha × Sweets” Pioneered by Nanaya

Nana-ya aims to be more than just a tea shop; it strives to be “an entity that delivers joy through matcha.” Leveraging the strengths of Shizuoka matcha and Fujieda matcha, it blends elements of sweets, experiences, and tourism.

For example, “Matcha × Chocolate.” While the combination of matcha and chocolate might seem challenging at first glance, Nanaya developed the “Premium MATCHA 7 (Matcha Chocolate)” series, offering seven different matcha chocolates with varying intensities.

This product was born from the challenge of maximizing the matcha flavor while also ensuring the chocolate itself is easy to eat.

The store also carries tea leaves themselves, tea ware, and tea brewing tools, consciously designing pathways to spark visitors’ interest in the “experience of brewing tea themselves.”

Through its sweets and experiences, Nanaya seems to serve as a “matcha ambassador,” conveying the charm and ways to enjoy matcha.

A place to open the door to matcha

Nanaya Fujieda Main Store is, perhaps a bit exaggeratedly, not just a sweets shop but a place that serves as a gateway to the world of matcha. It’s worth visiting as a place where you can experience everything—the choice of richness, the differences in varieties, the aroma of the tea, its history.

↓It has numerous awards, and the staff are so full of pride and confidence that it was a bit intimidating. Just a bit, though! lol

Inside the renovated Ochako Factory, savor gelato while experiencing the depth of matcha. Please recommend this experience to your friends and acquaintances~