Yugen Tea

To discover exceptional Japanese and Taiwanese teas, from everyday favourites to rare, limited-production specialties. Visitors will have the opportunity to taste carefully selected teas, explore their unique flavours and stories, and learn about the craftsmanship and people behind each cup through personal conversations with Yugen Tea's founder.

Products at the festival

Yugen Tea will showcase a carefully curated selection of specialty Japanese and Taiwanese teas, sourced directly from small, family-run tea farms and tea masters. The collection will include matcha, gyokuro, sencha, hojicha, oolong and rare, limited-production teas, highlighting diverse terroirs, cultivars and traditional craftsmanship.

Our mission

Yugen Tea was born from a deep appreciation of Japanese tea culture and a desire to share not only exceptional teas, but also the stories, craftsmanship and people behind them. Inspired by the Japanese concept of yūgen — a subtle, profound beauty that cannot be fully expressed in words — its mission is to bring people closer to authentic tea culture, encourage curiosity and meaningful connections, and inspire them to slow down and discover beauty in everyday moments.

About the brand

Yugen Tea is a specialty tea house and studio based in Vilnius, Lithuania, founded by tea specialist Giedrė Prievelytė.

Rooted in a deep appreciation of Japanese tea culture, Yugen Tea was born from a desire to share exceptional teas alongside the stories, craftsmanship and people behind them. For over six years, Yugen Tea has worked directly with small, family-run tea farms in Japan, building personal relationships with tea masters through annual visits.

Its carefully curated collection celebrates the diversity of Japanese and Taiwanese teas, their terroir, distinctive character and traditional craftsmanship.

Inspired by the Japanese concept of yūgen — a subtle, profound beauty that cannot be fully expressed in words — Yugen Tea invites people to slow down, discover beauty in everyday moments and connect through tea.

At Amsterdam Tea Festival, Yugen Tea will present a selection of Japanese teas, from everyday favourites to rare specialties, including matcha, gyokuro, sencha and hojicha, sharing their unique stories and flavours through tastings and personal encounters.