yuyu is a Japanese–Icelandic tea brand dedicated to sharing Japanese tea culture in a thoughtful, contemporary way.

Founded in 2025, yuyu works with carefully sourced Japanese tea, focusing on quality, transparency, and respect for tradition—while making tea culture accessible and relevant in a modern, Nordic context.

Beyond the product itself, yuyu is about experience and connection. We host tastings, workshops, and collaborations with cafés, creatives, and cultural spaces, creating moments where people can slow down, learn, and engage with tea more deeply.

Our approach is grounded in:

High-quality, responsibly sourced tea - specifically matcha

Cultural knowledge and lived experience - sharing our stories

Education through tasting, workshops, and dialogue 

Long-term partnerships built on trust and care

We collaborate with cafés, retailers, and cultural partners who value craftsmanship, storytelling, and meaningful experiences.

yuyu

Org chart

Teams

Offices

yuyu

Org chart

Teams

Offices

Related companies