Interview with Store Manager Emi Ishii
I spoke with store manager Emi Ishii.
The interview features content from the initial coverage conducted in January 2025.
Can you tell us about the background of opening Chaterra?
Ishii
The building of Chaterra also serves as the office of Betty Smith, where I work. In 2014, I was drawn to the pleasant atmosphere of Higashimachi and its attractive location that invites visitors, and moved the office to its current location.
In my main business, I primarily engage in real estate appraisal, and while I have met specific clients, I had not much interaction with the local community.
As someone working in the real estate industry, I thought it would be good to do something to utilize the space.
The office is generally open on weekdays. I thought it would be great to utilize this space on Saturdays and Sundays to create connections with the community, so I established the Japanese tea specialty store Chaterra in 2022.
I imagine there were various options when opening, but what made you choose a Japanese tea specialty store?
Ishii
Due to the nature of my main job, I often have the opportunity to serve tea to clients, and I cannot forget the deliciousness of the Japanese tea that a tea shop in Okayama provided about ten years ago.
I believe that tea was the shop's original blend. It had the perfect balance of sweetness, astringency, and umami, and it was completely different from the taste of tea in a plastic bottle. I also remember being surprised by the variety of tea leaves.
I think that while coffee lovers tend to have preferences regarding the types and origins of coffee beans, there are fewer people who are particular about the types and origins of tea leaves. I felt it was a waste that "there are so many rich varieties of Japanese tea."
I thought that if people could choose Japanese tea according to their food and mood, the world of tea would become even more interesting, which is why I decided to open a store that handles Japanese tea.
What is the concept of your store, and what do you value?
Ishii
The name "Chaterra" embodies the desire to "brighten the future of tea" and "illuminate the hearts of those who drink tea to bring relaxation."
We are a pipeline connecting tea farms and customers.
The number of tea farms is gradually decreasing due to aging. We want to deliver the charm of Japanese tea to our customers so that the long history of Japanese tea culture does not come to an end and continues into the future.
We want to be a presence that can brighten both those who work at tea farms and those who drink tea.
Can you tell us about the charm of Japanese tea as you see it?
Ishii
Japanese tea has a rich variety, so there is a fun in choosing "What should I have today?" according to one's mood or what they are eating. The varieties with less caffeine are easy for children to drink, which adds to its appeal for a wide range of ages.
In summer, I think it's interesting to choose something with a refreshing taste, and it can change with the seasons.
Japanese tea is very familiar in our lives. I believe the ease of drinking it in any scene is one of the great things about Japanese tea.
Do you have any recommended menu items?
Ishii
At Chaterra, we also offer a tea-making experience menu. There are three plans for tea-making, and I particularly recommend the "Experience grinding matcha with a stone mill".
Grinding matcha with a stone mill is surprisingly labor-intensive and takes more time than you might imagine. However, the matcha you grind yourself seems to taste even more special.
This was planned not to be something as high-level as tea ceremony, but to allow people to enjoy tea more casually. I hope it can be an opportunity for people to appreciate tea with all their senses and develop an interest in it.
In terms of food menu, the year-round favorite is matcha affogato. In the cold season, hojicha chocolate latte is also popular. The roasted flavor of hojicha pairs well with the sweetness of chocolate.
Do you have any future goals?
Ishii
I would like to further expand the selection of Japanese tea from Okayama Prefecture. Currently, we have 13 types of Japanese tea, but I aim to stock around 50 types if possible.
Okayama Prefecture produces tea in various regions, so I want to visit them in person to taste and deliver delicious Japanese tea to everyone.
I would be happy if one day we could become the store where "if you want to drink Okayama's Japanese tea, this is the place!" This way, we can deliver the goodness of Japanese tea to more people, and ultimately, it could contribute to the sustainability of tea farmers.
Finally, please give a message to the readers.
Ishii
Of course, I want you to enjoy various Japanese teas, but I also aim to create a tea shop where you can relax and feel at home like at your grandmother's house.
I would be happy if you could casually come by when you have a little free time and spend a peaceful time in a calming space.
Please come and relax!
Conclusion
When I first visited Chaterra, I was surprised by the variety of Japanese tea on the menu. There were names of tea leaves I had never heard of before, and I remember feeling excited wondering, "What will this taste like?"
After visiting several times and comparing different Japanese teas, I understood the individuality of each tea leaf well. I think I have found a new enjoyment in choosing tea according to my mood and food.
Chaterra is located a little away from the bustling Bikan Historical Area, making it an attractive place to enjoy tea in a calm and relaxed atmosphere. Please visit to discover the new charms of Japanese tea.
Additionally, Chaterra has an online shop in addition to the physical store. If you're interested, please check it out.
Data on Chaterra
| Name | Chaterra |
|---|---|
| Address | 1-26 Higashimachi, Kurashiki City, Okayama Prefecture |
| Contact | 050-3091-3561 |
| Parking | None |
| Business Hours | Open on Saturdays, Sundays, and public holidays From 10 AM to 5 PM |
| Regular Holidays | Monday, Tuesday, Wednesday, Thursday, Friday |
| Payment Methods |
|
| Reservations | Accepted |
| Seating | 16 seats ・Counter seats: 4 ・Table seats: 4 ・Tatami seating: 8 |
| Smoking | Completely non-smoking |
| Toilet | Western-style toilet |
| Barrier-Free | As the stairs to the second floor are steep, it is recommended to inquire in advance if this is a concern. |
| Website | Chaterra |
