CAREER

I was born and raised in Japan and grew up surrounded by Japanese culture, traditions, and a deep appreciation for beauty in everyday life. Although I never had the opportunity to meet my grandmother, who passed away before I was born, her presence has always been part of my life. She was a tea master, and I inherited some of her kimono and tea utensils. Knowing her story inspired me to learn more about Japanese tea culture and the values of hospitality, respect, and mindfulness that it represents.

After moving to France in 2015 to pursue a master’s degree in comparative history and civilization, my professional journey gradually led me toward the world of tea. During my years working in a Japanese tea shop in Paris, including several years as store manager, I realized that many people were unfamiliar with the richness and diversity of authentic Japanese tea. While matcha was becoming increasingly popular, it was often associated with sweetened drinks or industrial products that did not reflect the depth of Japanese tea culture. At the same time, I noticed that many exceptional Japanese tea farmers and artisans remained largely unknown outside Japan despite their remarkable expertise and dedication.

These experiences encouraged me to deepen my knowledge of tea production, tasting, preparation methods, and customer education. I also obtained a Japanese tea advisor certification and continued studying the Japanese tea ceremony tradition. The more I learned, the stronger my desire became to build a bridge between Japan and Europe by introducing carefully selected teas and handcrafted products directly from passionate producers and artisans.

In 2022, I founded Shôbi with this mission in mind.

The name “Shôbi” reflects the idea of beauty, authenticity, and respect for craftsmanship. From the beginning, my goal was not simply to sell products, but to share stories, traditions, and values. I wanted people to discover the differences between tea cultivars, production regions, and preparation methods, much like they would explore the world of fine wine.

Today, Shôbi collaborates with tea farmers, artisans, restaurants, retailers, luxury department stores, and cultural institutions. Through tea tastings, workshops, events, and educational content, I strive to make Japanese tea culture more accessible while supporting the people who preserve these traditions in Japan.

As a Japanese woman, entrepreneur, and mother living abroad, my journey has not always been easy. When I started my business, my French was far from perfect, and I often doubted myself. However, I learned that meaningful projects do not require perfect conditions to begin. What matters most is taking the first step, continuing to learn, and creating value for others.

Today, my greatest motivation remains the same: to contribute to preserving Japanese craftsmanship and tea culture while creating meaningful connections between people through a simple cup of tea.

BUSINESS

Shôbi is a company specializing in premium Japanese tea and traditional Japanese craftsmanship. Founded in France in 2022, the company was created with the mission of building a bridge between Japan and Europe by introducing authentic products, sharing cultural knowledge, and supporting small producers and artisans.

Our tea selection focuses on carefully sourced, single-origin teas from Japan. We work directly with tea farmers who are committed to quality, sustainability, and traditional expertise. Our range includes ceremonial-grade matcha, sencha, hojicha, genmaicha, gyokuro, and other specialty teas selected for their exceptional flavor profiles and traceability. We place particular importance on cultivar diversity, terroir, harvesting methods, and the unique characteristics that make each tea distinct.

Beyond tea, Shôbi also offers a curated collection of handcrafted Japanese tea ware and artisanal objects. These products are created by skilled craftspeople who preserve techniques that have often been passed down through generations. By introducing these creations to European customers, we contribute to the preservation and promotion of traditional Japanese craftsmanship.

Education is a central part of our business. We organize tea tastings, workshops, cultural events, and collaborations with restaurants, retailers, luxury department stores, hotels, and cultural institutions. Through these activities, we aim to help consumers better understand Japanese tea culture, from production and preparation techniques to the history and philosophy behind tea.

Our clients include individual tea enthusiasts as well as professional partners such as cafés, restaurants, specialty stores, luxury retailers, and hospitality businesses. We also collaborate with media, influencers, and cultural organizations to increase awareness of authentic Japanese tea and craftsmanship.

What makes Shôbi unique is our commitment to authenticity, transparency, and storytelling. Rather than simply selling products, we seek to create meaningful experiences and connections between producers, artisans, and consumers. Every tea and every handcrafted object carries a story, a region, a tradition, and the passion of the people who created it.

Our long-term vision is to become a leading ambassador of Japanese tea culture in Europe while continuing to support the artisans and tea farmers who preserve these valuable traditions for future generations.

VISION

My long-term vision is to contribute to the preservation and international promotion of Japanese tea culture and traditional craftsmanship while building meaningful bridges between Japan and the rest of the world.

I believe that Japanese tea is much more than a beverage. It represents history, craftsmanship, hospitality, respect for nature, and a way of appreciating the present moment. However, many tea farmers and artisans in Japan are facing significant challenges, including an aging population, labor shortages, increasing production costs, and a declining domestic market. Some exceptional skills and traditions risk disappearing if they are not passed on to future generations.

Through Shôbi, I hope to help create new opportunities for these producers and artisans by introducing their work to international audiences. My ambition is to expand our activities beyond product distribution and develop educational programs, cultural events, exhibitions, workshops, and collaborations that allow people to experience Japanese culture in a deeper and more meaningful way.

To achieve this vision, one of the biggest challenges is increasing awareness and understanding of authentic Japanese tea. While products such as matcha have become popular worldwide, many consumers are still unfamiliar with the diversity of Japanese tea cultivars, regions, production methods, and traditions. Education therefore remains an essential part of our mission.

Another challenge is building a sustainable international network that connects producers, artisans, retailers, hospitality businesses, cultural institutions, and consumers. As a small company, developing these partnerships requires time, resources, and opportunities to meet like-minded people who share similar values.

In the future, I would like to connect with tea producers, artisans, distributors, retailers, luxury department stores, hotels, restaurants, cultural organizations, educational institutions, and media professionals who are passionate about quality, craftsmanship, and cultural exchange. I am particularly interested in collaborating with companies and individuals who believe that business can create positive social and cultural impact while preserving traditional know-how.

I would also like to meet entrepreneurs, investors, mentors, and international partners who can help support the growth of Shôbi and expand our educational and cultural activities in Europe and beyond. By combining our knowledge, networks, and resources, I believe we can create projects that benefit both Japanese producers and international consumers.

Ultimately, my goal is not only to grow a successful business but also to contribute to the preservation of cultural heritage, inspire greater appreciation for craftsmanship, and create lasting connections between people through the universal language of tea.

PROFILE

My name is Naomi Yamanaka, I am a Japanese entrepreneur and founder of Shôbi, a company dedicated to promoting authentic Japanese tea and traditional craftsmanship in Europe. 
Born and raised in Japan, I moved to France in 2015 to pursue a master’s degree in comparative history and civilization. 
With more than six years of experience in the Japanese tea industry, including several years as a tea shop manager in Paris, i developed deep expertise in Japanese tea culture, tasting, and education.

Passionate about cultural exchange, I founded Shôbi in 2022 to build a bridge between Japanese producers, artisans, and international consumers. 
Through tea tastings, workshops, events, and collaborations, I work to preserve traditional know-how while making Japanese tea culture more accessible worldwide. 
As a Japanese woman, entrepreneur, and mother living abroad, I hopes to inspire others to pursue their passions and create meaningful connections across cultures.

Occupation: Founder & CEO of Shôbi
Nationality: Japanese
Hometown: Saitama Prefecture, Japan
Current Residence: La Rochelle, France

▼ Shôbi Company Website
https://www.shobi.fr/

▼ Instagram
https://www.instagram.com/shobi_select/

▼ Facebook
https://www.facebook.com/Shobi.Select/

▼ YouTube
https://www.youtube.com/@Shobi_select

▼ Linkdin
https://fr.linkedin.com/company/shobi