TSUJIRI, the renowned green tea shop with a storied history of 163 years from Kyoto, has shocked its fans by announcing the closure of all its branches within Thailand. Despite the booming popularity of matcha, TSUJIRI is set to close its doors, with the last serving day planned for May 31, 2025.
On their official Facebook page, TSUJIRI Thailand expressed deep regret over the decision, stating, "We are sincerely sorry to inform you... We hope the taste of TSUJIRI will remain in your memories." This statement captures the sentiments of many who have cherished the authentic Japanese green tea experience offered by the brand.
During its time operating within Thailand, TSUJIRI became well-known for its premium green tea, winning over the taste buds of locals and tourists alike. It set up shop across various high-profile locations including EmQuartier, Siam Paragon, and Icon Siam, to name just a few. Each of these locations held significance, featuring beautifully crafted tea experiences and highlighting Japan's rich tea culture.
The branches set to close include not only those located at luxury retail destinations such as Central Ladprao and Robinson Ratchpruek but also busy hubs like Central Bangna and Central Rama9. The very last branch, aslisted by TSUJIRI, will be the one at Central World, now poised to bid farewell to loyal customers who have turned visits to TSUJIRI outlets as part of their regular cultural and culinary adventures.
Even though the announcement has left many feeling nostalgic, TSUJIRI insists on gratitude toward all of its customers, remarking, "Throughout our time, it has been our honor to share the authentic taste of Japanese green tea with everyone." It’s clear this brand has made lasting impressions and created valuable memories through shared experiences over cups of Matcha and other delectable green tea delights.
Local tea enthusiasts and loyal patrons have expressed disappointment over this sudden closure—an emotional response reflective of the connection TSUJIRI has established within the community. Given the current tea trend, especially with matcha, the closure raises questions about market dynamics and what could lead such an iconic brand to downsize its physical presence. Although there could be numerous factors at play, the company has not specified any underlying reasons for this movement.
This closure marks not only the end of TSUJIRI's operations but also signifies the transformation experienced by various businesses amid shifting consumer preferences and economic landscapes. Over the years, TSUJIRI has successfully carved out its place, offering more than just tea; it created spaces for people to gather and form memories.
Despite walking away from the physical scene, the essence of TSUJIRI, its flavors, and its history will likely linger on. Fans are left hopeful for the brand’s return or perhaps for new opportunities to enjoy its offerings, as hinted by their final statement aiming for future encounters. "Thank you for all the love and support from TSUJIRI Thailand fans, we hope to meet again someday," captures their loyal customer relationship, signaling openness to possible future engagements.
Through thick and thin, TSUJIRI’s dedication to quality and tradition has made it more than just another tea shop; it has become synonymous with heartfelt experiences shared among patrons and friends. The respect and affection cultivated during its years of service will surely remain part of the Thailand culinary fabric, ensuring the brand is not forgotten even as it stops its current operations.