Den is a third-generation Japanese tea merchant who is continuing his family’s legacy here in Southern California. In addition to being the founder of Den’s Tea, Den is the President and CEO of Shirakata-Denshiro Shoten—a tea distribution and manufacturing company founded by his grandfather in 1923. He, as his father before him, has stayed true to his grandfather’s motto "If you're going to sell bad products, stop doing business." At Den’s Tea, each blend comes straight from Japan and is stored in a climate-controlled facility, ensuring that Californians can sip green tea that is rooted in authenticity. From ceremonial-grade Matcha to antioxidant-rich Sencha, soothe your soul as you sip these aromatic and vibrant teas.
Recently, we caught up with Den to learn more about his journey and hear his advice for fellow entrepreneurs.
1. Why did you start Den’s Tea?
In the early 90s, I was a student staying here in the United States. At the time, I didn’t see green tea anywhere. When I came back in the late 90s, I was so surprised by the large amount of green tea on the shelves along with all of the Japanese restaurants that had popped up. However, when I bought and drank the tea, I didn’t feel that it represented true Japanese tea.
So, I decided to share my experience of fresh and genuine Japanese tea in North America. I then established Den’s Tea in Southern California in 2000 to give others a chance to appreciate it the way my family and I do.
2. What obstacles did you face along the way?
When I started, green tea was still very new to American consumers and they had little experience with it. For example, they didn’t know the differences between black and green varieties. Even among just green teas, there are so many types—Chinese, Japanese, and ones from several other countries, so it was difficult to explain what makes Japanese tea special. Today, people know much more about green tea, but education is still a top priority.
3. What lessons do you have for other entrepreneurs?
Before sales and marketing, you need to know the rules and regulations. There are so many laws regarding the import and transport of tea because it is a food. Compared to 25 years ago when I started, the laws and regulations regarding the FDA and import customs have become much stricter. Each country and each state has different regulations, so you have to be careful. You may have a high-quality product, but if you don’t pay attention to these small details, you may not even be able to start your business.
4. What’s on the horizon for Den’s Tea?
I will continue to share the richness and beauty of Japanese tea in the U.S. I will also endeavor to spread awareness of our character, Den-chan. He is a symbol of peace and relief for us, and I hope he can be the same for our customers, as well.
5. How do you keep work/life balance? What drives/inspires you?
Honestly, I think I don’t have a good balance. Mostly, it’s just business, business, business. Outside of it, I spend as much time as possible with my family and go to church. My wife also thinks I’m a workaholic and reels me in from my workaholic tendencies. Drinking green tea, of course, spans both my home and work life. My inspiration comes from my grandfather, who left me with a simple statement: “If you sell a bad product, just quit.” I live by these words.
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