It was made from experience of wholesale time of the medicine, first instant beverage.

創業者・藤田馬三氏

Founder of GYOKUROEN. Mr Umazou Fujita He was a businessman, and an inventor.

工場

Tokorozawa factory that completed it in 1963.

When we mention kelp tea, tea room Lenoir (Center of Tokyo metropolitan district venerable coffeehouse chain) is remembered.
When I was a student and when I was overstayed with the one cup of coffee, kelp tea was carried.

As for history of kelp tea it is not certain, but seems already it was in the Edo Period. Pouring the hot water to the chopped kelp, after it drinks, after it drinks, they eat poor brew the kelp. It seems to have been liked as so-called flavor tea. The powder of kelp tea where we have known well, it was appeared in 1918. It was made by Mr. Umazou Fujita of founder of GYOKUROEN. Yes, "The kelp tea" of the GYOKUROEN is an original of the powdery kelp tea. Also, kelp tea is the original of the instant beverage. Therefore, start of commercially-supplied for the instant coffee of the freeze drying being marketed in 1938, it was the case that it was much quicker than that.

In 1894 Umazou that was born in Shizuoka went to Tokyo at a young age and he got some jobs. Becoming valuable experience even among them, preparation of the medicine which picked up at the drugs wholesaler. (Japanese and Chinese medicine store) The Umazou acquired the medicine scrub technology using the apparatus this shop. After that, Umazou worked at the food store which the uncle owners, then acquiring the know-how of the stock and sale of the tea. He became independent in 1916 and opened tea store “SHIZUOKAEN” at Kameido in Tokyo.

The talent of Umazou was shown after this. The store had, but to survive in the tea industry whose competition is extreme, special something is needed. The fact that he who requested the new taste there are no other stores attaches the eye, it was kelp tea. As for the kelp tea which continues from the Edo period consecutively, sufficient simple ones which pour the hot water to the kelp. The kelp has peculiar taste, but the feature can be said only that. Umazou thought. ” If taste is devised and drink more easily, the Kelp tea will become sure to gusto item such as coffee and tea.” Processes the kelp tea to the powder, put it in the hot water and drink it - As for that, other everyone did not conceive unique conception.


A certain quality that kept defending, grasped the consumer's mind.

昔のこんぶ茶いろいろ

Kelp tea in 1955. It is written 100 yen in the package with 50 cups.

昭和30年代の缶

The kelp tea can in 1955, It was large, middle and small three size.

看板車

The signboard car of the kelp tea which flourished in 1955. Also, The GYOKUROEN made effort of the street advertisement.

First of all, it is necessary to find kelp with good taste. Umazou went out to travel Tohoku district, Hokkaido and Sakhalin (Present Russian federal Sakhalin state), he walked all over looking for kelp along the coastline. It is said that he keeps biting the obtained kelp in the train, the boiling soup was licked by condensing and thinning it in the hotel. As a result, Umazou was decided of kelp from Rausu that was able to be caught near by Hokkaido Shiretoko cape. The Rausu kelp is possible to catch here, this kelp is called Rishiri phylesis enaga demon kelp, fibered is soft and a feature that the smell is very good. Of course, soup was a top quality products used as top quality salt kelp and boiling kelp.

Umazou returned to Tokyo and forgets the life and researched how to pull out kelp soup, and he finally found best kelp for suitable beverage. Applying the kelp on the powder make machine and make the powder, furthermore deliberation the combination of seasoning of the salt and the sugar etc. It was not easy to make new products form nothing, but he succeeded to making dream kelp tea in 1918. At first, the store was small and it was small business, but it was great success. When “It is much more delicious than the current Kelp tea” “It is possible to drink only by pouring the hot water but it is deep test” and quality was highly evaluated by customer. Above all also, Umazou was confident because it was a thing having been supported by the Tokyo people to whom the favor of tea was annoying.

Many of this time as well as others merchant, Uamzou also has got big damage by the tea” of powdery tea (the latter name “GYOKUROEN green tea.”) was sold. In these days, as for Uma zou in order to place kelp tea in the nationwide route, he was covenanted with the existing tea houses contract that tea kelp is handle the substituting which does not handle the green tea (the Japanese tea) It was a c Great Kanto Earthquake (in 1923) and the World War II defeat. (in 1945) Even so, he opened new base “GYOKUROEN” in Tokyo Kanda in 30 years after the earthquake, not only the kelp tea but also new item “Uji green” lever point of Umazou put the trade name of GYOKRUEN. In addition, “Seaweed tea” is sold to 1935. When becoming these days there was the same trade company existing that sells a similar kelp tea, the GYOKUROEN was already becoming a leading company that did not permit the other companies to follow.

By the way, familiar red can is an important identity of the kelp tea that has been used from first time. It is defended firmly now.
There is an episode where Umazou’s ardor for kelp tea is transmitted. When the situation of the World War II expanded, various economic control laws were enforced, naturally manufacturing the kelp tea became difficult. However, the kelp tea was rejoiced for comfort article, many same category other companies using the substitute raw material, continued to make the inferior quality product. Even so, it is profitable if it makes it, if nothing is made, the company becomes beleaguered. At this time, Umazou abandoned kelp tea production. “If confidence dropped now, it probably cannot reopen business after war end” he thought. When after the war, Umazou starts making kelp tea again, the customer who was before and during the war welcomed it in all together. ”Kelp tea of the GYOKUROEN, available now” the pasting paper decorates the storefront in the retail store like that, the guest was gathered fast. The consumer also waited kelp tea of GYOKUROEN


Positive advertising development and “Japanese plum kelp tea” announcement.

陳列コンクール

“The 3rd GYOKUROEN kelp tea a mass display contest” executed in 1981. Such an event was frequently held.

藤田英二氏の顔写真

The 2nd generation president Eiji. The GYOKUROEN has been expanded postwar by him.

Haulage of the GYOKUROEN of postwar days was Eiji who is the second son of Umazou. It is at 1954 that Eiji who had trained in the basis of business severely from Umazou assumed the position of the president. Ever since, he drew out many bold ideas, the company has been grew rapidly. When making the brand acknowledge, “kelp tea of the GYOKUROEN” the fact that the effect was largest, it was a unique concentrated PR operation. Eiji did limits advertising media advertised throughout the year, concentrated CM was done. For example “It goes on the television and the radio this year.”, that if it is decided, advertisement is not run to the newspaper and the magazine etc paper media. Conversely, if he decided to run on the magazine, all pages of the household account book that adheres to the women's magazine of a new year’s issue of an appendix, putting advertisement of kelp tea. “It is no effect widely and thinly. Even if it is narrow, the range steadily infiltrates the kelp tea.” It was an original strategy.

In addition, he was worried about it inclined to elderly layer, he was ardent to digging up young people. In 1973 ,“Festival of the young song” is held in Nippon Budoukan, ten popular singers at that time, appearance day and night two times, he succeeded in mobilizing 30,000 audience.

Another big results left by Eiji "Japanese plum kelp tea" developed before about 35 〜 40 years ago, it might be become a big hit. At the time of development, using the plum of the Wakayama product which is named the quality of top of Japan to the plum of the raw materials. It freezes dries the pickled plums which were made with this plum with latest equipment, it was completed in addition to the kelp tea. With the point without ruining the flavor of the plum though it is an instant, at the beginning, the sale calls the reputation in the Japanese plum kelp tea, the popularity doesn't change now and continue. Depending upon period, it is said that the plum tea occasionally sold than the kelp tea.

Eiji sent off "Mushroom tea" and "Oolong tea" etc. besides the plum tea tea, various products to the market. In addition, he sold the New Year's greetings commodity “kelp tea” and the “cubic rice crackers” in set sale it, he was no mean person of ideas on the sales side. Also those the commodity itself did revised largely were Eiji. A lot of nutrients such as calcium, the iodine, kalium, and the vitamins are originally contained in kelp, the kelp tea crushes until becoming the size of the ultrafine particle of 300 meshes and grows kelp dry by the far-infrared radiation so that these are absorbed easily in the inside of the body. Merely, when it becomes the such particulate, it is difficult long term to retain while maintaining fixed quality. In order that the problem is solved, Eiji made the product which designates the powder of kelp brown as granule condition of the large grain. This granulationes type now becomes a mainstream for only household use, a powdery type is limited for the business use.


 
Cannot ignore the influence of TV ! The seasoning demand is expanding.

こんぶ茶缶入り(顆粒)

Most basic“Kelp tea in the can (granulated powder)”.
Price : 347YEN.
Volume : 45g.

こんぶ茶業務用(粉末)

“Kelp tea business use (powder)”.
Price : 2,352YEN.
Volume : 1Kg.

うめこんぶ茶缶入り(顆粒)

Popular “Japanese plum tea in the can (granulated powder)”.
Price : 347YEN.
Volume : 40g.

The market scale of the kelp tea is about five billion yen. Is not so large, but the GYOKUROEN has approximately 60% of market share. Both name and reality it is the leader company of industry. Though demand of the beverage of the kelp tea is decreasing every year, but the entire volume of sales has expanded. The reason is chiefly in the seasoning demand used for business use. Originally the raw materials is the kelp, moreover, it is easy-to-use powdery. The kelp tea has been used for a long time for seasoning like naturally. The compatibility goodness is a Japanese hotchpotch, food cooked by boiling or stewing, and spaghetti of Japanese style taste etc. Still a lot of shops that use the kelp tea in the secret ingredient are in the delicatessen and the spaghetti specialty store, and it is used also for the convenience store box lunch recently. It is said that the expansion of business demand becomes as much as 10% every year.

Not only for business use and recently, it is increasing the general home seasoning purpose. The chance is a television program. When information of kelp tea is good healthily showcased by TV Program, afterward sales is greatly different. Actually, yang consumer who is buying the kelp tea as not the beverage but a seasoning use seems not to be a little either. This point is glad and thorny point for the GYOKUROEN. Though it is glad that skirts of a customer layer expands, after all that wants to extend beverage demand more is genuinely probably. The Japanese plum kelp tea came to be put on free drink corner of a certain family restaurant, an advertising project that uses a model in the magazine for young women is executed, too. Personally, if the trend with a fashionable taste of Japanese style is tendency more wide, the kelp tea will accept to a very young layer. Tasting only kelp tea quite different from green tea, and coarse tea, there might be a lot of people who become fans that became liking it once, too.

I think that it slightly differs slightly at time when the person want to draw a sigh and the feeling relieved, after drinking alcohol and eating meal、

I went to Renoir that wrote at the beginning. Salesman favorite retro tea house, it was an appearance that changed hardly 20 years ago and it existed in the same place. You find kelp brown in the menu, order, and it orders. It is not sure whether this kelp tea with the GYOKUROEN. However, It was delicious more than fully imagining it that.

 
Coverage cooperation:GYOKUROEN Company(http://www.gyokuroen.co.jp/
     
エコ化を進め、ポリ容器からスタンドパックへ

こんぶ茶スタンドパック
コラビタ緑茶スタンドパック

“Kelp tea stand packing”. Volume : 50g, A little more than the can.
Price : 347YEN .

“Korabita green tea stand packing” that mixes collagen and vitamin C. Price : 525YEN Volume : 40g

The topic concerning the kelp tea in recent years is the container changing. The GYOKUROEN stops the polyethylene container of a round cylinder type that had been used to until recently, the switch to the stand bag to which the zipper adheres go forwarding. Form consumer's environment awareness is recent rising keep using the hard to recycle material becomes a negative image for the company. Not only the kelp tea and the Japanese plum kelp tea but also "Korabita green tea" of a healthy green tea is sale by the stand bag. Of course, the familiar red can is continued selling. It is easy to recycle the metal can.

 
Title part taking a picture/Kousei Umino
Title part taking a picture direction/Kominato Koji Coverage edit/bird's nest inc
Page Top

It edits it based on the content published in Magazine site『COMZINE』(NTT COMWARE)



● History of kelp tea 90 years
  1916 Tea room "SHIZUOKAEN" opened in Kameido, Tokyo
   The founder was Mr.Umazou Fujita. He was a Business man and an inventor.
1918 “Kelp tea” sale. The kelp tea is an originator of the instant beverage.
1930 The trade name is made “GYOKUROEN” in Tokyo Chiyoda-ku, Kanda.
   “Uji green tea” sale. (Latter name : GYOKUROEN green tea)
1941 The situation of World War II was expanded, and manufacturing the kelp tea became difficult.
   Many same category other companies using the substitute raw material, continued to make the inferior quality product. At this time, Umazou abandoned kelp tea production.
1945 “If confidence dropped now, it probably cannot reopen business after war end” he thought.
1954 Mr.Eiji Fujita assumes the position of the second generation president. 'GYOKUROEN' corporate conversion.
   “Change from development and powder to granulated powder such as Japanese plum kelp tea, Radio and newspaper, television advertisement etc, idea Man”
1956 The headquarters building is completed in Bunkyo-ku, Tokyo.
1963 'GYOKUROEN Food Industries Ltd.' Establishment. Manufacturing and sales are separated, and ' GYOKUROEN Ltd.' is made sales companies.
1969 The 1st GYOKUROEN kelp tea a mass display contest executed. (Contest holding until 1985)
1972 “Japanese plum kelp tea” is developed and sale.
1973 “Festival of the young song” is held in Nippon Budoukan, ten popular singers at that time, appearance day and night two times, he succeeded in mobilizing 30,000 audience.
1980 “Kelp tea granulated powder type” is put on the market. “Kelp tea less salt taste type” is put on the market at the same time.
1981 “Kelp tea dish cooking” was recruited by the news paper advertisement.
1987 The Tokorozawa distribution center was completed in east Tokorozawa.
1988 Manufacturing section and the sales dept are integrated. Rationalization is aimed at as 'GYOKUROEN Food Industries Ltd.'
1989 The 1st NOMONOMO campaign (The use of the kelp tea was collected). 2nd was held next year.
1994 The GYOKUROEN kelp tea a mass display contest executed. The Tokorozawa factory is rebuilt. (The granulated powder line was expanded.)
   The “Kelp tea ball Project” was execution in Roppongi “edo flower stall” It is published in various information magazines.
1995 Mr. Hidemasa Fujita assumes the position of the third generation president.
2002 The Tokorozawa factory was extended. The hygienic supervision and the laboratory are enhanced.
2008 The Tokorozawa factory was extended. Premium Kelp tea selling.

● Premium kelp tea selling.
 
The premium kelp tea
with carving seaweed.
Standard List Price : 399YEN
(Without Sales TAX : 380YEN)
Volume : 40g
The kelp tea was made by founder Mr.Fujita Umazou in 1918.
In the celebratory of 90 years after he was born,
The premium kelp tea where the Hokkaido Rausu product kelp enter fullness please enjoy it.
創業者・藤田馬三氏

Umazo Hujita of founder in GYOKUROEN

 
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