"Next up from Matcha, Yomogi!?" Daikanyama-born fermented yomogi brand THE YOMOGI STAND opens a new base, BETWEEN by THE YOMOGI STAND, at Shibuya Scramble Square.

Overseas' overwhelming No. 1 favorite: "Herbal Elixir"

BLANCA ASSOCIATION Co., Ltd. (Shibuya-ku, Tokyo, CEO: Keita Sato) is pleased to announce the opening of "BETWEEN by THE YOMOGI STAND," a new store for the world's first fermented yomogi brand, THE YOMOGI STAND, developed in collaboration with Aso Yakusouen Co., Ltd. (Aso-shi, Kumamoto, CEO: Yuko Izawa). The new store will open on July 3, 2026 (Fri) on the 7th floor fashion floor of Shibuya Scramble Square.

"Move over, Matcha. Yomogi is here."

Following the globally popular matcha, we want to re-edit Japan's ancient medicinal herb, "yomogi" (mugwort), for modern lifestyles and deliver it to the world as a new wellness culture. Born from this desire, THE YOMOGI STAND takes a new step from Daikanyama to Shibuya Scramble Square.

"BETWEEN by THE YOMOGI STAND"

BETWEEN is an expansion project that collaborates with partners both domestically and internationally, spreading the worldview of THE YOMOGI STAND while adapting to the land, space, and respective environments.

Based on THE YOMOGI STAND's concept, menu, and operations, we aim to develop in the optimal form tailored to each space and brand, such as commercial facilities, hotels, offices, airports, terminals, and public spaces.

We have designed it to provide a highly satisfying experience even in a short stay, centered around HAKKO YOMOGI drinks, while balancing stable quality and reproducibility.

As the first installment, "BETWEEN by THE YOMOGI STAND" begins through our connection with Shibuya Scramble Square.

In collaboration with the floor, we will create encounters with new brands and cultures, fostering new rituals within the city.

In the future, we will expand the world of THE YOMOGI STAND into various spaces both domestically and internationally through partnerships with hotels, commercial facilities, offices, corporations, and airlines.

We look forward to meeting partners who resonate with THE YOMOGI STAND's worldview and will help us cultivate new rituals together.

📍 Instagram: @theyomogistand

A modern ritual, rooted in nature.

What THE YOMOGI STAND wants to deliver is not just a drink.

In busy urban life, a moment to pause, center yourself, and connect with nature.

Yomogi, grown with natural farming methods in Aso, is washed with spring water, then fermented, roasted, and powdered all in one process, delivering the blessings of the land into a cup.

We call this experience itself

"A modern ritual, rooted in nature."

Our goal is for drinking it to become a quiet daily habit, a reminder of the connection between people and nature.

📍 Instagram: @theyomogistand

Farm to Cup

THE YOMOGI STAND embodies the "Farm to Cup" philosophy.

Starting from cultivating yomogi fields using natural farming in Aso, Kumamoto Prefecture, we handle everything from harvesting, washing with Aso's spring water, fermentation, roasting, and powdering.

From growing the plants to becoming a cup of drink.

By handling everything ourselves, we aim to convey the aroma, scenery, and culture of the Aso region.

Experience a "quiet ritual" to center yourself in your preferred way of drinking!!

We will also be selling BOTANICAL GRANOLA, a modern reinterpretation of medicinal herb culture. Enjoy the feeling of eating that fills your mind and body, whether at home or as a gift.

BOTANICAL GRANOLA is a new botanical food that reinterprets Japan's fermentation culture and plant wisdom for modern lifestyles, featuring fermented yomogi and wild herbs nurtured by Aso's rich nature as the main ingredients.

Carefully baked one by one, it blends fermented yomogi and various Aso plants with fermented ingredients like miso, bringing out the original flavors and characteristics of each ingredient.

We propose a new food ritual that brings the blessings of nature and the wisdom of fermentation closer and more delicious, accompanying your daily life.

BOTANICAL GRANOLA (150g) / 2,538 yen (tax included)

Baked goods and ice cream using fermented yomogi

At "BETWEEN by THE YOMOGI STAND," we offer popular vegan and gluten-free fermented yomogi waffles, fermented yomogi banana bread, and vegan ice cream made with fermented yomogi and tonka beans. Even in busy daily life, feel the blessings of nature with every bite, bringing a comfortable balance to your mind and body.

Fermented Yomogi Waffle / full 1,200 yen (tax included) / half 650 yen (tax included)

What is THE YOMOGI STAND's mission?

Our mission is to support the richness of mind and body through Japan's traditional medicinal herb culture and yomogi, while aiming to convey the wonders of yomogi cultivated in Aso to many people both domestically and internationally. Furthermore, we contribute to the preservation of Aso's rich natural environment and take a step towards a sustainable future while valuing connections with the local community.

Aso's grasslands, recognized as a Globally Important Agricultural Heritage System (GIAHS)

We are active in valuing connections with the local community through yomogi cultivation.

HAKKO YOMOGI (Fermented Yomogi)

📍 https://hakkoyomogi.com/

The joint project "HAKKO YOMOGI" began with an encounter with Mr. Izawa, a roaster at Aso Yakusouen.

Under the vision of "Utilizing Aso's grasslands, which have existed for 1000 years, to create a new agricultural system," this project contributes to the maintenance of Aso's grasslands through yomogi cultivation and delivers health and healing to the world.

Purchase here (Fermented yomogi powder sticks to enjoy at home or while traveling) 📍 https://theyomogi.com/

HAKKO YOMOGI (Fermented Yomogi) Powder Stick (12 sticks)

Fermented yomogi nurtured by the Aso land

HAKKO YOMOGI (Fermented Yomogi) Powder Stick was born to incorporate the wisdom of Aso's rich nature and the medicinal herb culture inherited from our ancestors into daily life.

By fermenting yomogi carefully cultivated with pesticide-free methods, we bring out a refreshing aroma and a mellow, roasted flavor. Furthermore, by making it into a powder, it becomes easier to ingest directly into the body, exerting its power to regulate from within.

How to drink or eat is up to you. It can be dissolved in hot or cold water, or mixed into lattes, smoothies, onigiri, pancakes, and other dishes to incorporate into your daily diet.

Aso's blessings x meticulous manufacturing

"HAKKO YOMOGI" is born from limited natural blessings.

Utilizing the power of Aso's land and spring water, yomogi cultivated without pesticides is carefully washed with Aso's spring water after harvesting. Subsequently, everything from fermentation, drying, roasting, and processing is consistently carried out at Aso Yakusouen, ensuring the production of safe and secure products.

Furthermore, starting from creating natural farming fields and harvesting only during the limited seasons of spring and autumn, production volume is limited, and we cherish these precious natural blessings.

Purchase here (Fermented yomogi powder sticks to enjoy at home or while traveling) 📍 https://theyomogi.com/

Cultivation using Aso's spring water natural farming / Initiatives for maintaining Aso's natural environment

Menu Examples

Herbal Elixir (Fermented Yomogi & Dates)

Price: ¥1150 (tax included) ■ Contents: "Fruit of Life" (dates) kneaded with various Aso medicinal herbs, finished with oat milk and fermented yomogi. Its earthy flavor is highly acclaimed overseas, making it the overwhelming No. 1 favorite for continuously maintaining energy and balance with the blessings and power of plants and nature.

Fermented Yomogi Banana Smoothie

Price: ¥1050 (tax included)

Contents: A vegan smoothie with an exquisite balance of the deep flavor of naturally grown fermented yomogi powder from Aso and the rich taste of banana. It also contains whole soybeans and soy milk. Enjoy a new "plant smoothie ritual" that regulates your body with nature's rhythm.

Fermented Yomogi Cloud with Coconut Water

Price: ¥972 (tax included)

Contents: A light and transparent herbal drink combined with mineral-rich coconut water. Topped with a gentle plant-based yomogi foam, it's a cup that floats like clouds. The subtle aroma of yomogi and the refreshing taste of coconut blend together, delivering a new sensation "cloud ritual" that moisturizes your mind and body from within.

Fermented Yomogi Cloud with Mango Milk

Price: ¥972 (tax included)

Contents: A herbal sweet drink made with milk, blending the fragrant aroma of fermented yomogi with the melting sweetness of ripe mango. The gentle depth of yomogi and the bright fruitiness of mango harmonize softly, spreading a relaxing rhythm that soothes the soul. Its light and gentle texture is like clouds floating in a tropical sky.

Fermented Yomogi Azuki Milk Cloud

Price: ¥972 (tax included)

Contents: A gentle and soothing Japanese-style cloud drink. The fragrant and deep fermented yomogi and the slightly sweet azuki beans overlap, creating a comforting taste that easily blends with the body. The fluffy plant-based foam is light like white clouds and melts in your mouth the moment you taste it.

Fermented Yomogi and Koji Amazake

Price: ¥880 (tax included)

Contents: A blend of yomogi, known as the "Queen of Herbs," and koji amazake, known as "the drip of life." A cup filled with the blessings of fermentation that permeates the body. The harmony of yomogi's fragrance and amazake's richness leads to a feeling of relaxation for both mind and gut with every sip.

Fermented Yomogi Latte

Price: ¥850 (tax included)

Contents: Fragrance and depth carefully extracted by fermenting and roasting yomogi grown with natural farming methods in Aso. This herbal latte, made by gently enveloping the powder with milk, is gentle on both mind and body.

SHOP INFORMATION Store Name: BETWEEN by THE YOMOGI STAND

Location: 7F, Shibuya Scramble Square Shop & Restaurant, 2-24-12 Shibuya, Shibuya-ku, Tokyo 150-6101

Business Hours: 11:00 – 20:00

instagram: @theyomogistand

Company Profile: BLANCA ASSOCIATION Co., Ltd.

Company Name: BLANCA ASSOCIATION Co., Ltd.

Location: 5-19-6 Hiroo, Shibuya-ku, Tokyo

CEO: Keita Sato

Established: December 12, 2012

Business Activities: Produce & Branding (hotels, commercial facilities, restaurants, etc.), project planning, operations, creative direction, etc.

URL: www.blanca-a.com

Company Profile: Aso Yakusouen Co., Ltd. Company Name: Aso Yakusouen Co., Ltd.

Location: 3321 Miyaji, Ichinomiya-machi, Aso-shi, Kumamoto

CEO: Yuko Izawa

Phone: 0967-22-8070

URL: https://asoyakusouen.co.jp/