Japanese "It Beauté TEA" Captivates Hollywood Celebrities, Showcasing Its Potential

HyperSoft Co., Ltd. (Location: Shinjuku-ku, Tokyo; Representative Director: Hiroyuki Shinchi) exhibited its It Beauté brand at the "DPA Diamond Lounge 2026" event, held in conjunction with the 98th Academy Awards ceremony in Los Angeles on March 13th and 14th, 2026 (local time). This time, through "It Beauté TEA," a Japanese beauty and health-themed product showcased at the Japanese Lounge operated by "soubou," we communicated the value of beauty and richness inherent in Japanese tea culture to the world.

This initiative provided an opportunity to experience firsthand the receptiveness of It Beauté TEA and its potential in the North American market through real interactions with leading celebrities and influencers from the film industry.

### What is DPA Diamond Lounge?
DPA Diamond Lounge is an annual VIP gift lounge held in Los Angeles in conjunction with the Academy Awards ceremony, catering to film industry professionals and celebrities. Known as one of the premier platforms for brands to approach the North American and global markets, this event brings together globally recognized figures including award winners, actors, producers, stylists, and influencers. It Beauté participated in the "Japanese Lounge" as a brand within the "soubou" team, produced by Yoko Nonobe, who promotes Japanese craftsmanship and artisan culture both domestically and internationally. Within a Japanese-themed space set up in one of the venue's rooms, beauty and wellness products centered on Japanese tea culture were introduced. It Beauté TEA's participation marked the first opportunity for top-tier global audiences to directly experience the uniqueness of Japanese tea culture and a new, unparalleled way of enjoying tea.

### Local Reactions
When It Beauté TEA was introduced to guests at the venue and they were asked if they knew of such (edible) tea, a series of surprised reactions like "I've never seen tea like this!" were heard. The new sensory experience of the "It Beauté TEA Marugoto Chajitsu (Whole Tea Fruit) Collection," which blends ingredients as they are and allows guests to savor the ingredients even after drinking, seemed to be perceived as a completely novel concept by Western attendees.

Amidst the globally rising demand for matcha, the "Matcha Kintoki" from the Marugoto Chajitsu collection, launched last November, garnered significant interest. Similarly, "Apple Tomato," released at the same time, also attracted guests with its unique blend and fruity, sweet aroma, leaving a strong impression.

Health-conscious guests showed very high interest in tea in general, with many incorporating tea into their daily lives, leading to considerable interest in the It Beauté TEA Wellness Tea Collection.

In particular, "Kuromoji Lemongrass" and "Chomeiso Ginseng," which use ancient Japanese plants, were frequently mentioned as products guests definitely wanted to try during the product explanations.

### Future Developments
Through this participation, it was confirmed that It Beauté TEA holds definite receptiveness in the North American market. HyperSoft Co., Ltd. will leverage this experience to actively promote market expansion into North America and other global markets.

Furthermore, while rooted in Japanese tea ingredients and production methods, the company is also considering the development and deployment of original blends tailored to the cultures of various regions. To deliver "a new form of tea time experience focused on beauty and health" into the daily lives of more people, It Beauté TEA will continue to expand across borders, carrying the sentiments embedded in each cup.

Moving forward, while strengthening its presence both domestically and internationally, the company will actively explore collaboration opportunities with partners and distributors who resonate with the world of It Beauté TEA.

### About It Beauté
It Beauté is a brand that proposes a lifestyle where beauty and health harmonize, under the theme of "Sustainable Beauty." We aim to provide products that can be easily incorporated into busy daily lives and naturally enhance beauty through continued use. At It Beauté, we emphasize "being healthy to be beautiful" and are committed to creating products that will be loved for a long time.

■ HyperSoft Co., Ltd. Overview
Company Name: HyperSoft Co., Ltd.
Location: Shinjuku Gyoen Front 5F, 1-6-3 Shinjuku, Shinjuku-ku, Tokyo
Representative: Hiroyuki Shinchi, Representative Director
Established: December 1994
URL: https://hypersoft.co.jp/
Brand Site: https://it-beaute.jp/

■ Inquiries regarding this press release
Company Name: HyperSoft Co., Ltd.
Department: Total Planning Division
TEL: 03-6683-3496
E-MAIL: info@it-beaute.jp