Cultural x Art Project "OPEN MATCHA ROOM" Held for the First Time, Starting at Hakuba Tsugaike Mountain Resort with Future Nationwide Expansion Planned
PIF Inc. holds its first experiential art project "OPEN MATCHA ROOM," which fuses matcha and sound.
📋 Article Processing Timeline
- 📰 Published: March 31, 2026 at 01:00
- 🔍 Collected: March 30, 2026 at 22:56
- 🤖 AI Analyzed: April 15, 2026 at 22:12 (383h 16m after Collected)
PIF Inc. held the inaugural "OPEN MATCHA ROOM" project, aimed at promoting the value of Japanese culture and regional resources, for two days on March 5th (Thursday) and 6th (Friday), 2026, at Hakuba Tsugaike Mountain Resort in Nagano Prefecture.
This initiative is an experiential art project that combines "silence," "sound," and "matcha" within the natural environment of Hakuba Tsugaike, one of Japan's leading snow resorts. Through hospitality featuring matcha, sweets, and sound, a new Japanese cultural experience to be savored with the five senses was created.
■Concept
A Moment of Art in Everyday Life.
Shifting Context and Liberating Tradition.
Reinterpreting the "silence" preserved by the traditional Japanese tea ceremony through contemporary "sound" and "place." This is not an attempt to preserve form, but an endeavor to shift and reconnect context within modern consciousness.
By intersecting matcha, sound, and time within a snow-covered space, a "new tea experience" was presented.
■Event Overview
OPEN MATCHA ROOM
・Dates: March 5th (Thursday) & 6th (Friday), 2026
・Location: Hakuba Tsugaike Mountain Resort
・Organizer: OPEN MATCHA ROOM Executive Committee
・Planning: Team Muku
・Production: PIF Inc.
Official SNS
HP: https://www.open-matcharoom.jp
YouTube: https://youtube.co
FAQ
What is "OPEN MATCHA ROOM"?
"OPEN MATCHA ROOM" is an experiential art project that fuses Japanese matcha culture with sound and art, aiming to reinterpret traditional Japanese aesthetics in a contemporary context.
Where and when was "OPEN MATCHA ROOM" first held?
It was first held on March 5th and 6th, 2026, at Hakuba Tsugaike Mountain Resort in Nagano Prefecture, Japan.
What is the concept behind "OPEN MATCHA ROOM"?
The concept is "A Moment of Art in Everyday Life. Shifting Context and Liberating Tradition." It seeks to reinterpret the silence of the tea ceremony through modern sound and place, offering a new tea experience.
Who organized and produced the event?
The event was organized by the OPEN MATCHA ROOM Executive Committee, planned by Team Muku, and produced by PIF Inc.
Are there plans for "OPEN MATCHA ROOM" to be held elsewhere?
Yes, the project is planned for nationwide expansion after its initial launch.