A "Traveling Tea Blender" Seeking the Finest Tea Leaves Worldwide

──What is the theme behind the 16 types selected for rumors?

Since we're launching in September, we've selected teas that can be enjoyed from autumn through winter and into early spring, while also including some of our staples. While some varieties, particularly those based on green tea, are excellent for cold brewing, we've primarily chosen types to be enjoyed hot.

──You seem to be very particular about your tea leaves.

For flavored teas, the quality of the base tea leaves is often compromised, as the flavor can mask imperfections. However, Théodōr uses high-quality tea leaves with large cuts. The reason we use natural flavorings is to ensure that the taste of the excellent tea is properly appreciated.

The Time for Blending and Enjoying Tea is One's Own Private Time

──How many blends are there in total?

We currently offer 60 varieties in Japan, but in Paris, there are well over 300. Guillaume handles all the blending himself and does not show us his process. He considers the time spent blending and enjoying tea to be his own private, egoistic time. He says he begins blending on mornings after it has rained. However, before even starting the blending process, he first decides on the name. Perhaps he already has an image in mind when he chooses the name, but he develops the tea blend afterward.

However, even with an image in mind, sometimes the ideal blend comes together smoothly, while other times it can take over two years to achieve. There are many unfinished blends because, despite having a name and an image, they cannot be perfected.

Tea Opens Many Doors, in Many Ways

──You've revamped the brand concept and overall image, haven't you?

2012 marks Théodōr's 10th anniversary. This year is a transition period where the old image and the new image will be gradually replaced. Starting in 2012, when everything is fully transitioned, new projects, such as the development of concept shops, will be launched simultaneously, primarily in France.

The 'H' represents 'doors,' and the 'T' represents tea, symbolizing how tea opens various doors.

──What is the new concept for Théodōr?

In France, it's not much different from Japan; young people tend to prefer coffee, and fewer actively choose tea. Perhaps tea still carries a somewhat old-fashioned image. Coffee, with the emergence of places like Starbucks a few years ago, has seen a wonderful evolution, offering diverse ways to enjoy it. Tea has existed for thousands of years, so why hasn't it evolved similarly? It's because, despite its potential, no one has dared to challenge the status quo.

Théodōr has adopted a new theme: “L’INSOLENT PARISIEN.” While we translate it softly as “The Insolent Parisian” in Japan, the literal meaning of “L’INSOLENT PARISIEN” is “The Rebellious Parisian.” This refers to Guillaume himself. It represents a concept of challenging the world of tea, which tends to cling to tradition.

Not Throwing Things Away is a Form of Ecology

──The tins and packaging have very modern designs, don't they?

──Are the colors different for each series?

The tins, in a chic and subdued shade that is neither white nor gray, are for our “Plain Tea” series, featuring a variety of carefully selected non-flavored teas. We chose a sophisticated color palette because natural teas are often the ultimate destination for true tea enthusiasts.

The black tins are for “Flavored Black Tea,” blends and flavorings based on black tea leaves. While the liquor color of black tea is generally similar, its character changes with the added flavors. We express this character through the color of the band accenting the black tin.

15 Types of Personality Common Among the French

──You've proposed an interesting chart, haven't you?

Currently, tea is treated as a daily necessity, like detergent or toilet paper – something you go to buy when you run out. Many tea maisons offer loose-leaf tea sold by weight. Within the traditional tea world, this is precisely where we believe the most innovation is needed. Large tins are displayed behind the counter, and customers can only choose based on the recommendations of the staff. In other words, selection is limited to what the staff suggests, and I believe some people find this restrictive. We want people to discover and shop for tea freely. We need to transform the act of purchasing daily necessities into an enjoyable shopping experience, and that's how this chart was born.

This chart categorizes teas based on 15 common personality types found among the French, with each personality assigned a color. Incidentally, he, the rebellious Parisian, possesses all 15 personality types (laughs).

"It's Not Interesting Without a Little Mystery"

First, you can identify the category by the color of the tin. The ingredients used are all clearly stated on the back of the tin. Then, by looking at the colored band representing each personality type, customers can use this chart to decide, for example, 'I'm feeling this way today, so I'll choose this,' or 'This person has that personality, so I'll gift them this,' or even 'I liked this black tea, so I'll try a green tea from the same category.' We want customers to enjoy shopping freely, based on their own interpretations.

What's interesting is that Guillaume never specifies whether the personality belongs to the tea or the drinker. However, this categorization is always based on something he has observed. He always says, 'It's not interesting without a little mystery.'──So, revealing everything isn't always best. There are secrets hidden everywhere, and we hope to gradually share them with you all.

──Thank you very much.