Yomogi Specialty Store Opens in Tokyo as 'Next Matcha' Trend Grows

A yomogi-drink specialty store opened in Tokyo's Shibuya Scramble Square on July 3 ^[2] to capitalize on a growing health-focused beverage trend.

The launch of THE YOMOGI STAND signals a shift in consumer preferences toward caffeine-free alternatives as rising prices and popularity put pressure on the matcha market. By positioning the traditional herb as the "next matcha," the brand aims to transition yomogi from a roadside weed to a premium health drink.

Specialist farmers behind the brand utilize natural farming methods to cultivate the mugwort from scratch. A representative of THE YOMOGI STAND said the goal is to provide a caffeine-free, healing cup of tea ^[3]. This focus on wellness appeals to a wide demographic, including those avoiding stimulants for medical or personal reasons.

One customer, who is currently pregnant, said she visited the store after learning for the first time that yomogi is caffeine-free ^[1]. The store's appeal also extends to international visitors, such as a German customer who said the drink is delicious and not too sweet ^[1].

This beverage boom follows a broader trend of yomogi-based wellness in Japan. There are already more than 8,000 yomogi-steam salons operating across the country ^[2]. These salons use the herb's properties for therapeutic steaming, suggesting a pre-existing market for the plant's perceived health benefits before its entry into the specialty beverage sector.

The store is located in the heart of Shibuya-ku, Tokyo, where it targets high-foot-traffic crowds in one of the city's most prominent commercial hubs ^[1], ^[2].