Amin Abbas

DUBAI:  Devoted to enriching and cultivating a deeper appreciation of fine Japanese delicacies, Ikigai-Shu is a unique company headquartered in Dubai, with a pioneering portfolio of services tailored to the hospitality, retail and travel retail industries.

Ikigai-Shu is guided by the Japanese concept of ’ikigai’ – the reason for living that fuels its professional business drive with passion and purpose.

Viktoryia Toma is recognized as a leading EMEA Japanese Category expert and educator.

Passionate about every aspect of Japan and its intriguingly unique culture, Toma has spent the last 18 years elevating the Japanese category in Dubai and the region. From crafting bespoke beverage programmes to handpicked Japanese product portfolios, Toma is a well-established expert in her field amongst key regional importers, hospitality, retail and travel retail companies.

“In 2020, I have decided to establish my own business, and to focus fully on promotion and distribution of authentic Japanese products. Japanese concept of ‘ikigai’ – the reason for living fuels our professional business drive with passion and purpose,” Toma told Arab News Japan.

“Ikigai-Shu is the official representative of the Global Japanese Tea Association (GJTea, Kyoto, Japan) in the UAE. We offer Japanese Category consultancy services to hospitality, retail and travel retail companies. Our services designed to penetrate untapped business growth potential, source artisanal Japanese products, elevate service rituals, and seamlessly integrate this up-and-coming category into business offering. In addition, we hold Sake and Japanese Tea trainings and courses for consumers and professionals to boost knowledge and product awareness.”

GJTea was established in 2019 in Kyoto. It is a non-governmental organization that aims to spark growth in the Japanese tea world through global collaboration and educational activities.  IKIGAI-SHU is the official representative of GJTea in the UAE.

Toma said: “I have always been a tea aficionado. I have been buying teas whenever I traveled. But it was a Japanese tea that amazed me the most during my first trip to Japan 12 years ago at one of the official dinners organized by a sake brewery in Kyoto. That tea was a Gyokuro. I compared it to the finest Daiginjo sake. It was incomparable to any other kind of tea I have tasted before”.

About the response & feedback from the people who tried and bought products from Ikigai-Shu, Toma said: “We offer B2B and B2C services. We supply authentic Japanese Products to some of the most iconic UAE restaurants, as well as operate Ikigai-Shu Japanese Tea & Food Boutique and e-commerce for consumers. Our customers appreciate our passion and dedication, as well as unique product offering that can be found only at Ikigai-Shu.”

About her recommendations for those who want to try the Japanese products at Ikigai-Shu or learn how to make Japanese food or drinks, Toma said: “I recommend visiting our IKIGAI-CHA Japanese Boutique. It is a unique concept store. We showcase a wide selection of Japanese teas (over 25 varieties), Japanese pottery, as well as the highest quality rice, noodles, oils and seaweed products, sourced only from sustainable farmers and producers, most of which are family run businesses. We offer personalized by appointment shopping experience. During the visit, our guests can taste teas they are interested in and learn about the uniqueness of each tea, from the production and farming to the recommended brewing techniques, health benefits and food pairing”.

IKIGAI-CHA TEA ACADEMY is an educational platform that was founded based on a deep passion for Japanese tea. Open to both professionals and enthusiasts, our programs offer a unique journey of discovery into the world of tea to witness the magnificent transformation of leaves into a seductive beverage – a true delicacy packed with the power of epi-nutrients.