The Emperor of Teas

AIYA Launches Premium Tea Kimigayo as Xmas Edition

HAMBURG, Germany, November 25 - Gyokuro Kimigayo is one of the most expensive teas worldwide. Starting
now, 80g can be bought at 59.99 Euro as an exclusive Christmas present or to
savour on a special occasion - available however only until 24 December, for
the hand-picked leaf tea is limited.

The emperor of teas: Gyokuro Kimigayo. Literally translated Kimigayo
means "You are the ruler of the world" - the opening words of the Japanese
Emperor's hymn. The tea is grown on one field only in the whole of Japan.
There is only one tea farmer who possesses the experience required for
cultivating this sensitive tea plant. "Grown on the sides of the volcano
Kirishima, the plants are covered for up to one month before they are
harvested. During this phase, the plants develop an unusually high level of
chlorophyll which accounts for the tea's sweet and intensive aroma", says
managing director of AIYA Europe and Europe's only qualified tea-taster
Thomas Grömer.

With Super Premium Gyokuro Kimigayo, AIYA, the market leader of Matcha -
ground Japanese green tea - offers the art of Japanese tea brought to
perfection.

For a gift of greater diversity, AIYA has composed a set consisting of
three select leaf teas Super Premium Gyokuro Kimigayo, Super Premium
Kabusecha Yamato and Premium Shincha Kirisakura. Both the exclusive gift box
and Super Premium Gyokuro Kimigayo are available until 24 December at the
online shop under www.aiya-europe.com/en/shop.

About AIYA Europe

AIYA Europe is a wholly-owned subsidiary of the long-established Japanese
company AIYA Co. Ltd founded 120 years ago. The market leader in the Matcha
green tea sector produces premium organic green teas, including Matcha,
Shincha, Gyokuro, Sencha and others. The company is the first Matcha producer
worldwide to obtain organic certifications, ISO 22000 and AIB, Kosher and
Halal first ratings. In Germany, AIYA covers 50% of the market for Japanese
Green teas and 90% of the Matcha market.

In August 2008, the company's European headquarters established itself in
Hamburg. The experienced tea expert Thomas Grömer heads AIYA Europe GmbH as
managing director.

    Contact:

    TURM B
    Ulli Masztalerz
    Kommunikation
    Grosse Bleichen 21 (Galleria)
    20354 Hamburg
    Fon +49(0)40-34-05-73-16 Fax -10
    um@turm-b.de

    AIYA Europe GmbH
    Frigga Thern
    Marketing Director
    Poststr. 51
    20354 Hamburg
    Fon +49(0)40-34-80-99-93 Fax -94
    frigga@aiya-europe.com

Contact: TURM B, Ulli Masztalerz, Kommunikation, Grosse Bleichen 21 (Galleria), 20354 Hamburg, Fon +49(0)40-34-05-73-16 Fax -10, um at turm-b.de; AIYA Europe GmbH, Frigga Thern, Marketing Director, Poststr. 51, 20354 Hamburg, Fon +49(0)40-34-80-99-93 Fax -94, frigga at aiya-europe.com