Behind the sleek design of the Matcha Maker is a seasoned engineer from a tea-farming family, with a history of centering the user experience in his designs. Cuzen CEO, Eijiro Tsukada, sat down and talked to him about his journey to the US and how his experiences helped him engineer the Matcha Maker.

Hometown: Shizuoka, Japan

Current residency: Menlo Park, CA

Cuzen drink of choice: sparkling matcha

Contents

  1. From Shizuoka to Silicon Valley
  2. Centering the user experience
  3. Making the Matcha Maker
  4. Naoto san and tea

1. From Shizuoka to Silicon Valley

Eijiro [E]: Can you share a little bit about your background and how you decided to move from Japan to the United States?

Naoto [N]: I was born and raised in Hamamatsu, in Shizuoka, Japan—the home of Honda and Yamaha—where the Japanese tea and machinery industries are thriving. I was always interested in tea and the machinery industry.

In my previous work, I designed SONY TVs, and worked with WHILL, a wheelchair startup in Japan and the U.S. As an early WHILL team member, I was involved in a wide range of activities from mechanical design to market development. In the process, I moved to Silicon Valley from Tokyo.

  • A whisking cup prototype sits on a platform, connected to a computer as it is tested in Cuzen mechanical engineer’s workshop.

2. Centering the user experience

E: You have been praised for your focus on the user experience at WHILL, the wheelchair company you worked with before Cuzen. Can you talk about that a little bit?

N: My participation as a mechanical engineer with WHILL was very rewarding because of the direct and positive impact on the wheelchair users, but it was the most challenging project I’ve been a part of.

  • Naoto, the man who engineered the Matcha Maker, stands in front of his workstation, face in hand.

3. Making the Matcha Maker

E: Can you tell everyone what made you interested in Cuzen?

N: When I started up with Cuzen, I thought it would be interesting to work with powders and powdered materials. My grandfather was a tea farmer, and there was a tea field in front of his house, so I was familiar with the agricultural aspect.

When you told me about the tea farm, I thought, “I understand,” because when I was little, I used to pick tea on my grandfather’s farm during Golden Week. (Golden Week is a series of national holidays that sometimes overlaps with the year’s first week of tea harvest.) I was interested in learning more about matcha in particular, and about the catechins and other benefits of tea.

E: What were your first thoughts when you heard my ideas?

N: I like to take on challenges that others haven’t. I thought the idea was an interesting challenge, because there are a lot of people who grind their own coffee, yet only hand-grinders are available for tea-lovers. With all the tea drinkers in the world, I thought the idea could work.

  • A whisking cup sits on the Matcha Maker platform with another whisking cup and a digital sensor nearby.
  • A bright green iced matcha mocktail at Toshiro's Bar.

4. Naoto san and tea

E: Are you a big tea drinker?

N: I drink a lot when I’m doing tests for Cuzen. I drink coffee at other times, but my grandfather was a tea farmer. I was curious about the scientific and chemical aspects of matcha, such as the catechins and caffeine. Powders and beverages were also unknown to me, so I thought it would be fun to learn more about these unfamiliar subjects, while working with tea, which I felt a sense of familiarity with.

Read the story behind Cuzen Matcha Leaf and our Matcha Maker.

  •  Naoto’s work space features a long white pegboard with brightly-colored tools and gadgets, hanging above rows of drawers and colorful organizing bins.