Field Notes · 002

Why I left tech to start Teasan

30 August 2026 · Keika Sugiyama

I incorporated Teasan in February, while I was still working full-time as a Product Manager in tech. At the time, I was thinking about how I would spend more time validating demand, learn how people actually taste these teas, build up enough savings to go without an income for a while, and then jump when I “feel ready”. Looking back, it was a sensible plan, but also a way of not deciding.

And in May, the universe decided for me: I got laid off from my job.

Financially, it sucked to have been cut off from my income when it wasn’t the most convenient. I hadn’t hit the savings number yet, and I could’ve found another tech job to keep myself afloat. But I chose not to look – this was my last chance before having kids, while I’m still young enough to bounce back, and with a market window that I didn’t think would stay open forever.

The tea industry has been growing with the success of bubble tea and matcha leading the way. The third wave coffee movement is starting to happen to tea. Consumers around the world are interested in exploring tea more than ever before, and I strongly believe that there is also space for tisanes – not as a substitute, but to be appreciated as its own. Japan has well over a hundred traditional tisanes that have been invisible to the rest of the world. Now felt like the right time to invest in this movement, and that gap I’m trying to fill is the whole thesis of the company.

So far I’ve built Teasan the only way I know how: like a tech product. Come up with a hypothesis, build the MVP, put it in front of paying customers, get feedback, and iterate.

We’re always looking to get more feedback, and this is the last stretch before I commit to a real production run. If you’ve tried the prototype, the one thing I want to know is: what moments have you reached for Teasan, and what time of day have you been drinking it?

I would love to hear from you too.