Ichi-Go Ichi-E (一期一会)

Ichi-go Ichi-e (一期一会) is a Japanese phrase that literally means "one time, one meeting." It refers to the idea that every encounter in life is unique and should be cherished because it will never happen again in exactly the same way.

In Japanese culture, Ichi-go Ichi-e is a concept that is deeply rooted in Buddhist philosophy. It emphasizes the importance of living in the present moment and appreciating the people and experiences that come into our lives.

Ichi-go Ichi-e is often used in the context of tea ceremony, where it reminds participants to be fully present and attentive to the ceremony and to each other. However, it is also a principle that can be applied to all aspects of life.

Ichi-go Ichi-e encourages us to:

• Cherish every moment, as it is fleeting and will never be exactly the same again.
• Be fully present and engaged in our interactions with others.
• Treat every encounter with respect and kindness.
• Appreciate the beauty and uniqueness of the world around us.

Ichi-go Ichi-e is a reminder that life is precious and that we should make the most of every opportunity we have to connect with others and experience the world around us.The philosophy of Ichi-go Ichi-e resonates deeply with the preparation and sharing of matcha, as each bowl is a unique experience, never to be replicated. 

This concept of treasuring the moment echoes the Turkish cultural emphasis on hospitality and cherishing time spent with loved ones. Just as Ichi-go Ichi-e encourages us to appreciate the fleeting nature of life, Turkish culture reminds us to savor each connection and interaction, recognizing the beauty in every shared experience. In both Turkish and Japanese cultures, the present moment is elevated, fostering a sense of gratitude and mindfulness that enriches our lives and relationships.

Therefore this concept resonated greatly in the NOA Matcha team, and we want to share it to all our valued customers.