Asayu Japan
(Brand by Wazakura Japan Inc.) 1-14-34-2F Hakataekihigashi, Hakata-ku, Fukuoka, Japan 812-0013
US Representative: THREE R US LLC
(16192 coastal Highway, Lewes, Delaware 19958)
Autumn favorites from Japan · While stocks last
When the Maples Turn Red
Autumn rituals from Japan, for crisp mornings and long golden evenings.
Crafted in Japan
Every product is made with precision, quality, and tradition.
Design with Purpose
Time-honored techniques fused with modern design for timeless value.
People First
A dedicated team committed to meaningful products that last.
朝Asa · Morning
The Persimmon Morning
In autumn, strings of persimmons hang under the eaves of Japanese farmhouses, glowing orange as they dry in the cool morning air. Kaki season has arrived. Begin the day with a warm bath: in Japanese, asayu (朝湯) means exactly that, the “morning bath”.
Customer favorite
Our Best-Seller
The Fruit of the Season, for Your Skin
As the air turns crisp and dry, skin needs gentle care. Our soap is made with kakishibu, a tannin from unripe Japanese persimmons used for over 1,000 years. It cleans gently without stripping natural oils, so skin stays soft through the change of season. Pair it with our exfoliating towel for a rich, creamy lather.
Kinmokusei in the Air
In early October, the tiny orange flowers of kinmokusei (sweet osmanthus) bloom across Japan. For just a week or two, their apricot-sweet scent drifts through every street. Light a stick of osmanthus incense with your morning cup and make that fleeting moment last a little longer.
Shop Osmanthus IncenseEarly October
✦ New This Season
Teas for the Turning Season
Loose-leaf Japanese teas for every hour of autumn, from a bright first cup to a roasted one at dusk.
For Crisp Mornings
For Long Evenings
For Your Tea Table
夕Yu · Evening
The Long Nights of Autumn
In Japan, autumn evenings have their own name: aki no yonaga, the long nights of autumn. Darkness falls early, the air smells of fallen leaves, and at last there is time to read, to sip something warm and to let the day go.
Kōyō season
A Mountain Onsen at Home
Each autumn, people travel to hot springs in the mountains to bathe beneath maples turning red. Bring that feeling home with our hinoki soap and the calm, woody scent of a cypress bathtub, and let the warm water wash the day away.
Shop All Soaps
The Scents of Autumn
【禪意香味組合 - 和菊&禪庭】 低煙線香 40克
Wagiku chrysanthemum, the flower of autumn in Japan, with the quiet green calm of a temple garden.
$29.99
【果香組合 白桃 & 林檎】低煙線香 40克
White peach and apple, like a basket of the season's harvest in your hands.
$29.99
Deep, Warm Scents for Long Nights
Evening incense
Holders in Autumn Colors
An Autumn Recipe
Matcha Pumpkin Latte
In Japan, autumn is kabocha season, when the sweet, nutty pumpkin appears in every kitchen. Swirled into warm spiced milk under a layer of ceremonial matcha, it becomes the coziest cup of the season. Light a stick of cinnamon incense and settle in for a long autumn evening.
For one cup
- 1 tsp (2 g) ceremonial matcha
- 60 ml (¼ cup) hot water, about 80°C (175°F)
- 2 tbsp pumpkin purée (kabocha or regular pumpkin)
- 200 ml (¾ cup) milk or oat milk
- 1–2 tsp maple syrup
- A pinch of cinnamon, plus whipped cream to serve (optional)
Method
- Sift the matcha into a bowl, add the hot water and whisk in a quick zigzag until frothy.
- Warm the milk with the pumpkin purée, maple syrup and a pinch of cinnamon, whisking until smooth.
- Froth the pumpkin milk and pour it into your mug.
- Gently pour the matcha over the top.
- Finish with whipped cream and a dusting of cinnamon, then light a stick of cinnamon incense.
Everything for Your Latte
Autumn Wellness Collection
From the persimmon morning to the long autumn night, every ritual of the season in one place.
Stay With Us This Autumn
Seasonal rituals from Japan, new arrivals and early access to our offers.