The story of yugen starts in 2003 in the United States where yannick drank his first kombucha as a natural hangover cure.
Historically people have been drinking kombucha because it can support the digestion, detoxify the liver and enhance the immunity. Intrigued by the peculiar taste, the eerie history and the claimed health benefits, Yannick quickly learned how to brew his own.
Shortly after arriving back in Belgium in 2016, a tiny pop-up container was transformed into the first herbal kombucha brewery. At that time, Chris joined Yannick and together they brewed tea, juiced fruit and filled bottles by hand. Every Sunday they organized tastings and sold every bottle they could fit in their tiny fridge.
The response to their kombucha was so positive that Yannick and Chris decided to quit their former jobs and dive head first into this exciting new adventure. In the summer of 2017, they found their current spot in Ghent where they installed bigger brewing tanks, fridges, tons of other equipment, and... a tasting bar! In September of 2017, they officially launched YUGEN, with a bang!
In the unique location of the brewery, they experiment with new flavours, organize events, create interactions between people and culture, while expanding the love for kombucha. The many happenings, revolving around Art, Music and Planet Earth, and meaningful connections that arose from it, gave them both the insights and the energy to keep working hard on a daily basis to establish the YUGEN brand.
In 2019, after a profound R&D collaboration with the University of Ghent, Yugen is able to scale production while maintaining its dedication to quality and authenticity. Leading up to this point, Peter joined the crew, and together with the rest of the motivated team, Yugen continues its journey forward towards a more sustainable and healthy future.
Yugen Kombucha is built by a passionate team on a shared mission: to offer authentic, healthy alternatives to traditional sodas. Meet the founders:
YANNICK — As a former high school Geography teacher, Yannick always had a profound interest in our planet and everything natural and pure. When Yannick is not hiking trails, climbing mountains or harvesting wild herbs, he's at work as our head brewer and sorcerer of scobies.
CHRIS — Chris is an entrepreneur pur sang. Chris is always striving to make a positive change in people's lives, either by giving big hugs, or by delivering a product or service that is just good. When Chris is not hunting mushrooms or cycling Flanders highest mountains, he's at work as our brand and project manager.
PETER — Every business needs structure and strategy. Peter is our solid foundation, his vast expertise in different management positions in bigger firms forms the backbone of our organization. When Peter is not doing triathlons or frolicking through Italian vineyards, he's at work as our financial and strategic manager.
The concept of yugen
The word 'Yugen' embodies our world view. It's a Japanese concept, used to express the overwhelming feeling of admiration for the beauty of the natural world. It's the awareness of the universe that triggers feelings too deep and mysterious for words.
Kamo no Chomei (in An Account of My Hut, 1212):
"When looking at autumn mountains through mist, the view may be indistinct yet have great depth. Although few autumn leaves may be visible through the mist, the view is alluring. The limitless vista created in imagination far surpasses anything one can see more clearly".
This wonderment for life, even without seeing it, is what we want to pass on with our kombucha's. Every bottle filled with only the best ingredients mother nature can provide. Pure, unprocessed and thriving with beneficial life. Slow down, become aware, enjoy the beautiful yet subtle details in life, and imagine how you too can be a part of a better world.
Values
Yugen Kombucha strives to make a long-lasting positive impact on the world. We are not just a beverage brand. We are part of a culture shift towards a more healthy, sustainable and socially responsible society.
We only have one planet and we believe it's our responsibility to take good care of her and her inhabitants, just as she takes care of us. That's why we strive to make Yugen a 100% sustainable beverage brand.
From the start we wanted our young company to incorporate these important values. We care deeply about our ingredients, suppliers, partners and co-workers. Together as a team, we're able to broaden and deepen our positive impact.
Learn more about our values and commitment to sustainability in our blog.
Artwork
Yugen collaborates with local illustrators to capture and visualize the Yugen essence. Their creations conceptualize how they interpret this Ancient Japanese concept. It’s their personal homage to the beauty of the natural world and the limitless creativity of the mind to capture the subtle details of life.
Check out their amazing artwork on our bottles and cans and learn more about their style, story and design in our blog.
