Yugen began in 2016 when Yannick started brewing kombucha in his kitchen in Ghent.
A few years earlier, while living in the United States, he had discovered kombucha — a drink that felt alive, slightly tangy, refreshing and full of character. He became so fascinated by it that he started visiting different kombucha breweries, learning the craft, helping out, and soaking up everything he could about fermentation.
Back home in Belgium, he couldn’t find anything like the drinks he’d tasted there. So he began brewing for himself — just to satisfy his own cravings. He wasn’t trying to start a company, just recreate what he missed. Soon friends got curious, then friends of friends.
What started as a small kitchen experiment turned into something that connected people — bottles being shared, feedback exchanged, and a growing sense that there was more behind this than just a drink.
End 2016, Chris joined the journey. With his creative mind and sense for storytelling, he turned Yugen from an experiment into a brand — giving it a name, a voice and a face. Inspired by the Japanese word Yugen, meaning “a mysterious sense of beauty beyond words,” he built a brand that captured that same feeling: real, natural and human.
In 2018, Peter came on board, bringing structure and vision. He helped turn Yugen into an organization with a clear mission and the foundations to grow, combining creativity with purpose and responsibility.
To craft the best fermented beverages for people who give a f*** about their health, their community and the planet.
To craft the best fermented beverages for people who give a f*** about their health, their community and the planet.
Today, Yugen is more than a kombucha brand.
It’s a growing team built around fermented and functional drinks that bring together craft, creativity and conscience. From brewing to design, every team member helps create products that connect, inspire and make a positive impact.
We share the same drive and values that shaped Yugen from the start:
- Vision: we think long-term and act with purpose.
- Integrity: we stay honest and do what feels right.
- Passion: we care deeply about our craft and our people.
- Contribution: we give back, because doing good is part of who we are.
We don’t just make drinks — we build something we believe in. We build a culture … a place where people share ideas, challenge each other and help Yugen move forward … one drink and one good decision at a time.
