In 1995, the U.S. food and beverage scene was shifting. Celebrity chefs were rising, the Food Network was creating the first wave of “foodies,” and Starbucks was opening its first Hawai‘i store. Tea, however, was still seen in two colors: green and black.
Byron Goo, who had developed a deep appreciation for tea while living in Asia, saw an opportunity.
“Hotels and restaurants were buying their tea from the same person who sold them dishwashing detergent,” he recalls. “We wanted to revolutionize the category in terms of quality, selection, and service.”
What began as distributing Asian and European teas soon transformed into creating their own blends—many infused with the flavors of Hawai‘i—Tea Chest Hawaii became one of the first to manufacture passionfruit and pineapple iced tea, aligning perfectly with the blossoming Hawai‘i Regional Cuisine movement of the ‘90s.
Rooted in Hawai‘i’s Culture and Land
Tea Chest Hawaii’s identity has always been shaped by the islands’ diverse cultures and abundant natural resources. Many ethnic groups in Hawai‘i have rich tea traditions, from Japanese matcha ceremonies to Chinese oolong service—and even an ancient Hawaiian tea ritual.
Byron’s wife and business partner, Satomi, is Japanese American and trained in the Japanese tea ceremony; Byron himself is Hawaiian Chinese and grew up in restaurants surrounded by tea. This cultural awareness, combined with an emphasis on place, inspired them to incorporate locally grown ingredients into their blends.
From Big Island–grown A‘a Black Tea, considered one of the world’s finest black teas, to the indigenous mamaki herb with deep cultural roots, Tea Chest Hawaii has access to ingredients few tea makers can match.
30 Years of Milestones
Over three decades, Tea Chest Hawaii has earned national taste awards, recognition from the Small Business Administration for its community engagement, and top customer ratings—4.9/5.0 on Amazon and a perfect 5.0 on Google.
But for Byron, one of the proudest achievements is personal: “Both my wife and I work for the company… and we’re still married after 32 years! We’ve never missed our daughter’s performances or games. Hopefully, we’ve set a good culture and example for our team.”
The company’s “communi-tea” spirit also extends beyond its walls, with long-standing partnerships with local farmers, non-profits, and internship programs with Kamehameha Schools since 2012.
"We’ve always strived for refined taste with a distinct sense of place—there’s no better way than using Hawai‘i’s own ingredients."
Photos courtesy of Tea Chest Hawai'i
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The Mana Up Effect
Joining Mana Up brought new tools and perspectives to the business. “E-commerce is now an operating unit, and engaging with our online ‘ohana helps us make better product and customer service decisions,” Byron says.
Today, Tea Chest Hawaii’s three brands—Hawaiian Natural Tea, Tea Chest Hawaii, and The Island Essence Tea Collection—are sold online at Teachest.com, on Amazon, in leading hotels and restaurants in Hawai‘i and Japan, and through retailers like Whole Foods, CVS Longs, Foodland Farms, Safeway, gift boutiques, and House of Mana Up, the retail arm of Mana Up, which offers products from the 105 companies that have participated in the accelerator. You can even sip their tea while flying Hawaiian Airlines.
Blending Tradition with Innovation
Passionfruit Iced Tea, the company’s first-ever product, is still a top seller, a testament to the enduring appeal of their flavor-driven approach. They rarely discontinue products unless a supply chain issue forces it, preferring to keep customer favorites available year after year.
As pioneers in Hawai‘i’s tea industry, Tea Chest Hawaii continues to push forward—investing in local agriculture, exploring new ingredient possibilities, and leveraging manufacturing advancements.
Looking Ahead
Byron sees the next decade as an opportunity to harness the growing local tea ecosystem they helped cultivate. “There’s more variety of ingredients grown in Hawai‘i now, more acres in cultivation, and more manufacturing capacity than 30 years ago. We’ll be leveraging all of that.”
And if he could share one piece of advice with his younger self in 1995?
Seek more mentors.
Never stop learning.
Enjoy the journey.
After 30 years of brewing bold ideas, honoring local culture, and championing sustainable agriculture, Tea Chest Hawaii remains as committed as ever to crafting teas with great flavor and a true sense of place—while inspiring the next generation of Hawai‘i entrepreneurs.
