“Renae and her team at The Atticism understood my vision immediately. They helped elevate SAYURI beyond just a luxury tea brand—they positioned me as a cultural curator and thought leader in the UK market.”

— Yureeka Yasuda, Founder – SAYURI

SAYURI & The Atticism: Elevating a Cultural Brand in the UK

Client Since: 2022 (ongoing on an as-needs basis)

Project Type: PR & Founder Profiling

Project Location: United Kingdom

Client Overview

SAYURI is a luxury Japanese tea brand founded by renowned entrepreneur, curator and writer Yuri ‘Yureeka’ Yasuda. With roots in Tokyo and global sensibilities shaped in New York and London, Yureeka brings a unique, modern approach to ancient Japanese tea traditions. Her mission with SAYURI is simple: to make the cultural ritual of tea accessible, artistic, and extraordinary.

Our Role

The Atticism was engaged to position Yureeka as the UK’s first recognised “tea sensei,” while elevating SAYURI’s brand visibility amongst a high-net-worth, culturally-attuned audience. Through sharp media profiling and storytelling, we reframed tea as both a luxury product and a lifestyle choice.

Scope of Work

• Founder Profiling – Introducing Yureeka Yasuda to British media as a luxury tastemaker, cultural curator and thought leader.
• Luxury PR & Media Outreach – Securing editorial coverage in top-tier luxury, design, wellness and lifestyle publications.
• Brand Storytelling – Crafting a narrative that reflects SAYURI’s deep roots in Japanese tradition and Yureeka’s global perspective.
• Short-Term Campaign Execution – Delivering a concentrated four-month campaign with continued ad-hoc support.

Media Coverage Highlights

Publications and broadcasters that have featured SAYURI and Yureeka include:

Vanity Fair, Harpers Bazaar, Monocle Radio, Luxuriate Life, Wellbeing Magazine, Art & Collections Magazine, and OX Magazine.

Why It Matters

SAYURI isn’t just a tea brand—it’s a cultural movement rooted in heritage, taste and artistry. Our campaign didn’t just promote a product; it introduced the UK to a new kind of experience—one of reflection, refinement, and ritual. The Atticism is proud to continue supporting Yureeka’s evolving vision, one elegant pour at a time.