Many startup founders in Okinawa hail from other prefectures or even other countries. Our interviewee today, Mr. Wang, was born in Japan but holds foreign nationality. Drawn to Okinawa by the deep blue hues of the Butterfly Pea, a flower that mirrors the island’s ocean, he has forged a strong connection with this land. Possessing sharp intuition and an unstoppable will, he tackles major challenges in Okinawa’s agriculture and tourism industries. But his vision extends far beyond the local scale—his mission is to “support health for both people and the planet.” We spoke with Mr. Wang to learn about his journey, his company’s current endeavors, and his vision for the future.
“More Than Just Tea!
The Butterfly Pea’s Hidden Potential”
Our interview took place at the Naha Industrial Support Center, a facility designed to foster business activities and support local enterprises. This hub is home to many up-and-coming companies, including Butterfly Pea Research Institute Inc., which operates from an office on the fifth floor. As we knocked on the door, we were warmly greeted by Mr. Wang, a tall figure dressed in a wellness-blue casual suit—the very color of the butterfly pea flower—wearing a friendly smile.
Many readers may already be familiar with the Butterfly Pea, a leguminous plant known for its vivid blue blossoms. The tea made from its petals turns a striking shade of purple when a drop of lemon or shikuwasa juice is added. Thanks to its unique color-changing property and aesthetic appeal, it has gained popularity in recent years, becoming a staple Okinawan souvenir.
However, the butterfly pea is far more than just a visually appealing tea. According to Mr. Wang, “Tea is simply a gateway for people to become familiar with Butterfly Pea.” Behind it lies a much larger mission: using this plant to “support health for both people and the planet.”
“For people, butterfly pea contains beneficial compounds like polyphenols, known for their antioxidant properties, and anthocyanins, which supports eye health. We currently supply these raw ingredients to various manufacturers, but starting in 2024, we’re also developing our own products. Additionally, we’re working on natural, human-safe food colorants,” Wang explains.
In 2023, the company entered into a capital and business partnership with ROHTO Pharmaceutical Co., Ltd. to co-develop optical goods utilizing butterfly pea’s unique properties.
When it comes to the Earth, Wang’s motivation for founding the company was deeply rooted in addressing agricultural problems in Okinawa.
“One of our key initiatives is developing natural pesticides from butterfly pea extracts. Additionally, since this plant has a nitrogen-fixing ability, incorporating it into cattle feed can reduce methane emissions—a significant contributor to global warming—by decreasing the amount of methane released through cow burps. We’re also working on natural dyes and exploring ways to use butterfly pea pods as a new energy source.”
As the name Research Institute suggests, the company is deeply committed to the scientific exploration of butterfly pea. It has established joint research agreements with institutions both inside and outside Okinawa and even operates its own research laboratory in Toyama Prefecture to advance its studies. Butterfly pea remains relatively under-researched worldwide, with little established knowledge on its cultivation methods and active compounds.
“We were the first in the world to successfully develop large-scale cultivation techniques,” Wang proudly states.
The company’s activities are not limited to Japan. It also has research facilities in Thailand, the place where Wang first encountered butterfly pea.
“In collaboration with the Thai government, we are implementing the Large-Scale Butterfly Pea Cultivation Project, where butterfly pea is planted during the fallow periods of cassava farming, a key crop under Thailand’s national agricultural policy. This initiative not only restores soil health but also provides farmers with an additional source of income,” Wang explains matter-of-factly, underscoring the scale of the project.
“The Butterfly Pea Boom from Tokyo
– Guided by fate to Okinawa”
Today, butterfly pea is widely recognized as an Okinawan herb, but just a decade ago, it was practically unheard of in Japan. The person who pioneered its cultivation in Okinawa and elevated its recognition is none other than Mr. Wang himself.
In 2014, Wang was running a separate company in Tokyo related to pop culture when he happened to visit a rural area in Thailand for work. There, he had a serendipitous encounter with the butterfly pea plant.
At the time, Instagram was gaining popularity, and trends like bubble tea were taking off as visually appealing, shareable content.
“I thought it was interesting and decided to try introducing it in Japan. By marketing it as a ‘color-changing herbal tea’ and associating it with keywords like ‘Southeast Asia’ and ‘beauty,’ it went viral on social media. We opened a shop in Harajuku, launched TV commercials, and even ranked No.1 on Amazon with our tea bags,” Wang recounts, describing how he spearheaded the butterfly pea boom with remarkable ease.
As the trend gained momentum, customers began asking, “Is there a domestically grown butterfly pea?” This led Wang to search for a suitable cultivation site in Japan.
“By chance, I discovered that Okinawa’s climate was ideal for growing butterfly pea, and that’s how I ended up here,” he explains, describing the fateful connection that brought him to the island.
A 2024 survey of 500 Okinawan residents revealed that 80% recognized butterfly pea, and over half of them were aware of Butterfly Pea Research Institute.
“Can Butterfly Pea Save Okinawa?
A Mission-Driven Startup”
Initially, Wang had no intention of starting a business in Okinawa. However, as he spent more time on the island, he became increasingly aware of the pressing social issues it faced.
“Agriculture, in particular, was a major concern. While working with local farmers growing butterfly pea, I learned about the challenges of an aging farming population, pesticide dependency, and abandoned farmland. It was shocking to realize that Okinawa’s agricultural industry could collapse within the next 15 years.”
At the same time, the COVID-19 pandemic was at its peak, dealing a severe blow to Okinawa’s tourism industry.
“I saw how people in the tourism sector were struggling, and I started thinking, What if butterfly pea could solve all these problems? That’s when I decided that this couldn’t just be a small business—I had to take it all the way to the sixth industry level, integrating production, processing, and sales.”
In 2021, Wang spun off his butterfly pea business from his Tokyo-based company and officially established Butterfly Pea Research Institute in Okinawa.
The first major challenge he faced was finding local farmers willing to cultivate butterfly pea.
“One farmer alone couldn’t produce enough, so I had to find others. But as someone who suddenly appeared from Tokyo, and with a name card that made me look ‘very Chinese,’ some people kept their distance. On top of that, I was asking them to grow an unknown crop. Their reaction was basically, ‘What the heck is that?’” Wang recalls.
To build trust, he dedicated himself to the community—waking up at 5 AM to help with harvests, working at his desk in the afternoon, and attending moai gatherings (a traditional Okinawan mutual aid social group) in the evenings. With no prior connections in Okinawa, he had to approach local business owners and executives entirely on his own, through cold introductions.
Wang’s relentless efforts paid off. Along with founding his company, he also established the Butterfly Pea Industry Promotion Association (BPG) to further the industry’s growth. Today, over 100 businesses, including Orion Breweries, have joined the initiative, working together to develop a global market for Okinawa-grown butterfly pea.
“Prioritizing People’s Passion
– Building the Future of Okinawan Agriculture
Butterfly pea is steadily becoming a signature Okinawan specialty. Today, Butterfly Pea Research Institute has contracts with ten local farmers, producing 10 tons annually. While the company now receives inquiries from farmers eager to join, it maintains a selective approach by implementing a full-purchase system.
“We only partner with those who have a strong reason for wanting to grow butterfly pea,” Wang explains.
“For example, there was a farmer who used to grow electric-lit chrysanthemums for ceremonial offerings. He was deeply troubled by the health risks from inhaling pesticides every day and, more importantly, by the thought that the pesticides were contaminating the nearby ocean. With butterfly peas, he could grow crops pesticide-free, which gave him hope.”
Another case involved a farming couple in their mid-70s who had spent their lives growing lilies.
“They told me, ‘Bending over for hours hurts our backs. We want to teach farming to our grandchildren, but we can’t let them work in the fields because their skin gets irritated from the pesticides.’ But with butterfly peas, harvesting is easy. Now, they enjoy picking flowers together with their grandchildren, and after a day’s work, they all sit down and enjoy butterfly pea tea as a family.”
As Wang shared these stories, his expression lit up with genuine happiness.
From a business standpoint, Wang does not dismiss those interested in butterfly pea for commercial reasons. However, he remains cautious about supply chain sustainability.
“Okinawa has a history of agricultural price crashes due to oversupply, which has ultimately harmed farmers. There’s also the risk of local crop varieties being lost to external markets,” he says, emphasizing the importance of a carefully managed production system.
Looking ahead, Butterfly Pea Research Institute aims to expand production to 500 tons and develop a 20-billion-yen market within five years. As research progresses and demand grows in the bio-healthcare and sustainable materials sectors, butterfly pea has the potential to transform Okinawa’s agricultural landscape entirely.
“Following Euglena’s Lead
– Aiming for a 10 Billion Yen IPO
In August 2024, Butterfly Pea Research Institute successfully completed its seed round of funding. Among its investors are prominent Okinawan companies such as ROHTO Pharmaceutical and Daido Fire & Marine Insurance, demonstrating strong local industry support. While the company is eager to scale quickly to accelerate societal implementation, Wang emphasizes the importance of maintaining synergy between business partners.
The company’s role model? Euglena Co., Ltd.—a pioneer that turned an overlooked microalgae into a thriving business spanning food, supplements, cosmetics, biofuels, and medical research, including healthcare and immunology. The similarities between Euglena’s model and butterfly pea’s potential are clear.
“Our goal is to take this company public,” Wang states firmly.
Toward the end of our conversation, I asked a somewhat delicate question: Has being a foreign national created any disadvantages for doing business in Japan? His earlier comment about farmers keeping their distance because he was “Chinese” had been on my mind.
“Of course, there are challenges, but being a foreigner can also be an advantage—some people find it interesting and are curious to learn more. I have an unmistakably Chinese name, and I don’t try to hide it. I actively engage with the media because I want people to see that, yes, I’m Chinese, but I’m working hard for Japan. There are actually a lot of foreigners who love Japan and want to contribute, but many struggle with visa issues or simply don’t know how to express their passion for this country. If my work can inspire and encourage them, that would mean a lot to me.”
When I responded, “You’re a bridge between Japan and China,” Wang lowered his eyes slightly and smiled. “That’s a beautiful way to put it,” he said. With the strategic vision of a business leader and the energetic drive of an entrepreneur, Wang embodies the best of both Japanese and Chinese qualities. As Butterfly Pea Research Institute continues to grow, he is set to take Okinawan butterfly pea—and his mission—to the global stage.
Interview and Japanese Text by Narabayashi Minako
