Upgrade your daily tea to something better.
We bring you the joy of a caffeine-free lifestyle with a "delicious and inspiring experience."
Our goal is for you to feel the healthy and wellness-focused "delicious inspiration" we offer.
We appreciate the tea leaves nurtured by nature’s blessings, stay environmentally friendly, and prioritize our own well-being.
This is the ideal lifestyle we strive for.
Enjoy a diverse selection of caffeine-free teas tailored to different occasions.
Enrich your tea time with flavorful, nutrient-rich caffeine-free rooibos tea and herbal tea.
H&F BELX operates stores featuring a “tasting bar style”, where customers can casually stop by, sample teas, and discover their favorites.
With the growing focus on health in recent years, more people are becoming conscious of wellness through their diet.
Why not embrace a caffeine-free lifestyle by switching your daily tea to rooibos tea?
H&F BELX, which has primarily operated in Tokyo and Kanagawa, is now expanding nationwide as of 2024!
We have opened new locations in Takashimaya Gate Tower Mall in Nagoya, LUCUA Osaka, ODAKYU Shonan GATE, Lala Terrace Musashi-Kosugi, Nagoya Mitsukoshi Lachic, Nagoya mozo Wonder City, Atre Kichijoji, Ecute Omiya, Shapo Funabashi, Kitasenju Marui, Hiroshima Minamoa, LaLaport Anjo, Hakata Amuest, Sapporo Stellarplace, and Hon-Atsugi Mylord.
Green Rooibos Tea, known for its high antioxidant properties, is said to offer excellent benefits for beauty and health.
Commonly known as Red Rooibos, this is the standard type of Rooibos tea. It is well-regarded for its smooth taste, making it easy to enjoy even for those who are not fond of Rooibos tea.
We offer popular teas among women, such as Honeybush Tea and Butterfly Pea Tea.
We offer a variety of Rooibos teas blended with herbs such as hibiscus and chamomile.
Our tumblers, popular on social media, are also loved by celebrities.
From small gifts to summer gifts and wedding favors, our products are used for a wide range of occasions.
Decaf coffee with 0.00g of caffeine. We also offer a variety of flavored coffees.
We also offer stylish original bags, perfect for novelties and giveaways.
November 2013
Established H&F BELX Co., Ltd. in Japan, primarily engaged in international trade operations and the management of caffeine-free specialty stores.
November 2013
Opened a European-style tea stall on Yokohama Chinatown's main street.
December 2013
Signed an exclusive distribution agreement for caffeine-free tea with a German-affiliated organic farm in South Africa.
February 2014
Opened a caffeine-free specialty store on the 1st floor of the Monceau Fleurs, a French flower chain brand store.
June 2014
Opened a caffeine-free specialty store at the Shibuya Hikarie ShinQs B3 entrance.
July 2014
Established a logistics center along the Tōyoko Line, within the Kawasaki South Wholesale Market.
August 2014
Opened a caffeine-free specialty store at Futako-Tamagawa Rise, directly connected to Futako-Tamagawa Station.
August 2015
Opened H&F TEA SALON, a caffeine-free café, on the 2nd floor of Monceau Fleurs Jiyugaoka.
November 2015
Opened the Frel with Jiyugaoka Store at the South Exit of Jiyugaoka Station.
June 2016
Established the company operating H&F BELX NET Online Shop.
February 2017
Started the to-go café in Jiyugaoka, offering Rooibos Soy Latte and Fruit Teas (caffeine-free).
April 2018
Opened a caffeine-free specialty store on the 4th floor of Atre Ebisu.
September 2018
Opened a caffeine-free specialty store in the Sogo Yokohama's Everyday food hall.
June 2020
Opened a caffeine-free specialty store on the 1st floor of Yurakucho Marui.
February 2021
Opened a caffeine-free specialty store on the B2 floor of Lumine 1 at Shinjuku Station.
February 2024
Opened a caffeine-free specialty store on the 5th floor of Takashimaya Gate Tower Mall at Nagoya Station.
March 2024
Opened a caffeine-free specialty store on the 2nd floor of LUCUA ILE at Osaka Station.
April 2024
Opened a caffeine-free specialty store on the 2nd floor of ODAKYU Shonan Gate at Fujisawa Station.
April 2024
Opened a caffeine-free specialty store on the 1st floor of Lalaport Musashi-Kosugi.
April 2024
Opened a caffeine-free specialty store on the B1 floor of Nagoya Lachic.
June 2024
Opened a caffeine-free specialty store on the 1st floor of Atre Kichijoji.
June 2024
A caffeine-free specialty store opens on the 1st floor of mozo Wonder City East Court.
August 2024
A caffeine-free specialty store opens at Ecute Omiya inside Omiya Station.
November 2024
Opened a caffeine-free specialty store on the 1st floor of Shapo Funabashi.
February 2025
Opened a caffeine-free specialty store on the 2nd floor of Kitasenju Marui.
March 2025
Opened a caffeine-free specialty store on the 2nd floor of Hiroshima Minamoa.
April 2025
Opened a caffeine-free specialty store on the 1st floor of LaLaport Anjo.
April 2025
Opened a caffeine-free specialty store on the 1st floor of Hakata Amu Est.
May 2025
Opened a caffeine-free specialty store on the B1 floor of Sapporo Stellarplace.
June 2025
Opened a caffeine-free specialty store on the 1st floor of Hon-Atsugi Mylord.