The above phrase is in Japanese and can be translated in a variety of different ways. Literally the meaning is “one lifetime, one meeting”. It is pronounced ichi-go ichi-e. Japanese has a range of four character idiomatic phrases called yojijukugo 四字熟語, of which this is a famous one. It is closely connected to the Japanese tea ceremony, and it expresses the idea that every meeting amongst people is unique, and cannot really be repeated and therefore should be cherished.
This idea is what I want my company to be all about, appreciating each occasion that we receive to spend time meeting people for tea, which we will prepare as best as we can.
Even though the same people can see each other again, the same meeting cannot really be repeated. The Japanese tea ceremony is therefore based on the idea of preparing for and enacting your role with great sincerity and care, in order to honour this unique meeting with your guests or host. Ichi-go ichi-e is connected to the Japanese appreciation of the sadness and beauty of impermanence.
However we consider it philosophically, gongfu cha is a longer process than drinking tea western style, so it encourages people to talk to each other, and enjoy the tea that they drink. It is also very often a novel activity, and a conversation starter. For people for whom gongfu cha is a novel activity, high quality tea is often a novel drink as well, so we can use it to form friendships, enjoy something nice and healthy together, and share an interest all at once.