This plenary session would allow all international participants to get into Japanese culture of tradition and innovation in the context of a family business.

In a dialogue, Gonzalo will introduce Nagamitsu, the current Iemoto - head of the 11th generation of his family, that has been practicing the tea ceremony for over 370 years. Nagamitsu will explain that the Iemoto plays a crucial role in passing down the family's art and traditions, while also adapting the business to modern changes, such as the recent division into two separate brands. He will also highlight the challenges faced in ensuring family succession. The education of the next generation is important to keep the family's culture alive.