40% donatedof product revenue after discounts and refunds, excluding shipping and tax, goes to Children of Persia, supporting Iran's children through the war. Learn why!
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This Month's Pamphlet

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Yasmin Honarmand, founder of Yasu
Yasmin Honarmand · Founder

About us · Iranian afternoon tea

Asrooneh, the Iranian art of afternoon tea

In Iran, the late afternoon has its own ritual. The samovar is on, tea is poured into small glass estekans, and something sweet comes out to share. This is asrooneh, and for generations it has been how Iranian families slow down, gather and catch up.

Few people outside Iran know this side of daily life, or the craft behind the sweets that go with it. Yasu exists to change that, by connecting tea lovers everywhere with the small, often family-run bakers and confectioners who keep these traditions alive. Every box supports their work, and in return you get a genuine taste of Iran, chosen with care.

Our story

Yasu began in 2025, made with love in Washington, DC. Our founder, Yasmin Honarmand, grew up in the United States as a second-generation Iranian-American. Home was where Iran lived for her: in the language, the music, the poetry recited at the table, and the afternoons built around a glass of tea and a plate of Iranian sweets, like a piece of gaz, a bite of sohan or a few dates.

The more she learned, the more she fell in love with her culture, because it runs deeper than anything she could measure. To Yasmin, no other country compares to Iran in the depth of its history, the diversity of its people, regions and traditions, and how truly unique it is. She started Yasu to share that with everyone else, bringing asrooneh to tables around the world, one monthly box at a time.

How Iranians took their afternoon treats in the past

For centuries, Iranians gathered in coffeehouses, the qahveh-khaneh, to drink, talk and hear poetry and stories. Tea arrived later and slowly took over. By the end of the 1800s the samovar had become a fixture in Iranian homes, and around 1900 tea began to be grown in Iran's green northern provinces. Since then, tea has been the heart of hospitality, and offering a glass to a guest is close to a rule.

How Iranians enjoy it today

Today, asrooneh is still the pause in the day that brings people together: strong black tea with a sugar cube or a stick of saffron nabat, alongside pastries, nuts, dried fruit and seasonal sweets, shared with family, neighbors and friends. With Yasu you can bring that same ritual to your own home. Our hand-picked Iranian sweets, snacks and teas let you taste the real flavors of Iran and share them with the people you love.

Why we do this

We want to show the world what Iran truly is. Not a "third-world country." Not terrorists. Not Arab, and not even just "Persian." Iranian.

We also want people to see the modern Iran that history books often skip. Long before looking European was in fashion, Iran was already a cosmopolitan, European-influenced country: Tehran had its universities, cinemas, cafés and boulevards, and Iranians mixed the latest styles from Paris with their own traditions. That open, modern spirit is as Iranian as the tea glass.

Iran is home to one of the world's oldest continuous cultures, with its poets, its gardens, its craftspeople and its famous hospitality. Every box is a small invitation to meet that Iran, the one its people know and love.

40%

Of product revenue after discounts and refunds goes to Iran's children

We also use Yasu to raise awareness of the war on Iran and the damage it is doing to the country, above all to its children. Since the war began on February 28, 2026, schools have been bombed, with Iran's Ministry of Education reporting more than 1,200 schools damaged. Strikes on power networks and water plants have cut the electricity children need to keep learning, while water shortages are now felt across the country. Read more about the war's impact on Iran.

That is why we donate 40% of product revenue after discounts and refunds, excluding shipping and tax to Children of Persia, a U.S. nonprofit that has supported the health, education and wellbeing of children in Iran since 1999. Every box you open helps a child in Iran keep learning.

View Children of Persia donation confirmation letter

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