On the Nov 5th, THE MATCHA TOKYO opened its flagship store, “THE MATCHA TOKYO HARAJUKU” (Shibuya-ku, Tokyo), in front of JR Harajuku Station. Amidst a surge of counterfeit matcha products abroad, the store aims to promote the appeal of “authentic Japanese matcha” made from tencha to a global audience.
During a preview event on the 4th, President Masahiro Nagata told reporters, “Even if you drink matcha in New York or London, it rarely tastes good. I truly want people to know that Japanese matcha is a wonderful product that you simply cannot experience overseas.”
Tencha, the raw material for matcha, is characterized by its high content of theanine—a source of umami—achieved by shading the tea leaves from sunlight before harvesting. Because matcha is made by grinding tencha with a stone mill and consuming the entire leaf, it allows for the intake of nutrients and health components that do not easily dissolve in hot water. In addition to theanine, matcha is rich in health-promoting ingredients such as catechins, vitamins, and minerals.
According to the company, many products sold as “matcha” overseas are actually sencha (common green tea) ground into powder, rather than authentic tencha.
The flagship store serves as an experiential concept cafe proposing a new lifestyle centered on health and beauty, using 100% premium organic matcha. The top floor (5th floor) features an urban tea room offering panoramic views of the Yoyogi National Stadium and Meiji Jingu Shrine. Here, visitors can experience Japanese tea culture, including traditional tea preparation (Otemae). Reservations are required, but there is no formal dress code.
The 4th-floor yoga space offers a new wellness experience combining yoga with matcha drinks. This space is also available for rent and can host various events, such as kimono-dressing classes.
Featured among the drinks is “MATCHA WATER” (190ml), a powder-in PET bottle developed in collaboration with ITO EN. Made with 100% organic matcha and domestic natural water from Mount Chokai in Yamagata Prefecture, the drink is prepared by twisting the cap and shaking the bottle just before consumption.
The 1st floor houses the cafe reception and retail area, while the 2nd floor provides cafe seating. The menu features a wide variety of drinks, including the popular “Matcha Latte” and a new warm smoothie exclusive to the Harajuku location, along with various matcha sweets.
Founded in 2018, THE MATCHA TOKYO currently operates 50 cafe shops across seven countries. President Nagata launched the brand as a side business while working for a major electronics manufacturer.
Reflecting on the company’s origins, President Nagata recalled, “I happened to visit a tea farmer in Shizuoka and heard stories about the lack of successors and the inability to invest. This sparked my interest in the future of the tea industry. Since then, I visited various farmers personally and became convinced that a matcha brand had the potential for business expansion and would be in high demand worldwide.” The raw materials are currently sourced from partner farmers.
