Matcha’s hype is here to stay.
This is what I said in 2015.
Ten years later, we are now facing matcha shortages.
My love for matcha grew slowly but surely. Recently, I found myself going deeper—reading, researching, and comparing how matcha is experienced across different cultures and cafés.
One thing surprised me early on.
The way we prepare matcha today dates back nearly 2,000 years. It originated in China but survived and evolved mainly in Japanese tea culture.
Today, the most respected matcha-producing regions include Kyoto Prefecture, Aichi Prefecture, and Shizuoka Prefecture.
This Post Was First Written in 2015
Since then, the matcha scene in New York City has changed significantly.
Some of the places I originally visited have since closed.
What surprised me is that this happened during a period of extreme growth. Matcha moved from niche tea culture into mainstream wellness culture, amplified by platforms like TikTok and Instagram Reels.
Today’s consumers, especially Gen Z, often associate “matcha” more with flavor and aesthetics than with terroir, origin, or grade.
As a result:
- The market compresses value perception
- Branding often outweighs authenticity
- Sweetened “matcha lattes” dominate menus
- Real quality differences are often lost in translation
My work here is rooted in authenticity, even if that perspective is increasingly out of step with mainstream demand.
This updated version reflects what is still relevant today, what has disappeared, and what has emerged in its place.
The Mismatch I Keep Noticing
Here is a tension I keep observing:
- What café owners think they are selling → premium Japanese tea craft
- What the market actually pays for → a green-colored coffee alternative
This mismatch explains a lot about how matcha has evolved in NYC.
How I Evaluate Matcha in NYC
As I explored matcha in New York City, I realized not every cup is the same.
I started paying attention to four key dimensions:
- Origin transparency
- Preparation method (including storage and handling)
- Taste
- Experience
Not all matcha in NYC is equal. And not every green drink is real matcha.
How the NYC Matcha Scene Has Changed
In recent years, I’ve noticed something important happening in New York City.
Matcha is no longer confined to Japanese tea houses or specialty cafés.
Even mainstream dessert chains and wellness franchises now feature matcha-inspired drinks.
For example, I noticed a new yogurt franchise in NYC—Yogurt Club—offering multiple matcha-based drinks.
Their marketing heavily relies on social media platforms like Instagram and TikTok, clearly targeting audiences who discover food trends online.
Their matcha is supplied through distributors based in California.
That detail matters.
It shows how matcha sourcing, branding, and cultural interpretation now operate through broader U.S. wellness supply chains, not just direct Japanese tea culture.
We are now seeing a full-scale “green wellness wave” that extends far beyond tea itself.
New Places on the Scene
- Matchaful Nolita
- Aoko Matcha
- Kettl Tea
- Setsugekka
- Sorate
(Modern matcha concept representing the new wave of specialty matcha cafés in NYC.)
The Old Scene (2015)
Below are the places I originally recommended in 2015.
They now all share something in common: they have closed.
This shift says something about how quickly the matcha landscape has evolved.
Ippodo Tea Co. (closed)
A Kyoto-based tea institution offering ceremonial matcha and seasonal releases.
Nohohon Tea Room (closed)
Known for organic ceremonial-grade matcha sourced from Shizuoka.
Matcha Cafe Wabi (closed)
A more modern café approach focused on matcha drinks and desserts.
These places were all originally recommended by The Culture Trip’s “10 Best Matcha Spots in NYC”.
Challenges for Matcha Businesses in the US
One of the biggest challenges in the US matcha market is education.
Most consumers are not familiar with:
- differences in matcha grades
- proper preparation methods
- storage sensitivity
- origin variability
I also observe operational limitations in cafés:
- staff often lack whisking training
- time pressure leads to shortcuts
- matcha is treated like a standard café ingredient rather than a delicate tea
This directly affects quality.
Why This Matters
I write this because I want to help educate consumers.
Matcha is a fragile product.
High-quality matcha:
- oxidizes quickly (light, heat, oxygen sensitive)
- requires careful storage
- varies significantly by grade
- often comes from limited regions in Japan such as Uji and Nishio
Choosing better matcha is not always easy—but awareness is the first step.
Final Thought
Matcha in New York City is no longer just a drink category.
It is a reflection of:
- global supply chains
- wellness marketing
- cultural translation
- and shifting consumer education
And once you see that, you cannot unsee it.
