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Organic Ceremonial Matcha Tea
Bamboo Matcha Whisk – Chasen
Bamboo Matcha Scoop – Chashaku
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Sometimes, the best ideas aren’t born in an office.
They’re born from a vital, personal need—almost quiet.
The need to slow down, feel better, and take back control of your energy.
That’s exactly what Alex, the founder of Matcha Matcha, experienced.
Before creating this brand, he didn’t plan to change everything. He just wanted to feel better.
And that simple desire led him to Japan—then to transform his daily life, and today, the daily lives of thousands of others.
Here is the Matcha Matcha story, year by year.
At the time, Alex was working in a large company. He was juggling packed weeks, ambitious projects, and endless days.
Coffee had become a crutch: 3 to 4 cups a day just to keep going.
But behind that “productive” routine, the reality was far more fragile:
One day, in the middle of a completely ordinary afternoon, his body gave out—more than usual.
No accident, no drama. Just an inner breaking point that whispered:
"This isn’t sustainable anymore."
That day, Alex didn’t make a huge decision.
He booked a ticket.
Destination: Japan.
Since his teenage years, he had been fascinated by this country: its culture of precision, its relationship with time, the elegance of simple gestures. He’d always told himself he would go “one day,” without ever really finding the right moment.
That day, it wasn’t just a break: it was a return to a buried curiosity, a desire to understand how to live differently—more calmly. He still didn’t know exactly what he would find, but he knew he couldn’t keep living the same way.
Once there, Alex had no plan. He was simply trying to understand how to live differently.
It was in the south of the country, in the Kagoshima region, that he began to feel something shift.
There—between tea-covered hills and villages still deeply rooted in tradition—he discovered a radically different pace of life.
One day, he was invited to take part in a tea ceremony.
A green powder was prepared in an almost sacred silence.
The movement was slow.
A bamboo whisk stirred in hot water.
The bowl was offered with both hands.
And then came the first sip…
Pure, vegetal, gentle.
But that wasn’t what struck Alex most.
What he felt was a new kind of energy: no spike, no agitation—just rare steadiness.
He didn’t yet know all the secrets behind this drink.
But he knew one thing:
He had just discovered a different relationship with energy—and he wouldn’t be able to go back.
So he extended his trip.
He went deeper into the mountains, visited farms, and talked with producers.
He tasted. He watched. He learned.
Matcha is an art.
A patient craft.
A balance between soil, shading, climate, harvest, stone-grinding, and the human hand.
Back in Europe, Alex couldn’t let go of what he had felt there.
For a full year, he worked quietly behind the scenes to recreate that experience—with high standards and deep respect.
He returned to Japan several times.
Traveling through tea-growing regions in Uji, Kyoto, Shizuoka, Yame—then back to Kagoshima.
He met more than a dozen producers. Some produced at scale, others for renowned tea houses.
But he was looking for something else: finesse, consistency, and transparency.
After countless tastings and conversations, he finally found a producer in the Kagoshima region—committed to demanding organic farming, working on a human scale, with exceptional care given to every harvest.
That’s when the idea for Matcha Matcha was born:
An accessible brand, with no compromise on quality. A ceremonial matcha, true to what he discovered there.
In February 2023, the website launched with a single product:
🟩 Ceremonial matcha – 50g
The promise was clear:
Premium matcha, made accessible. No compromise on quality.
The first customers were won over. They shared their feedback.
Alex handled everything himself: orders, emails, the website, product pages.
He reinvested every euro into production.
The brand started spreading on Instagram—through stories and morning routines.
The first free online workshops launched: How to prepare matcha properly.
Word of mouth took off.
Matcha Matcha doesn’t just sell a product.
It offers a moment for yourself. A new daily reflex.
In January 2024, two new products were added:
🟡 The chasen, a traditional bamboo whisk,
🟤 The chashaku, a curved Japanese scoop for precise measuring.
Alex spent months selecting reliable makers, testing the strength of the bamboo, and choosing eco-friendly packaging.
The brand now attracts:
The website grew with a blog featuring:
The Matcha Matcha community kept growing.
Customers started talking about “their matcha moment.”
Some replaced coffee entirely.
Others alternate—but everyone discovers a steadier, less harsh, more lasting kind of energy.
In summer 2024, Matcha Matcha reached a new milestone: opening sales to professionals.
More and more cafés, tea rooms, yoga studios, and concept stores started reaching out to Alex to offer Matcha Matcha to their customers.
But here too, the brand stayed true to its DNA:
No mass selling. No compromise on ethics.
Each project is carefully selected, based on simple criteria:
Today, Matcha Matcha supplies a small number of committed venues across Europe that share the same vision:
to offer matcha for what it truly is: a respectful kind of energy.
In 2025, Matcha Matcha is still a young brand.
But it has found its place:
a simple, reliable anchor in a world that moves too fast.
Alex turns down offers to sell through large, non-transparent distributors.
He prefers to stay in control of quality, traceability, and commitments.
He improves the packaging:
He launches a referral program and a newsletter with practical tips for living better—without pressure or guilt.
And above all:
He keeps listening to his customers.
Every piece of feedback matters.
Every review is read.
As demand grows, the accessory range will also expand:
New everyday tools are being developed to support the at-home matcha ritual—always with the same standards of quality, simplicity, and alignment with the brand’s values.
Little by little, Matcha Matcha is becoming a trusted brand, built on simplicity, authenticity, and respect.
