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Organic Ceremonial Matcha Tea
Bamboo Matcha Whisk – Chasen
Bamboo Matcha Scoop – Chashaku
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Sometimes the best ideas are not born in an office.
They come from a vital, intimate, almost silent need.
The need to slow down a little, to feel better, to take back control of your energy.
That is exactly what Alex, the founder of Matcha Matcha, went through.
Before creating this brand, he had no plan to change everything. He just wanted to feel better.
That simple wish took him to Japan, then led him to transform his own daily life, and today the lives of thousands of others.
This is the story of Matcha Matcha, year by year.
At the time, Alex works in a large company. One packed week follows another, with ambitious projects and days that never seem to end.
Coffee has become a crutch: three to four cups a day just to keep going.
But behind that "efficient" routine, the reality is far more fragile:
One day, in the middle of an ordinary afternoon, his body gives way a little harder than usual.
No accident, no drama. Just an inner sense of enough, saying:
"This is no longer liveable."
That day, Alex does not make a big decision.
He books a ticket.
Destination: Japan.
Since his teens he has been fascinated by the country: its culture of precision, its relationship with time, the elegance of simple gestures. He had always told himself he would go "one day", without ever quite finding the moment.
That day, it is not just a break: it is a return to a buried curiosity, a wish to understand how to live differently, more calmly. He does not yet know exactly what he will find, but he senses he cannot carry on as before.
Once there, Alex has no plan. He is simply trying to understand how to live differently.
It is in the south of the country, in the Kagoshima region, that he starts to feel something else.
There, among hills covered with tea bushes and villages still rooted in tradition, he discovers a radically different rhythm.
One day, he is invited to take part in a tea ceremony.
A green powder is prepared, in an almost sacred silence.
The gesture is slow.
The bamboo whisk turns in the hot water.
The bowl is served with both hands.
And then comes the first sip…
The taste is pure, green, smooth.
But that is not what strikes Alex.
What he feels is a new kind of energy: no spike, no agitation, but a rare steadiness.
He does not yet know all the secrets of this drink.
But he knows one thing:
He has just discovered a different relationship with energy. And there is no going back.
So he extends his trip.
He goes further into the mountains, visits farms, talks with growers.
He tastes. He watches. He learns.
Matcha is an art.
Patient work.
A balance of soil, shade, climate, picking, stone mill and human hand.
Back in France, Alex does not let go of what he felt over there.
For a year, he works behind the scenes to recreate that experience, with rigour and respect.
He returns to Japan several times.
He travels the plantations of Uji, Kyoto, Shizuoka, Yame, then Kagoshima again.
He meets more than a dozen growers. Some produce at scale, others for renowned tea houses.
But he is after something else: finesse, consistency, transparency.
After countless tastings and conversations, he finally finds a grower in the Kagoshima region, committed to demanding organic farming, working on a human scale, with particular care given to every harvest.
That is where the idea for Matcha Matcha is born:
An accessible brand, with no compromise on quality. An Organic Ceremonial Matcha, faithful to what he found over there.
In February 2023 the site opens with a single product:
🟩 Organic Ceremonial Matcha – 50 g
The promise is clear:
A premium matcha, made accessible. With no compromise on quality.
The first customers are won over. They share their feedback.
Alex handles everything himself: the orders, the emails, the site, the product pages.
He puts every euro back into production.
The brand starts circulating on Instagram, in stories, in morning routines.
The first free online workshops launch: how do you prepare your matcha properly?
Word of mouth does its work.
Matcha Matcha does not sell a product.
It offers a moment to yourself. A new habit.
In January 2024, two new products arrive:
🟡 The chasen, the traditional bamboo whisk,
🟤 The chashaku, the curved Japanese scoop for measuring precisely.
Alex spends months selecting reliable craftspeople, testing how sturdy the bamboo is, and choosing eco-conscious packaging.
The brand now attracts:
The site gains a blog with:
The Matcha Matcha community grows.
Customers start talking about "their matcha moment".
Some replace coffee entirely.
Others alternate, but all of them find a steadier, gentler, longer-lasting energy.
In summer 2024, Matcha Matcha takes a new step: opening up to trade customers.
More and more cafes, tea rooms, yoga studios and concept stores get in touch with Alex to offer Matcha Matcha to their own customers.
Here too, the brand stays true to its DNA:
No mass selling. No compromise on ethics.
Every project is chosen by hand, on simple criteria:
Today, Matcha Matcha supplies a handful of committed venues in France and Europe, all sharing the same view:
offering 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:
that of a simple, reliable marker in a world moving too fast.
Alex turns down offers to resell in bulk to distributors who lack transparency.
He would rather keep a hand on quality, traceability and commitments.
He improves the packaging:
He launches a referral programme and a newsletter with practical advice for living better, without lecturing.
And above all:
He keeps listening to his customers.
Every piece of feedback counts.
Every review is read.
With demand growing, the accessories range is set to expand too:
New everyday objects are in development to support the matcha ritual at home, with the same demands of quality, simplicity and consistency with the brand's values.
Matcha Matcha is gradually becoming a brand people trust, built on simplicity, authenticity and respect.
In three years, the brand changed faster than the way it looked.
The first logo had been put together quickly, at a time when the priority was a site that worked and orders going out.
It ended up no longer resembling what Matcha Matcha had become.
Alex starts the identity again from scratch, with one practical constraint in mind: it has to work as well on a 50 g pouch as on the front of a tea room.
The name now sits on two lines, MATCHA above, matcha below.
To the right, a bowl drawn in a single stroke, with a leaf inside.
You read both the preparation and the origin in it.
On colour, the light green becomes dominant, the green of freshly sifted powder.
A deep green sits behind it, for contrast and legibility.
Off-white, taupe and burgundy are kept for details, in small touches.
The product itself does not move.
Same grower in Kagoshima, same harvest, same price.
It is the packaging, the site and the images that are catching up.
