MATCHADO -Japanese Matcha Meets London’s Vibrant Culture-

The UK's green tea market is expanding rapidly. A fresh matcha trend is winning over the new audience, especially among the young generation. Amidst this, one company is presenting a contemporary approach while preserving authentic flavours and cultural elements of Japanese matcha.

You’ll find the shop nestled in the tranquil, leafy streets of Chiswick, London. Its soft green façade blends harmoniously with its surroundings, creating an inviting oasis for tea enthusiasts. This is MATCHADO, quietly beckoning visitors to discover its charm. MATCHADO is more than just a café; it’s a labour of love, a tribute to Japanese tradition and a testament to the founder, Hiromi Matsunobu’s mission to bring the finest matcha to London.

Hiromi’s journey began with her innate love of crafting and creating. After a career in finance in Tokyo, she moved to Hong Kong, New York and Sydney, she moved to Australia, where she turned her talents to baking wedding cakes. Following a period in New York, she eventually relocated to London. Here, through a mutual connection, a café owner approached her with a request to create desserts. Driven by her fondness for matcha, Hiromi decided to make matcha brownies. Back in 2016, fresh matcha cakes could be found in Japanese restaurants and patisseries, but “There were hardly any baked goods like brownies using matcha” says Hiromi.

From the outset, her focus was on inclusivity. “I wanted as many people as possible to enjoy them” she recalls. Hiromi crafted her brownies to be gluten-free. For a vibrant green colour and the perfect texture, she combined two types of matcha and used chocolate as a base to stabilise the rice flour-based batter.

The response was highly positive. Encouraged by friends and family, she launched MATCHADO online in 2019. The brownies quickly gained a following, eventually appearing at venues such as Pantechnicon, which at the time was a hub for Nordic and Japanese cultural and dining offerings, and Japan House, a flagship location for showcasing Japan’s culinary and artistic heritage, steadily building a loyal customer base. MATCHADO also gradually grew as a wholesaler and now supplies matcha powder and baked goods to over 25 establishments.

However, Hiromi began to recognise the importance of expanding her business to connect with a broader audience. “I felt that beverages were essential” she reflects thoughtfully.

In 2022, her breakthrough came when she was invited to participate in Shotengai, a monthly Japanese market held in King’s Cross. It was there that she debuted MATCHADO’s matcha latte.

That same year, a new American coffee chain arrived in London and marked a turning point for matcha lattes. Previously, it was seen as a niche drink for the trend-conscious, but the green-hued beverage gained widespread attention among young people. Although it was a chance encounter, MATCHADO also introduced their latte, establishing her as one of the pioneers of the beverage in London. Hiromi understood that to make matcha more appealing to the local palate, its natural bitterness needed to be balanced with sweetness, such as milk, rather than being served on its own.

The initial reception was promising. After a pop-up at the lively Ippudo Ramen shop, she returned to Shotengai, doubling her sales. During this time, she worked to streamline operations, ensuring smoother service. Made with three grams of high-quality matcha whisked by hand and paired with a choice of milk—full-fat, oat or soy — MATCHADO’s latte became a hit. Customers were captivated by its rich, velvety taste, the vibrant green colour and the evident care that went into its preparation.

The success at Shotengai led to MATCHADO opening a permanent kiosk in King’s Cross in October 2023. Located in a prime spot near Coal Drops Yard, the kiosk has become a hub for commuters and matcha enthusiasts alike. Two months later, Hiromi expanded further, opening a café in Chiswick with seating and a calm atmosphere conducive to engaging with customers.

When asked what sets MATCHADO apart from others, she thoughtfully responds “I believe it’s the matcha itself.”

Hiromi sources her matcha from the lush tea fields of Yame, Fukuoka, southern Japan – a region renowned for producing some of the country's finest teas. MATCHADO’s premium line, “Okumidori” exemplifies this legacy and is made exclusively from first- and second-grade matcha grown by expert tea producer in Yame. While there are no official regulations defining what qualifies as "ceremonial" grade, this term is commonly used outside of Japan to signify high quality. MATCHADO’s “Okumidori” stands out even within this category. It’s a single-varietal from a single region that ensures superior quality. Its vibrant colour, rich umami and pleasant natural sweetness are sure to resonate with those who appreciate authenticity, even if they are new to matcha.

For Hiromi, who grew up with green tea as a familiar part of her life, working with matcha felt entirely natural. However, she often noticed that the matcha and lattes served in London’s coffee chains and cafés frequently didn’t quite showcase matcha’s full character and richness. Believing that improving this situation would benefit the matcha market as a whole, Hiromi has made it a priority to share her expertise openly. Rather than guarding her knowledge, she actively collaborates with wholesale customers by sharing recipes and brewing tips, helping them to elevate their matcha offerings.

“If another cafe uses our matcha and succeeds, it benefits everyone” she explains.

Her confidence is rooted in her precision and daily practice. When asked about competitors, she smiles and says, “What we do involves meticulous, detailed and time-consuming work — each and every step requires care and effort. But my team and I dedicate ourselves to delivering that quality in every single cup, every single day. It’s not easy to replicate. And if someone does, I’ll simply create something new!”

Right now, it feels as though matcha momentum is building rapidly. Canned matcha energy drinks are lining shelves across the city and social media fills with posts celebrating matcha. MATCHADO continues to evolve. In October this year, their King’s Cross kiosk transitioned into a permanent stand. The area, a rapidly developing district home to Google’s London headquarters and stylish apartment complexes, draws in young professionals and students - many of whom visit more than twice a day. This vibrant and loyal customer base has inspired MATCHADO to push the boundaries with new products tailored to the tastes of this dynamic, youthful audience. This generation is now leading the surge in matcha consumption.

Popular summer specials such as the Matcha Latte with Fresh Mango and Strawberry, made with house-crafted purées from fresh fruit, have become permanent fixtures on the menu. These flavoured matcha drinks are playing a crucial role in expanding the appeal of matcha beverages in the current London market. The trend began with the striking green-and-purple two-tone Blueberry Matcha Latte, which created a buzz with its bold visual impact. Since then, the range has broadened to include lattes made with different fruit purées and syrups, combinations with white chocolate and floral blends like rose and lavender.

Hiromi’s ultimate goal is connection—with her customers, with matcha’s rich traditions and with the city that has celebrated her vision. “When people drink our matcha, they’re experiencing more than tea” she reflects. “They’re tasting care, culture and a piece of Japan”

When traditional Japanese flavours like matcha inspire interest in the UK, it is through a process of embracing authenticity while adapting to the local culture and the energy of its youth. Hiromi exemplifies this sense of balance admirably.