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In the U.S., most matcha I tried lacked depth, aroma, and vibrant color — nothing like the matcha I grew up with in Japan. I found myself asking,
“Is this really what the world thinks matcha is?”
I will bring you the authentic, deeply rich flavor of matcha unlike anything you’ve ever experienced before. Once you taste it, you’ll realize it offers a completely different world of flavor compared to any matcha you’ve had before.
Hi, my name is Eri, and I was born and raised in Japan.
My roots are deeply connected to tea. My ancestors were samurais who served Oda Nobunaga, the warlord who helped spread matcha culture throughout Japan. I grew up in the very place where Nobunaga’s castle once stood, surrounded by history and tradition.
In addition, my relatives have long operated a tea shop, preserving Japan’s tea culture for generations. That’s why I was shocked when I encountered “matcha” in the U.S. that was so far from the real thing.
To share the true beauty and depth of authentic matcha with the world, I started Richly Matcha.
Driven by the desire to find something genuine, I began a journey of returning to Japan again and again—to relearn the world of matcha from the ground up.
Each day, I sampled countless varieties of matcha, visited tea farms in person, and immersed myself deeply in the craft.
Farmers and tea artisans who produce high-quality matcha rarely appear in public, and reaching them is no simple task. And with the recent global matcha hype, access to these masters has become even more difficult.
Through connections in Japan, I gradually found my way to people few ever meet.
Eventually, I was introduced to one of Japan’s finest tea masters—someone truly extraordinary.
I can still vividly remember the moment I first tasted his tea. I was so shocked, I nearly fell out of my chair. It felt as if time had stopped.
Layer upon layer of depth, smoothness, and fragrance. A flavor on a completely different level from anything else I had tried.
It was exactly the matcha I had been searching for.
He is a fifth-generation tea master, with 200 years of history behind him.
Not a mere supplier, he grows his own tea, carefully managing his fields and adjusting his craft according to the leaves and the weather.
He is the only tea master in Japan to receive the country’s highest and most prestigious award— a truly unique expert, holding a qualification that represents the peak of both tradition and innovation, and is out of reach even for most people in Japan.
I visited his tea fields in person and, for two years, joined experienced artisans for the first harvest, the once-a-year moment when tea is at its best.
I was deeply moved by their dedication, with the careful, time-consuming work they put into every single step. It truly embodied the spirit of Japanese craftsmanship.
I made a heartfelt vow to deliver matcha, carrying the artisans’ devotion and spirit, to the world with utmost care.
One sip is all it takes to know this matcha is different.
From the way it’s grown to the way it’s ground, every step is done with care, precision, and respect for tradition—resulting in unmatched depth, smoothness, and aroma.
As the global matcha boom continues to grow, some tea farms have suddenly started producing matcha, and their products are now being sold as such. However, growing truly delicious matcha requires years of preparation, experience, and refined skill.
Even then, without the techniques and wisdom passed down through generations of skilled artisans, the tea leaves may become bitter, lose their vibrant green color, and lack the smooth, refined taste that defines real matcha.
We proudly use hand-picking — the rarest and most delicate harvesting method in Japan. Hand-picking is the most delicate and labor-intensive method—and therefore the rarest.This results in a smoother taste, less bitterness, and a richer, more refined matcha.
We select only the most prized part of the tea plant — the top bud and the two youngest leaves just beneath it.These leaves are tender, rich in umami, and naturally low in bitterness. Their silky smoothness and layered flavor are what give our matcha its elegant depth from the very first sip.
High-grade matcha is grown under shade to block direct sunlight.
To pursue even greater flavor, we go a step further—our shading covers are carefully installed so they never touch the tea leaves, preventing heat buildup and off-flavors.
This method enhances the accumulation of theanine, the source of umami, and results in a more delicate, layered taste. It’s how we achieve the highest quality in color, aroma, and flavor.
For the final touch, we use traditional stone mills to slowly grind the tea at low temperatures. This preserves the tea’s nutrients, prevents oxidation, and produces a silky-smooth powder with a rich, lasting aroma.
By combining this with our other careful practices, we produce matcha of the highest quality. Every step, from cultivation to final product, is done without compromise, in close collaboration with our tea master.
Through this project, I discovered that the main reason lies in language and cultual barriers. In the U.S., matcha often has to pass through one or two middlemen before reaching the market. This process significantly increases the final price consumers pay, while the quality often remains low. As a result, subpar matcha ends up being sold at premium prices. I also realized that products of the same quality as mine are often priced at more than twice as much in these markets.
At Richly Matcha, we solve this problem by sourcing directly from Japanese tea masters. By eliminating unnecessary middlemen, we cut costs while maintaining the highest standards of taste and quality—offering only matcha that you will truly find delicious. To preserve that quality, we also use matcha cans sourced from a Kyoto-based company with over 90 years of history, ensuring the tea remains fresh and flavorful.
By combining this with our other careful practices, we produce matcha of the highest quality. Every step, from cultivation to final product, is done without compromise, in close collaboration with our tea master.
At Richly Matcha, we value not only the matcha itself, but also the time spent enjoying it.
That’s why we collaborate with skilled artisans to create tools that reflect our vision.
We carefully select only items we truly believe are worth sharing with the world—based on quality, usability, design, and the story of the maker. Each piece is handcrafted in Japan, and carries with it a deep cultural narrative.
In Japan, matcha is usually enjoyed straight from the bowl. But since many people in the U.S. prefer matcha lattes, we designed akatakuchi chawan—a spouted bowl—for easy pouring into another cup.
Each one is carefully crafted using the traditional techniques of Kiyomizu ware from Kyoto.
Its glossy finish resists stains and helps prevent matcha from clinging to the surface due to static. The glaze is made with natural materials, creating colors that harmonize beautifully with matcha’s green hue.
We also use handmade Japanese washi boxes for packaging, creating aspecial experience from the moment you open it. Every bowl is handcrafted—making each one a trulyone-of-a-kind piece.
These utensils are crafted in Tsubame-Sanjo in Niigata prefecture—Japan’s renowned metalworking hub. We focused on antibacterial properties, a smooth mouthfeel, and a design that preserves the flavor of matcha.
The matte finish and hammered texture combine elegance with a sense of weight and quality. They fit comfortably in the hand, resist slipping, and hide scratches well. Dishwasher-safe for long-lasting use.
The tea sifter features a double-mesh structure for an ultra-fine sift. The stirrer and plate are also refined tools that elevate the matcha experience.
This resin whisk combines traditional craftsmanship with modern functionality.
Unlike bamboo, it doesn’t require soaking before use and is easy to clean and reuse.It's ideal for daily matcha preparation, it’s a user-friendly and sustainable tool for modern lifestyles.
Our tea tools are wrapped infuroshiki, a traditional Japanese cloth handcrafted by artisans in Kyoto. Long used for wrapping gifts and carrying goods, furoshiki is a beloved symbol of Japanese culture. It’s beautiful, reusable, and eco-friendly.
Richly Matcha’s mission is to deliver the spirit of Japan, far beyond material objects.
We bring you not only the tea itself, but also the stories behind it—from the tools crafted by artisans to the traditions that shape each moment.
Unrivaled Quality, 200 Years in the Making
-By partnering with a rare tea garden and a master with nearly 200 years of history and a recipient of the Minister of Agriculture, Forestry and Fisheries Award, Japan’s highest honor in tea. We deliver matcha so exceptional it’s served in some of the world’s top luxury hotels.
Direct Supply, Better Price
-We work directly with tea masters, eliminating middlemen and reducing costs. In addition, I have been engaged in trade between Japan and the United States for many years, and by leveraging the logistics network I have built, I am able to significantly reduce international shipping costs that would normally be a considerable burden. As a result, we can deliver the highest quality matcha at fair prices without compromising on quality.
Cultural Insight for the U.S. Market
-Raised in Japan and living in the U.S. for over 15 years, I blend authentic Japanese tradition with flavors and designs that resonate with American audiences.
Every cup carries Japan’s rich nature, culture, and craftsmanship. Our mission is to protect these treasures and pass them to future generations. A portion of sales supports organizations that preserve Japan’s natural environment and traditional crafts.
Protecting Nature: We help preserve forests and ecosystems that sustain tea fields, ensuring a healthy environment for future generations.
Preserving Crafts: We work directly with artisans to share their skills and stories, keeping centuries-old traditions alive.
This matcha may change the way you think about matcha.
You can tell the difference the moment you taste truly delicious matcha. With just one sip, I hope you’ll find yourself thinking, “I never knew matcha could taste like this.”
And through that new experience, I hope you’ll also feel a connection to the culture and spirit of Japan.
Crafted with Japanese soul, Chosen with respect.
