Matcha Guide
What is Matcha?
Matcha is a finely ground powder of specially grown, shade-grown Japanese green tea leaves, whisked into hot water to produce a vibrant, full-bodied beverage in which you consume the entire leaf — delivering a uniquely rich flavour, vivid emerald colour, and concentrated nutrition unmatched by any other tea.
What is Matcha?
Matcha (抹茶) is a form of powdered green tea with origins stretching back more than a thousand years in Japan. Unlike a conventional cup of tea — where leaves are steeped and then discarded — matcha involves grinding the entire tea leaf into an ultra-fine powder that is fully dissolved into liquid. When you drink matcha, you consume the whole leaf.
Shade-grown Japanese tea leaves transformed into brilliant emerald matcha powder.
A Tea Like No Other
Matcha originates from the Camellia sinensis plant — the same species that gives us sencha, oolong, and black tea. What makes matcha exceptional is an elaborate cultivation and processing method refined in Japan over centuries. Weeks before harvest, farmers shade the tea plants from direct sunlight using black nets or straw covers. This dramatically slows photosynthesis, triggering the plant to produce more chlorophyll (responsible for matcha's intense green colour) and more L-theanine, an amino acid that promotes calm alertness and deep umami flavour.
From Leaf to Powder
After harvest, the finest young leaves — called tencha — are steamed to halt oxidation, then carefully dried. Stems and veins are removed, leaving behind only the purest leaf flesh. This tencha is then ground into the fine powder we call matcha. The result is a powder so fine it dissolves almost instantly, creating a smooth, creamy liquor unlike any other tea.
Why Matcha Tastes the Way It Does
Matcha's flavour is defined by a harmonious interplay of three elements: umami (a savoury depth from L-theanine and amino acids), sweetness (natural sweetness amplified by shading), and bitterness (from catechins and caffeine). High-quality matcha leans heavily toward umami and sweetness, with bitterness playing only a supporting role.
Covered for 3–4 weeks before harvest to boost chlorophyll and L-theanine, creating matcha's iconic green colour and umami depth.
Because the entire leaf is consumed, matcha delivers catechins, L-theanine, vitamins and antioxidants in their complete form.
Caffeine works in synergy with L-theanine to produce sustained, focused alertness without the jitteriness of coffee.
Introduced by Zen Buddhist monks in the 12th century, matcha became central to the Japanese tea ceremony — a practice of mindfulness, harmony, and respect.
Ceremonial Grade vs. Culinary Grade
Ceremonial-grade matcha uses the youngest, most tender first-flush leaves, resulting in a naturally sweeter, more complex flavour suitable for drinking straight. Culinary-grade matcha uses later harvests with a stronger, more astringent profile, well-suited to baking, cooking, and lattes where other ingredients are added. FUJI ASAHIEN offers three distinct grades to match every occasion, from daily sipping to elevated tea ceremony practice.
Our Matcha Collection
Three distinct expressions of Shizuoka's finest tea, each crafted for a different palate and purpose.
Bright, fresh, and wonderfully easy to drink. Fuji-no-Asa offers a gentle, approachable bitterness balanced by a lively, vivid tea character and a clean, lingering finish. Smooth enough to enjoy simply over ice, and harmonious with plant-based milks for a balanced, subtly grassy latte.
Best for: Iced matcha · Oat milk latte · Everyday drinking
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Rich, creamy, and quietly powerful. From the very first sip, Sei-Jaku commands attention with a velvety texture, rounded bitterness, and a distinctive nutty depth. Complex yet never heavy, its flavour unfolds slowly on the palate. Its richness pairs beautifully with milk and holds its character magnificently in baking and cooking.
Best for: Matcha latte · Baking & confectionery · Savoury cooking
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Silky, naturally sweet, and profoundly layered — a matcha for purists. Den-sho carries no bitterness; only a deeply concentrated tea flavour and a gentle, natural sweetness that reveals itself gradually. At its finest when prepared in the traditional style (koicha or usucha), yet equally extraordinary as a latte — its intrinsic sweetness elevates the experience to an entirely different dimension.
Best for: Traditional preparation (koicha · usucha) · Premium matcha latte
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