MATCHA& Launches a Limited Time Shop in London: A New Take on Matcha Culture

MATCHA& Opens Limited-Time Shop in London

The world-renowned matcha brand, MATCHA&, celebrated for its pioneering fusion of matcha and fermentation, has launched a pop-up shop in London, marking an exciting milestone in their journey. Located directly in front of the iconic Sherlock Holmes statue, the MATCHA& London Baker Street store invites locals and tourists alike to experience a unique synthesis of Japanese traditional tea culture and modern culinary innovation. With a sophisticated exterior characterized by deep green tones reminiscent of matcha, the shop seamlessly blends into its bustling surroundings while exuding a calm presence.

A Groundbreaking Concept

MATCHA& stands out as the world’s first brand to creatively integrate matcha with fermented foods, offering customers an entirely new perspective on this beloved ingredient. This groundbreaking concept is encapsulated in their unique beverage offerings, such as Miso Matcha Latte and Amazake Matcha Latte, which promise to deliver distinct flavors that evoke the comforting essence of Japanese cuisine. The store aims to spread the appeal of matcha alongside Japan’s rich fermentation culture to the bustling streets of London.

The Ambiance of the Store

Upon entering MATCHA& London, visitors are welcomed into a tranquil space that subtly merges with the vibrant city life outside. The inviting atmosphere encourages passersby to pause and savor the matcha experience, turning what could be a fleeting moment into a cherished daily ritual. With the Sherlock Holmes statue as a picturesque backdrop, customers can engage in their matcha moments, capturing cherished memories through photographs that weave the matcha experience into their holiday itineraries.

Exciting Offerings and Experiences

The menu features a range of innovative drinks, including the one-of-a-kind Miso Matcha Latte and the sweet Amazake Matcha Latte, along with a selection of matcha powders and treats, inviting customers to explore matcha in varied forms. This reflects the brand’s mission to elevate matcha from just a beverage to an enriching cultural experience. Beyond drinks, the pop-up also showcases an array of matcha-related merchandise, ensuring that guests leave with more than just a memory but a piece of the MATCHA& experience they can enjoy at home.

Campaign to Embrace Everyday Matcha

In alignment with their mission to make matcha a part of daily life, MATCHA& will be running a special campaign titled ‘Bring Matcha Closer to Everyday Life’ starting from June. During this period, both Tokyo locations will remain open to offer the chance for those who haven’t experienced MATCHA& yet to enjoy its unique flavors firsthand. The Kiyosumi Shirakawa location will also introduce MISONOMI, a fresh take on miso soup that further blends tea culture with fermented dining options, creating novel culinary experiences that cater to modern café culture.

More About MATCHA&

Established in 2014, MATCHA& initially gained attention as a creative space that promoted innovative food experiences alongside art. With a consistent focus on the cultural fusion of Japan’s culinary heritage, MATCHA& has evolved into a significant player in not only Japan but also in the international café scene. The brand advocates for incorporating matcha into everyday life while bridging the worlds of tradition and modernity. Its compact stores, including the latest branch in Yotsuya, emphasize accessibility for a wide audience ranging from students to office workers.

MATCHA& Locations

- MATCHA& London Pop-Up

Address: 5 Station Approach Marylebone Rd, London
Hours: 10:00 AM - 5:00 PM (Open Daily)
Instagram: MATCHA& London

- MATCHA& Kiyosumi Shirakawa

Address: 1F, Tokiwa 1-15-1, Koutou-ku, Tokyo
Hours: Thu, Fri: 12:30 PM - 5:00 PM; Sat, Sun, Holidays: 11:00 AM - 6:00 PM
Instagram: MATCHA& Tokyo

- MATCHA& Yotsuya

Address: 1F, 2-2 Yotsuya, Shinjuku-ku, Tokyo
Hours: 12:00 PM - 5:00 PM (Open Daily)
Instagram: MATCHA& Yotsuya

For those who wish to elevate their matcha experience, MATCHA& offers a refreshing content that goes beyond the drink, seamlessly integrating into the modern lifestyle while celebrating the beauty of its traditional roots.