MYTH
Matcha is supposed to be bitter
Dull colour and coarse texture make low-grade matcha harsh — then sugar is added to hide it.
Think Matcha Is Bitter? Think Again.
Bitterness isn’t authenticity — it’s low-grade powder and sugar. True ceremonial matcha is naturally smooth, gently sweet, and full of umami.
Myth vs Reality
Sugar Isn’t a Requirement — Quality Is
Most people have never truly tasted real matcha. The market is flooded with low-grade powders, leading many to believe that matcha — or anything “matcha-flavored” — must be either bitter or artificially sweet. Cafés often mask poor quality with sugar and syrup, teaching consumers that this is how matcha should taste. At The Matcha, we believe it’s time to change that perception. Our mission is to educate, to reveal what authentic matcha should be: smooth, naturally sweet, and full of depth — no additives required.
WHY IT HAPPENS
Sugar covers flaws
Sweeteners simulate balance when the tea itself lacks depth or aroma.
TRUTH
Real matcha is naturally smooth
Premium shading and stone milling yield vivid green powder, silky foam, and natural sweetness — no syrup required.
How to Spot Good Matcha
- Colour: vibrant, deep green
- Aroma: fresh and lightly sweet
- Texture: ultra-fine and creamy
- Finish: smooth umami with natural sweetness
How to Recognize Good Matcha
Colour, aroma, and taste reveal the difference. Here’s what to look for when choosing your matcha.
Premium Matcha
- Vibrant, rich green colour
- Smooth, creamy mouthfeel
- Natural umami & subtle sweetness
- Finely stone-milled, no grit
Low-Grade Matcha
- Dull yellowish or brown hue
- Bitter, astringent taste
- Flat, lacking aroma
- Coarse or sandy texture
From Leaf to Bowl
The journey of true matcha, crafted with precision and tradition.
01 Shaded Growth
Extended shading deepens chlorophyll and preserves sweetness, giving the leaves a vivid emerald tone and rich umami.
02 Handpicked Harvest
Only the youngest buds are carefully selected—tender, low in bitterness, and ideal for a refined, creamy cup.
03 Stone Milled
Slow granite milling keeps temperature low to protect aroma and nutrients, creating ultra-fine, silk-like powder.
04 Sealed Freshness
Immediately packed with oxygen barrier and cold stored—locking in colour, fragrance, and elegant finish.
Why Quality Matters
Matcha isn’t just a powder—it’s an experience. High-quality matcha transforms your daily ritual into a source of calm focus, balanced energy, and refined taste.
- 🌱 Higher in antioxidants and nutrients
- ☕ Smooth, creamy taste without bitterness
- 💎 A ritual of wellness, not just a drink