Today we had the pleasure of welcoming ITV National News reporter Sam Holder and his team to our newly opened Japanese ceramics gallery and specialist craft tea store, where they interviewed our resident tea master and renowned tea merchant, Keiko Uchida, about the rapidly growing global demand for matcha — and the complexities now facing the industry.
As matcha continues its meteoric rise from a niche wellness drink to a full-blown global trend, Keiko Uchida offered a much-needed voice of expertise and authenticity. With shelves around the world struggling to meet the growing appetite for this powdered green tea, concerns are mounting over the increasing use of unofficial "ceremonial-grade" matcha — a term often used without regulation to sell lower-quality tea under a premium label. In response, Keiko offered Sam and his team a traditional serving of authentic high-grade matcha, whisked to perfection in a handmade chawan (tea bowl) from our latest ceramics collection. Alongside traditional wasanbon sugar cane sweets to prep the palette for the grassiness of the tea. It was a quiet, grounding moment in contrast to the global noise surrounding matcha popularity.
Originating in 12th-century Japan, matcha was initially consumed by Buddhist monks to support meditation, prized for its calming energy and high antioxidant content. True matcha is not just any green tea powder. It must meet rigorous traditional standards: – Shade-grown for weeks before harvest – Harvested only once a year in May – Stone-ground slowly to preserve its flavor and nutrients Unfortunately, many cafes and commercial brands today dilute this tradition, masking lower-grade powder with sweeteners, milk, and fruit purees. While these concoctions help matcha reach a wider audience, Keiko encourages consumers to reconnect with its origins.
As ITV’s coverage aims to shed light on both the promise and pitfalls of matcha global boom, we’re honored to have offered a space for honest dialogue — and a bowl of the real thing. Whether you're newly curious or a lifelong lover of matcha, we invite you to step into our store, explore our handcrafted Japanese ceramics, and experience matcha the way it was always meant to be: as a mindful, sensory ritual — not just a trend.
Find us at our new Specialised Tea Store to ensure your matcha is coming from a source you can trust.
