MTCH™︎ AT ASAHIYAKI
In March 21st –23rd 26, we had the opportunity to host the launch of our collaboration between the MTCH™︎ and ASAHIYAKI (朝日焼), along with the official introduction of our business partner and distributor in Japan.
The event took place at Asahiyaki Studio in Uji, Kyoto, and included a workshop titled Heritage & Function – Matcha Culture in Thailand. We were grateful to connect with a wide range of people from the Japanese tea community—tea ceremony practitioners, producers from Kyoto, Shizuoka, and Aichi, artisans, writers, media, matcha channels and influencers, and matcha enthusiasts from both Japan and abroad.
One of the most encouraging aspects was the positive response to how matcha culture is being interpreted and adapted in Thailand. While some ideas differ from traditional approaches, it reflects how culture continues to evolve. This exchange not only opened up new perspectives, but also deepened our understanding of matcha’s original values.
We would like to sincerely thank Asahiyaki Studio for this opportunity, especially Toshiyuki Matsubayashi for leading the project, along with the entire ASAHIYAKI team, Gwa and Shodai, our partners, and friends in the tea community who came by to connect.
Special thanks to Kaoru Kuwajima for the beautiful photos and videos, and for the friendly and kindly support throughout the event.
This experience gave us a clearer landscape of matcha in Thailand. As a fast-growing market, Thailand is becoming an important importer of Japanese tea. Moving forward, we hope to continue developing tools and ideas—from modern tea ware for everyday use to communication tools like the Flavor Wheel and Brewing & Tasting Tools—to support a deeper understanding of matcha.
For me, as someone working with matcha from Thailand and always, a matcha lover, I hope this growth continues on a strong foundation of knowledge, respect for tradition, and thoughtful adaptation—gradually shaping Thailand into one of the dream destinations for matcha in the future.
(Continue to read event details in comments)
From Uji with love 🌱🤍
MTCH™ Team tea picking in action
May 2026
วันนี้พาทีมน้อง ๆ หัดเก็บชาสายพันธุ์ซามิโดริ เกรดประกวด (Samidori - さみどり) กันครับ ผลผลิตปีนี้ได้ชาใบนุ่ม ก้านอ่อน ทรงเรียว สีเขียวสวย คุณภาพดีมาก ๆ ครับ
Timing of tea picking
__________
We are going to Kyoto to learn more about the tea-making process. Of course, one of the main activities will probably be learning how to hand-pick tea leaves. But there are still some limits and conditions, so we’ll have to see whether we actually get the chance to do it.
Because choosing the right day to harvest tea depends on many factors. In some ways, it could be said that the harvest day plays an important role and major impacts in shaping the final taste of the tea.
From many conversations I’ve had with tea farmers over the years, harvesting tea is really about waiting for the “right time” — a balance between the condition of the tea plants, the leaves themselves, and the surrounding environment.
This is especially true for tencha, the leaves that are later processed and ground into matcha. These tea leaves are shaded before harvest, and differences in sunlight, UV exposure, temperature, and humidity can affect how the leaves grow and when they are ready to be picked.
When deciding when to harvest, farmers mainly look at the new tea shoots — the number of leaves, the length of the shoots, the shine of the leaves, the softness of the leaves and stems, and even the tenderness of the centre vein of the leaf. These small details may help show whether the leaves are ready for picking or not.
In some ways, it feels like reading the condition of the tea plants through the years of experience of the tea producer alone. And in reality, it may not always be possible to decide the harvest date far in advance on a calendar.
(Continue to read in the comments)
เรียนคุณลูกค้าทุกท่าน
ร้าน MTCH™ สาขาสาทร จะเปิดให้บริการเพิ่มในวันเสาร์ ตั้งแต่วันเสาร์ที่ 2 พฤษภาคม 2569 เป็นต้นไป
เวลาทำการ:
วันจันทร์ - เสาร์
9.00-17.30
(หยุดวันอาทิตย์)
ขอบพระคุณมากครับ
_________
ที่ตั้ง:
87 ถนนสาทรใต้ แขวงยานนาวา เขตสาทร กทม 10120
หรือเสิร์ช The Step Sathon Hotel
- เดิน 1 นาทีจากรถไฟฟ้าสถานีสุรศักดิ์ ลงทางออก 2 เลี้ยวซ้ายเข้าซอย ประมาณ 50 เมตร
- ร้าน MTCH™ ตั้งอยู่ชั้นล่างของโรงแรม The Step Sathon
⚠️ แนะนำการเดินทางด้วยรถสาธารณะ หรือ Transportation App เนื่องจากที่จอดรถมีจำนวนจำกัดมาก
❌ ขอความกรุณาอย่าจอดรถกีดขวางทางเข้า-ออกหรือจุดเลี้ยวเข้าของที่พักอาศัยบริเวณไกล้เคียง
__________
Dear Valued Customers,
MTCH™ Sathon will be extending its service to Saturdays, starting from Saturday 2th, May 2026.
Opening hours:
Monday – Saturday
9:00 AM – 5:30 PM
(Closed on Sundays)
Thank you very much.
__________
Location:
The Step Sathon Hotel
87 South Sathon Road, Yannawa, Sathorn D, Bangkok 10120
- 1-minute walk from Surasak BTS station, Exit 2. (approx. 50 m)
- MTCH™ is located on the ground floor of The Step Sathorn Hotel.
⚠️ Public transportation or a transportation app is highly recommended as parking space is very limited.
❌ Please do not park in a way that blocks the entrance/exit or turning points of nearby residences
Seaweed? Ocean breeze? Fishy? Green and grassy?
How should we describe aroma from the umami character in matcha?
____________________
Especially when it comes with a distinct aroma known in Japanese as "Ooika" (覆い香)—literally “covered aroma” or shading aroma. Even translating this into Thai (or English) doesn’t fully capture its meaning.
"Ooika" develops when tea leaves are shaded before harvest, allowing them to accumulate higher levels of amino acids and form a unique aromatic profile. It may remind some of freshly opened nori, the steam rising from dashi, or a cool coastal breeze. At the same time, others might interpret it as slightly “marine” or even fishy.
There’s no one to confirm and define this aroma, and since attempts to describe matcha through sensory references are still relatively new—even in Japan. So this question may not have the correct answer. Instead, it sits at the intersection of sensory perception, language, and an evolving scientific understanding.
To sharing this as an open thought—let’s explore it together in two topics.
(continued in comments)
On Astringency in Matcha
____________________
I used to think that good matcha should have no astringency at all.
But the more matcha I tasted, the more that idea began to shift. I started to feel that astringency (shibumi, 渋味) might not be something to avoid—but rather an element that plays an important role.
From a scientific perspective, astringency in matcha is mainly linked to polyphenols, especially catechins like EGCG. These compounds are naturally present in almost all tea leaves, so it’s fair to say that no tea is completely without astringency—only that the level and character may vary.
One commonly explained mechanism is that catechins bind to proteins in saliva, altering their structure and increasing friction in the mouth. What we perceive is that slightly drying sensation, often associated with a longer lingering or long finish.
As I paid more attention to how matcha unfolds on the palate, I realized that interesting teas rarely rely on umami alone. There’s often a sequence—umami and sweetness from amino acids like L-theanine, followed by a touch of bitterness and astringency, and finishing with a gentle sweetness, smoothness, or a lingering aroma.
If a matcha had no astringency at all, it might feel soft and easy to drink—but also somewhat flat or short-lived. On the other hand, too much astringency can feel harsh, dry, or overpowering.
So perhaps the question isn’t whether matcha should be astringent or not—but how well that astringency is balanced with umami, sweetness, and bitterness.
Many factors can influence this balance. At origin, shading techniques can increase amino acids while reducing catechins, leading to a softer profile. At preparation, water temperature, extraction time, and powder-to-water ratio can all affect how much astringency is perceived.
These days, I find myself not looking for matcha without astringency—but rather noticing where that astringency sits within the overall experience, and whether it adds depth and continuity to each sip.
Sometimes, it’s that subtle touch of astringency that allows the flavor to stay with us just a little longer.
Thank you for reading.
MTCH™ SATHON
9am-5.30pm
(Closed Sat-Sun)
1-minute from BTS Surasak (Ext. 2)
X NO CAR PARKING
Located in The Step Sathon Hotel
87 South Sathon Road
Sathon, Bangkok
15 seats Matcha Corner
Delivery Service
Matcha Powder & Tea Tools
Brand Director @jevwv
Space designed by @krist.boonpilai , @studio__minimus
Photographed by @krist.boonpilai
