A montage of matcha preparation and cultural context. The video shows close-ups of matcha powder being whisked in a bowl, tea being poured, and a person holding a matcha whisk. It transitions to a pro... More about Nikkei Place →
Video Transcript
I'm sick of brands treating matcha like a trend instead of culture, chasing profits with zero respect for its history. Whether it's trashing tea tools for views, calling tubed matcha innovative, or running an ad claiming to be better than a 300-year-old legend like Ipodo, which paved the way for matcha, it's just exploitation. Matcha's main gateway used to be the tea ceremony. Nowadays, it's a latte, which is fine. I'm happy that Japanese culture is trending, but if you're genuinely interested, I want you to experience it the right way. To understand the true heart of matcha, the tea ceremony workshop at the Nikkei Center is the perfect place.
