News article
Thai Authentic-Focused Matcha Brand "MTCH" × Uji "Asahiyaki" Pottery: Premium Matcha and Tea Vessels for a Enriched Daily Life
MTCH, a Thailand-based matcha brand founded six years ago by Jev, has become a pioneer in promoting authentic Japanese matcha culture across Southeast Asia by building direct relationships with Uji producers. The brand collaborated with Asahiyaki, a historic 400-year-old pottery studio in Uji, to launch a ceramic katakuchi (pouring vessel) based on MTCH's original design. The collaboration sold out 70 units within five minutes in Thailand, demonstrating strong demand among yo…
タイ発の本物志向の抹茶ブランド「MTCH」×宇治「朝日焼」が提案する上質な抹茶と器で心豊かな日常を - Yahoo!ニュース
Key points
- MTCH uses single-origin, single-cultivar matcha (Asahi from Uji's Gokasho district for straight matcha; Yame Hoshino ble…
- Founder Jev sources directly from Uji producers and sources dozens of matcha types to differentiate flavor profiles—comp…
- Thai consumers, especially young affluent demographics, prioritize authentic Japanese tea culture, traditional tools, an…
- Asahiyaki ceramic katakuchi collaboration sold out entirely within 5 minutes of Thai launch—strong signal of upscale too…
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About this article
The numbers
MTCH founding timeline: 6 years ago
Asahiyaki pottery history: 400 years
MTCH katakuchi sold-out inventory (Thailand launch): 70 units
Time to complete sell-out: 5 minutes
What they said
“In Thailand, matcha culture is embraced through a lens of tradition and authenticity.”
タイでは「伝統」や「本物」志向で抹茶文化が受け入れられているところ。
“High-grade matcha requires significant labor and has limited production; new business dealings are difficult without strong relationships and deep connections to producers.”
ハイグレードな抹茶は手間ひまがかかることから生産量も少なく、生産者との太いパイプや深い繋がりがないと新規の取り引きはできないとも言われています。
“Even in Japan, few shops match that level of dedication to matcha sourcing and curation.”
日本でもそこまでこだわっているお店は多くはありません。
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