No doubt about it—matcha has soared in popularity in the U.S. over the past few years. Demand is so high that brands like Ippodo have had to pause production on some of their best-selling powders just to keep up. There’s even a National Matcha Day (May 2, if you’re wondering).

In NYC alone, matcha cafes are everywhere. We recently stopped by one that serves iced drinks and a matcha Basque cheesecake, and we had Ivy Woolenberg visit our office to make her famous matcha brookies. (Yes, the TikTok-viral ones. Yes, they lived up to the hype.)

Read More >>

If you’re a matcha girlie like me, you’ve had more bad matcha than good matcha in New York City. Coffee shops often make the mistake of treating matcha like they treat coffee, but it’s much more complicated than that. Preparing matcha, in its most traditional form, is a special and sacred ritual done with mindfulness and intention. The quality of water used and the specific whisking technique varies depending on if it's meant to be made into a latte or drunk straight up.

Read More >>