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AVANTCHA: UAE Tea Brand Sourcing Four Matcha Regions

AVANTCHA sources matcha from Yame, Fuji, Kagoshima, and Uji, offering organic ceremonial grades and a Kagoshima cocktail blend.
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Who is AVANTCHA?

AVANTCHA is a United Arab Emirates tea brand offering matcha from Yame, Fuji, Uji, and Kagoshima in Japan. Its range spans organic ceremonial grades and Kagoshima cocktail grade, with cultivar-specific profiles for drinking and culinary use.

Founded in 2014 by Markus Zbinden, Marina Rabei, and Chris Lehmann, AVANTCHA began direct farmer relationships in 2018. Ceremonial matcha uses hand-picked young leaves, while all grades undergo steaming, tencha drying, and traditional stone milling; Kagoshima cocktail matcha combines first- and second-harvest tencha.

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AVANTCHA in details

AVANTCHA emerged in 2014 when Swiss entrepreneurs Markus Zbinden, Marina Rabei, and Chris Lehmann recognized an opportunity to redefine tea as a modern lifestyle experience. Operating from strategic hubs in Dubai, Bangkok, Switzerland, and the UK, this avant-garde brand brings authentic Japanese matcha to a global audience through direct sourcing relationships and unwavering quality standards.

From Tea Gardens to Your Cup

The brand sources its matcha directly from specialized gardens across Japan’s most renowned tea regions—Yame, Fuji, Kagoshima, and Uji. Each cultivar tells a different story. The Yabukita from Yame delivers nutty, velvety notes with white chocolate undertones. Organic ceremonial grades from Fuji present umami sweetness with complex mineral character. These aren’t mass-market products—they’re shade-grown, hand-plucked, and traditionally stone-milled to preserve the vibrant green color and nuanced flavor profiles that distinguish authentic matcha.

Beyond Ceremonial: Innovation Meets Tradition

AVANTCHA serves both the ceremonial matcha enthusiast and the culinary innovator. Their Organic Matcha Cocktail Grade Kagoshima—a bespoke blend of first and second harvest tencha—was specifically designed for matcha lattes, smoothies, and culinary applications. This versatility extends to their Organic Hojicha powder, offering deeply roasted, nutty flavors with lower caffeine for afternoon enjoyment.

The brand doesn’t just sell tea; it educates. Matcha workshops, barista training programs, and food-pairing events elevate tea to the cultural status of wine or specialty coffee. At their teabars in Dubai and Bangkok, visitors experience matcha ceremonies, specialty beverages, and even tea-based cocktails.

Sustainable Luxury Without Compromise

Every product carries organic certifications (JAS, EU) and full traceability back to the harvest. AVANTCHA maintains long-term relationships with small producers, ensuring fair pricing and environmental responsibility. Their minimalist packaging—functional yet elegant—reflects a design philosophy where aesthetics and sustainability converge.

With distribution across 30+ countries and partnerships with prestigious hotels, restaurants, and retailers including Four Seasons, Mandarin Oriental, and Selfridges, AVANTCHA has proven that premium tea belongs in contemporary life. Whether you’re seeking ceremonial-grade matcha for traditional preparation or cocktail-grade powder for creative recipes, this Swiss-founded brand delivers authenticity, education, and exceptional quality in every tin.

About the AVANTCHA Matcha

AVANTCHA offers organic matcha across ceremonial and cocktail grades, each made from specific cultivars for distinct flavour and brewing.

Ceremonial grade

  • Yame - Yabukita (Fukuoka) — nutty and velvety with delicate white-chocolate notes.
  • Fuji (Shizuoka) — a Yabukita, Okumidori and Saemidori blend with umami sweetness and complex mineral character.
  • Yame - Seimei — the rare Seimei cultivar, balancing gentle creaminess with rich umami depth.
  • Yame - Okumidori — Okumidori notes of umami and steamed greens.
  • Uji Samidori Hand Plucked (Kyoto) — profoundly smooth with rich umami and high floral notes.

Cocktail grade and processing

The Kagoshima cocktail grade uses first and second harvest tencha for deep colour and rich umami, ideal for lattes, ice cream and desserts. All matcha is stone-milled to an ultra-fine powder for a smooth texture, with ceremonial grades hand-picked from the youngest, most tender leaves.

Harvest location

AVANTCHA sources its matcha from Japan's prestigious tea-growing regions, keeping direct relationships with farmers across Yame in Fukuoka, Fuji in Shizuoka, Uji in Kyoto and Kagoshima Prefecture.

Shading and harvest

Production begins by shading Camellia sinensis plants for 20-30 days before harvest, increasing chlorophyll for matcha's vibrant green color. The first flush, ichibancha, is prioritized in spring when leaves hold peak nutrients. Kagoshima farms run three periods: Ichibancha (April-May), Nibancha (June-July) and Sanbancha (August).

Picking and processing

Ceremonial-grade leaf is hand-picked to minimize damage and select the youngest leaves. After harvest, leaves are steamed to prevent oxidation, dried into tencha, then stone-ground on traditional mills into fine powder.

AVANTCHA History

AVANTCHA was founded in 2014 in the United Arab Emirates by Markus Zbinden, Marina Rabei and Chris Lehmann, initially as a B2B venture supplying premium teas to luxury hotels and restaurants.

Key milestones

  • 2016: partnered with the Jumeirah Group to supply its UAE hotels, boosting the brand's standing in luxury hospitality.
  • 2018: pivoted to direct sourcing, building relationships with tea farmers in Japan, India and Sri Lanka.
  • 2020: launched the Platinum Collection of rare spring-harvest teas.
January 1, 2014

Markus Zbinden, Marina Rabei, and Chris Lehmann founded AVANTCHA in the United Arab Emirates, initially as a B2B venture targeting luxury hotels and restaurants with premium, sustainably sourced teas presented with modern elegance.

January 1, 2016

AVANTCHA secured a pivotal partnership with the prestigious Jumeirah Group to supply premium teas to their UAE hotels, significantly boosting brand visibility and credibility in the luxury hospitality sector.

January 1, 2018

Addressing supply chain challenges and prioritizing transparency, AVANTCHA strategically pivoted to direct sourcing, forging strong personal relationships with tea farmers in Japan, India, and Sri Lanka to guarantee quality and champion fair trade practices.

January 1, 2020

AVANTCHA launched their exclusive Platinum Collection featuring rare, limited-edition, hand-crafted spring harvest teas, further solidifying their position in the premium tea market and showcasing their commitment to exceptional quality.

January 1, 2022

AVANTCHA implemented comprehensive packaging sustainability initiatives, achieving a 40% reduction in plastic use through recyclable materials and waste reduction programs, demonstrating their commitment to environmental responsibility without compromising product quality.

Frequently asked questions

Here are some frequently asked questions and answers.

What's the difference between AVANTCHA's $44 Yame Yabukita and their $149 Uji Samidori Hand Plucked matcha?

The price difference reflects distinct quality levels and production methods. AVANTCHA's Organic Matcha Ceremonial Grade Yame - Yabukita at $44 offers nutty and velvety flavors with delicate white chocolate notes from the Yabukita cultivar in Fukuoka's Yame region.

Their premium Matcha Ceremonial Grade Uji Samidori Hand Plucked at $149 represents their highest tier, featuring the rare Samidori cultivar from Kyoto's prestigious Uji region. The hand-plucking process ensures only the youngest, most tender leaves are selected, creating profoundly smooth matcha with rich umami and distinctive high floral notes that justify the premium pricing.

Why does AVANTCHA offer matcha from the rare Seimei cultivar, and how does it taste?

AVANTCHA's Organic Matcha Ceremonial Grade Yame - Seimei showcases their commitment to sourcing unique Japanese tea cultivars that most brands overlook. The Seimei cultivar is particularly rare and prized for its distinctive flavor profile.

This $48 matcha balances gentle creaminess with rich umami, offering a smoother, more delicate experience compared to the more common Yabukita cultivar. AVANTCHA sources this directly from Yame, Fukuoka, where traditional cultivation methods preserve the cultivar's unique characteristics, making it perfect for customers seeking an authentic yet uncommon ceremonial matcha experience.

Can I use AVANTCHA's Cocktail Grade Kagoshima matcha for traditional tea ceremony?

While AVANTCHA's Organic Matcha Cocktail Grade Kagoshima delivers deep color and rich umami, it's specifically designed for culinary applications rather than traditional ceremony.

  • Cocktail Grade: Made from 1st and 2nd harvest tencha, ideal for matcha lattes, ice cream, and desserts
  • Ceremonial Grades: AVANTCHA's Yame, Fuji, and Uji varieties use only first flush leaves for traditional whisking

For authentic tea ceremony, choose from AVANTCHA's ceremonial collection - their Yame Yabukita ($44) offers excellent value, while their Uji Samidori Hand Plucked ($149) provides the ultimate ceremonial experience.

How does AVANTCHA's Swiss-European background influence their Japanese matcha sourcing?

Founded in 2014 by Markus Zbinden, Marina Rabei, and Chris Lehmann - Swiss and European entrepreneurs with hospitality backgrounds - AVANTCHA applies European precision and culinary standards to traditional Japanese tea sourcing.

Their direct sourcing model established in 2018 reflects Swiss attention to quality control and transparency. Rather than accepting standard grades, they forge personal relationships with farmers in specific regions like Yame, Uji, and Kagoshima to secure cultivar-specific matcha that meets European luxury standards.

This approach results in their unique collection featuring rare cultivars like Seimei and Okumidori, stone-ground to ultra-fine powder using traditional methods but selected with the discerning palate of European gastronomy professionals who originally supplied luxury hotels.

Which AVANTCHA matcha should I choose for making premium lattes?

For premium lattes, AVANTCHA's Organic Matcha Ceremonial Grade Yame - Yabukita ($44) is specifically recommended for this purpose. Its nutty and velvety profile with delicate white chocolate notes complements milk beautifully without being overpowered.

While their Cocktail Grade Kagoshima works for standard matcha lattes, the Yame Yabukita offers superior flavor complexity for discerning latte enthusiasts. The Yabukita cultivar's natural creaminess enhances milk-based drinks, making it AVANTCHA's top choice for premium latte preparation among their ceremonial grades.