Cha Cha Matcha
Cha Cha Matcha presentation
Cha Cha Matcha brought matcha to the streets of New York City in 2016 with a vision that extended far beyond the teacup. Founded by Conrad Sandelman and Matthew Morton in Soho, the brand transformed ceremonial-grade Japanese matcha into a cultural movement, combining authentic tea traditions with bold, contemporary design. Their signature pink aesthetic became instantly recognizable, creating spaces where ancient wellness meets modern lifestyle.
From Soho to Social Phenomenon
What started as a single café in Manhattan’s Soho neighborhood quickly captured attention for its unapologetically vibrant approach to tea culture. The founders recognized that matcha’s rich history and health benefits deserved a fresh presentation for a new generation. By designing Instagram-worthy spaces filled with millennial pink walls and neon signage, they made high-quality matcha accessible and exciting to audiences who might never have stepped into a traditional tea house.
Quality Meets Creativity
Cha Cha Matcha sources ceremonial-grade matcha directly from Japan, ensuring each drink delivers authentic flavor and maximum nutritional benefits. Their menu goes beyond standard preparations, offering creative interpretations that honor the ingredient’s versatility. From classic matcha lattes to iced variations and matcha-infused snacks, every item balances innovation with respect for tradition.
The brand’s commitment to quality extends to their retail matcha powders, allowing customers to recreate the experience at home. Each product maintains the same standards found in their cafés, giving matcha enthusiasts reliable access to premium-grade tea.
Building Community Through Design
Beyond serving exceptional matcha, Cha Cha Matcha cultivates gathering spaces where community thrives. Their café locations function as creative hubs where people connect over shared appreciation for wellness and aesthetics. The brand actively engages with followers through social media, hosting events and collaborations that strengthen the matcha community.
This approach has established them as more than a beverage company—they’re a lifestyle brand that demonstrates how traditional ingredients can find new relevance. Their success proves that honoring heritage while embracing contemporary culture creates something genuinely distinctive in the marketplace.
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Matcha produced by Cha Cha Matcha
Ceremonial Grade Matcha Excellence
Cha Cha Matcha specializes in ceremonial grade matcha, sourced directly from Uji, Japan (宇治), renowned as one of Japan’s most prestigious tea-growing regions. Their signature blend showcases a vibrant emerald color that rivals nature’s most brilliant greens, paired with a silken texture that delivers an exceptional sensory experience.
Signature Matcha Blend
The brand’s signature ceremonial grade blend represents careful cultivation of traditional Japanese tea artistry. Stone-ground to order from the youngest tencha (碾茶) leaves, this matcha delivers a complex flavor profile that balances refined umami (旨味) notes with delicate sweetness and a whisper of grassy freshness. Some connoisseurs detect subtle hints of sea salt, while others appreciate delicate floral notes reminiscent of traditional kōdō (香道) incense ceremonies.
Quality Standards and Preparation
Every cup served at Cha Cha Matcha locations is whisked to order using traditional methods, avoiding shortcuts like squeeze bottles or pre-mixed preparations. The matcha undergoes rigorous quality control processes, with stems and veins carefully removed to ensure purity. To maintain optimal freshness, the matcha is stored in airtight containers that protect against oxidation and preserve the delicate flavor compounds.
The brand’s commitment to authenticity extends to their preparation philosophy: no shortcuts, no squeeze bottles – just vibrant ceremonial grade matcha prepared with traditional care and intention, making each serving a mindful experience rather than merely a caffeine delivery system.
History of Cha Cha Matcha
The Birth of a Pink Revolution
In 2016, Conrad Sandelman and Matthew Morton decided the matcha scene needed a dramatic transformation. They launched Cha Cha Matcha in New York City’s Soho with a bold mission: to inject ‘good energy’ into the traditional world of matcha and attract a younger, more Instagram-savvy clientele.
From Soho to Social Media Stardom
The founders faced an initial challenge of convincing skeptical New Yorkers that matcha could transcend its ceremonial origins to become a daily lifestyle choice. Their electric-pink aesthetic and Instagram-friendly approach quickly transformed the brand into a social media supernova, proving that traditional Japanese tea culture could successfully merge with modern digital trends.
Quality Meets Innovation
Cha Cha Matcha sources its matcha from Uji, Japan, specifically from what they describe as a ‘preeminent matcha cultivator’ whose ichibancha (first harvest) is reportedly sent directly to the Emperor of Japan. The company focuses exclusively on ceremonial grade matcha, emphasizing vibrant emerald color, silken texture, and a complex flavor profile that balances umami, sweetness, and subtle astringency.
Traditional Methods, Modern Appeal
The brand maintains traditional Japanese standards by stone-grinding their matcha to order and storing it in airtight containers to prevent oxidation. Their signature blend is carefully crafted from selected cultivars to create what they describe as a full-sensory experience featuring refined umami notes, demure sweetness, and grassy freshness.
Expansion and Digital Innovation
Following their Soho success, Cha Cha Matcha rapidly expanded across New York before venturing into the Los Angeles market. The brand embraced cutting-edge technology by launching a Web3 loyalty program, demonstrating their commitment to staying ahead of digital trends while maintaining their focus on traditional matcha quality.
5 events from Cha Cha Matcha's history
January 2016
Cha Cha Matcha Founded
Conrad Sandelman and Matthew Morton established Cha Cha Matcha in New York City’s trendy Soho neighborhood, aiming to revolutionize the traditional matcha scene by targeting younger, Instagram-savvy consumers with their distinctive electric-pink aesthetic and ‘good energy’ philosophy.
January 2017
Rapid NYC Expansion
Following initial success in Soho, Cha Cha Matcha began rapid expansion across New York City locations, establishing multiple cafes throughout the city and building a strong local following among influencers and health-conscious consumers seeking Instagram-worthy matcha experiences.
January 2018
Social Media Phenomenon Status
Cha Cha Matcha achieved social media supernova status, becoming one of the most photographed and shared matcha brands on Instagram. Their distinctive pink aesthetic and photogenic presentations helped transform matcha from a traditional ceremonial drink into a trendy lifestyle statement.
January 2019
Los Angeles Market Entry
The brand successfully expanded beyond New York, opening locations in Los Angeles to bring their signature electric-pink matcha experience to the West Coast market, further establishing their presence as a national lifestyle brand rather than just a local NYC phenomenon.
January 2022
Web3 Loyalty Program Launch
Demonstrating their commitment to digital innovation, Cha Cha Matcha launched a pioneering Web3 loyalty program, positioning themselves at the forefront of blockchain technology adoption in the food and beverage industry while maintaining their focus on traditional Japanese matcha quality.
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