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Cha Cha Matcha: New York Matcha Café Since 2016

Cha Cha Matcha serves stone-ground ceremonial matcha from Uji, whisking each cup to order for a silky texture and balanced umami sweetness.
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Who is Cha Cha Matcha?

Cha Cha Matcha is a New York City matcha brand founded in Soho in 2016, specializing in ceremonial-grade matcha from Uji, Japan. Its signature blend uses stone-ground young tencha leaves for emerald color, silky texture, refined umami, and delicate sweetness.

The company sources exclusively from Uji through a direct supplier relationship and uses ichibancha, or first-harvest tea. Each cup is whisked to order by traditional methods, while stems and veins are removed and matcha stays in airtight containers to limit oxidation.

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Cha Cha Matcha in details

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.

About the Cha Cha Matcha Matcha

Cha Cha Matcha specializes in ceremonial grade matcha sourced from Uji, Japan (宇治). Its signature blend shows a vibrant emerald color and a silken texture built for an expressive sensory experience.

Signature blend

The ceremonial blend is stone-ground to order from the youngest tencha (碾茶) leaves. It balances refined umami (旨味) with delicate sweetness and a whisper of grassy freshness, with some tasters noting subtle hints of sea salt and others delicate floral notes.

Quality and preparation

Every cup is whisked to order by traditional methods, without squeeze bottles or pre-mixed shortcuts. Stems and veins are carefully removed for purity, and the matcha is stored in airtight containers to guard against oxidation and preserve its delicate flavor compounds.

Harvest location

Cha Cha Matcha sources its matcha exclusively from Uji, Japan, a region celebrated for some of the world's finest tea. The company describes its supplier as a preeminent cultivator whose first harvest, or ichibancha, is reportedly sent directly to the Emperor of Japan.

Cultivation and Harvest

The tea benefits from traditional shade-growing essential for matcha's vibrant color and high L-theanine, though exact methods remain proprietary. Given the ceremonial grade and Uji provenance, the leaves are likely harvested by hand-picking, known as tezumi, a labor-intensive method reserved for the highest grades that selects only the youngest, most tender leaves.

Quality Assurance

Cha Cha Matcha maintains quality through a direct relationship with its Uji supplier and rigorous in-house control. Sourcing from a cultivator whose first flush reaches imperial households reflects its commitment to securing the finest ichibancha for its cafe and retail offerings.

Cha Cha Matcha History

Cha Cha Matcha was founded in 2016 by Conrad Sandelman and Matthew Morton in New York City's Soho, aiming to bring "good energy" to matcha and reach a younger, Instagram-savvy audience with an electric-pink aesthetic.

Expansion and digital growth

The brand expanded rapidly across New York, became a social-media phenomenon, and entered the Los Angeles market. In 2022 it launched a Web3 loyalty program.

January 1, 2016

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 1, 2017

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 1, 2018

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 1, 2019

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 1, 2022

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.

Frequently asked questions

Here are some frequently asked questions and answers.

Where does Cha Cha Matcha source its matcha?

Cha Cha Matcha sources its ceremonial-grade matcha exclusively from Uji, Japan, through a direct supplier relationship. Its signature blend uses young tencha leaves from the ichibancha, or first harvest. The leaves are stone-ground, with stems and veins removed to produce a pure powder with a silky texture.

How does Cha Cha Matcha prepare and store its matcha?

Each cup is whisked to order using traditional methods rather than squeeze bottles or premixed shortcuts. The stems and veins are removed from the tea leaves for purity. Cha Cha Matcha also keeps its powder in airtight containers to limit oxidation and help preserve the matcha’s delicate flavor compounds.

What does Cha Cha Matcha’s signature blend taste like?

Cha Cha Matcha’s signature ceremonial blend balances refined umami with delicate sweetness and a light grassy freshness. It has a vibrant emerald appearance and silken texture. Some tasters also identify subtle sea-salt or floral notes, giving the blend an expressive profile suitable for the brand’s freshly whisked drinks.

Who founded Cha Cha Matcha and when did it begin?

Conrad Sandelman and Matthew Morton founded Cha Cha Matcha in 2016 in New York City’s Soho neighborhood. They sought to bring new energy to matcha and connect with a younger, social-media-oriented audience. The brand paired ceremonial Japanese matcha with a distinctive electric-pink visual identity and contemporary café design.

What kinds of products does Cha Cha Matcha offer?

Cha Cha Matcha serves classic matcha lattes, iced variations, and matcha-infused snacks alongside other creative preparations. It also sells retail matcha powders for customers who want to recreate the café experience at home. These offerings are presented as interpretations that combine innovation with respect for traditional matcha.