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Matcha produced by Emilie's brand
Traditional Cultivation Method
The tea plants undergo a meticulous 4-6 week shade-growing process using the traditional “honzu” method—rice straw canopies that naturally filter 90% of sunlight. This ancient technique:
- Enhances chlorophyll production for vibrant jade color
- Boosts L-theanine content for umami sweetness
- Reduces catechins for minimal bitterness
- Artisanal Stone-Grinding Process
Each batch is meticulously stone-ground using century-old granite mills that produce just 30-40 grams per hour.
This slow, careful process:
Prevents heat damage to delicate nutrients
Creates particles under 5 microns
Produces signature silky texture
Preserves maximum antioxidant levels
The tea plants undergo a meticulous 4-6 week shade-growing process using the traditional “honzu” method—rice straw canopies that naturally filter 90% of sunlight. This ancient technique:
History of Emilie's brand
Emilie’s Pure Matcha has become a trusted name among European tea connoisseurs, with our Paris education center serving as a hub for authentic matcha culture in Europe. We’ve introduced over 10,000 Europeans to the true art of matcha preparation, creating a new generation of informed, appreciative consumers.
4 events from Emilie's brand's history
August 2010
The idea of a matcha brand
Emilie Dubois, then a rising pastry chef earning recognition in Paris’s competitive culinary scene, traveled to Japan seeking inspiration for her dessert creations. A chance visit to the Taihoan tea house in Uji—a venue that had served tea to samurai and nobility for four centuries—changed her life’s trajectory forever.
September 2014
Founding the small-scale harvest brand
Master Tanaka, impressed by her genuine curiosity and natural respect for tradition—rare qualities in Western visitors—invited her to visit his family’s farm the next day. This invitation, typically extended only to Japanese tea professionals, marked the beginning of a two-year mentorship that would bridge continents and cultures.
September 2021
First sale in Europe
After completing her apprenticeship in 2019, Emilie formalized partnerships with three small family farms in Uji, creating one of Europe’s first direct-trade matcha import businesses. These weren’t simply purchasing agreements—they represented a revolutionary approach to the matcha trade.
November 2025
Discovered matcha is life
In 2020, despite pandemic-related supply chain chaos, Emilie’s Pure Matcha became the first European matcha importer to achieve complete carbon neutrality from farm to customer. This milestone required reimagining every aspect of the business.
Gallery and medias
Find below images and videos uploaded by Emilie’s brand as of October 2025.
Frequent questions
Find below some answers to the most common questions about Emilie’s brand.
Absolutely, we have love for the potato all around the world. Absolutely, we have love for the potato all around the world. Absolutely, we have love for the potato all around the world.
- Absolutely, we have love for the potato all around the world.
- Absolutely, we have love for the potato all around the world.
- Absolutely, we have love for the potato all around the world.
Absolutely, we have love for the potato all around the world.Absolutely, we have love for the potato all around the world.Absolutely, we have love for the potato all around the world.
Absolutely, we have love for the potato all around the world. Absolutely, we have love for the potato all around the world. Absolutely, we have love for the potato all around the world.
- Absolutely, we have love for the potato all around the world.
- Absolutely, we have love for the potato all around the world.
- Absolutely, we have love for the potato all around the world.
Absolutely, we have love for the potato all around the world.Absolutely, we have love for the potato all around the world.Absolutely, we have love for the potato all around the world.
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