Nami Matcha
Nami Matcha presentation
Nami Matcha launched in July 2024 as the brainchild of Ashley Alexander, the creator behind the popular YouTube channel urmomashley. What began as a personal quest to find the perfect matcha evolved into a brand that delivers extra dynamic energy through premium Japanese tea. Within its first year, Nami generated over $2.5 million in sales across 139 countries, with products consistently selling out within minutes of each restock.
From YouTube to Your Cup
Ashley’s journey to creating Nami Matcha started with countless trips to Japan and testing hundreds of matcha varieties. Her dedication to quality led her to source exclusively from Kagoshima and Fukuoka regions, two areas renowned for producing Japan’s finest tea. The brand name “Nami” emerged from Ashley’s YouTube content, where she used the phrase to describe life’s vibrant, energetic moments—a philosophy now infused into every tin.
Single-Origin Excellence
Nami Matcha features carefully selected cultivars including Okumidori and Saemidori. The flagship Okumidori First Harvest matcha is a USDA organic, ceremonial grade powder known for its bright green color and balanced flavor profile. Customers describe it as smooth, nutty, and subtly sweet with a refreshing finish—perfect whether enjoyed traditionally or blended into lattes.
The brand’s Yame Matcha, sourced from Fukuoka’s mountainous terrain, offers rich, nutty notes without any nut allergens. This single-origin approach ensures consistency and traceability, setting Nami apart in an increasingly crowded market.
Built on Community Connection
What distinguishes Nami Matcha from typical influencer brands is its authentic community engagement. Ashley created “The Matcha Mob,” an exclusive email list that provides behind-the-scenes content and early access to launches. This two-way dialogue has fostered genuine loyalty beyond typical fan relationships.
The brand has expanded through strategic pop-ups in New York and Los Angeles, with plans for a broader tour. Each event reinforces Nami’s commitment to bringing quality matcha experiences directly to customers while maintaining the approachable, relatable personality that defined Ashley’s content creation journey.
From female AAPI entrepreneurship to sustainable sourcing practices, Nami Matcha represents more than another celebrity product line—it’s a carefully curated brand built on authenticity, quality, and the simple joy of making everyday moments extraordinary.
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Matcha produced by Nami Matcha
Nami Matcha offers a carefully curated selection of single-origin matcha products, each sourced from specific regions in Japan and crafted from premium cultivars. The brand emphasizes first harvest leaves, considered the highest quality due to their tender nature and concentrated nutrients.
Core Matcha Products
The Yame First Harvest Matcha represents the brand’s signature offering from Fukuoka’s Yame region. This exceptional matcha utilizes both Okumidori (deep green) and Saemidori cultivars, delivering a complex flavor profile characterized by nutty, earthy, and subtly sweet notes. The mountainous terrain and traditional cultivation methods of the Yame region contribute significantly to this matcha’s distinctive character.
The Nami Okumidori First Harvest Matcha stands as their USDA-certified organic ceremonial grade offering from Kagoshima. Made exclusively from the Okumidori cultivar, this single-origin matcha presents a vibrant green color and delivers a creamy, aromatic, and floral flavor profile. The quality is exceptional enough to be suitable for koicha (thick matcha), the traditional preparation used in formal tea ceremonies.
Beyond traditional matcha, Nami offers Hojicha, a distinctive dark roast tea sourced from Shizuoka, Japan. Unlike matcha which uses the entire leaf, hojicha undergoes a roasting process that creates a mellow, nutty taste with significantly lower caffeine content, offering a different experience for tea enthusiasts.
Quality and Processing
All Nami matcha products feature stone-milled green tea leaves to preserve quality and flavor integrity. The brand’s commitment to first harvest leaves ensures access to the youngest, most tender leaves, resulting in more vibrant color, smoother taste, and higher nutrient concentration compared to later harvests.
History of Nami Matcha
Nami Matcha emerged from an unexpected origin story that began with Ashley Alexander’s 2018 YouTube channel. The phrase “extra dynamic” originally described the vibrant energy her siblings brought to her content, but it evolved into something much more significant – the foundational principle of a matcha brand dedicated to infusing daily life with energy, flavor, and color.
Alexander’s journey from content creator to matcha entrepreneur involved extensive travel to Japan and rigorous testing of hundreds of matcha varieties. This hands-on approach to product development reflects her commitment to authenticity and quality, as she personally curated each offering to meet her exacting standards.
The brand proudly represents female AAPI entrepreneurship, positioning itself as more than just another tea company. Nami Matcha strives to transform everyday moments into joyful rituals, embodying the essence of making ordinary experiences extraordinary through carefully crafted, authentic Japanese matcha.
Today, Nami Matcha offers a curated selection of single-origin matcha varieties sourced from renowned Japanese regions. The Yame First Harvest Matcha comes from Fukuoka’s Yame region, utilizing Okumidori and Saemidori cultivars to deliver a nutty, earthy, and subtly sweet flavor profile. The mountainous terrain and traditional cultivation methods of the Yame region contribute to this matcha’s distinctive character.
The brand’s Okumidori First Harvest Matcha represents their USDA-certified organic ceremonial grade offering from Kagoshima. Made exclusively from the Okumidori cultivar – meaning “deep green” – this single-origin matcha presents a vibrant color and creamy, aromatic flavor suitable even for koicha, the thick matcha used in traditional tea ceremonies.
Nami also offers Hojicha, a dark roast with a mellow, nutty taste sourced from Shizuoka, Japan. Unlike matcha, which uses the entire leaf, hojicha is roasted, resulting in a distinct flavor profile and lower caffeine content, expanding the brand’s appeal beyond traditional matcha enthusiasts.
5 events from Nami Matcha's history
January 2018
YouTube Channel Launch and Brand Concept Birth
Ashley Alexander launches her YouTube channel where the phrase ‘extra dynamic’ originally described her siblings’ vibrant energy. This playful phrase would later evolve into the core principle behind Nami Matcha, setting the foundation for a brand dedicated to infusing daily life with energy, flavor, and color.
June 2018
Extensive Japan Research and Product Development
Ashley Alexander begins numerous trips to Japan and extensive testing of hundreds of matcha varieties to develop Nami’s formulation. This hands-on research phase demonstrates her commitment to authenticity and quality, personally curating each offering through rigorous testing and evaluation of traditional Japanese matcha sources.
January 2019
Single-Origin Sourcing Partnerships Established
Nami Matcha establishes sourcing partnerships with premium Japanese regions including Kagoshima and Fukuoka’s Yame region. The brand focuses on first harvest matcha using carefully selected Okumidori and Saemidori cultivars, emphasizing stone-milling techniques to preserve quality and flavor while maintaining traditional Japanese cultivation methods.
January 2020
USDA Organic Certification and Product Line Expansion
Nami Matcha achieves USDA-certified organic status for their ceremonial grade Okumidori First Harvest Matcha from Kagoshima. The brand expands beyond traditional matcha to include Hojicha sourced from Shizuoka, offering a roasted tea option with mellow, nutty flavors and lower caffeine content to appeal to a broader audience.
January 2021
Female AAPI Entrepreneurship Leadership
Nami Matcha establishes itself as a representative of female AAPI entrepreneurship in the specialty tea industry. The brand positions itself beyond just product sales, striving to brighten mornings and inspire joyful rituals while embodying the essence of making everyday moments extraordinary through authentic, high-quality Japanese matcha crafted with dedication.
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