Claim this page
Nami Matcha's logo
Shop

Nami Matcha: Creator-Founded Brand, Yame and Kagoshima

Nami Matcha sources first-harvest matcha from Kagoshima and Yame, with single-origin Okumidori and blends of Okumidori and Saemidori.
Official website

Who is Nami Matcha?

Nami Matcha is a Japanese matcha brand founded in 2018 that sources first-harvest leaves from Kagoshima and Yame, distinguished by single-origin cultivars and stone-milling for vibrant, nutrient-dense flavor.

The brand's ceremonial-grade Okumidori matcha from Kagoshima holds USDA organic certification and a creamy, floral profile for koicha. Yame blends pair Okumidori and Saemidori sourced through direct grower partnerships established in 2019.

Email Website Instagram TikTok Youtube
Videos

Nami Matcha videos

Extra Dynamic Japanese Matcha Since 2018

Browse the gallery to see 26 videos about matcha.
Browse the matcha video gallery

Nami Matcha in details

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.

About the Nami Matcha Matcha

Nami Matcha offers single-origin matcha sourced from specific regions of Japan and crafted from premium cultivars, emphasizing first harvest leaves for their tender nature and concentrated nutrients.

Core matcha products

  • Yame First Harvest Matcha: the signature offering from Fukuoka's Yame region, using Okumidori and Saemidori cultivars for a complex profile of nutty, earthy, and subtly sweet notes.
  • Nami Okumidori First Harvest Matcha: a USDA-certified organic ceremonial grade from Kagoshima made solely from the Okumidori cultivar, with a vibrant green color and a creamy, aromatic, floral profile suitable for koicha (thick matcha).
  • Hojicha: a roasted tea from Shizuoka with a mellow, nutty taste and lower caffeine.

Processing

All matcha products use stone-milled green tea leaves to preserve flavor integrity, and the focus on first harvest leaves yields more vibrant color, smoother taste, and higher nutrient concentration than later harvests.

Harvest location

Nami Matcha sources from three distinct regions of Japan, each contributing its own terroir and cultivation character, with an emphasis on first-harvest timing when the leaves are most tender and nutrient-rich.

Kagoshima Prefecture

The Okumidori first-harvest matcha comes from Kagoshima in southern Kyushu, where volcanic soil and a subtropical climate suit the late-maturing Okumidori cultivar. This 'deep green' cultivar develops a smooth, balanced taste with rich umami and natural sweetness.

Yame, Fukuoka

The Yame first-harvest matcha is grown in the mountainous Yame region of Fukuoka. The elevation, climate, and soil combine to produce the signature nutty, earthy profile associated with Yame matcha.

Shizuoka Prefecture

Nami's hojicha is sourced from Shizuoka, Japan's largest tea-producing region, whose favorable climate and long cultivation history make it ideal for high-quality roasted tea.

Nami Matcha History

Nami Matcha traces its name to Ashley Alexander's 2018 YouTube channel, where "extra dynamic" first described her siblings' energy before becoming the brand's guiding idea.

From creator to brand

  • 2018: Alexander began traveling to Japan and testing hundreds of matcha varieties.
  • 2019: Single-origin sourcing partnerships were established in Kagoshima and Fukuoka's Yame region.
  • 2020: The ceremonial Okumidori matcha earned USDA organic certification and the line expanded to hojicha.
January 1, 2018

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 1, 2018

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 1, 2019

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 1, 2020

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 1, 2021

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.

Frequently asked questions

Here are some frequently asked questions and answers.

Where does Nami Matcha source its tea?

Nami Matcha sources tea from Kagoshima, Yame in Fukuoka, and Shizuoka. Its Okumidori first-harvest matcha comes from Kagoshima, while its Yame matcha uses Okumidori and Saemidori. The brand’s hojicha is sourced from Shizuoka, providing a roasted option alongside its first-harvest matcha products.

What cultivars are used in Nami’s Yame First Harvest Matcha?

Nami’s Yame First Harvest Matcha combines the Okumidori and Saemidori cultivars. It is sourced from the Yame region of Fukuoka and has a profile described as nutty, earthy, and subtly sweet. This differs from Nami’s Kagoshima matcha, which is made solely from the Okumidori cultivar.

What is Nami Okumidori First Harvest Matcha like?

Nami Okumidori First Harvest Matcha is a USDA-certified organic, ceremonial-grade matcha from Kagoshima. It is made only from the Okumidori cultivar and is described as vibrant green with a creamy, aromatic, and floral profile. The record identifies it as suitable for koicha, the thick style of matcha preparation.

How is Nami Matcha processed?

Nami’s matcha products are made from stone-milled green tea leaves. The brand emphasizes first-harvest leaves because they are tender and have concentrated nutrients. According to the record, this first-harvest focus produces a more vibrant color, smoother taste, and higher nutrient concentration than matcha made from later harvests.

Does Nami Matcha offer a roasted tea option?

Yes. Nami offers hojicha sourced from Shizuoka in addition to its matcha products. The hojicha is a roasted tea with a mellow, nutty taste and lower caffeine. It broadens the range beyond the brand’s first-harvest matcha from Kagoshima and Yame, which features Okumidori and Saemidori cultivars.