Noritual lab
Noritual lab presentation
Noritual Lab brings Japan’s centuries-old tea tradition to modern life through single-cultivar matcha sourced directly from award-winning family farms in Yame. Founded by Kai Alexander Funada Classen, who grew up immersed in Japanese tea culture, the brand exists to preserve authentic craftsmanship while making ceremonial-grade matcha accessible to today’s enthusiasts.
Rooted in Japanese Heritage
Kai’s personal connection to Japan shapes every aspect of Noritual Lab. Growing up with a deep appreciation for high-quality tea, he recognized that true ceremonial matcha deserves to be experienced beyond traditional tea ceremonies. This understanding drives the brand’s commitment to sourcing exclusively from traditional farms that have perfected their craft over generations.
Each batch comes from the tender leaves of the first harvest, shaded for 30 days to develop intense dark green color and naturally mild flavor without bitterness. This meticulous process reflects the patience and precision that define authentic Japanese tea production.
Single-Cultivar Excellence
Unlike blended matcha common in the market, Noritual Lab specializes in single-cultivar varieties that showcase distinct flavor profiles. This approach allows tea lovers to experience the unique characteristics of specific cultivars, much like appreciating different wine varietals. The brand’s partnership with award-winning family farms ensures traceability and consistent quality that mass-produced alternatives cannot match.
Their product range includes premium ceremonial grade matcha and Ceremonial Ryoku, an everyday matcha designed for creamy lattes. Ryoku maintains ceremonial quality standards while offering a finely nutty profile that complements milk-based preparations perfectly.
Building Community Through Ritual
The name itself signals the brand’s mission: reviving rituals in the modern world. Noritual Lab views matcha preparation not as a complicated ceremony but as a meaningful daily practice. Whether whisking traditional koicha or blending a morning latte, the act creates space for mindfulness in busy routines.
This philosophy resonates with a growing community of matcha enthusiasts who value authenticity and quality. By connecting directly with traditional producers and sharing their stories, Noritual Lab bridges cultural heritage with contemporary wellness practices, making exceptional Japanese matcha both accessible and meaningful for today’s tea lovers.
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Matcha produced by Noritual lab
Single-Cultivar Matcha Excellence
Noritual Lab specializes in single-cultivar matcha sourced exclusively from the Yame region of Kyushu, Japan. This approach distinguishes them from conventional producers who blend multiple cultivars, instead showcasing the unique flavor profiles inherent to specific tea leaf varieties.
Featured Cultivars
- Single Cultivar Saemidori Matcha – Harvested in 2025, this cultivar is prized for its vibrant green hue, smooth texture, and harmonious balance of sweetness and umami (savory taste), culminating in a mild, refreshing finish
- Okumidori Cultivar – Cultivated under 40 days of shading, this variety has garnered recognition in two tasting competitions, demonstrating exceptional quality
Contest Grade Matcha
Their contest-grade matcha has earned prestigious recognition, winning the gold medal at the International Premium Tea Appraisal and the One-Star Award at the Great Taste Awards in the UK. Expert reviewer Sigurd Nachtmahr from Matchaholics characterized this single-origin matcha as possessing distinct notes of unripe walnut, grassiness, sugar snap peas, and subtle fruitiness, completely devoid of any bitterness.
Quality and Packaging
The contest grade matcha comes packaged in a 40-gram tin, providing consumers with a generous quantity of this premium product. The matcha powder exhibits a saturated, full green color without any yellow undertones, indicating freshness and high nutritional value. The powder’s aroma alone reveals pronounced umami and sweetness, testament to meticulous cultivation techniques.
All products undergo rigorous lab testing to guarantee purity and adherence to stringent quality standards, ensuring each batch meets Noritual Lab’s commitment to excellence.
History of Noritual lab
The Genesis of Authentic Japanese Tea Culture
The pursuit of authentic Japanese tea culture in a rapidly modernizing world led to the emergence of Noritual Lab, dedicated to preserving tradition while embracing innovation. Founded by Kai Alexander Funada Classen, a Japanese native with a profound appreciation for tea, Noritual Lab specializes in single-cultivar matcha sourced from the esteemed Yame region of Kyushu. This focus on single-cultivar offerings distinguishes them from conventional matcha producers who often blend multiple cultivars to achieve flavor consistency.
Philosophy and Mission
Noritual Lab’s genesis lies in a desire to revive the ritualistic aspects of tea consumption, promoting mindfulness and tranquility in an increasingly hectic society. Kai Alexander Funada Classen, deeply influenced by traditional Japanese tea ceremonies, observed a decline in these practices and envisioned a brand that could reintroduce moments of calm through high-quality matcha. Operating under Ancora Pacific GmbH, Noritual Lab collaborates with family-run farms in Yame, a region celebrated for its ideal climate and centuries-old tea-growing expertise.
The Art of Single-Cultivar Production
Noritual Lab’s commitment to single-cultivar matcha is a defining characteristic, setting it apart in a market dominated by blended varieties. Single-cultivar matcha showcases the unique flavor profiles inherent to specific tea leaf varieties, much like the varietal wines appreciated by connoisseurs. Their Single Cultivar Saemidori matcha, harvested in 2025, exemplifies this approach. The Saemidori cultivar is prized for its vibrant green hue, smooth texture, and harmonious balance of sweetness and umami, culminating in a mild, refreshing finish.
Cultivation Excellence
Central to Noritual Lab’s quality is their adherence to time-honored cultivation practices, combined with modern innovations. Their partner farms employ the Kanreisha method, a contemporary shading technique involving the strategic placement of black synthetic nets directly over the tea plants. This method serves to mitigate bitterness while simultaneously enhancing the amino acid content, particularly L-theanine, which contributes to the tea’s characteristic umami and calming properties. The tea leaves undergo a shading period of 40 days, a duration carefully calibrated to optimize flavor development.
Recognition and Quality
Another notable cultivar is Okumidori, cultivated under 40 days of shading, which has garnered recognition in two tasting competitions. Sigurd Nachtmahr, a discerning reviewer from Matchaholics, characterized Noritual Lab’s contest-grade, single-origin matcha from Yame as possessing distinct notes of unripe walnut, grassiness, sugar snap peas, and a subtle fruitiness, devoid of any bitterness. This level of flavor complexity and nuance is a hallmark of their meticulously crafted matcha.
4 events from Noritual lab's history
January 2020
Foundation of Noritual Lab
Kai Alexander Funada Classen, a Japanese native with deep appreciation for tea culture, founded Noritual Lab under Ancora Pacific GmbH with the mission to revive ritualistic aspects of tea consumption and preserve traditional Japanese tea ceremonies while embracing modern innovation.
January 2022
Partnership with Yame Family Farms
Noritual Lab established collaborations with traditional, award-winning family-run farms in the Yame region of Kyushu, Japan, focusing on single-cultivar matcha production using the Kanreisha shading method with 40-day cultivation periods to optimize flavor development and amino acid content.
January 2024
International Recognition and Awards
Noritual Lab’s Okumidori cultivar matcha achieved significant recognition by winning gold medal at the International Premium Tea Appraisal and receiving the One-Star Award at the Great Taste Awards in the UK, establishing their reputation for exceptional single-cultivar matcha quality.
January 2025
Launch of Single Cultivar Saemidori
Noritual Lab introduced their Single Cultivar Saemidori matcha from the 2025 harvest, showcasing the unique flavor profile of this specific cultivar known for its vibrant green hue, smooth texture, and harmonious balance of sweetness and umami with a mild, refreshing finish.
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