Thea Matcha
Thea Matcha presentation
Thea Matcha brings authentic Japanese matcha to New Zealand through the vision of two Kiwi cousins who believe tea culture deserves more than generic labels. Founded on a simple principle—that matcha’s complexity should be celebrated, not simplified—this brand sources directly from Japan’s renowned tea regions to deliver flavors that tell a story.
Regional Sourcing with Purpose
The brand partners with growers in Kyoto and Mie prefectures, two regions known for producing distinctly different matcha profiles. Kyoto matcha offers delicate umami and floral notes, while Mie Prefecture delivers earthier, more robust flavors. This geographic diversity allows tea enthusiasts to explore authentic regional characteristics rather than settling for one-size-fits-all options.
Thea Matcha rejects traditional Western grading systems like “ceremonial” or “culinary,” which often oversimplify quality. Instead, they offer Premium and Superior grades that acknowledge matcha’s nuanced balance of astringency, sweetness, and umami.
Beyond the Bowl: A Complete Tea Experience
The product range extends beyond standard matcha powder. Customers can choose from:
- Organic and region-specific matcha varieties suited for whisked tea, lattes, or baking
- Hōjicha powder—a lightly roasted green tea offering toasty, caramel notes
- Traditional matcha tools and accessories for proper preparation
- Subscription services for regular delivery
Each product comes with detailed preparation guidance, including optimal water temperatures and storage recommendations. The brand emphasizes that proper handling—airtight containers, refrigeration, opaque storage—preserves freshness and flavor integrity.
Education Meets Quality
Thea Matcha has earned recognition in publications like Viva, The Edge, and Ensemble for its smooth, umami-rich profiles. But the brand’s real distinction lies in its educational approach. Through blogs, recipes, and detailed product descriptions, they help customers understand what makes each matcha unique.
This isn’t about pushing premium products. It’s about helping people discover which matcha suits their palate and purpose. Whether someone wants a bright morning latte or a contemplative bowl of whisked tea, the brand provides options grounded in regional authenticity and transparent sourcing.
For the New Zealand market and beyond, Thea Matcha represents a bridge between Japanese tea heritage and modern appreciation—no pretension, just quality tea and the knowledge to enjoy it properly.
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Matcha produced by Thea Matcha
Thea Matcha offers a distinctive approach to matcha by sourcing from two renowned Japanese prefectures, each delivering unique flavor profiles that transcend traditional categorizations.
Product Range
The brand features matcha from both Kyoto and Mie prefectures, with multiple grades available:
- Premium Kyoto Matcha – Features medium astringency, high umami, and low sweetness with earthy, vegetal notes reminiscent of fresh moss and forest floor
- Superior Kyoto Matcha – Offers medium-high astringency, very high umami, and low-medium sweetness with earthy undertones and subtle spice hints of cedar and sandalwood
- Premium Mie Matcha – Characterized by low astringency, medium umami, and high sweetness with floral, delicate whispers of honeysuckle and jasmine
- Superior Mie Matcha – Features very low astringency, medium-high umami, and high sweetness with floral, creamy notes and a velvety texture with hints of vanilla bean
Flavor Profiles
Kyoto Matcha embodies harmonious equilibrium from the historical epicenter of matcha cultivation. The medium astringency provides refreshing counterpoint while pronounced umami delivers savory richness. Restrained sweetness allows inherent tea flavors to take center stage, complemented by earthy undertones that evoke the region’s fertile soils.
Mie Matcha captivates with delicate sweetness and subtle complexity from Japan’s eastern coastline. Gentle astringency ensures velvety smoothness while medium umami contributes creamy mouthfeel. Heightened sweetness offers natural lift, interwoven with floral nuances capturing the essence of surrounding mountains and pristine water sources.
Organic Certification
The brand offers JAS Certified Organic First Harvest Matcha from Kyoto, featuring a blend of first and second grade leaves grown specifically for matcha production. This Ichibancha (first harvest) matcha represents the pinnacle of quality from late April to mid-May harvesting.
History of Thea Matcha
A Trans-Pacific Culinary Bridge
Thea Matcha represents the vision of two Kiwi cousins who sought to bridge their Japanese heritage with their New Zealand upbringing. As first-generation immigrants, they were driven by a genuine desire to share an authentic cultural experience rather than mere entrepreneurial ambition.
The catalyst for their journey came through a deep connection with family in Japan, which revealed a significant void in the New Zealand market: the lack of access to truly high-grade matcha that transcended simplistic categorizations. The founders recognized that the conventional “culinary” versus “ceremonial” dichotomy failed to capture the nuanced spectrum of matcha flavors available.
Sourcing Excellence from Two Distinct Terroirs
Thea Matcha distinguishes itself by sourcing from two distinct Japanese prefectures, each offering unique sensory signatures. From Kyoto, the historical epicenter of matcha cultivation, they source matcha that embodies harmonious equilibrium with medium astringency, pronounced umami (savory richness), and earthy undertones that evoke the region’s fertile soils.
From Mie Prefecture, located along Japan’s eastern coastline, they source matcha characterized by delicate sweetness and subtle complexity. This region’s advantageous coastal position, pristine mountain water, and expansive fertile plains create a unique terroir that imparts floral nuances to the matcha.
Community Engagement and Education
The brand has demonstrated dedication to community engagement and education through collaborations with local patisseries, enriching New Zealand’s culinary landscape. Their approach goes beyond simply selling matcha; they offer an authentic cultural experience that celebrates Japan’s rich tea tradition.
Thea Matcha has gained recognition in New Zealand media, being featured in publications such as Viva, The Edge, Ensemble, and Kia Ora, establishing their reputation as purveyors of quality matcha in the New Zealand market.
5 events from Thea Matcha's history
January 2015
Company Foundation by Kiwi Cousins
Two first-generation immigrant cousins from New Zealand founded Thea Matcha, driven by their desire to bridge their Japanese heritage with their Kiwi upbringing and share authentic Japanese tea culture with New Zealand.
January 2018
Direct Sourcing Partnership with Japanese Farms
Established direct sourcing relationships with family-run farms in Kyoto and Mie prefectures, ensuring authentic, high-grade matcha while supporting traditional cultivation methods and providing equitable compensation to producers.
January 2020
Local Patisserie Collaborations Begin
Initiated collaborations with local New Zealand patisseries to promote matcha education and community engagement, helping to enrich the country’s culinary landscape with authentic Japanese tea culture.
August 2024
Pricing Structure Updates
Implemented pricing adjustments across their matcha range in response to rising global demand, climate instability, and aging agricultural workforce in Japan, while maintaining commitment to quality and sustainability.
October 2024
Thea 3.0 Range Expansion
Launched expanded product range featuring matcha from Mie Prefecture alongside traditional Kyoto offerings, providing customers with more regional choices and introducing new packaging design after extensive testing of over 20 different matcha varieties.
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