Matcha is the new coffee. The farms didn't get the memo.
The world wants Japanese matcha more every year. Japan makes less of it every year. ISSA MATCHA! sits in that gap.
The contradiction
Cafés in Berkeley, Dubai and Warsaw are adding matcha faster than any other drink. Meanwhile the number of tea farms in Japan's main producing prefectures fell from about 37,600 in 2005 to about 12,300 in 2020, and most growers are past sixty. The demand is real and the supply is quietly disappearing. Nobody in the chain was telling the buyers.
Who is behind it
I'm Junpei. Half Japanese, half Trinidadian, UCLA International Development Studies. I spent years on the road in 30 countries before coming back to Tokyo and starting ULUHASHI. On @junpeitalks I film what is happening in the tea fields for a few million people a month. ISSA MATCHA! is what happens when those viewers ask "so where do I buy it?"
Three rules
We go, we look, we ask. Then we buy.
