{"id":102783,"date":"2023-10-24T12:26:31","date_gmt":"2023-10-24T03:26:31","guid":{"rendered":"https:\/\/home.ginza.kokosil.net\/en\/?p=102783"},"modified":"2023-10-24T12:26:31","modified_gmt":"2023-10-24T03:26:31","slug":"matchas-third-wave-from-ginza-to-the-world-hello-ginza-hello-matcha-atelier-matcha-will-be-relocated-to-ginza-and-reopened-from-november-15th-wednesday-global-expansion-will-begin-in-earnest","status":"publish","type":"post","link":"https:\/\/home.ginza.kokosil.net\/en\/archives\/102783","title":{"rendered":"MATCHA’s third wave from Ginza to the world Hello Ginza, Hello Matcha ATELIER MATCHA will be relocated to Ginza and reopened from November 15th (Wednesday) & global expansion will begin in earnest"},"content":{"rendered":"<\/p>\n

Make high-quality premium matcha more easily and creatively in Uji, Kyoto \/ Delivering a new generation of MATCHA experiences to the world<\/strong>
https:\/\/ateliermatcha.com\/<\/a><\/p>\n<\/p>\n

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Photo from left: "MATCHA Apple Pie Shake", "Ginza MATCHA Afternoon Tea", "MATCHA Caramel Mont Blanc"<\/p>\n<\/div>\n

ATELIER MATCHA, a matcha cafe where you can casually enjoy premium matcha developed by TZEN Co., Ltd. and Yamamasa Koyamaen, a long-established tea wholesaler in Uji, Kyoto that has been around since the Edo period, will open on Wednesday, November 15, 2023. We will move to Ginza and reopen after renovation.<\/strong><\/p>\n<\/p>\n

\u30fbSpreading MATCHA's third wave from Ginza to the world<\/strong><\/p>\n

ATELIER MATCHA was born in Nihonbashi Ningyocho two years ago, in the summer of 2021, based on the concept of “We want to provide a matcha experience where you can enjoy the original taste and culture of matcha grown in Japan.'' And this fall, with the mission of "bringing the third wave of MATCHA to the world," we will be working in Japan to bring the MATCHA experience of a new generation to the world, where you can enjoy the high-quality premium matcha from Uji, Kyoto more easily and creatively. Many people flocked to the restaurant in search of deliciousness and quality, and the restaurant was relocated to Ginza, a city that attracts many tourists from overseas.<\/p>\n

We will continue to convey the charm of MATCHA to the world from this city, which continues to maintain its dignity and centripetal force, and continues to update, as it has in the past. We also plan to expand overseas franchises in Asia starting in 2024.<\/p>\n

Please look forward to the next step of ATELIER MATCHA.<\/p>\n<\/p>\n

\u30fbNew fall\/winter items are also available from the Ginza relocation commemorative menu<\/strong><\/p>\n

To commemorate our move to the high-quality adult town of Ginza, ATELIER MATCHA will be starting a new afternoon tea for the first time. MATCHA expresses the two charms of Japan and the West contained in the city of Ginza. Please look forward to the authentic "Ginza MATCHA Afternoon Tea".<\/p>\n<\/p>\n

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"Ginza MATCHA Afternoon Tea"<\/p>\n<\/div>\n

In addition, MATCHA drinks, which are popular every season, include “MATCHA Apple Pie Shake'' and “MATCHA Caramel Mont Blanc'' as new menu items for fall and winter. You can enjoy the taste of autumn with your mouth full.<\/p>\n<\/p>\n

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"MATCHA Apple Pie Shake"<\/p>\n<\/div>\n

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"MATCHA Caramel Mont Blanc"<\/p>\n<\/div>\n

Among the new sweets, “MATCHA Tennozan Nama Daifuku'', which was a highly requested dessert plate, is now available. The taste of the soft rice cake and rich and creamy MATCHA cream is exquisite. Additionally, for fall\/winter only, the “Pumpkin Tart Burnt Caramel'', which has an addictive bitter taste of burnt caramel that rivals the rich MATCHA, and the “MATCHA Fruit Fondue'', which is a popular menu item and has received many requests for its return, will also be back.<\/p>\n<\/p>\n

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"MATCHA Tennozan Nama Daifuku"<\/p>\n<\/div>\n

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"Pumpkin tart burnt caramel"<\/p>\n<\/div>\n<\/p>\n

\u30fbOchazuke and toast set, as well as a variety of breakfast options that you can choose depending on your mood that day.<\/strong><\/p>\n

The food menu is also extensive. We have newly started breakfast from 8 a.m. and offer two types of breakfast: a Japanese Ochazuke set and a Western toast set. You can choose a Japanese or Western breakfast depending on your mood that day. You can also continue to enjoy Ningyocho's popular "Feast Onigiri Lunch" and "Sudachi Nyumen". Enjoy the autumn taste of ATELIER MATCHA, which has further enhanced your appetite.<\/p>\n<\/p>\n

\u30fbStore overview<\/strong> <br \/>Name: \u201cATELIER MATCHA\u201d
Opening date: November 15, 2023 (Wednesday) 8:00~
Address: 1st floor, Higashi Ginza Building, 8-18-4 Ginza, Chuo-ku, Tokyo Business hours: 8:00-18:00 (LO 17:45)
Closed: Every Tuesday Phone number: 03\u208b5801-5991
Website: https:\/\/ateliermatcha.com\/<\/a>
Access: About 4 minutes walk from Tokyo Metro Hibiya Line \/ Higashi Ginza Station, about 4 minutes walk from Toei Asakusa Line \/ Higashi Ginza Station, about 2 minutes walk from Toei Oedo Line \/ Tsukijishijo Station, about 6 minutes walk from Tokyo Metro Ginza Line \/ Shinbashi Station, Approximately 6 minutes walk from JR Yamanote Line\/Shinbashi Station Items on sale: 18 drinks, 8 sweets. *Both drinks and sweets can be eaten in or taken out (drinks and sweets may change depending on the season)
Number of seats: 28 seats *All seats are non-smoking Others: Wi-Fi available<\/p>\n<\/p>\n

<About ATELIER MATCHA><\/p>\n<\/p>\n

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The MATCHA boom is spreading all over the world. Now is the time to offer a matcha experience where you can enjoy the original taste and culture of matcha grown in Japan. "Atelier Matcha" is a collaboration between Masayoshi Koyama, director of Yamamasa Koyamaen, and Chitose Nagao, a producer involved in disseminating traditional Japanese culture overseas, who met through tea. This is a matcha cafe where you can casually enjoy the taste of authentic matcha, based on the concept of "MATCHA's Third Wave," which was born out of our desire to provide an enjoyable matcha experience.<\/p>\n<\/p>\n

<About Yamamasa Koyamaen><\/p>\n<\/p>\n

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ATELIER MATCHA uses matcha from Yamamasa Koyamaen, a long-established tea wholesaler in Uji, Kyoto. “Yamamasa Koyamaen'' is a 160-year-old tea wholesaler that has owned its own garden since the early Edo period and has been manufacturing matcha from tea cultivation to grinding. We have selected excellent varieties and given 18 tea names (brands that are blended by each head of the tea ceremony) to the head of each school of tea ceremony, and have sold them to over 1,000 tea retailers and utensil shops nationwide, as well as department stores, domestic and foreign trading companies, hotels and inns. We manufacture and wholesale high-quality teas, mainly matcha, gyokuro, and sencha, to long-established restaurants and other establishments.
Website: https:\/\/www.yamamasa-koyamaen.co.jp\/<\/a><\/p>\n<\/p>\n

\u30fbMenu overview<\/strong><\/p>\n

Ginza relocation commemorative menu (reservation only)<\/strong>
Ginza relocation opening commemorative menu \u201cGinza MATCHA Afternoon Tea\u201d<\/strong> Price: 6,300 yen (tax included)<\/p>\n

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"Ginza MATCHA Afternoon Tea"<\/p>\n<\/div>\n

Authentic afternoon tea (13 dishes in total) where you can enjoy the charms of the two MATCHAs of Ginza, Japanese and Western.
This menu allows you to enjoy an elegant moment with luxurious sweets and food made by MATCHA, and is only available by reservation. *Includes light brown "Ogurayama" and one drink of your choice (excluding feast drinks)<\/p>\n<\/p>\n

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1st row seasonal dessert
MATCHA \u201cTennozan\u201d Raw Daifuku
MATCHA Classic Chocolat
MATCHA milk pudding strawberry tart<\/p>\n<\/p>\n

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2nd tier original MATCHA dessert
MATCHA Gateau Hojicha Gateau Toshiroizuka Supreme MATCHA Terrine<\/p>\n<\/p>\n

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3rd tier Savory (food) Changes depending on the season Spinach quiche Salmon canap\u00e9 Pork porchetta Caprese pinchos<\/p>\n<\/p>\n

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On-the-plate butter scones with two types of clotted cream (MATCHA, plain)
seasonal jam seasonal fresh sweets<\/p>\n<\/p>\n

New autumn\/winter menu<\/strong>
\u30fbFeast MATCHA drink<\/strong><\/p>\n

\u201cMATCHA Apple Pie Shake\u201d<\/strong> Price: 890 yen (tax included)<\/p>\n

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"MATCHA Apple Pie Shake"<\/p>\n<\/div>\n

A unique menu that resembles a fragrant apple pie turned upside down into a drink.
The bottom is rich and sweet applesauce, the center is vanilla shake, and the top is topped with crispy puff pastry and fragrant almonds. Finish by adding allspice, which is a combination of cinnamon, cloves, and nutmeg. (Optional without spices) Enjoy the surprising marriage of MATCHA and apple pie.<\/p>\n<\/p>\n

"MATCHA Caramel Mont Blanc"<\/strong> Price: 890 yen (tax included)<\/p>\n<\/p>\n

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"MATCHA Caramel Mont Blanc"<\/p>\n<\/div>\n

A luxurious feast drink made with rich Mont Blanc as a MATCHA drink.
Mont Blanc cream at the bottom, caramel shake in the center, and topped with squeezed Mont Blanc cream, whole chestnuts, and powdered sugar on top. Enjoy the rich sweetness of authentic Mont Blanc paired with the bittersweet MATCHA. A very satisfying dish where you can enjoy the luxurious taste of Mont Blanc cream, caramel shake, and MATCHA.<\/p>\n<\/p>\n

\u30fbMATCHA sweets<\/strong><\/p>\n

\u201cMATCHA Tennozan Raw Daifuku\u201d<\/strong> Price: 550 yen (tax included)<\/p>\n<\/p>\n

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"MATCHA Tennozan Nama Daifuku"<\/p>\n<\/div>\n

Inside the moist and soft rice cake, matcha used for tea ceremonies, “Tennozan'', is kept fresh and trapped in fresh cream. A luxurious raw daifuku with the rich aroma and flavor of premium MATCHA, just like drinking strong tea. (Takeout possible)<\/p>\n<\/p>\n

\u201cPumpkin Tart Burnt Caramel\u201d<\/strong> Price: 850 yen (tax included)<\/p>\n<\/p>\n

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"Pumpkin tart burnt caramel"<\/p>\n<\/div>\n

This pumpkin tart has an addictive burnt caramel flavor that rivals the rich MATCHA drink. Enjoy a richly sweet pumpkin tart topped with fragrant custard cream and the crunchy caramel texture on top. A pumpkin tart for adults that creates a harmony between the gentle pumpkin flavor and the bitter taste of well-charred caramel.<\/p>\n<\/p>\n

<Exterior\/interior><\/strong><\/p>\n<\/p>\n

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The exterior recreates the veranda-style terrace seating that was popular in Ningyocho. The interior is based on gray and white, with wooden furniture, window frames, and shelves. It expresses a simple, stylish and modern Japanese space.<\/p>\n<\/p>\n

\u30fbAbout \u201cATELIER MATCHA\u201d producer\/planner<\/strong><\/p>\n

ATELIERMATCHA Representative\/TZEN Co., Ltd. Representative Director Chitose Nagao
Associate Professor Urasenke (tea name: Sose)<\/p>\n<\/p>\n

\"\"<\/a><\/p>\n<\/p>\n

After working as global creative PR director at Dentsu Inc. and representative of traditional culture dissemination project Japan Culture Hub, established TZEN Inc. in 2021. Launched a business development and consulting business to disseminate traditional Japanese culture to the world, including the Miyadaiku tea room "Mumeian", the VR tea ceremony "Chakukai", and the multi-angle Noh play "Sumaho Noh". During his time at Dentsu, he was involved in strategic planning, creative work, and PR for advertising communications for major companies and government agencies. In 2016, he was temporarily seconded to Mitchell Communications, an American PR company. Raised in Johannesburg, South Africa. Full-time instructor of Urasenke (Mune Nagao). Supports English and French. TZEN Co., Ltd.:<\/u> https:\/\/www.tzen.jp\/<\/a><\/p>\n<\/p>\n

ATELIER MATCHA Planner Masayoshi Koyama Director of Yamamasa Koyamaen Co., Ltd.<\/p>\n<\/p>\n

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Born in 1980 in Uji City, Kyoto Prefecture. Director of Yamamasa Koyamaen Co., Ltd. She was born into a family where her father was involved in the management of Yamamasa Koyamaen, a tea wholesaler, and her mother was the head of a flower arranging family. After graduating from graduate school, he gained experience as a sales and marketing planner and then moved to a brand consulting company. After taking over the family business, he became responsible for marketing, handling brand design, product planning, and promotions. Based on the motto of “Deliciousness Belongs,'' the company continues its activities to teach people in various countries and generations how to enjoy high-quality Japanese tea, especially matcha. Additionally, he is qualified as a first-class architect and has a strong interest in culture and art. Since 2019, he has been a part-time lecturer at Tsuji Confectionery College (photo taken from a class at the school).
Yamamasa Koyamaen Co., Ltd. website: https:\/\/www.yamamasa-koyamaen.co.jp\/<\/a><\/p>\n

In 2021, \u201cKyoto Ujiyama Masa Koyamaen Easy Feast Matcha Drink at Home\u201d Yamamasa Koyamaen (author) was published. “I wish there was a matcha drink that not only looks good but also tastes good'' “It seems difficult to make sweets using matcha…'' For those people, we offer a matcha drink that is easy, delicious, and satisfying. .<\/p>\n<\/p>\n

[TZEN Co., Ltd.] From the press release<\/a><\/em><\/span><\/p>\n<\/p>\n

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Hirota Cream Puffs will open flagship stores in Tokyo and Osaka on October 1st to commemorate its 100th anniversary! All products with special 100th anniversary specifications are also on sale.<\/a><\/p>\n

The first domestic store of the chocolate brand "BENOIT NIHANT" opens in Ginza<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Make high-quality premium matcha more easily and creatively in Uji, Kyoto \/ Delivering a new generation of MATCHA experiences to the world https:\/\/ateliermatcha.com\/ Photo from left: "MATCHA Apple Pie Shake", "Ginza MATCHA Afternoon Tea", "MATCHA Caramel Mont Blanc" ATELIER MATCHA, a matcha cafe where you can casually enjoy premium matcha developed by TZEN Co., Ltd. and Yamamasa Koyamaen, a long-established tea wholesaler in Uji, Kyoto that has been around since the Edo period, will open on Wednesday, November 15, 2023. We will move to Ginza and reopen after renovation. \u30fbSpreading MATCHA's third wave from Ginza to the world ATELIER MATCHA was born in Nihonbashi Ningyocho two years ago, in the…<\/a><\/p>\n","protected":false},"author":1,"featured_media":102768,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51,48],"tags":[],"class_list":["post-102783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gourmet-en","category-news-en","content-print"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t