Most people in the west discovered matcha through wellness culture. The morning routines, green smoothies, self-care rituals, productivity hacks and hot girl walks.
But the deeper we got into the world of Japanese tea, the more we realised the culture around matcha in Japan feels very different to the way it’s often marketed overseas.
At Hattori Farm in Shizuoka, where Suro Matcha is sourced, matcha doesn’t feel overly polished or performative. It’s just part of everyday life.
People drink it before work, after meals, while catching up with friends, during long days, or simply because they enjoy the taste and the feeling it gives them. It exists naturally within the rhythm of daily life rather than being presented as some perfect lifestyle.
That perspective was something that really stayed with us.
In the west, matcha is often marketed through a very specific lens, minimal kitchens, wellness trends, and perfectly curated routines. But the version of matcha culture we connected with felt more grounded.
It existed in small cafés, busy city streets, quiet tea farms, convenience stores, family homes, and creative spaces. There was less focus on aesthetics and more focus on craft, routine, and quality.
The more time we spent around Japanese tea culture, the more we became interested in the people behind it too.
The farmers waking up early to care for the fields.
The shading process before harvest.
The stone mills slowly grinding tencha into powder.
The generations of knowledge passed down over time.
There’s a depth to matcha that often gets lost once it becomes a trend.
For us, matcha was never really about chasing wellness, it was about the feeling. Calm, focused energy without the crash that usually comes with coffee. Something that fit naturally into long days, creative work, travel, training, studio sessions, and everyday routines.
That’s ultimately what shaped Suro Matcha.
Not the idea of creating another wellness brand, but building something that felt more connected to culture, creativity, movement, and the people behind the product itself.
