Meet Your Match(a): 12 Matcha’s Journey to the Perfect Cup

Image courtesy of 12 Matcha.

Anyone not from New York believes the city operates on a different frequency. In an almost beehive-like existence, that’s how non–New Yorkers rationalize why everyone’s always buzzing around each other. But what makes a busy bee stop and smell the roses? How do you get a New Yorker to pause in the middle of the chaos?

Image courtesy of 12 Matcha.

Well, I found the answer, it’s 12 Matcha in SoHo.

Video courtesy of 12 Matcha.

12 Matcha offers an oasis of calm. The concept is the brainchild of tea master Haruhide Morita, designed in collaboration with Ciguë architects, Christopher Loss of Cornell University’s Department of Food Science, James Beard Award–winning chef and author Francisco Migoya, and the creative minds at Base Design.

Image courtesy of 12 Matcha.

I spoke with the team at 12 Matcha to learn more about how the company brings mindfulness to every cup.

Image courtesy of 12 Matcha.

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12 Matcha Interview

Image courtesy of 12 Matcha.

1. What differentiates 12 Matcha from others?

   What sets 12 Matcha apart is a combination of heritage, expertise, and care at every step. The brand partners with a fifth-generation, 180-year-old tea family from Uji and is guided by tea master Haruhide Morita, one of Japan’s top tea appraisers. Every cup reflects a philosophy that matcha isn’t a fixed ideal but a craft shaped by individuality, dedication, and respect for nature. 12 Matcha uses only first-harvest leaves, hand-picked and carefully roasted to transform grassy notes into delicate, savory flavors. Inspired by Dr. Christopher Loss’s multi-layered approach to flavor, each cup is designed as a fully sensory experience. From sourcing and roasting to in-store preparation, every step preserves the tea’s essence.

2. Why visit the 12 Matcha café?

   12 Matcha’s NoHo flagship is more than a café. It’s an intimate hub for downtown’s creative community. Sip ceremonial-grade matcha blends, crafted with tea master Haruhide Morita, and enjoy rotating specialty drinks. Pair them with house-made Japanese-style desserts curated by James Beard Award-winning chef Francisco Migoya. Every cup, made with rebalanced filtered water and hand-whisked, delivers creamy, bright, earthy umami flavors with natural sweetness. Thanks to a direct partnership with the Hotta family in Uji, you get unmatched quality at an accessible price, starting at just $7.

3. How does the café’s design reflect its mission?

   Designed by Ciguë and shaped with Base Design, the space blends Zen-inspired calm with modern sophistication. From the enameled lava stone bar to the custom charcoal water rebalancing system, every detail highlights the artistry behind each cup. The designer visited Uji’s tea fields and participated in tea ceremonies to bring authenticity to the space. The result is a place where craft, innovation, and tradition meet. It’s a café that feels as thoughtful and intentional as the matcha it serves.

4. What's the future of 12 Matcha?

   We hope for continued growth and success.

Video courtesy of 12 Matcha.