Matcha 101, Everything you need to know before buying

From so many varieties and labels on matcha packaging, especially buzzwords that don’t really mean anything, it can be difficult picking out a matcha. Here are some tips to facilitate that for you.

1. Origin Quality : the packaging on the matcha you are buying can tell you so much, or so little. Avoid vague labels that just say”ceremonial” or “product of Japan” with no further details. The more info, the better. Look for specific regions/prefactures like Uji, Yame, Shizuoka, Wazuka, and Kirishima are some examples. Look for cultivars, (which are specific varieties of the plant kind of like comparing gala and fuji apples). Excellent cultivars often include the following: Okumidori, Samidori, Uji Hikari, Gokou, and Narino. Another green flag is when the brand is transparent about what farms and families they work with. Often times the same family can proudly own and operate their matcha farm for generations.
2. First Harvest: most cheap matcha brands just use the term “ceremonial” in big bold letters to fool you, primarily because in Japan this term is not used at all but also it’s essentially meaningless because there is no regulation around it and can be used on any quality matcha to sell you anything. Instead, focus on the first flush/harvest, meaning the first batch of the year. The first batch is often the one with the smoothest taste, least bitter, and vibrant color. The difference between first and second harvest can make one taste more buttery and sweet while another more grassy and bitter. The first set of leaves picked are the highest in quality and often most expensive, the second leaves and third and so on are often less aromatic and a darker green rather than vibrant almost neon and can be used for cooking and desserts and is often less expensive. (Note: a small nuance, Not every first-harvest matcha is automatically excellent, and not every second-harvest matcha is mediocre. A carefully grown, properly shaded second-harvest tea from a skilled producer can outperform a poorly grown first harvest. Harvest timing is one important factor, but cultivar, shading duration, terroir, and processing all matter too.

1. Flavor Profiles: This is where matcha gets really fun, because prefecture is almost like "terroir" in wine. The climate, soil, altitude, and traditions of each region influence the flavor. While cultivar and processing matter just as much, certain regions have recognizable styles. For example a personal favorite of mine is Fukuoka (Yame), it’s dessert-like, creamy, buttery and has little to no bitterness. Another great one is from Kyoto (Uji) they usually boast complex, nutty and umami matcha with notes of fresh cream, white chocolate and roasted chestnuts. If you are more into a stronger grassy flavor, then Shizuoka is the one for you, although they are most famous for sencha production they do matcha as well. Shizuoka matcha is vegetal, herbaceous and more bitter with mild sweetness.

1. Packaging/Pricing : the matcha you are going to buy should always come in either a metal tin or a foil pouch inside a box or pouch and should never be in a clear container. It’s important that the matcha is protected from light and heat to preserve color, freshness and flavor. A high quality tin that is about 20-30 grams should cost around 30-45 dollars. Of course there are rare ones that exceed and cost upwards of $100 but thats not what you are looking for in your everyday latte. A 100g tin is usually $90-120.

1. Storage tips: don’t know if you should buy a 100g tin? or multiple 20g tins?For a standard 4g of matcha per latte, a 20g tin of matcha has about 5 portions. If you consume enough, I would suggest buying a 100g tin because they are often a better deal price wise and you would run through it fairly quickly while it’s still in its peak freshness. But if you don’t consume that much, I would suggest buying a smaller tin especially because once you open the tin its peak quality is 0-2 weeks. At 2-4 weeks, Still good but you can lose aroma and some sweetness. At 1-2 months it’s still good but no longer at its best, more bitterness and duller color, less sweetness. At 3+ months after opening still safe to drink but just expect muted aroma, flatter flavor, more bitterness and an olive-green color rather than neon vibrancy. If you want a latte every now and then it’s better to open small tins one at a time to always have it fresh. To store your tin, make sure it’s in an airtight container or well closed tin, a cool dark spot in a cabinet, or ideally in the fridge. If at a cafe you see they have the matcha in an open air container, or a clear container, this means they are improperly storing it and may serve you oxidized matcha and can compromise flavor. This can be frustrating when they sell you a premium product or the price doesn’t reflect the quality.

1. The perfect label : the perfect label will tell you

This is an example of a label with more than enough information, you don’t need to have every single one of these but having at least some of this info is a green flag.

• producer : Shinya Yamaguchi, from Hoshino Village in Yame
• Cultivar : blend
• Production area: Yame
• Production year : 2025, first flush
• stone milled (meaning it was milled into a powder in the traditional Japanese method )
• tasting notes : pistachio, roasted chestnut, fresh grass
• quantity: 100g

I know all this information can seem overwhelming but slowly learning to read the labels and understanding those small details can really change your matcha drinking experience from average to extraordinary. Hopefully this information can prepare you better for finding the perfect matcha for your next drink.