why 12Matcha, the pinnacle of New York’s matcha craze, is so special

five generations of craftsmanship, focusing on the essence of tea

12The specialness of matcha begins with its roots. the Hotta family, who have been growing tea in Kyoto’s Uji district for five generations, and Haruhide Morita, Japan’s foremost tea connoisseur, work together to ensure the highest quality. only the youngest leaves from the first harvest of each year are hand-picked and delicately plucked using traditional methods, focusing on preserving the tea’s natural flavor and aroma.

even the taste of the water is meticulously controlled with a custom water filtration system using activated charcoal, a testament to the dedication of a “real” matcha shop.

The aesthetic of the space was created by Parisian design studio

Ciguë The renovation of the 19th-century cast-iron building was undertaken by Parisian design studio Ciguë, who traveled to Uji, Japan, to immerse themselves in the tea gardens and tea ceremony culture and incorporate that experience into the design of the space

a dark green lava stone bar counter and an array of tea paraphernalia make the process of brewing tea a ritual, while the minimalist space, devoid of unnecessary décor, keeps the focus on the flavors and aromas of the tea. In the basement, a tasting room with wooden furniture and softly lit seating offers a tranquil moment of meditation in a bustling city

12How to enjoy matcha?

• Signature dishes: The carefully crafted Matcha Latte and Matcha Americano, as well as the richly flavored Matcha Basque Cheesecake and Matcha Ice Cream, are must-tries
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• The experience: Watching the tea being brewed at the ground-floor bar is a treat

• the basement tasting room offers an even more in-depth tasting experience.
• Waiting tip: As one of the hottest spots in New York, expect a long wait.

• it’s best to visit on a weekday morning when it’s relatively quiet, or be prepared to wait.
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12 Matcha is a reminder of the value of “the essentials,” which can easily be forgotten in the midst of fast trends. this isn’t just a place that sells a trendy beverage, it’s a cultural space that conveys the value of slow, hard-won craftsmanship.

if you’ve ever wondered what real matcha tastes like, 12 Matcha New York is the place to find the answer.

FAQ

Q.

what is the meaning of the name ’12 Matcha’?

A. The number ’12’ is inspired by spiritual symbols such as constellations and the 12 Hz brainwave frequency that calms the mind, symbolizing the meditative experience of matcha.

Q.

where are you located and what are your hours of operation?

A. We are located at 54 Bond Street in the NoHo neighborhood of Manhattan, New York City.

hours of operation may vary by day of the week, so we recommend checking their official channels before visiting.

Q.

what is the menu and price range?

A. The signature matcha latte is $7 and the matcha americano is $6. desserts are also available, including matcha ice cream ($5) and matcha Basque cheesecake ($8