Mega Matcha across Asia

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Mega Matcha across Asia

Matcha’s growing popularity in Europe and America has spread to China over the past year. Matcha and Matcha sweets have been captivating Chinese tourists and flowing over into their SNS posts. This year in Beijing alone more than ten new Matcha related retailers have opened. “Many shops use inexpensive green tea powder, but we want to differentiate ourselves by using real Matcha. I don’t think the boom is temporary; I think Matcha will continue to attract attention,” said the manager of Keifuku Wabou, an Uji Matcha specialty shop that opened this summer. The store serves the Sanlitun area where affluent young people gather. Matcha pasta and other new creative cuisines line these Matcha stores, offering a new take on an old Japanese tradition.

Words: Junko Haraguchi

Keifuku Wabo
Address: 3FS10-31 Taikoo Li Sanlitun South Area, 19 Sanlitun Road, Chaoyang District, Beijing
Tel: 010-6461-1483
Access: Tuanjiehu
Opening hours: 11am-10pm
Open year round
A Japanese pâtissier participates in menu creation. Matcha fondue is under development.
Interior view of Keifuku Wabou. The modern Japanese interior is also well-received.
A favorite menu item—Matcha cream pasta. It may seem a strange combination, but Matcha’s bitterness is a perfect match.

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