Inside 12 Matcha, NYC’s Latest Café Where Tradition Comes Before Trend
The post Inside 12 Matcha, NYC’s Latest Café Where Tradition Comes Before Trend appeared on BitcoinEthereumNews.com. 12 Matcha, NYC’s newest matcha store offering a modern take on an ancestral tea ritual. Base Design Culture isn’t something that can be staged. It must be felt, expressed through rituals, materials, colors or sounds evoking decades, if not centuries, of traditions and practices. That’s what the essence of 12 Matcha, New York’s latest matcha café, is all about. Unlike most coffee shops, it is not framing matcha as an alternative to coffee, but inviting guests to step into the world of matcha culture. 12 is democratizing matcha rituals, offering a modern take on a tradition rooted in Japanese culture. And in doing so, it is showing that being guided by values, rather than trends, will always resonate more deeply with consumers. Culture First, Then Product According to Min Lew, Partner at Base Design, and the lead behind 12’s identity and space: “Craft matcha is still just beginning in the U.S. Today, it’s more of a commodity play, with two polar opposites of how consumers are being offered matcha: in everyday coffee shops, or in niche, traditional Japanese tea rooms.” The aim of 12 was to bridge this gap, seeking to make premium matcha culture accessible while remaining loyal to its roots. And in learning how the concept came to life, it is clear this mindfulness in regards to matcha culture was present from inception. “When thinking about the capital brand, we wanted to make sure to honor the philosophy around tea culture and matcha rituals, while bringing something very modern along,” Lew tells us. A team was brought to Uji, a city south of Kyoto where the most premium matcha is cultivated, to learn from and capture the essence of Japanese tea culture from one of the country’s top tea masters. This commitment to respecting the philosophy of matcha…
The post Inside 12 Matcha, NYC’s Latest Café Where Tradition Comes Before Trend appeared on BitcoinEthereumNews.com.
12 Matcha, NYC’s newest matcha store offering a modern take on an ancestral tea ritual. Base Design Culture isn’t something that can be staged. It must be felt, expressed through rituals, materials, colors or sounds evoking decades, if not centuries, of traditions and practices. That’s what the essence of 12 Matcha, New York’s latest matcha café, is all about. Unlike most coffee shops, it is not framing matcha as an alternative to coffee, but inviting guests to step into the world of matcha culture. 12 is democratizing matcha rituals, offering a modern take on a tradition rooted in Japanese culture. And in doing so, it is showing that being guided by values, rather than trends, will always resonate more deeply with consumers. Culture First, Then Product According to Min Lew, Partner at Base Design, and the lead behind 12’s identity and space: “Craft matcha is still just beginning in the U.S. Today, it’s more of a commodity play, with two polar opposites of how consumers are being offered matcha: in everyday coffee shops, or in niche, traditional Japanese tea rooms.” The aim of 12 was to bridge this gap, seeking to make premium matcha culture accessible while remaining loyal to its roots. And in learning how the concept came to life, it is clear this mindfulness in regards to matcha culture was present from inception. “When thinking about the capital brand, we wanted to make sure to honor the philosophy around tea culture and matcha rituals, while bringing something very modern along,” Lew tells us. A team was brought to Uji, a city south of Kyoto where the most premium matcha is cultivated, to learn from and capture the essence of Japanese tea culture from one of the country’s top tea masters. This commitment to respecting the philosophy of matcha…
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