The Deep Cultural Roots of Matcha & Grades
A word from Tessa & Karen: Nomu isn’t just about the product—we're about the culture and the story. We created Nomu to be a vehicle to drive accessible matcha consumption within New Zealand whilst acknowledging and respecting the people and country that gave us the honour in the first place. We have, and will continue, to learn and educate ourselves within this realm to honour this opportunity we are humbled to have.
Modern day matcha
Today, matcha has expanded far beyond the tea room. While traditional tea ceremonies remain a cherished practice, matcha is quickly becoming a staple, globally. It’s everywhere—from a regular matcha lattes to trending TikTok strawberry matcha recipes to desserts and sweets. The bold, umami flavor and health benefits have captivated a global audience—but also a Kiwi audience.
What is matcha?
While matcha comes from the green tea family, it uses a different leaf. Matcha derives from finely grounded down tencha leaves which are shade-grown in the foothills of Japan. Unlike regular green tea, matcha is consumed in its entirety, giving it a rich flavour, vibrant green colour, and packed health benefits—when high quality, like Nomu. Historically from Japan, matcha is a cornerstone of traditional tea ceremonies for centuries, symbolising mindfulness and respect. Today, it’s loved by Kiwis and across the global for its unique taste, high antioxidant content, and versatility in drinks and recipes—namely iced matcha lattes.
Why does it play such a relevant role in Japanese culture?
Like we said, matcha isn’t just tea—it’s a cultural icon deeply rooted in Japan’s history. For centuries, matcha has been central to the Japanese tea ceremony, known as "chanoyu" or "sado." This ritual, influenced by Zen Buddhism, goes far beyond simply making tea. It’s an art form that emphasises harmony, respect, purity, and tranquility. The ceremony transforms tea preparation into a mindful experience, offering a moment of peace and connection in an otherwise busy world. Nomu encourages drinkers to take an element of this into their daily matcha ritual using a ceremonial grade matcha alongside a traditional chasen (whisk) and chawan (bowl).
Why First-Harvest Matcha Leaves Are the Gold Standard
At Nomu Matcha, we're 0% B.S. We don’t compromise on taste or quality. We proudly source our matcha from a third generation family business based in Uji, Japan, the region renowned for producing the world’s finest tea leaves. But we take it a step further—Nomu is made from early-harvest leaves, which are the first to be picked. These shaded leaves increase chlorophyll and amino acids and with this, enhances the vibrant green colour, smooth texture and rich, bold flavour that makes us stand out.
Early-harvest matcha delivers a rich umami flavour and a slight natural sweetness, free from the bitterness found in lower-grade, sh!t options. This level of quality is essential when enjoying matcha traditionally, ensuring every sip is as authentic and delicious as possible. Even in modern day New Zealand, where matcha is more commonly consumed as a latte—ceremonial grade matcha stands out in flavour and experience.
Ceremonial Grade Matcha vs. Culinary Grade Matcha
Let’s get one thing straight: not all matcha is created equal. Ceremonial grade matcha is the real MVP—made from early leaves of the first and second harvest, meticulously stone-ground to produce a vibrant green powder with a silky smooth, bold flavour. The taste and colour speaks to the quality itself.
Then there’s culinary grade matcha—the cheap stuff. It’s a lower grade, made from older, tougher leaves that produce a duller color and a harsher, more bitter taste. It’s fine for baking because you won’t notice (as much) the difference when it’s masked by chocolate or cake. But if a brand is selling you culinary-grade matcha—or even worse, calling it “premium grade” and pretending it’s the same as ceremonial—they’re cutting corners. And you deserve better.
At Nomu, we don’t do “premium” or “culinary” masquerading as the good stuff. We deliver only 100% ceremonial grade matcha, sourced from first-harvest leaves in Uji, Japan—the gold standard for matcha. .