Pop-Up Store at De Bijenkorf Amsterdam

September was a big month for us.

For the entire month of September, ASA Matcha took over a space inside De Bijenkorf Amsterdam with our very first pop-up store. After months of preparation, planning and building, it finally opened - and seeing it come to life was something special.

A space built around matcha

The pop-up was designed as a place to slow down inside a busy department store. At the heart of the stand was a matcha bar, where we prepared matcha lattes and hojicha for visitors to taste. Everyone was invited to try - no pressure, just curiosity.

Next to the bar, we set up a live engraving station, where visitors could personalize their matcha whisks on the spot. Watching people choose a name or word, and seeing their reactions when the whisk was finished, quickly became one of our favourite parts of the pop-up.

We even created low Japanese-style seating, so people could sit down, take a moment and actually enjoy their matcha instead of rushing on.

Interactive, playful and hands-on

To make the experience even more interactive, the stand featured a custom-built Snapchat screen with a matcha-themed game, created especially for the pop-up. It added a playful layer and drew in people who might not have been looking for matcha, yet.

Alongside the experience, visitors could explore all ASA Matcha grades, from ceremonial to latte and culinary, as well as our full range of matcha tools and accessories.

Conversations that mattered

Every day, three team members were on the floor, helping visitors, answering questions and sharing what we love most: where our matcha comes from, how we source directly from Japan, what the different grades mean and how to make a really good cup of matcha at home.

More than anything, we wanted people to leave with a positive feeling: informed, inspired and the most important of all: smiling.

A milestone moment

The opening was a big adventure. We spent months working on the stand to make sure everything was ready in time. It was intense, but seeing friends, family and new faces stop by made it all worth it.

The pop-up was a success; not just because of the response, but because it showed us what ASA Matcha can be in real life: a place to connect, learn and enjoy green energy together.

Off to many more!