ASA Matcha at De Bijenkorf Utrecht

A green moment in the city

On a busy day in De Bijenkorf Utrecht, everything suddenly turned a little greener. 

For our matcha event in Utrecht, the ice cream cart was transformed into ASA blue, fully wrapped in our signature colour and style. Placed right in the middle of the store, it immediately caught attention and sparked curiosity.

Matcha on the move

We invited visitors to stop, taste and take a moment. From first-time matcha drinkers to people who already loved it, everyone was welcome to try a cup. While serving matcha, we shared our story; where our matcha comes from, how it’s made and why it feels different from other matcha brands.

What we loved most was how open people were. They asked questions, stayed longer than expected and genuinely wanted to learn more.

Small moments, real connection

The ASA-stand quickly became a place for short conversations, smiles and shared discoveries. Matcha wasn’t just something to drink - it became a moment of pause in the middle of a busy shopping day.

Looking back

Seeing people enjoy their first sip, hearing their reactions and sharing our passion made the event feel simple and meaningful. Exactly how we like it.

And Utrecht - we’ll be back!