O u r   s t o r y

Asa 朝

Asa means "morning" in Japanese. The kanji character 朝 combines 日 (sun) and 月 (moon), thus symbolizing the transition from night to day, the sunrise.

The ASA Matcha logo represents the harmony between sun and moon, simultaneously forming a matcha bowl that also resembles a smile. The colors in our packaging revolve around a vibrant matcha green as the main color, balanced with airy blue and anchored by crisp white for a sense of calm and simplicity. Together, these colors capture a modern interpretation of natural energy.

Our mission and vision

Mission: Bringing positive, green energy to people every day

Vision: To make high-quality, authentic Japanese matcha accessible and affordable for everyone worldwide

Meet Team ASA

We are Wanjin, Leonard, Robbert-Jan and Jasmijn, the founders of ASA Matcha.

What brought us together? A shared obsession with truly great matcha. In early 2025, we embarked on a mission: to bring you the very best Japanese matcha, hassle-free.

Jasmine

Jasmine

Marketing

Jasmine brings the brand to life through marketing, product development and everything related to creativity.

Robbert-Jan

Robbert-Jan

Sales

Robbert-Jan leads strategy and sales, and ensures that ASA reaches the right people.

Wanjin Liu

Wanjin Liu

Sourcing

Wanjin sources directly from Japan and works closely with our trusted farmers.

Leonard

Leonard

IT & operations

Leonard is the technical brain behind our smooth-running supply chain.

Bo Gyi

Bo Gyi

Content Creator

The cheerful Asa face that you regularly spot in our videos and on social media.

Matcha, explained.

Where does your matcha come from?

All our matcha is sourced directly from small, trusted farms in Japan. We work closely with our partners to ensure quality, sustainability, and transparency.

What's the difference between ceremonial, latte, and culinary matcha?

Ceremonial matcha is the highest grade, ideal for traditional tea preparation with just water. Latte grade is slightly more robust, perfect for blending with milk or milk alternatives. Culinary grade is great for cooking and baking — full of flavor and color, without the high cost.

Is your matcha organic?

Yes! All our matcha is 100% organic. Since you consume the entire tea leaf when drinking matcha, this is crucial to prevent you from ingesting large amounts of pesticides on a daily basis.

How should I store my matcha?

Store your matcha in an airtight container, away from heat, light, and moisture. After opening, we recommend refrigerating it for optimal freshness.