our story
we slow down the way
we fuel up.
a pause with places to be.
founders in portugalwhy asa
asa means “morning” in japanese: a new beginning, a moment to start the day with intention.
we started asa in amsterdam because we wanted a different kind of daily energy. jasmijn never drank coffee and found matcha years ago. noor loved her coffee (still does), but wanted something steadier, and not just for mornings. so we went looking for the best matcha we could find.
that search took us to japan. to uji, where tea has been shade grown and stone ground for centuries, and to the farmers who still do it that way. we tasted a lot of matcha that looked green and tasted flat. the good stuff is different: bright, creamy, never bitter. that is the only kind we wanted to put our name on.
we believe big things are built in small mornings. in the habits you repeat when nobody is watching, the focus you protect, the cup you make before the day makes demands. asa is made for people who are working on something: a company, a craft, a stronger body, a calmer mind. not a quick fix. fuel for the long game.
matcha was the beginning. curiosity keeps us moving. we’re always tasting something new, meeting the people behind it and deciding what deserves a place in your day.
so the range grew the way our days do. ceremonial matcha for mornings with momentum. dark roasted hojicha from kyoto and caffeine free mulberry from shimane for evenings at ease. functional blends with only the best ingredients.
we’re hands-on about what goes in. we taste, ask questions and get into the details. our products are organically certified, independently tested and sourced through people we know. every batch goes to an independent lab in europe.
what we’re working towards is simple and hard at the same time. a ritual you can trust every single day. energy that lasts without the crash. and a brand that grows the way we hope you do: steadily, honestly, one good choice at a time. we’re not finished, and we don’t want to be.
today you find asa in specialty cafés and concept stores from amsterdam to lisbon, and in kitchens all over europe. sourced in japan, founded in amsterdam. made for whatever your day looks like.
with love, noor & jasmijn
the name
朝asa
the kanji for asa joins 日, the sun, and 月, the moon: the moment night turns into day. it’s the crescent in our symbol, and the feeling we want in every cup: a calm, clear start.
-
日the sun
light, energy, a fresh start
-
月the moon
calm, rest, the night before
-
morning
the moment night turns into day
our three principles
- 01 quality we’re particular about what makes it into the collection. flavour, texture and ingredients worth getting to know. every favourite has to earn its place.
- 02 know the source every ingredient has a story. with our matcha, we work closely with our japanese farmers ourselves. those connections matter to us.
- 03 care in details the first sip. the feel of the tin. the details you notice each time you reach for it. we give the little things a lot of thought.
origin
close to the source.
our story began with japanese matcha, and it grows with the people who make it. we work side by side with our farmers as partners, selecting together for colour, texture and taste, and growing together season after season. certified organic and independently tested in europe. and we keep looking for partners who push tea forward: growers, makers and thinkers with new ideas worth sharing. that is how asa grows.
- 3regions in japan
- 100%organic certified
- 0 gadded sugar
photo · tea fields in ujiexplore the collection
with love, asa
your usual order or something unexpected. find your favourite and take us with you.
find your asahow much caffeine is in a cup?
a 2 g serving contains roughly as much caffeine as a small espresso, released more gradually thanks to l-theanine.
what’s the difference between am and pm products?
am products are made for mornings with momentum: ceremonial matcha with calm, focused energy. pm products are low in caffeine or caffeine free, made for evenings at ease.
how long does a tin last?
a 30 g tin makes about 15 cups, a 100 g tin about 50.
can i pause or cancel my subscription?
yes, you can pause your subscription any time from your account. want to stop? you can cancel from your account as well.
how should i store my matcha?
keep it tightly sealed in a cool, dry place away from light, heat and moisture.
