Asa means ‘morning’ in Japanese. The kanji 朝 combines 日 (sun) and 月 (moon), symbolizing the transition from night to day, the sunrise.
The ASA Matcha logo symbolizes the harmony between sun and moon, forming a matcha bowl that also resembles a smile.
The colors in our packaging feature vibrant matcha-green as the hero, balanced by airy blue and grounded in fresh white for a sense of calm and simplicity. Together, these colors capture a modern take on natural energy.
Mission: To provide people with positive, green energy - every single day.
Vision: To make high-quality, authentic Japanese matcha accessible and affordable for everyone, everywhere around the globe.
We’re Wanjin, Leonard, Robbert-Jan and Jasmijn the founders of ASA Matcha. What brought us together?
A shared obsession with really good matcha.
In early 2025, we set out on a mission: to bring you the very best Japanese matcha, without the fuss.
Marketing
Jasmijn brings the brand to life through marketing, product development and all things creative.
Sales
Robbert-Jan leads strategy and sales, getting ASA into the right hands.
Sourcing
Wanjin handles sourcing straight from Japan, working closely with our trusted farmers.
IT & operations
Leonard is the tech brain behind our smooth-running supply chain.
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?
While not all of our matcha is certified organic, we prioritize farms that use natural and sustainable growing practices. We value transparency over labels.
How should I store my matcha?
Keep your matcha in an airtight container, away from heat, light, and moisture. We recommend storing it in the fridge after opening for optimal freshness.
