When you say South Korea, a country of innovation, technology, K-pop culture, and skincare products comes to mind. However, South Korea is also a relatively new addition to the map of matcha destinations.
Tea traditions in Korea date back to the 9th century, but the first commercial production of matcha farms only began to develop in the 1980s and 90s. The major boom on Jeju Island started around 2010 – which is why we call our Korean matcha "modern."
South Korean matcha (malcha) is less known than Japanese matcha, and almost the entire harvest is consumed within the country. Only a small amount reaches export markets. In South Korea, matcha is now closely linked to modern cafe culture, matcha bars, and a wellness lifestyle, rather than the daily home ritual we know from Japan.
One of our favorite places, for example, is the matcha bar tokkia.world in London, which was among the first to educate the world about Korean matcha. Another well-known brand promoting Korean matcha is Supermatcha, with Korean matcha bars mainly in Asia.
Most Korean matcha comes from Jeju Island, Mt. Jiri, or the Boseong region. The subtropical climate, volcanic soil, and fog create excellent conditions for tea cultivation. Korean matcha is generally easier to drink for European customers, especially for those just starting with matcha, because it has less umami profile than Japanese matcha, is more nutty, and mixes better with milk, which is particularly important for those who prefer drinking matcha lattes. This is why we primarily promote our Matchavia as a drink with milk, for which only 2g of matcha is needed. Many tea farms in South Korea, including ours, operate organically, and the island is known for its very clean environment suitable for ecological tea cultivation. While Japanese matcha is mainly about tradition, Korean matcha is more about a modern lifestyle. Korean matcha is not a cheap copy of Japanese matcha. It is its own category with its own culture.
0 comments