We're not a Matcha brand

This is edition one. The first Board Meeting. And it starts with a confession: we almost launched a matcha brand.

The Move

We love matcha. We still do. But love and business don't always play the same game.

When we looked at the matcha market, we saw a board already crowded with pieces. Hundreds of brands, all making the same move, all fighting for the same customer. From a business standpoint, walking into that room felt less like a strategic play and more like a sacrifice.

So we looked sideways. And there it was — sitting quietly in matcha's shadow, wildly underestimated, completely overlooked.

Hojicha.

If you've never heard of it, that's exactly the point. Hojicha is Japanese green tea that's been roasted — and that roast is the magic. It transforms bright, grassy green tea into something deep, warm, toasty, and caramel-like. Think roasted nuts, toasted marshmallows, cozy holiday vibes. Matcha's calm, chill cousin.

Because of the roasting process, hojicha is naturally low in caffeine — about 7–20mg per cup versus 70+ in matcha or coffee. It's gentle on the stomach, perfect at night, kid-friendly, and the easiest tea to turn into a latte. Hot, iced, shaken, blended — hojicha doesn't judge.

If matcha feels like a morning power-up, hojicha feels like a soft sweater and a scented candle.

We saw a product that deserved its own spotlight. So we gave it one.

That was the move. Queen Omi's first piece on the board: Organic Hojicha Powder, sourced from Japan, finely milled, made for creamy drinks and cozy ritual. Perfect for fall and winter 🤎