2016 – 2018
Chapter oneTwo friends, one blend
Naoki started in Singapore with two childhood friends, 10kg of matcha and one blend. We wanted good matcha without the fuss, the kind even a first-timer could enjoy. We sold out in less than a year.
10th Harvest v1.0
A note from the Naoki Tram
THANK YOU FOR TEN YEARS.
If you are new here, hello. We are Naoki Matcha, and we make good matcha at an honest price, without the fuss. This year, we turn ten.
We started in 2016 as two friends with one blend. Today, about 800,000 people drink Naoki each year, at home and in cafes across the US, Australia, Asia and Europe. That number still surprises us. It grew one tin at a time, whenever you told a friend, left a review or ordered again.
Tenth Harvest is our thank-you. It is shaped by ten years of your reviews and taste tests, and by the tea partners across Japan who have worked with us along the way.
EARLY ACCESS GIFT
A FREE WHISK FOR EVERYONE WHO GETS IN EARLY.
Tenth Harvest is made to be whisked into a bowl. So when you join the early access list, we'll send you a free bamboo whisk, so you can make it properly from the very first cup.
WHO MADE IT
WE'RE TEN. THAT'S YOUNG IN UJI.
Uji, in Kyoto Prefecture, has grown tea for centuries. So for Tenth Harvest, we didn't try to do it alone.
We worked with Mrs O, a younger tea blender from Uji. She has spent many years learning from a recently retired tea master who is now in his 80s.
THE TASTE
We told her the cup we wanted. She tasted and adjusted with us until it was right.
THE AUCTION
In spring 2026, we bought the raw leaf together at auction.
THE BLEND
She blended it and saw it through processing into the powder in this tin.
HOW THE AUCTION WORKS
[1 to 2 sentences from Mrs O on how the auction works: how the lots are laid out and tasted before anyone bids] We came with the cup we wanted. [If true: the first time Naoki has bought leaf at auction]
"Mrs O's line about what she wanted this harvest to taste like."
Mrs O, tea blender, Uji
2019 – 2022
Chapter twoWhen matcha became a word everyone knew
Matcha turned into a buzzword. People were curious, and often a little intimidated. More of them found us than we ever expected, on Amazon, on Shopee in Singapore and on our own site. We began to meet the people drinking our matcha, and we grew the range with our organic blend and Fragrant Yame, picked with you through taste tests and reviews.
2023 – 2025
Chapter threeThe boom, and the shortage
Then matcha really took off in the US. Shelves emptied and prices climbed. Through the 2025 shortage, we kept about 9 in 10 of our matchas in stock, and we barely raised our prices. The promise was never matcha at whatever the market will bear. It was good, honest, affordable matcha. That year, cafes started pouring Naoki too, and they keep coming back.
2026 and beyond
Chapter fourWhere we are now
Ten years in, we are 20 people across Singapore and Japan, working with tea from all over Japan. Naoki is the #1 best seller in matcha on Amazon.com, and Superior Blend is the tin a lot of you started with. And now we can do what we couldn't at the start: reach for rarer matcha, and do it properly. Your palates grew, so we wanted to grow with them. From Superior Blend, to Chiran Harvest, to the Yame Single-Cultivar Set, to this.
SOME OF THE PEOPLE WE'VE MET ALONG THE WAY
[First name, city]
Drinking Naoki since [year]
[How they make it, in their words]
[First name, city]
Drinking Naoki since [year]
[How they make it, in their words]
[First name, city]
Drinking Naoki since [year]
[How they make it, in their words]
[First name, city]
Drinking Naoki since [year]
[How they make it, in their words]
FROM FIRST TIN TO SPECIAL OCCASION
Some of you started with Superior in a latte. Some of you drink Chiran straight.
Here is what you've told us.
Superior Blend
"Like the spring blend, this is some of the smoothest matcha I have had, and it rivals the brew I had in Japan about five years ago."
Joseph P.
ORGANIC FIRST SPRING BLEND
"We have been buying Naoki matcha for around 8 years and it is the best we have tasted. This blend is light and floral. Great by itself or as a latte."
Amanda H.
FRAGRANT YAME
"This is the tastiest of the Naoki Matcha teas. They are all really good and my go-to daily matcha is from the Naoki line of teas- Organic. But this is one that I truly enjoy for its smooth taste and great Umami."
Ivan N.
FRAGRANT YAME
"I bought this after trying the four Yame matcha blends together and it's my new favorite! I like it for lattes AND for regular hot tea/usucha. Just delicious!"
Felicity J.
CHIRAN HARVEST
"This is a very easy to love matcha. It has virtually no bitterness and has deep umami notes. Beautiful color. I will buy again."
Michael J.
UJITAWARA SPECIAL
"Very nice matcha. No bitterness, just a touch of astringency. Lovely umami and just sweet enough. Pricy, but great for a special occasion."
Tom
UJI MATCHA, MADE ONCE
Blended by Mrs O in Uji. 200 tins are coming to Singapore.
OUR 10TH ANNIVERSARY MATCHA
MEET TENTH HARVEST
Tenth Harvest is a single Uji matcha, blended by Mrs O from the leaf we bought together at auction. There are 200 tins for Singapore, and there won't be more.
- Origin
- Uji, Kyoto
- Blended by
- Mrs O, trained under a recently retired tea master
- Leaf
- Bought at auction, spring 2026
- Cultivar
- [cultivar]
- Tasting notes
- [2 to 3 notes]
- Quantity
- 100 tins for Singapore, one release
With thanks, the Naoki Matcha team
Questions
[Date]. Everyone on the list gets access [X hours] before the public.
Mrs O, a tea blender from Uji who trained for many years under a recently retired tea master. We worked with her on the taste and bought the leaf together at auction. Then she blended and processed it.
200 tins for Singapore. [Less than 10kg made in all: confirm] Once they're gone, they're gone.
We will share the price in the launch email.
No. It only means you hear first.
Rarely: Tenth Harvest updates, then future Naoki launches. [Confirm cadence]