Matcha Brand 'MATCHA&' Opens Pop-up Store in London, Introducing World's First 'Matcha x Fermentation' Lattes

Specialty matcha brand 'MATCHA &' will open a limited-time stand-style matcha shop, 'MATCHA& London Baker Street,' in London, UK, as the world's first matcha brand to blend matcha with fermented foods. The location is symbolic, situated directly in front of the world-famous Sherlock Holmes statue and adjacent to the station exit. From this spot, frequented by tourists from all over the world, the brand will disseminate Japanese matcha and fermentation culture. It will offer a new Japanese culinary experience with its unique menu, including Miso Matcha Latte and Amazake Matcha Latte.

## About MATCHA&
MATCHA& is a matcha brand that delivers new daily matcha experiences by combining the deep flavor of matcha with the power of fermentation and the benefits of superfoods. Since summer 2024, it has operated matcha stands in Kiyosumi-Shirakawa, Tokyo, and London, alongside an online store. Its original menu blending matcha and fermentation has gained popularity among health-conscious young people overseas.
The brand name 'MATCHA&' was inspired by the desire to fuse matcha with various Japanese flavors, cultures, and sensibilities. The '&' in the name embodies the philosophy of connecting matcha with something else—linking tea and fermentation, tradition and modernity, Japan and the world, people and the city—proposing matcha as a new culture.

## London Expansion
The store features a calm design with a traditional exterior based on a deep green reminiscent of matcha. Located in front of the bustling Baker Street station, it offers an accessible street-side experience. Tourists can be seen taking commemorative photos with matcha in hand in front of the Sherlock Holmes statue, making the matcha experience a part of London's daily scenery.
In addition to original matcha lattes, the shop also sells matcha powder and matcha sweets, offering diverse ways to enjoy matcha.

- **Period:** May 23rd - Mid-June (details announced on Instagram)
- **Hours:** 10:00 AM - 5:00 PM (open daily)
- **Address:** 5 Station Approach Marylebone Rd, London

## Campaign in Japan
During June, under the 'More Matcha in Daily Life' campaign, its two Tokyo stores (※only Kiyosumi-Shirakawa store is mentioned) will be open daily. The Kiyosumi-Shirakawa store will also feature the soup brand 'MISONOMI,' which proposes a new form of miso soup, allowing visitors to enjoy a new experience fusing tea and fermented food cultures.

## About the Kiyosumi-Shirakawa Store
Its predecessor, the creative space 'MITSUME,' started in 2014 as a gallery and cafe. After the pandemic, it evolved into a place to communicate new culture through food. Since 2022, it has become a space where visitors can experience 'MISONOMI' and 'MATCHA&,' food projects by representative and artist Mitsunori Sakano, in a cafe format.