Tokyo-based "Zenkyu Matcha" collaborates with UK apparel brand "Story mfg." and others in London

Zenkyu Matcha (BLUEGON Inc., Minato-ku, Tokyo, CEO Kensuke Suji), a matcha brand from Tokyo, held collaboration events and workshops with various partners, including the representative sustainable apparel brand "Story mfg." in London, UK. In addition, by exhibiting at "London Coffee Festival 2026" and starting product handling at the lifestyle shop "tokyobike London," we have further expanded our proposal for a lifestyle incorporating matcha in the UK market.

Currently, the demand for matcha is rapidly expanding in European markets, including the UK, due to growing interest in health consciousness and well-being. Matcha is being accepted not just as a cafe trend, but as a lifestyle that cares for physical and mental health. Local partners deeply resonated with Zenkyu Matcha's "Matcha Ritual (ceremony/habit)" of "dialoguing with oneself and caring for mind and body," leading to the realization of this series of collaborations in London.

Collaboration Workshop with UK Apparel Brand "Story mfg."

A special collaboration workshop with "Story mfg.," a world-renowned sustainable apparel brand from the UK, was held at the brand's newly completed London flagship store.

"Story mfg.'s" commitment to "environmentally conscious manufacturing" and its stance of "emphasizing the manufacturing process and focusing on meticulous craftsmanship" rather than solely pursuing results deeply resonated with Zenkyu Matcha's brand philosophy, which involves slowly grinding the finest first-flush tea leaves with a stone mill and valuing the process of whisking a cup of tea. This resonance led to the realization of this collaboration.

Brand founders Saeed and Katy personally participated in the workshop. Within the space of the flagship store, imbued with their unique aesthetic, a mindful matcha experience was offered, allowing participants to step away from the busy modern daily life and focus on the present moment. The event received a great response from local creatives and participants with a high interest in well-being, providing a valuable opportunity to experience the brand's philosophy.

Exhibition at "London Coffee Festival 2026," one of Europe's Largest Festivals

We exhibited at "London Coffee Festival 2026," which brings together coffee and beverage professionals and sophisticated consumers from around the world. At our booth, we offered tastings of Zenkyu Matcha. The vibrant deep green color and the rich umami with little bitterness, brought about by traditional Japanese methods such as shaded cultivation, first-flush harvesting, and stone milling, were highly praised by local buyers and media. Discussions were also held on the trend of matcha lattes, which are becoming more common in the UK, and the local matcha market.

Start of Product Handling at Lifestyle Shop "tokyobike London"

Product handling of Zenkyu Matcha has officially begun at "tokyobike London," a bicycle brand that embodies Japanese aesthetics and is deeply loved in London. The shop is not only a bicycle retailer but also a sophisticated lifestyle select shop that attracts local fans by showcasing carefully selected Japanese雑貨 (miscellaneous goods) and kitchenware, as well as apparel. The decision to carry Zenkyu Matcha was made due to a deep resonance with the brand's philosophy and its meticulous matcha production process of stone-grinding first-flush tea. This establishes a real touchpoint where customers can physically interact with the products in London, in addition to e-commerce sales.

Collaboration with "KAIHO" and "Peachy Den," Transmitting London's Latest Culture

In addition to a matcha workshop at "KAIHO," a highly popular cafe in London, we also developed a matcha-based collaboration with "Peachy Den," a popular apparel brand from London. For locals accustomed to coffee and lattes, and for trend-conscious young people, we explained how to prepare matcha using the highest quality matcha from Uji, Kyoto, and its unique health benefits. Participants experienced a new value of matcha as a morning routine and a well-being lifestyle, going beyond mere consumption of "taste."

Recruiting Co-creation Partners, Partner Cafes, and Team Members

Zenkyu Matcha will continue to carry out activities both domestically and internationally to spread physical and mental health and mindfulness through matcha. We are seeking collaboration partners who resonate with the brand's philosophy and wish to co-create experiences through matcha, as well as partner cafes, restaurants, and team members. We welcome inquiries from interested companies and brands, as well as individuals who wish to grow the world of Zenkyu Matcha together.

About Zenkyu Matcha

Zenkyu Matcha (禅休抹茶) is a matcha brand based in Tokyo and operating globally, rooted in the philosophy of tea ceremony and Zen. Under the banner of "Matcha Ritual (the habit of whisking and savoring matcha)," we aim to create moments of pause in busy daily lives and foster physical and mental health through matcha.

The matcha, blended by Japan's top tea masters using the finest first-flush tea from Uji, Kyoto, and carefully stone-ground, is characterized by its vibrant green color, rich umami, and aroma. Furthermore, to enrich the time spent whisking and savoring matcha, we also offer tea utensils such as chasen (tea whisks) and chawan (tea bowls) in collaboration with domestic and international artists.

Official Website: https://zenkyumatcha.com Instagram: @zenkyu_matcha_jp

Contact Information for Inquiries

BLUEGON Inc. (Zenkyu Matcha Operator) Representative: Kensuke Suji Email: contact@zenkyumatcha.com Address: 9F, Saho no Tsuka Square, 5-36-4 Shiba, Minato-ku, Tokyo