【Re-release Decided】"SAKURA MATCHA" Sold Out Immediately After Launch. A New Experience Expanding from "Drinking" to "Whisking" | WACHA
WACHA Inc. announces the re-release of "SAKURA MATCHA," a spring-limited product that sold out immediately after its initial launch. This "botanical matcha" offers a unique "whisking experience" to expand the five senses and preserve Japanese culture.
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- 📰 Published: April 1, 2026 at 19:10
Caption: 15 years of dedication offered at the feet of Shibuya's guardian, Hachikō. Believing this pink cup will gently guide someone's solitude (soul care).
Our company endorses "April Dream," an initiative to make April 1st a day for announcing dreams.
This press release is a dream of WACHA Inc.
As technology accelerates,
and everything in the world becomes automated,
what are we on the verge of losing?
While convenience and ease evolve,
the experience of people using their own hands is quietly disappearing.
On March 18, 2026, WACHA Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Hanayo Kato) launched its spring-limited product "SAKURA MATCHA," which received an overwhelming response, selling out immediately after its release.
It wasn't simply because it was a beautiful pink powder.
After 15 years, what we arrived at was a quiet time of "whisking with one's own hands," the antithesis of efficiency and convenience.
In a modern world surrounded by digital technology, where loneliness and anxiety are easily felt, WACHA now advocates the value of "Go Inward."
We are not denying existing beverage culture, but proposing the act of "whisking it yourself" as another option.
By whisking matcha with your own hands, you sharpen your five senses, detach yourself from the hustle and bustle, and return to your true self.
The act of whisking not only restores the five senses but is also an experience that quietly expands the resolution of sensations that have been lost in modern times.
We believe this is an essential cultural experience for modern people.
■ Sold Out, Thank You. And the "Whisking Culture" Has Begun to Move
Last year, WACHA first announced "SAKURA MATCHA." This year, that experience has evolved further.
This year's powered-up "SAKURA MATCHA" sold out immediately after its launch, leading to a flood of requests for re-release.
Among these, there was a symbolic event:
"I really want to whisk it with my own hands."
This was a message from someone experiencing matcha for the first time.
In an era where efficiency and convenience are prioritized,
the act of "whisking" was deliberately chosen.
This was the moment "SAKURA MATCHA" functioned not merely as a beverage, but as an "entrance to time" for self-reflection.
We interpret this sell-out not as a product being sold, but as the emergence of "people who whisk."
The dream we declared in our April Dream two years ago, "to increase the number of people who whisk matcha themselves throughout Japan," is now beginning to manifest as real action.
In today's world, where matcha has spread as something to "drink," we are once again questioning its value as something to "whisk."
We believe this change is not just a fleeting hit, but a sign that the act of "whisking" itself is being chosen again.
In redesigning the "whisking experience," WACHA has proposed a new category: "Botanical Matcha."
The "Botanical Matcha" proposed two years ago is now gradually spreading as an actual cup.
■ Designed Not as a "Product," but as an "Entrance"
"SAKURA MATCHA" is WACHA's unique "botanical matcha," composed primarily of cherry blossom powder, without using any tea leaves.
Originally, it is not easy to create a satisfying cup with only the delicate flavor of cherry blossoms.
After much trial and error, we arrived at an extremely analog method: millimeter-precise blending by hand.
Depth that cannot be replicated digitally, resonating with the five senses. This precision transforms the act of "whisking" itself into an experience.
"I want to limit caffeine, but enjoy the whisking time."
"I don't like the bitterness of matcha, but I want that quiet time."
In response to such modern needs, we have presented a new option: "a caffeine-free whisking experience."
■ Why SAKURA MATCHA Deliberately Did Not Use Tea Leaves
The culture of "drinking" cherry blossoms has been enjoyed since the Edo period as "Sakura-yu (cherry blossom tea)." This cherry blossom tea is a unique Japanese celebratory drink that originally does not use tea leaves.
Also, in Japan, various types of "tea" have been used since ancient times, depending on the meaning of the occasion and the season.
WACHA focused on this cultural background and designed a new form of "whisked cup" that is not bound by tea leaves.
It is not a denial of the tea ceremony, but a proposal to open up the act of "whisking" more freely to daily life.
However, that is not the only reason.
Currently, most edible cherry blossoms in Japan are produced in limited regions and supported by the manual work of artisans.
On the other hand, due to the aging of producers and the spread of substitutes,
the culture of handling real cherry blossoms is quietly facing a crisis of survival.
By featuring this rare cherry blossom powder, WACHA aims to create new demand and generate an economic cycle for traditional industries.
■ Japanese Culture is Quietly Facing a Crisis of Survival
It's not just cherry blossoms.
Behind the global matcha boom, many small and medium-sized businesses are facing severe conditions due to rising tea leaf prices and increased burdens on tea producers.
The number of tea producers going out of business is increasing, and Japanese tea culture itself is beginning to waver.
Chado (the Way of Tea) is a comprehensive Japanese culture where various arts intersect, such as "pottery," "architecture," "incense," "calligraphy," "wagashi (Japanese sweets)," and "flowers."
And now, all of them are quietly facing a crisis.
Just as a single thread breaking can unravel an entire fabric.
In today's globalized world,
we might pause and think:
What is culture to us?
■ Small Actions Connect Culture
Nothing special is needed.
Try whisking matcha yourself.
Visit a tea ceremony class.
Experience Japanese culture.
That small step creates the future of culture.
Your actions support someone and connect culture to the next generation.
WACHA has simply believed in that small step for 15 years.
■ Founder's Comment
We didn't want to sell matcha;
we wanted to deliver the time to whisk it yourself.
15 years ago, I encountered the Raku tea bowl left by my grandfather, "Hanasennin," and entered the world of chanoyu (tea ceremony).
In 2022, to expand that spirit with technology, I exhibited at CES with the tea ceremony communication robot "SENNOROBI."
However, precisely because we thoroughly considered the essence of "whisking" with cutting-edge technology,
what we ultimately arrived at was an extremely human conclusion: millimeter-precise blending by hand.
Two years ago, in 2024,
we declared the dream of "increasing the number of people who whisk matcha themselves throughout Japan" in our April Dream.
And now, the words from customers, "I really want to whisk it with my own hands."
That was the moment when the dream of "a world where everyone can whisk," which we had pursued with technology, transcended digital and materialized as people's physical sensation.
From robots to powder.
From high-tech to a return to humanity.
What lies beyond the evolution of technology is not automation,
but "the expansion of human five senses."
Sen no Rikyu emphasized "wabi"—the experience of stripping away the unnecessary and touching the essence.
The black Raku tea bowl was its symbol.
At that time, there was no electricity; the tea room was dimly lit, with only candles and natural light.
By dissolving into the darkness, the presence of the vessel disappeared, leaving only the temperature and texture in one's hands.
It was like drinking tea directly from the palm of your hand.
In other words, the black Raku tea bowl was a paradoxical existence: "a vessel to erase the vessel."
Sen no Rikyu's philosophy still resonates today.
After 15 years,
I finally found the true answer to delivering "whisking time."
These efforts are not limited to SAKURA MATCHA.
WACHA has also proposed new experiences in Japanese tea, such as "SmoKYO," a smoky blend combining matcha and Kyo-bancha.
It is not an expansion of taste,
but an attempt to broaden the possibilities of the act of "whisking" itself.
■ Future Outlook
We are redesigning matcha not as something to "drink," but as a "whisking experience."
WACHA aims to establish a new wellness habit: "Matcha Therapy"—whisking plants according to one's condition.
Botanical Matcha is a new matcha experience that fuses the power of plants with the spirit of the tea ceremony, balancing mind and body through the act of "whisking."
When you want to compose yourself in the morning.
When you want to spend a quiet evening.
We will continue to propose new daily routines through the fusion of traditional Japanese techniques and botanicals.
Time to quietly reclaim yourself in everyday life.
Japanese tea culture, to the world's daily life.
Our company endorses "April Dream," an initiative to make April 1st a day for announcing dreams.
This press release is a dream of WACHA Inc.
As technology accelerates,
and everything in the world becomes automated,
what are we on the verge of losing?
While convenience and ease evolve,
the experience of people using their own hands is quietly disappearing.
On March 18, 2026, WACHA Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Hanayo Kato) launched its spring-limited product "SAKURA MATCHA," which received an overwhelming response, selling out immediately after its release.
It wasn't simply because it was a beautiful pink powder.
After 15 years, what we arrived at was a quiet time of "whisking with one's own hands," the antithesis of efficiency and convenience.
In a modern world surrounded by digital technology, where loneliness and anxiety are easily felt, WACHA now advocates the value of "Go Inward."
We are not denying existing beverage culture, but proposing the act of "whisking it yourself" as another option.
By whisking matcha with your own hands, you sharpen your five senses, detach yourself from the hustle and bustle, and return to your true self.
The act of whisking not only restores the five senses but is also an experience that quietly expands the resolution of sensations that have been lost in modern times.
We believe this is an essential cultural experience for modern people.
■ Sold Out, Thank You. And the "Whisking Culture" Has Begun to Move
Last year, WACHA first announced "SAKURA MATCHA." This year, that experience has evolved further.
This year's powered-up "SAKURA MATCHA" sold out immediately after its launch, leading to a flood of requests for re-release.
Among these, there was a symbolic event:
"I really want to whisk it with my own hands."
This was a message from someone experiencing matcha for the first time.
In an era where efficiency and convenience are prioritized,
the act of "whisking" was deliberately chosen.
This was the moment "SAKURA MATCHA" functioned not merely as a beverage, but as an "entrance to time" for self-reflection.
We interpret this sell-out not as a product being sold, but as the emergence of "people who whisk."
The dream we declared in our April Dream two years ago, "to increase the number of people who whisk matcha themselves throughout Japan," is now beginning to manifest as real action.
In today's world, where matcha has spread as something to "drink," we are once again questioning its value as something to "whisk."
We believe this change is not just a fleeting hit, but a sign that the act of "whisking" itself is being chosen again.
In redesigning the "whisking experience," WACHA has proposed a new category: "Botanical Matcha."
The "Botanical Matcha" proposed two years ago is now gradually spreading as an actual cup.
■ Designed Not as a "Product," but as an "Entrance"
"SAKURA MATCHA" is WACHA's unique "botanical matcha," composed primarily of cherry blossom powder, without using any tea leaves.
Originally, it is not easy to create a satisfying cup with only the delicate flavor of cherry blossoms.
After much trial and error, we arrived at an extremely analog method: millimeter-precise blending by hand.
Depth that cannot be replicated digitally, resonating with the five senses. This precision transforms the act of "whisking" itself into an experience.
"I want to limit caffeine, but enjoy the whisking time."
"I don't like the bitterness of matcha, but I want that quiet time."
In response to such modern needs, we have presented a new option: "a caffeine-free whisking experience."
■ Why SAKURA MATCHA Deliberately Did Not Use Tea Leaves
The culture of "drinking" cherry blossoms has been enjoyed since the Edo period as "Sakura-yu (cherry blossom tea)." This cherry blossom tea is a unique Japanese celebratory drink that originally does not use tea leaves.
Also, in Japan, various types of "tea" have been used since ancient times, depending on the meaning of the occasion and the season.
WACHA focused on this cultural background and designed a new form of "whisked cup" that is not bound by tea leaves.
It is not a denial of the tea ceremony, but a proposal to open up the act of "whisking" more freely to daily life.
However, that is not the only reason.
Currently, most edible cherry blossoms in Japan are produced in limited regions and supported by the manual work of artisans.
On the other hand, due to the aging of producers and the spread of substitutes,
the culture of handling real cherry blossoms is quietly facing a crisis of survival.
By featuring this rare cherry blossom powder, WACHA aims to create new demand and generate an economic cycle for traditional industries.
■ Japanese Culture is Quietly Facing a Crisis of Survival
It's not just cherry blossoms.
Behind the global matcha boom, many small and medium-sized businesses are facing severe conditions due to rising tea leaf prices and increased burdens on tea producers.
The number of tea producers going out of business is increasing, and Japanese tea culture itself is beginning to waver.
Chado (the Way of Tea) is a comprehensive Japanese culture where various arts intersect, such as "pottery," "architecture," "incense," "calligraphy," "wagashi (Japanese sweets)," and "flowers."
And now, all of them are quietly facing a crisis.
Just as a single thread breaking can unravel an entire fabric.
In today's globalized world,
we might pause and think:
What is culture to us?
■ Small Actions Connect Culture
Nothing special is needed.
Try whisking matcha yourself.
Visit a tea ceremony class.
Experience Japanese culture.
That small step creates the future of culture.
Your actions support someone and connect culture to the next generation.
WACHA has simply believed in that small step for 15 years.
■ Founder's Comment
We didn't want to sell matcha;
we wanted to deliver the time to whisk it yourself.
15 years ago, I encountered the Raku tea bowl left by my grandfather, "Hanasennin," and entered the world of chanoyu (tea ceremony).
In 2022, to expand that spirit with technology, I exhibited at CES with the tea ceremony communication robot "SENNOROBI."
However, precisely because we thoroughly considered the essence of "whisking" with cutting-edge technology,
what we ultimately arrived at was an extremely human conclusion: millimeter-precise blending by hand.
Two years ago, in 2024,
we declared the dream of "increasing the number of people who whisk matcha themselves throughout Japan" in our April Dream.
And now, the words from customers, "I really want to whisk it with my own hands."
That was the moment when the dream of "a world where everyone can whisk," which we had pursued with technology, transcended digital and materialized as people's physical sensation.
From robots to powder.
From high-tech to a return to humanity.
What lies beyond the evolution of technology is not automation,
but "the expansion of human five senses."
Sen no Rikyu emphasized "wabi"—the experience of stripping away the unnecessary and touching the essence.
The black Raku tea bowl was its symbol.
At that time, there was no electricity; the tea room was dimly lit, with only candles and natural light.
By dissolving into the darkness, the presence of the vessel disappeared, leaving only the temperature and texture in one's hands.
It was like drinking tea directly from the palm of your hand.
In other words, the black Raku tea bowl was a paradoxical existence: "a vessel to erase the vessel."
Sen no Rikyu's philosophy still resonates today.
After 15 years,
I finally found the true answer to delivering "whisking time."
These efforts are not limited to SAKURA MATCHA.
WACHA has also proposed new experiences in Japanese tea, such as "SmoKYO," a smoky blend combining matcha and Kyo-bancha.
It is not an expansion of taste,
but an attempt to broaden the possibilities of the act of "whisking" itself.
■ Future Outlook
We are redesigning matcha not as something to "drink," but as a "whisking experience."
WACHA aims to establish a new wellness habit: "Matcha Therapy"—whisking plants according to one's condition.
Botanical Matcha is a new matcha experience that fuses the power of plants with the spirit of the tea ceremony, balancing mind and body through the act of "whisking."
When you want to compose yourself in the morning.
When you want to spend a quiet evening.
We will continue to propose new daily routines through the fusion of traditional Japanese techniques and botanicals.
Time to quietly reclaim yourself in everyday life.
Japanese tea culture, to the world's daily life.
FAQ
What kind of product is "SAKURA MATCHA"?
It is WACHA's unique "botanical matcha" made primarily from cherry blossom powder, without any tea leaves. It is caffeine-free and offers the enjoyment of a hand-whisking experience.
Why does WACHA emphasize the "whisking" experience?
To provide a quiet time for sharpening the five senses and self-reflection through the manual act of whisking, an experience often lost in our increasingly digital world.
What is "Matcha Therapy"?
It's a new wellness practice that combines the power of plants with the spirit of the tea ceremony, aiming to balance mind and body through the act of whisking. It proposes whisking plants according to one's state.