On May 2nd, matcha enthusiasts celebrate National Matcha Day, a holiday founded by Jade Leaf Matcha in 2021. This day aligns with Hachiju Hachiya, or the ’88th Night’, marking the optimal time to begin the spring tea harvest in Japan.
Before this initiative, matcha was often viewed as an intimidating beverage—its preparation and cultural significance rooted deeply in the traditional Japanese tea ceremony. Many people were unaware of its health benefits or how to incorporate it into their routines.
However, the launch of National Matcha Day shifted perceptions. The partnership between Jade Leaf Matcha and Milk Bar introduces modern interpretations of matcha, making it more approachable. This year, Milk Bar will offer two limited-edition items: the Strawberry Matcha Cookie and the Cereal Milk Matcha Latte.
Key offerings for National Matcha Day:
The Strawberry Matcha Cookie blends sweet strawberry with earthy matcha, available for just 8 weeks. and The Cereal Milk Matcha Latte combines Jade Leaf’s matcha with Milk Bar’s signature cereal milk.
This collaboration highlights the growing popularity of matcha in the U.S., where sales have surged by 86 percent over the past three years. As Daniel Woldar from Milk Bar notes, “Matcha can feel intimidating to people who are new to it.” Yet, the goal has always been to make it accessible.
Jade Leaf Matcha holds the title of the number one matcha brand in America. Its commitment to quality ensures that real matcha is sourced from specific regions in Japan such as Uji, Nishio, and Kyushu. This authenticity resonates with consumers seeking both flavor and health benefits.
Incorporating matcha into daily life can be easy—think matcha lattes or creative recipes that elevate meals. As more people discover these options, it’s clear that National Matcha Day serves not just as a celebration but also as an invitation to explore this rich cultural beverage.