From Uji to Your Cup
Pure and vibrant Japanese matcha, straight from the world’s finest tea regions. Experience unmatched freshness in every sip—whether you’re brewing a traditional bowl or whipping up a dreamily creamy latte at home.
Moments that make you want more
Everyday Moments Thoughtfully Prepared
Era Hugs began with a simple idea — that small daily rituals matter. A quiet moment with a bowl of matcha. A pause between the busy parts of the day.
We work with a small circle of growers and makers who share this way of thinking. Our matcha comes from farms in Uji, Kyoto — first-harvest, shade-grown, stone-ground the traditional way. Our gifts are put together by hand, in small batches, with the same attention.
We built Era Hugs to make it easier for people to find calm, useful, beautiful things — for themselves, or for someone they care about.
Frequently asked questions
Is matcha good for you?
A single bowl contains L-theanine and antioxidants alongside a gentle caffeine lift — energy without the jitter, focus without the crash. It's a quieter alternative to coffee.
How much caffeine is in a cup of matcha?
About 35–70 mg per tsp (one bowl), which is roughly half the caffeine of a cup of coffee. Because of L-theanine, it releases slowly into your body over 4–6 hours rather than all at once.
What makes ceremonial-grade matcha different?
The key difference comes down to harvest timing, color, flavor, and intended use:
- Ceremonial Grade: Made exclusively from the youngest, top leaves of the spring harvest (first flush) that are shaded for weeks and stone-ground into a silky powder. It has a vibrant, electric jade-green color and a smooth, naturally sweet, umami-rich flavor with virtually zero bitterness.Best for: Whisking plain with hot water to drink as traditional tea.
- Culinary Grade: Made from older leaves harvested later in the season (second or third flush). It is a darker olive-green color and has a stronger, sharper, more bitter flavor profile.Best for: Baking, cooking, smoothies, and mixed drinks where the bold tea flavor needs to cut through milk, sugar, and fat.
Can I add milk or sweetener?
Yes! While ceremonial matcha is traditionally enjoyed plain with hot water, adding milk creates a rich, creamy latte.
- Milk: Keep in mind that heavy dairy milk can slightly bind to the antioxidants, reducing their absorption, so plant milks (like oat or almond) are popular choices.
- Sweetener: Adding sugar, honey, or simple syrup is very common. In fact, in Japanese cafes, matcha lattes are typically sweetened—often using gum syrup (simple syrup) or pre-sweetened matcha bases—to balance the natural, earthy notes of the tea.
Do I need a traditional bamboo whisk (chasen)?
It’s recommended for the best texture. A bamboo whisk breaks up clumps and creates a velvety, micro-foam layer. However, electric tools work well as convenient alternatives depending on how you make your drink:
- Traditional Bamboo Whisk (Chasen): Best for Authentic TextureCarved from a single piece of bamboo, its dozens of delicate tines split clumps, aerate the tea, and create a signature, velvety layer of micro-foam (crema). It ensures the powder is fully suspended without scratching your bowl or altering the flavor.
- Handheld Electric Battery Frother: Best for Speed & TravelA small, handheld wand whisks liquid instantly and breaks up clumps in seconds. It generates a stiffer froth with larger bubbles rather than fine micro-foam, making it an ideal option for quick morning routines or workplace preparation.
- Electric Heated Milk Frother: Best for Creamy LattesAutomatic countertop frothers heat water or milk to optimal temperatures while simultaneously mixing the tea. This provides a hands-free solution for lattes, heating and frothing the milk and matcha into a smooth, hot drink with a single button press.
How should I store it?
Keep the tin sealed, away from light, heat, and moisture. A cool cupboard works; the fridge is even better once opened. Let it come to room temperature before opening to avoid condensation.
How long does matcha keep?
Unopened, sealed matcha can last for up to a year, but for the best flavor and color, it should be consumed within the first three months after opening.
