Transforming Passion into a Cultural Phenomenon: Angel Zheng’s Journey with Matcha
In the bustling streets of New York City, Angel Zheng is redefining the way we perceive traditional Japanese tea through her innovative approach to matcha. Drawing inspiration from the Japanese philosophy of “ikigai,” which emphasizes discovering one’s true purpose that brings joy and value to life, Zheng is turning her deep love for matcha into a burgeoning enterprise that she envisions as a lasting family legacy.
From Entrepreneurial Beginnings to Culinary Recognition
At just 25 years old, Zheng’s entrepreneurial portfolio boasts at least five successful ventures, including her previous roles as a social media influencer. Her initial foray into business involved launching a women’s fashion e-commerce store and a recording studio-both born from her personal interests and insights. The fashion line was a reflection of her passion for style, while the studio was born out of her co-founder’s love for music, which he could only pursue part-time while working from home.
Over time, Zheng shifted her focus, channeling her earnings into establishing two upscale omakase sushi bars, Moko and Shiso. These establishments quickly gained notoriety, earning Zheng and her partner a spot on Forbes’ prestigious 30 Under 30 list in the food and beverage industry last year.
Introducing Isshiki Matcha: A New Chapter
Despite her success in the culinary scene, Zheng’s latest venture, Isshiki Matcha, marks a new chapter driven by her personal affinity for the green powder. Located in the vibrant East Village of Manhattan, the café is a quiet, unassuming space that shares its building with her sushi restaurant, Moko. While the storefront currently bears no signage, Zheng envisions it becoming a flagship in the global matcha movement.
“When you think of coffee brands like Lavazza or Illy, they have a long-standing heritage. But in the world of matcha, the market is still young, and there are no dominant brands yet. That’s the space I want to fill,” Zheng explained during a recent interview with CNBC.
Rising Popularity Among Millennials and Gen Z
Matcha’s popularity has skyrocketed in recent years, especially among younger consumers. The powdered green tea, originally cultivated in China and refined in Japan, has seen a dramatic increase in production and consumption. In 2023, Japan produced approximately 4,176 metric tons of matcha-nearly triple the 1,471 tons produced in 2010, according to the Ministry of Agriculture. Companies like Kametani Tea have reported annual growth rates of around 10% since 2019, reflecting surging demand.
Social media platforms further fuel this trend: the hashtag #matcha has amassed over 8.8 million posts on Instagram, while TikTok features around 2 million videos dedicated to the drink. Celebrities such as Dua Lipa, Gwyneth Paltrow, and Jessica Alba have publicly endorsed matcha, cementing its status as a wellness staple.
However, this surge has led to supply shortages, with Kyoto-based tea producers like Ippodo and Marukyu Koyamaen imposing strict purchase limits to manage demand. Zheng faces similar challenges, including recent tariffs that threaten to increase import costs, yet remains committed to establishing Isshiki Matcha as a household name.
Philosophy and Personal Connection
As a first-generation Chinese immigrant, Zheng’s relationship with matcha is deeply personal. She credits the tea with helping her maintain a sense of calm amid her busy entrepreneurial life. She emphasizes the importance of having “pillars”-daily routines or practices that ground her, such as morning matcha preparation or evening skincare routines.
“Life is demanding-school, work, family, friendships. Having consistent pillars keeps me centered,” she shared. The name “Isshiki,” meaning “one pillar,” embodies this philosophy, representing a daily anchor that provides stability and clarity.
Finding Fulfillment Through Purpose
For Zheng, her latest venture feels more authentic than her previous businesses because she has finally aligned her work with her true calling. She believes that genuine passion is the key to success, echoing the Japanese concept of “ikigai”-finding the intersection of what you love, what you’re good at, what benefits others, and what brings joy.
Her journey toward opening Isshiki Matcha began on New Year’s Day 2024, inspired by a trip to Japan where she unexpectedly connected with a matcha farm’s communications director. Since launching, Zheng has focused heavily on digital branding and social media influence, recognizing that a strong online presence is vital for growth in today’s market.
Community Engagement and Brand Expansion
Isshiki Matcha attracts between 100 and 300 customers daily, primarily in the mornings. In the evenings, the space transforms into Moko, serving fresh sushi to up to 150 guests. Zheng actively promotes her events and collaborations through social media, fostering a sense of community and cultural pride. Many of her initiatives celebrate Asian heritage, including Lunar New Year festivities, Valentine’s Day pop-ups with Asian dating app Yuzu, and educational workshops on matcha preparation.
Her influence extends beyond her cafés, with partnerships involving brands like Uniqlo, Mastercard, Puma, and Goop, often hosting or catering exclusive events that highlight her commitment to elevating Asian-owned businesses and cultural representation.
Seizing Opportunities and Overcoming Challenges
Success in entrepreneurship often hinges on seizing the right opportunities at the right time. Zheng attributes her achievements to meticulous planning, relentless effort, and a bit of luck-such as meeting the founder of a beverage company by chance, which led to her launching a bottled matcha lemonade that’s now available in over 120 retail outlets.
Despite setbacks like the COVID-19 pandemic, which temporarily disrupted her operations, Zheng remains resilient. She advises aspiring entrepreneurs, especially women and Asian entrepreneurs, to believe in themselves, advocate for their ideas, and embrace boldness. Her own experience underscores the importance of confidence and persistence, even when facing uncertainties like market fluctuations or supply chain disruptions.
“Sometimes, the best opportunities come from unexpected encounters,” Zheng notes. “Networking is everything-your connections truly are your net worth.”
Looking Ahead: A Vision for the Future
As Zheng continues to grow her brand, she remains focused on expanding Isshiki Matcha’s reach and influence. Her goal is to make matcha as recognizable and accessible as coffee, creating a global community that appreciates its cultural significance and health benefits. Her advice to new entrepreneurs is to stay authentic, persistent, and open to serendipitous moments that can propel their ventures forward.
With her unwavering dedication and innovative spirit, Angel Zheng is poised to leave a lasting mark on the world of wellness, cuisine, and cultural entrepreneurship-one cup of matcha at a time.
