Embracing Ikigai to Build a Matcha Empire
At just 25 years old, Angel Zheng is leveraging the Japanese philosophy of ikigai—finding purpose and joy in one's work—to successfully establish Isshiki Matcha, a vibrant new matcha-focused café in New York City. Initially gaining recognition as a fashion influencer, Zheng has since launched multiple ventures, including an e-commerce women’s wear brand and a recording studio, before venturing into the culinary world.
Isshiki Matcha is Zheng’s latest solo project, aiming to create a recognized brand in the rapidly growing matcha industry. Located in Manhattan's East Village, the café shares space with her sushi restaurant Moko but remains unassuming from the outside. Zheng envisions Isshiki as a pioneering heritage brand in the matcha market, analogous to iconic coffee brands like Lavazza or Illy.
Rising Demand and Market Dynamics of Matcha
Matcha, a finely ground green tea powder originally refined in Japan, has experienced soaring popularity, especially among millennials and younger demographics. Production in Japan reached 4,176 tons in 2023, nearly triple the output from 2010, reflecting heightened global demand.
- Social media buzz around matcha is significant with over 8.8 million Instagram posts and 2 million TikTok videos using the hashtag #matcha.
- Limited supply has led prominent Kyoto tea companies to impose purchase restrictions.
- Tariffs and supply chain disruptions pose ongoing challenges to sourcing quality matcha at consistent prices.
Despite these obstacles, Zheng remains committed to expanding Isshiki Matcha's footprint domestically and eventually internationally.
An Entrepreneur Grounded in Tradition and Community
A first-generation Chinese immigrant, Zheng credits matcha with providing calm and focus amid the hectic demands of entrepreneurship. The café's name, meaning "one pillar," symbolizes a grounding daily ritual—whether making matcha at home or enjoying it at Isshiki—that anchors the day.
Her approach reflects a blend of personal passion and cultural philosophy. She embraces ikigai by focusing on what she excels in, what brings joy, and what benefits others. According to Zheng, purpose fuels sustainable success beyond mere financial gain.
Expanding Reach Through Digital Presence and Events
Since its launch, Isshiki Matcha has cultivated a vibrant presence through curated events and strong digital branding, leveraging Zheng's influencer background. The café welcomes 100 to 300 customers daily during morning and early afternoon hours, before switching to sushi service in the evenings.
Events range from cultural celebrations like Lunar New Year to matcha tasting classes and product launches, often featuring Asian-owned brands and aimed at boosting local community visibility. Notable collaborations include partnerships with global companies and pop-ups with Asian dating apps.
Innovation and Collaboration Drive Product Expansion
Seeking new avenues to grow the brand, Zheng recently teamed up with a bottled lemonade company to launch a ready-to-drink matcha lemonade now stocked in 120 stores. This product aims to make matcha more accessible and convenient, positioning Isshiki alongside established beverage brands.
Networking, Resilience, and Advice for Entrepreneurs
Zheng emphasizes the importance of networking, noting that many opportunities have emerged through chance encounters. Her advice to entrepreneurs centers on embodying confidence and boldly advocating for oneself, particularly as a young female business owner in competitive industries.
Her resilience has been tested by challenges like the COVID-19 pandemic’s impact on her sushi restaurant and navigating import tariffs, yet her optimistic and strategic mindset continues to propel her ventures forward.
Looking Ahead
Angel Zheng’s fusion of cultural principles, entrepreneurial spirit, and community focus positions Isshiki Matcha as a brand to watch. With a strong foundation and expanding product lines, Zheng aims to make matcha a household name and culture staple across the U.S. and beyond.
