Korean ‘super’ matcha’s moment
These days, a new matcha store opening in Manila is never just a matcha store opening. It’s a full-circle cultural moment since its initial entry in the Philippines in the mid-2010s.
Since then, more matcha specialty brands have opened alongside cafes, entering their matcha era to capitalize on the craze. Even learned matcha specialists such as Jacque and Matcha have emerged—not only to hand-whisk delicious concoctions, but also to help drive appreciation and education among Filipinos.
It’s not a surprise, really, as the beverage has experienced fast growth, thanks to an insatiable market with an equal desire for mindful experiences and wellness lifestyles. Though the product’s Instagrammable aesthetics certainly play a role, too, in enticing younger millennials and Gen Z.
And in the case of Super Matcha, the latest to launch in a long line of matcha stores in Manila, such milestones are marked by a community fervor clamoring for a taste of the ceremonial and culinary green powder.
Its obvious differentiator compared with existing matcha outlets? Korean matcha.
Matcha in demand
Japanese matcha is considered the industry benchmark, but global demand has strained the country’s limited tencha production, leading China and Korea to step in and fill the gap. That said, every facet of Korean matcha and consequently Super Matcha’s products is just as important and enticing as its neighbors’ elixirs.
Unlike its more vivid Japanese counterpart, Korean matcha is milder and less bitter, a little more floral and smoother in aroma and taste. This places it in a niche of its own, but one that is emerging from the shadows.
Founded in Seoul in 2017, the Super Matcha franchise was brought to Manila by the super stylish Daryl Chang and partner Mano Lotho in what seems to be not only a sophisticated reintroduction to Korea’s deep tea heritage and post-coffee culture character, but also a lesson in persistence and shared values.
“We discovered Super Matcha in 2022, and it was love at first sight and typography,” writes Chang on Instagram. “The vision felt shared from the start.” In 2024, they reached out to the brand, and then in 2025, they finally received a response. “From there, it moved quickly. Immersion, training, and whisking, studied in Seoul.”
Popular flavors and formats
The growth phase begins in SM Megamall’s Fashion Hall with its first brick and mortar—an open island of lush greens, whites, and the occasional browns against a backdrop of traditional Korean design elements that include the pyeong-sang (a low wooden communal platform that encourages customer interaction) and seating made of eco-friendly, high-performance vegan leather called haunji.
Austere but contemporary, every angle, every viewpoint, every detail, and every color is designed to enhance the Korean matcha experience. The menu boasts six categories, including Pure (100 percent ceremonial-grade drinks), Latte (with zero-calorie sweetener), Cream (iced and vegan), Crush (ice blended), Lemon (lemonade with matcha), and Dessert (soft serve cups)—all of which use 100 percent certified organic matcha as the foundation.
Meanwhile, a country-exclusive drink called Ensaymatcha Latte—a Super Matcha latte topped with queso cream and shaved queso de bola—delivers a unique, creamy, and sweet beverage with a slightly salty finish. It’s a colorful cup of pure, dessert-inspired, innovative indulgence with every sip.
There are even a couple of gluten-free cakes (cocoa roll and matcha and strawberry cream) and sablé butter cookies to pair with the beverage lineup, as well as ceremonial-grade matcha in single-serve retail pockets for convenient at-home consumption.
Something that “felt right”
Over cups of matcha latte and iced oat cream bori (roasted barley) latte, an unexpected velvety hit among customers, Lotho spoke about the brand’s expansion plan and soon-to-launch 90 sqm flagship in Glorietta.
And with a menu that’s full of guest-focused charm and branding that harkens back to 2024 “Brat energy,” Super Matcha’s next step in Makati sees Chang and Lotho diving headfirst into expansion, keen on bringing new ways to indulge in matcha to more customers across the capital.
All this from a valuable yet often overlooked “something that felt right without even trying” instinct.
