About Us
Good Matcha. Good Gut. That's It.
We didn't start with a business plan. We started with a bowl of matcha, a whisk, and a question no one seemed to be asking.
Our Mission
NURA is a return — to truth and presence.
We found matcha’s story had been cut in half — the world knew the ceremony, but not its birthplace in China’s misty mountains. We started NURA to weave these threads back together: to honor matcha’s full history while reviving its original purpose as a mindful ritual for calm and connection.
We source directly from its origin, champion transparency over myth, and invite you to experience more than a drink—a reconnection to a thousand-year legacy, one peaceful cup at a time.
Our Story
2021 – The Coffee That Broke Everything
Eda was 16. She ordered a coffee. Hours later, she was in the hospital.
Low blood pressure. Racing heart. Shivering. The doctors said: coffee intolerance. Not just a mild dislike – a full‑body rejection.
That day, she swore off coffee forever. But she didn't swear off caffeine. She just needed a new ritual.
Tea became her drink. Not because it was trendy, but because it was the only thing her body would accept. And soon, tea became more than a drink – it became connection. Family. Home.
2022 – Tea Farms & Turkish Summers
Eda spent summers on her aunt's tea farm in Rize, Turkiye, picking leaves. She saw where Turkiye's biggest black tea brands source from, and learned that tea is more than just a product. Meanwhile, James traveled to Zhejiang, China, where he met a farmer selling matcha leaves. That's where he learned that matcha originated from China.
Neither knew the other existed.
Yet both were already deep into Tea, -chasing the same truth.
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2024 – Eda & James Meet at HKU
Eda and James met in HKU's entrepreneurship programme. During exam season, Eda casually asked:
“Did you know matcha isn't originally from Japan? It's from China.”
James nodded. “I know. I've been to the farms in Zhejiang.”
“I'm half‑Japanese,” James said. “ But even my grandmother told me the leaf came from somewhere else. Tea has so much history.”
That night, they made a pact: What if we told the truth?
2026 – The Gut‑Health Awakening
Eda loved Hong Kong's food. But her gut did not.
Since moving to the city, she had constant bloating, irregular digestion, and that heavy, sluggish feeling after almost every meal. She tried over‑the‑counter prebiotic drinks – but they were either loaded with sugar, packed with artificial sweeteners, or tasted like medicine.
She loved matcha. She knew the benefits and what it did to the body. So one day, she thought:
“In a world full of protein powders, our matcha could have prebiotics – helping us from the inside out.”
James, who had been researching functional ingredients, nodded. “Let’s make it clean. Low sugar. Actually delicious.”
That question became a mission. Not just for Eda's gut – but for everyone who wanted to feel good without drinking something that tasted like a chemistry experiment.
2026 – The Can Decision
We wanted a drink that could go anywhere – morning run, late‑night study, beach day, yoga class.
A fresh matcha latte is beautiful, but it's not always practical. So we decided to put our prebiotic matcha into a can. Ready when you are. No whisk required.
But we didn't want to compromise on taste or health. No artificials. No weird sweeteners. Just real matcha, real prebiotic fibre, real cane sugar – and a creamy, indulgent mouthfeel that reminded us of our favourite café latte.
2026 The Recipe – Hundreds of Tastings
We must have made a thousand cups of matcha in our tiny kitchen.
Too bitter. Too watery. Too creamy. Not enough prebiotics. Weird aftertaste. Every failure taught us something.
Finally, after months of testing, we landed on a formula we were proud of. No artificial colours. No preservatives. No weird aftertastes.
Just a gut‑happy, delicious matcha in a can.
Today – Building the NURA Verse
We're not just a drink. We're a universe.
Today, NURA is still small. We're still packing boxes ourselves. Still emailing customers personally. Still learning from every batch.
But we have something special: a story that's true, a product that works, and a community of Nooble‑loving, ritual‑building, gut‑health‑championing humans who believe that small daily habits can change everything.
We're honoured to have you with us. And if you read it until here, - we hope that our story also inspires you
