About Us
Carry the Legacy, Find your Light
We are Eda and James, the founders of NURA. A half-Turkish, half-German and half-Japanese, half-Hong Kong team, we started with a simple observation: the matcha we loved had a story that was only half-told.
Our mission is to complete that story. We source premium matcha directly from its origin in China, fighting for transparency and quality over myth. We believe that by honoring its full history, we can bring a deeper, more mindful ritual to your cup.
NURA is more than a tea brand. It's an invitation to slow down, connect, and taste the truth.
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
The Journey to the Source
Our story doesn't begin with a business plan. It begins with a contradiction, a forgotten history, and a search for a truer kind of light.
Two Worlds, One Missing Chapter
James grew up between the skyscrapers of Hong Kong and the serene rituals of his Japanese mother’s tea ceremonies. To him, matcha was a sacred thread to heritage—a vibrant green powder that commanded patience and respect. Yet, even within that tradition, a chapter was missing. No one spoke of where it all began.
Eda grew up between the bustling bazaars of Istanbul and the precision of German culture. For her, tea was the heartbeat of connection—endless cups of tea shared over conversations. But in Türkiye’s rising matcha trend, she found only a pale, bitter imitation of something that should have been profound. Where was the depth? Where was the soul?
At Hong Kong University, we bonded over a shared restlessness. We saw a world moving too fast, consuming culture in bits and pieces. We saw matcha reduced to a trendy latte, its story cut in half. The ceremony was celebrated, but its birthplace in China’s misty mountains was a forgotten prologue.
The Revelation
We traveled to regions like Zhejiang and Hunan, where the world's tea quietly grows. We spoke with numerous farmers and processors who, with quiet pride, showed us the meticulous craft—the shaded fields, the precise steaming, the slow stone-grinding that preserves the leaf's soul. We saw mountains of matcha destined for global brands, carrying no story of their origin.
It was a moment of clarity. The narrative of “Japanese quality vs. Chinese cheap” wasn’t just inaccurate; it was a shadow over a beautiful, complete story. We held in our hands matcha, knowing most of the world would never associate this quality with its true origin.
