The Truth
Matcha carries two intertwined histories. One, celebrated and refined, gave us the sacred Japanese tea ceremony. The other, older and often unspoken, begins in the misty mountains of ancient China —where the leaf was first perfected.
This divide still defines matcha today. Japan crafts the global narrative, while China cultivates a significant and often exceptionally high-quality portion of the global supply — a fact frequently left unspoken. We reject this separation. At NURA, we believe true appreciation begins with this complete picture: from its ancient botanical origin to the ritual in your hands. True taste cannot exist without truth. This is the journey we trace.
Where Matcha Began
Most believe matcha's story starts in Japan. They are 400 years late and 1,000 miles off.
In the 8th century in China's Tang Dynasty, Buddhist monks in secluded mountain temples sought a drink to sustain prolonged meditation. They cultivated tea plants under shade, then steamed and dried the leaves. These dried tea bricks were then roasted, stone-ground into a fine powder, and boiled — a preparation known as "末茶" (Mò Chá), or "ground tea." This thick, invigorating decoction was the ancestor of matcha: a functional elixir for mental clarity, endurance, and spiritual focus.
The Art of Refinement
In the 12th century, the Japanese Zen monk Eisai brought tea seeds and the knowledge of powdered tea from China to Japan. Japanese tea masters, with their profound dedication to ritual and aesthetic perfection, embraced this "Mò Chá." Over centuries, they refined its preparation into the spiritually rich, highly disciplined art of Chanoyu — the Japanese tea ceremony. They perfected the way of tea, elevating it into a profound cultural institution.
The Quiet Truth of Modern Matcha
Here is a surprising, often unspoken truth: a significant portion of the matcha consumed globally — including a major part of Japan's own supply — originates from tea gardens in China.
While the ceremony, the branding, and the cultural soul of matcha remain deeply rooted in Japan, a significant portion of the vivid green powder is cultivated and processed in China. Many of the tea fields that supply Japan's own bustling market lie across the East China Sea.
It is the industry’s open secret. The narrative of origin and the geography of cultivation have quietly diverged. The leaf in your bowl may have completed its journey in Japan, but its story very likely began under the mist of Chinese mountains.
Not all that is celebrated as Japanese, grew in Japanese soil.
What is "High Quality" Matcha?
The belief that the finest matcha comes only from Japan is a myth. In reality, creating the perfect cup requires orchestrating leaves from different regions, each prized for a unique strength. One valley gives vibrant color, another deep umami, a third a smooth finish. The craft of matcha is the art of blending these elements.
For generations, this craft has quietly transcended borders. Japan’s most esteemed producers blend their celebrated domestic tencha with a significant portion of high-grade leaves from China's historic tea regions — areas with generations of expertise in shading and steaming tea. This is not a substitution, but a calculated enhancement to achieve the consistent flavour, aroma, and brilliant color that defines premium matcha on a global scale.
True quality, therefore, isn't the product of a single terroir. It's the culmination of a cross-border craft that seeks out the world's best leaves. The ritual is Japanese. The leaf that fulfills it is often a collaborative masterpiece. We honour this craft by returning to the source, offering matcha with a transparent and complete story.
Our Approach
At NURA, we bridge this history. We honor Japan's irreplaceable role in perfecting the ceremony, while we return to the source for cultivation. We travel directly to China's premier tea gardens, partnering with producers who uphold the ancient craft. This allows us to offer matcha of uncompromising purity and depth, with full transparency. We believe that by reconnecting the product to its origin, we don't take away from its story — we make it complete, more authentic, and more respectful to its entire journey.
