Howdy,
Not too long ago, we wandered into a conversation on @via.ilyou’s Korean matcha reviews post. We shared a little of what we’ve learned along the way, and a handful of you were interested. Welcome to Sunday Stories — this one’s for you.
Via has explored London, New York, and now Seoul. In each city, she’s shared her wonderfully frank — and frankly hilarious — views on the global matcha scene. Having tried them there as well, we agreed with a lot of her honest takes.
London — hilarious. New York — on point. Seoul — that one stung a little. Why?
The truth is that Howdy began with the very real intention of sourcing Korean matcha, because one of our co-founders is from Seoul (our two children were born and raised there, as well). In our earliest days, we dreamed of something even bigger than what we are now — a matcha company that would gather the whole green world in one place, sourcing from Japan, Korea, China, and anywhere the leaf was grown with real care. We tasted our way across that dream, through endless cups.
And we’ll be transparent with you, because Sunday Stories is here to share our real experiences and thoughts in this vast world of matcha. Korean matcha isn’t in our cans yet. Not because it lacks beauty or merit — it has plenty of both — but because we have a very particular standard for what earns a place beside our Japanese harvests. That’s a decision about us and our shelf, never a judgment of the wonderful farmers growing tea in Korea.
The truth is, Korean matcha is worth tasting precisely because it tastes different. Where Japanese matcha can be soft, sweet, and full of umami, the Korean cups we fell for were earthier, more mineral, a little wild— the same plant, speaking in a different accent. If you truly love matcha, that difference isn’t something to avoid. It’s something to go looking for.
So we’ve gathered a few we think are well worth your time: each one easy to find here in America, fairly priced against a good Japanese can, and distinctive enough to teach your palate something new.
One side note: some of Korea’s most fascinating matchas simply can’t be bought outside the country — O’Sulloc’s Master’s Collection, for instance, is tucked behind Korean-only accounts (local bank details, a Korean address). For the near-decade we lived in Seoul, O’Sulloc was my go-to tea, my favorite gift, my happy place. We trust the process, and we know that soon Korean industry will find a way to compete in this hyper-competitive matcha market. Because anyone who knows how Korea works — the dedication, the craftsmanship, the way its industries arrive quietly and then change everything — understands our faith, and knows better than to count it out.
We believe Korea’s matcha moment is coming, and when it does, we’ll be right there waiting, cans open and ready. Until then, we’ll keep tasting, we’ll keep learning, and we’ll keep sharing some of our favorite finds with you. (An aside: no one has paid us or partnered with us to share/feature their matcha; these are simply our own honest recommendations, from our own experiences. And O'Sulloc, if you're reading this... please don't come for us! 🙏)
Every Link, In One Place: Moru Matcha, Orteas, O'Sulloc, Amore Mall, Olive Young
🌞 Have a wonderful Sunday! 🌞
The Howdy Matcha Team 💚
