Matcha Craze: Love Matcha shakes up Cape Town cafés
By Adrian Ephraim
IN THE restless city of Cape Town, a new player has taken the centre court of the beverage world, and it’s not coffee.
Love Matcha, a creation of businessman and marketing guru Elad Weiss, is serving up a fresh, vibrant alternative to the usual caffeine suspects, and the city is going bonkers for it.
But what’s the deal with this green “wonder drink”, and how has it managed to capture the hearts and taste buds of Capetonians? This is the tale of Love Matcha’s rise.
Matcha craze hits Cape Town
Elad Weiss’s matcha journey began unexpectedly in the buzzing streets of Barcelona. Drawn in by a charming matcha shop and a crowd of enthusiastic patrons, Weiss took his first sip of the verdant tea and was instantly hooked. It sparked an obsession that soon led him to Japan, the birthplace of matcha, where he soaked up the tea’s rich cultural heritage and undeniable health benefits.
“It was like finding love at first sip,” Weiss reminisces, attributing the brand name ‘Love Matcha’ to this serendipitous experience. The name Love Matcha came from the experience, the tasting, and the respect that they have for their tea.
Matcha’s story begins during China’s Tang Dynasty, way back in the 600s, when people first started drinking it as a healing tonic. Buddhist monks fell in love with the stuff because it helped them stay calm and focused during their meditation sessions. When the practice spread to Japan, that’s where things took off.
The Japanese put their spin on it, coming up with clever techniques like growing the tea plants in the shade and carefully grinding the leaves into that vibrant green powder we now know as matcha.
Love Matcha’s winning game plan
Weiss quickly realised the untapped potential of matcha in South Africa, a market still dominated by coffee. He saw matcha as not just a beverage but a lifestyle choice for the health-conscious, offering a steady caffeine boost without the crash.
“It convinced me that there is something very special about that. And I decided to open the first store in Mojo Market, in Sea Point.”
They sold over 400 cups on opening day. The city was ready for something new.
Matcha beyond the cup
To keep up the momentum, Love Matcha is innovating beyond the cup. Think matcha-infused sushi, ice cream, and even cocktails. Weiss believes matcha is not just a drink but an ingredient that can elevate various culinary creations.
“We enjoyed the journey, so we decided to take matcha to the next level because there are a lot of health benefits to it. We decided to make matcha sushi, we have matcha ice cream, and different desserts and pastries. This whole journey has made me addicted to matcha,” Weiss says.
What is the business case for matcha?
According to Weiss, there’s no competition for coffee – and there’s also no alternative. “That’s what convinced me that it could have a good purpose, that you can give a person an option to have a coffee or to have matcha, but still receive the benefits, the energy and the caffeine – the amount of caffeine that you need.”
The matcha movement is fuelled by social media, and extremely popular with younger customers, as evidenced by the fans of the brand who congragated at the opening of Love Matcha’s Kloof Street store. “Social media helps to create the awareness, but the product needs to be good at the end of the day, to keep that kind of awareness and going on trend,” Weiss explains.
Matcha movement goes nationwide
Weiss has plans to spread the love of matcha to Durban, Johannesburg, and beyond. Love Matcha is on a mission to make matcha a household name in South Africa and even internationally, with franchises opening in Washington and Ireland. For Weiss, success means seeing Love Matcha recognised on the streets and becoming a staple in people’s daily routines.
“What’s unique is the experience that people have when they come to the store, from the partners of Love Matcha. Their smile, their love, their greeting. The client is getting closer to us when we’re preparing the drink. It’s creating a kind of experience which is unique for Love Matcha. The love that you’re getting, the attention that you’re getting, the hug that you’re getting.”
