If you’re a matcha girlie like me, you’ve had more bad matcha than good matcha in New York City. Coffee shops often make the mistake of treating matcha like they treat coffee, but it’s much more complicated than that. Preparing matcha, in its most traditional form, is a special and sacred ritual done with mindfulness and intention. The quality of water used and the specific whisking technique varies depending on if it's meant to be made into a latte or drunk straight up.
There is so much that goes into matcha preparation and sourcing, but the entire process gets flattened when it’s served at fast-service, automated coffee shops and popularized without education. Matcha has become so popular that there’s even talk of a shortage—due to the complex nature of its harvesting season in Japan.
12 Matcha is New York’s newest cafe on the block, specializing in matcha and matcha only. It’s had lines down the block since opening, so I was curious to see if the tea was actually good. After reading more about their story, sourcing, and design, I decided waiting in a long line might be worth it.
The Snacks
On a Friday morning around 11 A.M., we waited close to an hour to order. They only let in small groups of people at a time to avoid crowding the space. The cafe is a two-floor setup, with tall windows, lots of sunlight, and sleek design. They have tanks of water running through giant pieces of charcoal coming down from the ceiling (an important aspect to the matcha’s quality), and three little drink-making stations where you can literally watch someone make your matcha in front of you. In each station there’s even a little spotlight that shines a gorgeous halo of light on every single drink (perfect for that satisfying matcha pour video). It’s clear that everything in the space is intentional—from the drink spotlight to the chair layout.
Iced matcha latte. I went for an unsweetened matcha latte with almond milk. This is a great control for judging matcha quality and preparation—matcha is naturally slightly savory, sometimes leaning salty or nutty, depending on the growing region. Right off the bat, the matcha was creamy, thick, and created a gorgeous deep green color even when mixed with milk. Taste-wise, it was a grassier matcha that was smooth and frothy with a strong but pleasant flavor. Perfection. You can also ask for it to be sweetened if you’re new to the world of matcha and want to slowly acclimate to the grassy, savory flavor notes.
Matcha basque cheesecake. I’vebeen seeing this little cheesecake slice in everyone’s Tik Tok, so I had to try it. It also doesn’t hurt that the pastry chef from Noma is involved in the menu options at 12 Matcha. I loved how it wasn’t overly sweet and highlighted the saltiness of the matcha with the creaminess of cheesecake. Incredible.
They also offer matcha-, hojicha-, and panna-flavored ice cream (samples are free) but I’ll wait until the summer to try it. Rumor has it they’re also going to be adding hojicha to their drink menu!
Final Rating
Other than waiting an hour, the experience at 12 Matcha was incredible. From watching my drink be made (and being involved in the process) to sipping it at a beautiful sun-soaked little counter downstairs, both the drink and the space are 10/10. So, I declare 12 Matcha to be perfectly rated.
If you’re reading this and you have a suggestion for a Snack Shop in the city that I must visit and (honestly) rate, leave a comment here or on our Snack Shop TikTok video. I love suggestions!
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