The greener matcha is, the smoother and more complex its flavor. But not all matcha is the same. Matcha at its highest quality is referred to as ceremonial-grade, because of the central role it plays in Japanese tea ceremonies. And while this bright green powder takes a few seconds to dissolve in water, it takes an entire year to grow. Jintaro Yamamoto runs a 180-year-old tea farm, one of the oldest in Uji, Japan. We visited his farm to find out what makes ceremonial-grade matcha so exceptional? And why it’s so expensive.
For more, visit: https://www.instagram.com/yamamotojinjirou/
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Why Ceremonial-Grade Matcha Is So Expensive | So Expensive Food | Business Insider
34 Comments
Wheres the link to purchase the matcha?
Vocal fry is obnoxious to listen to for such a beautiful story
🫖
80 grams is ~$74 in case anyone was wondering.
It is literally impossible for it to be umami because there is no trace of msg chemical in the leaf………
the narrator's voice sounds like one of those in Ghibli studio anime movies somehow, making the story soothing and meaningful
What I love about Japan is everything is expensive. Only they understand. Most macha is imported in Japan from different country.
One time I accidentally spilled an entire $400 bag of matcha when I was a barista. My manager almost killed me
What is his brand name?????
Everything Japanese is expensive😂
damn that is kindda cool
Doesn’t it just taste like a bitter grass or have I been sold some awful knockoff instead?
big whooodeeefuckindooo
When ever the price of an item is related to a color the probability of it being counterfeit or adulterated drastically increases, the simpler the color compound the higher the chance of being fake it becomes. Bright pink or purple less chance of being fake. Green or red color are astronomical high, the dye alone is simplistic to add making bright green items like scallions, Mocha or basic green lettuce from Chinese regions are most likely dyed.
This is what happens when one has tradition, values, respect and self-discipline.
Much expensive
Homeboy sporting a tongue ring 🤣😆😂 cute.
Because we put a ridiculous price tag on anything Japanese people make thats why 🙄
Le macha c'est vraiment dégueu, pire que les oursins, les bridés aiment vraiment des trucs chelou
He looks like 20 and has been in business for 18 yrs…
00:00 🍵 Ceremonial-Grade Matcha Introduction
Ceremonial-grade matcha is highly regarded for its quality and is expensive.
Matcha's flavor complexity is linked to its vibrant green color.
It takes a year to grow the plants used for matcha production.
01:10 🌱 Harvesting the Finest Leaves
Matcha producers select the first leaves for the best-quality tea.
Shade protects the leaves from sun, preserving flavor and color.
Jintaro uses traditional rice-straw shading for his plants.
03:32 🌿 Special Care for Ceremonial-Grade Matcha
Ceremonial-grade matcha is made from single-harvest plants.
The leaves are steamed to preserve flavor and color.
A 97-year-old furnace imparts a unique roasted aroma to the leaves.
06:01 🍃 From Leaves to Tencha
Leaves are sorted and processed into tencha.
Jintaro personally tastes the unrefined leaves for quality.
Matcha is ground using traditional stone mills, a slow but precise method.
08:08 🌿 Health Benefits and Market Growth
Ceremonial-grade matcha has high levels of antioxidants and chlorophyll.
The global matcha market is growing rapidly.
Most production focuses on culinary-grade matcha due to lower costs.
09:31 🌳 The Future of Matcha Production
Few families still grow ceremonial-grade matcha.
Jintaro continues the family tradition of matcha production.
The process from leaf to matcha powder is a year-long endeavor.
Ceremonial and Culinary grade names are made up, there is no consistency from one brand to another. Colour, when picked and freshness is all that matters
I enjoy ceremonial macha a lot, I love how calming it is and how your hand moves and how it just looks overall in a cup, it’s just so calming and when you drink it. I just imagine myself laying on the grass in a middle of a farm field
Bro. The editor must be a weab. Why did he leave "Itadakimasu" as is and didn't translate it. T_T
What’s the name of his company ?
I love how passionate they are with what they do🤍✨
これだけの情熱と愛情、手間暇掛けて作ってくれるのを有難く頂かないとね。値段が高いのにはちゃんとした理由が有るんだよ
Love the video but the audio from the person behind the camera is way too loud. It takes away from the overall enjoyment of the subject matter. Otherwise, great video, as always.
His matcha foam is perfect😮😮😮😮❤❤❤
Matcha is definitely the best tea I’ve ever had.
A true craftsman is never satisfied with his work.
It's expensive because a bunch of pretentious people pretend to like it.
I bet they just add vivid green pigment to crappy matcha
You speak so many things, it is expensive because it's grow in Japan. If it grows to lowly country it's cheaper