Over the past 12 years, OMGTea has grown from a personal story into one of the UK’s leading matcha brands. But at its heart, very little has changed.
From the beginning, it has always been about sourcing authentic, high quality Japanese matcha and building genuine relationships with the people who produce it.
Last month, I spent two weeks travelling across Japan, visiting Kyoto, Fukuoka, Kagoshima and Tokyo. Our photographer, Michelle Hayward joined me on the trip to photograph and help capture the experience.
For me, it was something much more personal. It was a chance to return to the places where our matcha begins, and to reconnect with the people who make it possible.
Visiting AIYA in Nishio
More than a partnership
One of the most important stops on every trip to Japan is Nishio, where we visit AIYA.
We have worked closely with AIYA since I founded OMGTea in 2014, but what I always find difficult to fully explain is just how meaningful that relationship is. It goes far beyond a typical partnership.
There is a real sense of trust, shared values, and mutual care that has grown over time.
Every visit reminds me why we chose to work with them in the first place.
Seeing the craft behind the matcha
During our time there, we walked through the tea fields, toured the production facilities and spent time tasting different teas together.
Even after all these years, I am still struck by the level of detail involved.
The precision.
The consistency.
The quiet dedication to doing things properly.
There is nothing rushed about it. Every step is considered, and that shows in the quality.
Being there in person brings everything back into perspective. It turns something that can feel like a finished product back into a process, into people, into craft.
Kagoshima: Where Our Matcha Comes From
Returning to the source
Travelling to Kagoshima is always very special for me. This is where our OMGTea organic matcha is grown.
Our matcha is cultivated by Nishi‑san and his family, who farm in the Kirishima Mountain region. It is an incredibly beautiful place, surrounded by nature, with rich volcanic soil and clean mountain air.
Standing in those fields feels very grounding.
Because when you spend most of your time talking about matcha, you talk about flavour, colour, nutrients. But being there reminds you that it all starts with the land.
The environment behind the quality
The conditions here are what make the tea so special.
The higher altitude means cooler temperatures, which slows the growth of the tea plants. That slower growth allows the leaves to develop more depth of flavour and greater nutrient density.
The surrounding forests create a natural balance, supporting the plants in a way that reduces the need for intervention.
Everything works together quietly.
Learn more about the cultivation process.
Time with Nishi‑san and family
We spent time walking through the fields with Nishi‑san, watching the harvest, visiting the factory and sharing a meal together.
These moments are always the most meaningful because what you see very clearly is the care. Not just in the final product, but in every stage of the process. There is a deep pride in what they do, and a real respect for the land they work with. It is a family effort, built on generations of knowledge and experience. And when you see that first‑hand, it stays with you. It reminds you that behind every bowl of matcha is not just a product, but a story, a place, and a way of life.
Explore our range of organic matcha from Kagoshima
Experiencing Matcha Culture Across Japan
Kyoto: tradition and stillness
In Kyoto, everything feels rooted in tradition.
Walking through the temples and tea houses, you are reminded that matcha has been part of daily life here for centuries.
There is a quietness to it. A sense of care in how things are prepared and shared.
It encourages you to slow down.
To take a moment.
Tokyo: creativity and evolution
Tokyo feels completely different.
It is fast, creative and constantly evolving.
We explored a number of matcha cafés, each offering something slightly different. From beautifully balanced lattes to more experimental drinks, it was inspiring to see how matcha continues to find new audiences.
What stood out was that even in these modern settings, there is still a connection back to the original craft.
Why Staying Close to the Source Matters
As matcha becomes more popular around the world, it becomes easier to lose sight of where it comes from.
For me, trips like this are about making sure we stay connected.
Connected to:
- The farmers
- The process
- The land
- The traditions
Because that is what allows us to continue offering matcha that we truly believe in.
When you drink OMGTea, I want you to feel confident in knowing where it comes from, and the care that has gone into producing it.
Why I Started OMGTea
Being back in Japan always brings me back to the beginning.
OMGTea started from a very personal place. I was looking for something that could support my mum’s recovery, and that search led me to matcha. At the time, I didn’t know where it would lead, but I felt something in it straight away. Over the years, that feeling has only grown stronger.
The more I have immersed myself in matcha, the more I have come to appreciate not just its potential benefits, but the incredible history, craft and culture behind it. Matcha is not just a drink. It is something much deeper than that.
Final Thoughts on Returning to Japan
Coming home from a trip like this always brings a sense of gratitude.
Gratitude for the people who welcomed us so warmly.
For AIYA.
For Nishi‑san and his family.
And for the opportunity to keep learning.
Each visit strengthens the connection between what we do at OMGTea and where it all begins. It reminds me why being authentic and staying true to our values matters. And it reminds me how fortunate we are to be part of this story, and to share it with you.
Thank you for being part of that journey with us.
Katherine Swift
Founder, OMGTea
