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that a light blow can turn it into a green fog. Made with
tea powder at the right taste profile, the only a few mat-
cha desserts served in the store are perfect complements
for Chinese matcha.

Domestic Fashion with White Design With the pure
white design and the silver gray tables and chairs, the space
is small yet not cramped. The staff uniforms are also in
white, which takes cues from traditional Tai-chi and tea
art custumes, and reflects Zheng’s wish to promote matcha
culture in an original and authentic way.
To get rid of the link between matcha and cute ACG
culture, Zheng designed the store logo in a seal shape,
aiming to interpret traditional element in a young and
modern fashion way, instead of replicating the outdated
shape of an old item.
“Some Japanese designs are too much and may make
men resist, as they may think the design is too cute and
feminine. The prefer masculine and sharp styles. So I try
to add male elements to remove the gender tag of milk tea
or matcha, to make it acceptable for everyone. ”

Transparent Demonstration Instead of Trying by
Yourself Zheng told us that the decay of matcha was
caused by the decisions of emperors in the Yuan and Ming
Dynasties. Tea art developed from boiling, frying to whisk-
ing, and became a high-class lifestyle for scholars and of-
“All Chinese matcha that I have tried are bitter, but Three Drinks Made with Advanced Domestic Tea ficials. However, Zhu Yuanzhang, the vulgar founder of the
bitterness doesn’t decrease its flavor. Since ancient times, Powder In less than half a year since Ting He Zheng Ming Dynasty, decided to get rid of tea bread, making
no matter how the market changed, the domain of bitterness opened in August, the update and design of the matcha matcha no longer fashionable and the stone grinder, the
in tea flavor has never been shaken. The cost of getting rid menu have been centered on three drinks: Chinese style, major tool for tea grinding, once extinct.
of the unpleasant flavor might be reduced nutrition.” Matcha latte, and Matcha special. Zheng wants to learn from The complicated matcha rituals may slow down the
As Japanese matcha gets popular, however, the pattern in the marketing effect of Americano, and apply the experi- return of modern matcha. Ting He Zheng, as a rising star
which people consume the drink has been led and shaped in a ence to putting the tag of ‘Chinese’ on matcha. in the industry, decides to avoid the pitfall of letting cus-
very different way. A good example is the popular Starbucks Though he always recommends Chinese matcha to tomers try themselves. Instead, a staff member makes the
Green Tea Frappuccino. The drink has ‘alienated’ matcha as a customers, he gradually, during the uptrend phase of the drink in five minutes behind the transparent glass to show
color, a flavor that adds extra taste, and an ingredient that can store, adjusted to public taste and introduced matcha latte basic steps, enticing curious customers to watch how their
be processed with cream and other bakery materials. to satisfy those who are used to new style tea drinks and order is made.
This case shows that the seemingly large demand for milky coffee. The mild flavor of this mixed drink may On the shop window right opposite the road are dis-
matcha is not for the drink itself, but its possibility to be entice customers to have a further try. played matcha tools, which attract passers-by’s attention
applied in various ways. This trend echos with the change Matcha special is an innovative mix of matcha and against the transparent glass and the strong sunshine.
in the Japan Ice Cream Association’s ‘Customers’ Favorite sparkling water or a cocktail. To fit the neighbouring sleep-
Ice Cream Flavors 2015’, where matcha flavor which used less and bustling night life, Zheng regularly changes the Making a standard specific for matcha
to be the fifth in 2010 rose to the third. recipe for the special drink, making it a fun choice for
returning customers. The retailed matcha beer is also pop- Every cup of matcha drink in Ting He Zheng is
Modern return of chinese matcha ular among customers. eligible for tea competition popular in the Song Dy-
The current matcha comes from Shaoxing Royal Tea nasty, which judges tea quality based on elements like
Ting He Zheng intends to use a modern and innovative Village. It stands out for its strong taste, and only 4 to 5 water temperature, grinding time and bubble thickness.
way to bring back Chinese matcha made by whisking tea, grams of powder is enough to make a cup of deep green Currently, Zheng only carries on tea competition ir-
a traditional technique in the Song Dynasty. matcha drink with a rich aroma. The powder is so delicate regularly in the making process.

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