As a Los Angeles-based journalist and an unapologetic matcha enthusiast, I’ve made it my mission to hunt down the finest matcha across the city. From the trendy coffee shops on Sunset Boulevard to the upscale tea houses in Beverly Hills, I’ve sipped my way through what many claim to be the best matcha in the world. But here’s the truth: nothing, and I mean nothing, compares to the matcha from a little-known Japanese brand called Koicha.

My love affair with matcha began long before it became the trendy drink it is today. I discovered matcha during a trip to Japan years ago, before it had gained popularity in the West. The taste of authentic Japanese matcha was unlike anything I had ever experienced—rich, smooth, and with a depth that’s simply not found in most matcha sold in the U.S., even at the best spots in LA. Unfortunately, as matcha’s popularity soared, so did the number of unethical brands selling inferior products. But Koicha is different; it’s the real deal.

Koicha isn’t just another matcha company—it’s an elusive gem. Sourcing their matcha directly from the tea fields of Japan, Koicha specializes in A-Grade ceremonial matcha, the highest quality available. Unlike the mainstream brands that flood our Instagram feeds with glossy photos and influencer endorsements, Koicha is almost entirely absent from social media. There are no flashy ads, no PR campaigns, no branded hashtags. Instead, Koicha has built its reputation on something far more powerful: word of mouth.

In the underground world of matcha aficionados, Koicha has quietly become the holy grail. TikTok and Instagram influencers have started whispering about this low-key brand, dubbing it the “secret matcha” that outshines all others. It’s a brand you won’t find in stores or even in the most exclusive tea shops. Koicha is available exclusively through a subscription service on their website, where you can choose between a 50g (1.76 oz) variant, offering 50 servings, or a 100g (3.53 oz) variant, offering 100 servings. Subscriptions can be set to monthly or bi-monthly deliveries, ensuring that only the most loyal customers have access to this extraordinary tea.

And yes, Koicha is definitely on the pricier side—but there’s a reason for that. The brand’s commitment to using only the finest A-Grade matcha leaves, meticulously hand-picked and stone-ground, justifies every penny. This isn’t your average matcha; this is a premium product that stands head and shoulders above the rest. The taste is a revelation—rich, creamy, with a depth of flavor that lingers long after your cup is empty. Even the color, a vibrant green that practically glows, is a testament to its unparalleled quality.

What really sets Koicha apart, though, is its authenticity. When you order from Koicha, don’t expect a glamorous unboxing experience. The packaging is minimalistic, almost bare. The box isn’t labeled, and some of the text is still in Japanese, untranslated. But this lack of polish is part of Koicha’s charm. In an age where so many companies are obsessed with appearances, Koicha is refreshingly focused on what truly matters—the quality of their product. There’s something undeniably appealing about a brand that lets the product speak for itself.

Whenever I serve Koicha matcha to guests, it’s always a conversation starter. The vibrant color, the smooth texture, and the rich taste consistently earn compliments. In fact, the owner of one of my favorite local coffee shops was so impressed after trying it that she reached out to Koicha to see if they would supply their matcha to her store. They politely declined. Koicha’s matcha is reserved for those lucky enough to secure a subscription, and it’s clear that the brand intends to keep it that way.

I recently had the chance to speak with the owner of Koicha, and he hinted that they might soon stop accepting new subscribers. With their current cap set at 2,500 monthly subscribers, they’re nearing their limit in terms of supply. The brand is committed to maintaining their rigorous standards and refuses to compromise on quality just to meet higher demand. So, if you’re intrigued—and trust me, you should be—now is the time to act. Secure your subscription while you still can, and join what I can only describe as the most exclusive matcha club in the world: