From weekend markets to a matcha network: How Kevin Chee built Matchaya

Kevin Chee, a 27-year-old corporate professional, identified the potential in Singapore's matcha market more than a decade ago. In 2014, while working at DBS Bank, Chee noticed the specialty coffee market growing and saw a gap in the matcha market. At the time, most people bought matcha from Starbucks, viewing it as a mere flavoring for desserts and chocolates. Chee began selling bottled matcha lattes at weekend markets, and his venture quickly gained popularity on social media.

With success in retail, Chee realized the need to build a distribution ecosystem. After a dozen years, Matchaya now operates two outlets in Singapore and four in Indonesia, supplying about half of the matcha used by local cafes, restaurants, and food manufacturers. Chee sourced matcha directly from Japanese tea farms through introductions from friends and cold emails. This led to Matchaya building its own network of suppliers, allowing the company to collaborate with them and offer marketing benefits.

During the COVID-19 pandemic, Matchaya's distribution business proved crucial to the company's survival, helping it weather the ups and downs in its retail business. Chee noted that supply for Japanese matcha would stabilize in the next two to three years, as Chinese producers ramped up production in response to rising prices. With the global appetite for matcha increasing, Chinese producers have entered the market, offering lower-priced alternatives.

Matchaya has now expanded its product offerings to include Chinese matcha, catering to a broader range of customers. The company serves only Japanese matcha at its retail stores, as consumers have become increasingly discerning and want to know more about the origin, cultivar, and quality of their matcha. In March 2026, Matchaya unveiled its new flagship store, Matchaya 3.0, which offers an experiential atmosphere, novelty drinks, and Japanese-inspired dishes.

Chee's keen understanding of the market and his focus on building a strong network have helped make Matchaya a leading matcha brand in Singapore.