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

Kevin Chee, a 27-year-old corporate professional, recognized the potential of the burgeoning specialty coffee market in Singapore in 2014. While many viewed matcha merely as a flavoring, Chee saw its growing appeal and began experimenting with bottled matcha lattes sold at weekend markets. His social media marketing efforts gained traction, leading him to quit his job and open Matchaya's first outlet in 2015.

Chee understood that building both retail and distribution channels was crucial for success, which he accomplished by sourcing matcha directly from Japanese tea farms and establishing a network of suppliers. As Matchaya grew, Chee noticed an increasing demand from cafes, restaurants, and food manufacturers for the powdered tea, prompting the expansion of Matchaya's distribution business.

Despite the increasing costs of Japanese matcha, Chee believes that supply will stabilize in the next few years, as Chinese producers ramp up production. Matchaya has now become one of Singapore's most established matcha brands, operating outlets in both the country and Indonesia, while also supplying about half of the matcha used by local cafes and food manufacturers.