August 11, 2017
ニューヨークで抹茶ブームが起きているという事は、Matcha Barがブルックリンにオープンし、日本のメデイアに取り上げられたときから有名な話。
昨年、ノリータにフォトジェニックな抹茶カフェ「cha cha matcha」がオープンし、その抹茶ブームは加速。
なぜ私が今回こんな記事を書いているのかというと、歌手のドレイクが、Matcha Barに投資をしたという記事を読んだから。


@champagnepapi joins the #MatchaFam. Endless gratitude and cheers to the continued hustle! #MatchaBar #BetterEnergy

MatchaBarさん(@matchabar)がシェアした投稿 –

そして、先日OFF-WHITEのデザイナー”Virgil Abloh”とWarby Parkerのコラボサングラスが販売になり、
発売日当日、デザイナーとWarby Parkerの創設者が来店すると聞き、店に足を運びました。
その時、デザイナーのVirgilが飲んでいたのも「Cha Cha Matcha」の抹茶だったのです!!!

“this is your brain on matcha”

@virgilablohがシェアした投稿 –

そんなMatcha BarはWhole Foodsでの販売をスタートしており、Cha Cha Matchaは2店舗目のノマドエリアにオープンしたばかり。


New York will start to enjoy matcha more than coffee?!
MatchaBar, a New York based matcha cafe, has announced that Drake is a primary investor in the company. Since they opened their first location in Williamsburg back in 2014, matcha has climbed its way to the top as a health drink in New York. After that, instagrammable cafe, Cha Cha Matcha, appeared in Nolita.
Given that their cafe became more and more successful—and crowded—by the day, they opened a new location in Nomad last month. Now, one can even find matcha drinks at coffee shops or super markets, too.
This month, Warby Parker collaborated with OFF-WHITE c/o Virgil Abloh. Abloh had a signing event at Warby Parker in Soho on the first day that the collaboration dropped. When I was there, I saw that he was drinking matcha from Cha Cha Matcha. After I saw that he posted it on his instagram account, too, I realized that he is a big fan of matcha!
When matcha was first introduced to the New York cafe community, a majority of its consumers were health-conscious people. I didn’t see that a lot of people in the street culture were drinking matcha— but now they can’t get enough.The trend of matcha is still going strong. Who knows— maybe New York will start to enjoy matcha more than coffee?!

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