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

Matchaya's growth demonstrates how a company can leverage a niche retail presence to establish a broader distribution network. Kevin Chee identified a gap in the market where cafes and restaurants were sourcing matcha from general suppliers, rather than specialists. By already importing matcha for his own retail outlets, Matchaya was positioned to offer competitive pricing, as he noted, and become a dedicated supplier.

The decision to supply competitors with a core product, rather than acting as a gatekeeper, appears to have been a pragmatic strategy for Matchaya. Chee stated that distribution helped Matchaya weather the ups and downs in its retail business, particularly during the COVID-19 pandemic. This approach reframes matcha as a network commodity, where broader adoption benefits all participants, including the supplier.

Matchaya's direct sourcing from Japanese tea farms in Shizuoka was a critical step in its evolution. Chee recalled that introductions from friends and cold emails yielded contacts, allowing him to build his own network and learn about production nuances. This direct relationship provided not only cost advantages but also deeper knowledge of matcha, allowing for better control over supply and consistency.