Why Ceremonial-Grade Matcha Is So Expensive | So Expensive Food | Business Insider

The greener matcha is, the smoother and more complex its flavor. But not all matcha is the same. Matcha at its highest quality is referred to as ceremonial-grade, because of the central role it plays in Japanese tea ceremonies. And while this bright green powder takes a few seconds to dissolve in water, it takes an entire year to grow. Jintaro Yamamoto runs a 180-year-old tea farm, one of the oldest in Uji, Japan. We visited his farm to find out what makes ceremonial-grade matcha so exceptional? And why it's so expensive.

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Why Ceremonial-Grade Matcha Is So Expensive | So Expensive Food | Business Insider

[sillywilli.]

It's so beautiful seeing his passion for his craft. Rare to see someone who truly enjoys their occupation.

[PincheBeckyEffsgiven]

When you take pride and combine it with joy, you get a great product. Being respectful to what is being harvested, be it plants or animal, does make a huge difference.

[morbideddie]

I think it's worth noting thay "ceremonial grade" isnt an official or regulated classification, any company can call any matcha "ceremonial grade". I think simply refering to it as "high quality" matcha is less misleading since most matcha sold as "ceremonial grade" isnt hand ground, first leaf or first flush.

Great to see that traditional makers like this still exist and that the torch is being carried by someone so young, driven and passionate.

[modkhi]

its so rare to see a younger person having inherited a traditional business like this and also seem so in love and enthusiastic about it outwardly that it makes me happy through the screen. a lot of people like him seem to grow to appreciate their work but they don't seem to have so much pure passion about it, like this is what they would have done anyway even if they weren't in a position to inherit the business. really cool to see

[aishikamitra]

It’s so nice to see a young person from our generation taking such interest in a traditional business. While the trend of matcha or sake rises, youngsters seldom want to be tied to these facilities as they aren’t as fast growing as other more urban or technical jobs. Good luck to his work, may he expand to produce more specialised teas in the future. ❤️

[gokobe]

By the smile on his face you can tell he actually takes pride in what he does!

[abt_micah]

I love matcha but this documentation took my appreciation of it to another level. It's so beautiful to see someone so passionate about his craft and his love and dedication to keep the tradition. 🍵🍃💚

[thelostremainunfound]

Even before he said it, he radiated love for his profession and business. So glad to see someone love something so much and put so much pride in their work. Coming from a country that looks down on farming and labor work, it's really something to see so much respect put into the work he does.

[konstantinepotapov]

Thanks to people like Jintaro-San who continue to support traditions 💚 His work is highly appreciated all around the world 🌍

[TawnyFawny]

Jintaro's passion for his craft and dedication to quality is extremely honorable. This episode was particularly enjoyable because of the focus on him and his tea farm. This series makes me continually grateful for products after seeing the hard work put into producing them!

[TooLittleInfo]

The work ethic and artisanship of the Japanese is truly unparalleled. I remember watching a video of a chef who specialises in hand made soba---he doesn't even look at what he's doing, he is doing everything by feel, it's instinctive for him at this point. It was absolutely beautiful. I must visit Japan one day and experience this for myself.

[ProfMannion]

What a Beautiful farm. The plants look so healthy. I lived in Okinawa for a while and the storms were something else, I can't imagine the work put into that farm (Uji is mainland Japan so a while north, but it's still coastal and in the Pacific so they get whacked with the same storms).

[minimalistmomo]

we tea masters have nothing but pure appreciation and gratitude to these farmers that brought us our ceremonial teas to enjoy and share. Thank you. May you all be well and happy.

[someoneelse]

That man deserves every yen he gets. He truly has a love for what he and his employees do.

[livewellwitheds]

I had the absolute privilege of experiencing a matcha tea ceremony in a temple in Japan once. it was absolutely incredible

[TetrisThest]

Owning a century old business in a multimillion dollar industry and still he’s very grounded and passionate. Remarkable.

[LL-blhd]

This video was beautiful. It really shows how matcha is an art and a craft as well as a natural product. Seeing Jintaro's devotion was truly inspiring.

[harithavallipinisetti]

They say ‘when you are fully satisfied with your work, you can’t do better ‘. Jintaro san literally living on that principle. Love the way he respect his work and at the same time he’s always willing to improve his work than the last time. That attitude really inspired me. Thank you Jintaro san.

[MrMikkyn]

His passion for matcha is so beautiful. So much joy in the simplicity of the beautiful flavour of ceremonial green tea powder. Joy in the little things.

[orboakin]

As I watch this, I cannot help but be reminded of Deaimon recipe for happiness. I get the same vibe of balancing the old and the new i.e. the younger generation embracing the traditional methods and practices of their families and forebears while also refining them with modern methods and sensibilities. Jintaro as the new generation owner of his family's tea business reminds me of that. Japan really excels at showing that societal progress can be made while respecting tradition and keeping it alive for future generations.