Zenkyu Matcha deepens London push with retail, festival and workshop tie-ins

Tokyo-based Zenkyu Matcha has expanded its UK presence through a London workshop with Story mfg., a debut at the London Coffee Festival 2026 and a retail launch at tokyobike London. The brand is now opening wholesale and B2B partnerships as it targets growing demand for premium matcha across the UK and Europe.

Why it matters: - Zenkyu Matcha is trying to turn matcha from a café trend into a broader lifestyle product in the UK and Europe. - The London moves give the Tokyo brand new consumer touchpoints, trade exposure and retail distribution in a market where premium matcha demand is rising. - The company is also opening wholesale and B2B partnerships, which could speed up expansion across cafes, hotels, wellness venues and concept stores.

What happened: - BLUEGON Inc., the Tokyo-based operator of Zenkyu Matcha, said it completed a series of collaborative events and workshops in London. - The brand hosted an exclusive workshop at Story mfg.’s newly opened London flagship store. - Zenkyu Matcha appeared at the London Coffee Festival 2026 with tasting sessions and market discussions. - The company launched its products at tokyobike London, marking a physical retail entry in the UK.

The details: - The Story mfg. workshop focused on mindful matcha preparation and brought together local creatives and wellness enthusiasts. - Story mfg. founders Saeed and Katy attended the event. - Zenkyu Matcha positioned the collaboration around shared values of slow craftsmanship, eco-conscious design and daily ritual. - At the London Coffee Festival 2026, Zenkyu Matcha highlighted shaded cultivation, premium first-flush leaves and stone-grinding. - The brand said buyers and media responded to the matcha’s deep-green color, umami profile and smooth finish. - Zenkyu Matcha also discussed UK matcha latte trends and the future of the local market with industry professionals. - The tokyobike London launch gives Zenkyu Matcha a brick-and-mortar sales point alongside its global e-commerce network. - Zenkyu Matcha described tokyobike London as a lifestyle concept store that carries Japanese lifestyle goods, kitchenware and apparel. - Zenkyu Matcha said its wholesale and corporate offers are aimed at cafes and restaurants, hotels and wellness retreats, and curated retail and concept stores. - The company says its B2B offering includes matcha powders, lattes, tea bowls and bamboo whisks. - Zenkyu Matcha’s product line is built around shaded first-flush tea leaves from Uji, Kyoto, blended by Japanese tea artisans and stone-ground. - The brand is headquartered in Minato-ku, Tokyo, and is led by CEO Kensuke Suji. - The official website is More information.

Between the lines: - Zenkyu Matcha is leaning into partnerships that connect matcha with fashion, design and wellness, not just beverage service. - That strategy fits a premium positioning and could help the brand stand out in a crowded market where matcha is gaining mainstream visibility. - The retail launch matters because physical placement can build trust for a product that sells on ritual, quality and experience.

What's next: - Zenkyu Matcha is actively seeking wholesale and corporate partners in the UK, Europe and other markets. - The company is offering product samples, wholesale catalogs and collaboration proposals to interested buyers and brand managers. - Zenkyu Matcha also signaled further growth around its e-commerce and brick-and-mortar presence as it builds its European footprint.