MATCHAMON × TOKYO FOOD INSTITUTE
Global matcha stand brand MATCHAMON has been selected as part of an initiative by TOKYO FOOD INSTITUTE (Tokyo Food Institute), a general incorporated association working to shape the future of food from Tokyo. As part of this regenerative project — aimed at drawing out new value from regional resources and connecting the cycles of nature and production to the future — MATCHAMON has developed and launched an original matcha gelato made with ingredients from Shizuoka Prefecture.
Tokyo Food Institute has previously undertaken projects such as "HONYAMA88" (2022), which documented the efforts of tea farmers in the Honyama area of Shizuoka City, and "Regenerative KAWANE" (2024), which compiled stories of regional revitalization through game cuisine and farmhouse lodging in the Kawane area of Shizuoka Prefecture. This new initiative aims to connect those regional efforts to urban consumer experiences.
What Is Food Regenerativity?
"Regenerative" is a growing concept in the food and beverage industry. Rather than simply reducing environmental impact, it aims to restore nature and local communities to a better state.
This involves adopting farming methods that enrich the soil, sourcing ingredients with biodiversity in mind, maintaining ongoing collaboration with regional producers, and creating circular use of waste — in effect, redesigning the entire food supply chain. It is a next-generation standard for the industry, one where the act of serving food itself contributes to the regeneration of society and nature.
Shizuoka Ingredients × Matcha Gelato
The gelato uses premium-quality matcha strong enough to stand up to a rich ice cream base, paired with fruits and nuts from Shizuoka to create flavors unique to MATCHAMON.
Available Flavors (4 varieties — limited time)
- Matcha Strawberry Cheese
- Matcha Yuzu
- Matcha Banana
- Hojicha Caramel Hazelnut
Development Details
Matcha Strawberry Cheese Gelato
- Strawberry (Shizuoka City, Shizuoka / Nakajima-en Farm)
The strawberries from Nakajima-en are grown in an environment where bees fly freely inside the greenhouse, enabling natural pollination. Rather than over-managing the process, the farm works in harmony with the ecosystem — a farming approach that embodies coexistence with nature.
These strawberries are generously used and paired with creamy mascarpone cheese for a gentle, layered flavor. Enjoy the bright freshness of strawberry alongside the deep complexity of matcha.
Matcha Yuzu Gelato
- Yuzu (Haibara District, Shizuoka / KAWANE SENSE)
The yuzu grove in Kawanehon-cho was born from land that was once tea fields, then abandoned, and has now been given new life. Even the pith (albedo) and flesh beneath the skin — parts that tend to go unused — are fully utilized, embracing a philosophy of making the most of every element of the ingredient.
Blended yuzu jam gives this gelato a fresh, green flavor that pairs beautifully with the bitterness and depth of matcha.
Matcha Banana Gelato
- Banana (Fuji City, Shizuoka / Uchida Farm)
At Uchida Farm, cultivation focuses on careful soil preparation and harnessing the power of microorganisms, rather than relying on chemical efficiency. Rich soil not only nurtures crops but also slowly regenerates the surrounding environment.
The deep umami of matcha and the mellow sweetness of banana come together in a surprisingly harmonious combination, leaving a rich and gentle finish.
Hojicha Caramel Hazelnut Gelato
- Hojicha
Hojicha is a tea that was created by roasting tea leaves that were once considered off-spec or of limited use, giving them new aroma and value. Shining a light once more on ingredients that had reached the end of their role — this process aligns perfectly with the spirit of regenerativity. - Suruga Bay Deep Sea Salt (Shizuoka / Marukiya Shoten)
Made from the clean deep seawater of Suruga Bay, this salt is low in contamination risk and rich in minerals. The seawater is concentrated and then slowly simmered in a flat pan until crystallized, resulting in a soft, gentle saltiness.
Rich, roasted hojicha layered with the sweetness of caramel, tightened by Suruga Bay deep sea salt, with hazelnut adding a satisfying texture.
First Featured Ingredient: Yuzu from Kawanehon-cho, Shizuoka
The first regenerative ingredient adopted for this series is yuzu from KAWANE SENSE in Shizuoka Prefecture. Produced in Kawanehon-cho and using the entire yuzu fruit — skin, flesh, and all — it is crafted into a "raw jam" without heating.
Rollout began in March at MATCHAMON locations nationwide.
Yuzu and Regenerativity
Yuzu has traditionally been used primarily for its skin as a garnish, or its juice extracted for beverages. In recent years, demand for yuzu peel has grown as a craft beer ingredient, leading to large quantities being used — but as a result, the flesh and other parts of the fruit are often left unused and discarded.
The raw jam used in this gelato is made by repurposing these underutilized parts — specifically the pith (albedo) beneath the skin and the fruit flesh. By making full use of every part of the ingredient, this approach creates added value while promoting sustainable use of materials.
Characteristics of Kawanehon-cho Yuzu
Kawanehon-cho, nestled in the foothills of the Southern Alps, has a large temperature difference between day and night — ideal conditions for growing yuzu. The yuzu grown there has a rich aroma and an excellent balance of acidity and bitterness.
Harvested yuzu is sent directly to the in-house processing facility immediately after picking. It is handled swiftly to preserve freshness and aroma, then stored in optimal condition — a commitment made possible only because the operation is based in Kawanehon-cho. All yuzu is grown without pesticides, and additives such as preservatives and artificial coloring are minimized. The focus is on the natural deliciousness of the ingredients and the peace of mind that comes from knowing what you're eating.
While yuzu is generally used only for its skin, KAWANE SENSE makes use of the peel, flesh, juice, and seeds as much as possible, working to draw out the full appeal of the ingredient.
Serving Style
The gelato is served in either an ice cup or a monaka (wafer shell) — your choice. The combination with monaka, reminiscent of Japanese wagashi culture, offers a new matcha and Japanese tea dessert experience.
Locations
- MATCHAMON Kyoto Nijo Castle East
- MATCHAMON Asakusa Hanayashiki-dori
On Sale Now
For the latest information on the release schedule and details, refer to the brand's official social media channels.
MATCHAMON continues to engage with exceptional products and ingredients from Shizuoka and across Japan, with the mission of delivering "moments of inner stillness through matcha, to the world."
About MATCHAMON — A Japan-Origin Global Matcha Stand Brand
Matcha is currently one of the fastest-growing beverage categories in the world. Driven by growing health consciousness and interest in Japanese culture, the market is expected to continue expanding in cities across Asia and the West — yet global matcha brands that authentically convey the cultural background and spirit of tea remain limited.
MATCHAMON was founded as a Japan-origin global matcha brand with a mission to deliver the inner richness of traditional tea culture to people around the world, using only top-quality Japanese-grown tea leaves. The brand is committed to:
- Reinterpreting and sharing Japanese aesthetics and culture
- Promoting inner wellness through tea
- Supporting tea farmers and primary industries
- Building a vertically integrated in-group sourcing system
In terms of quality, MATCHAMON has established strict quality standards in collaboration with domestic producers. All matcha used in its drinks and sweets menus is Japanese-grown, managed consistently within an integrated in-group production, processing, and distribution system, with full traceability from origin to store.
