Introduction to Angel Zheng and Isshiki Matcha

Angel Zheng, a 25-year-old entrepreneur, is on a mission to build a household brand around matcha, a powdered green tea with unique taste and potential health benefits. Zheng’s latest venture, Isshiki Matcha, is a matcha-dedicated café located in Manhattan’s East Village neighborhood. The café is an extension of Zheng’s passion for matcha, which she believes has the potential to become a staple in the beverage industry.

Lisa Kailai Han | CNBC

Zheng’s journey as an entrepreneur began while she was still in college, earning her undergraduate degree in business from Baruch College in New York. She started her first two businesses, an e-commerce women’s wear brand and a recording studio, which eventually led to the opening of omakase sushi bars Moko and Shiso. The two fine dining spots earned Zheng and her co-founder a spot on the Forbes 30 Under 30 list for the food and drink industry last year.

The Concept of Ikigai and Its Role in Zheng’s Business

Zheng’s latest business venture is rooted in the Japanese concept of “ikigai,” which refers to a passion that gives value and joy to life. Zheng believes that she has found her ikigai in matcha and is determined to build a brand that reflects her passion and dedication. “When you think about coffee right now, you have those names like Lavazza, Illy, La Colombe. But when you close your eyes and think about matcha, it’s such a new market that there aren’t heritage brands yet. And that’s what I want to be,” Zheng told CNBC in an interview.

Lisa Han | CNBC

Zheng’s goal is to make Isshiki Matcha a household name, and she is working tirelessly to achieve this goal. Despite the challenges she faces, including supply chain issues and tariffs, Zheng remains committed to her mission. She believes that her passion and dedication to matcha will ultimately lead to her success.

Popular Among Young Adults

Matcha has gained popularity in recent years, especially among millennials and younger generations. The drink’s unique taste and potential health benefits have made it a staple in the health and wellness movement. On Instagram, 8.8 million posts are tied to the hashtag #matcha, and on TikTok, 2 million. Celebrities such as Dua Lipa, Gwyneth Paltrow, and Jessica Alba have publicly endorsed the drink, further increasing its popularity.

Japan’s matcha production has increased significantly over the years, with 4,176 tons produced in 2023, nearly three times more than the 1,471 tons produced in 2010, according to the Japan Times. The same article quoted Kametani Tea saying it had increased its production by about 10% each year since 2019 just to keep up with demand.

Zen and Purpose

Zheng, a first-generation Chinese immigrant, grew up on matcha and credits the tea with helping her find balance in her chaotic schedule. “Isshiki” means one pillar, and Zheng believes that having pillars in life, such as a daily matcha routine, can help individuals find zen and purpose. She hopes to create a community around Isshiki Matcha, where people can come together to enjoy matcha and find their own sense of purpose.

Lisa Han | CNBC

Zheng’s passion for matcha is evident in everything she does, from the carefully curated events at Isshiki Matcha to her social media presence. She believes that having a digital presence is just as valuable as having a physical one and uses her influence to promote her brand and connect with her community.

Struggling with FOMO

Zheng credits her success to preparation, hard work, and luck. She believes that having a strong network is essential for any entrepreneur and that sometimes, it’s necessary to take risks and put herself out there. Zheng’s fear of missing out (FOMO) has led her to attend various events and meet new people, which has resulted in valuable connections and opportunities.

One such opportunity arose when the owner of a bottled lemonade business, The Lucky Ox, walked into her café to pitch some of his products for her dinner menu. Zheng expressed interest in entering the ready-to-drink space, and the two soon collaborated on a new, bottled matcha lemonade. The matcha lemonade, which just launched a month ago, is already available in 120 stores, Zheng said.

Conclusion

Angel Zheng’s story is a testament to the power of passion and dedication. Her journey as an entrepreneur has been marked by challenges and successes, but she remains committed to her mission of building a household brand around matcha. With her careful attention to detail, commitment to quality, and passion for matcha, Zheng is well on her way to achieving her goal.

Read more about Angel Zheng and her matcha business Here

Smart Tip for Readers

When exploring new business ventures or hobbies, consider the concept of ikigai and how it can help you find purpose and passion in your life. Take time to reflect on what brings you joy and fulfillment, and don’t be afraid to take risks and pursue your passions, just like Angel Zheng did with matcha.