Ise-cha, also known as Ise matcha, comes from Mie Prefecture, a region with a long and deeply rooted tea tradition that remains far less known in the United States than other tea-growing areas of Japan. Grown near the revered Ise Grand Shrine, one of Japan’s most sacred and historic sites, Ise-cha reflects generations of craftsmanship, care, and refinement. It is especially prized for its smooth character, balanced flavor, and elegant ceremonial quality.

At Matcha Story, we want to do more than simply offer premium matcha - we want to introduce people in the U.S. to an underrepresented part of Japan with a rich cultural and agricultural heritage. Mie may not be the first region that comes to mind for many American consumers of matcha, but its tea tradition is deeply respected in Japan. By sharing Ise-cha, we hope to highlight both the rarity of this matcha in the U.S. and the beauty of the region it comes from.

That’s also why we offer more than one way to experience it: our premium first-harvest Ise matcha for a top ceremonial experience, as well as other ceremonial-grade matcha that is not first harvest for a more affordable option while still delivering exceptional quality.