The newest Japanese teahouse to open in Manhattan offers a lesson in ancient matcha rituals. The sensory experience begins with the smell of incense at S\u014drate’s new outpost in the Flatiron District. Afterwards, a tea master prepares and serves the brew while guests quietly complete a \u201cmeditative ritual to enjoy the sights and sounds.\u201d<\/p>\n
\u201cYou want to hear the water boiling and the whisk stirring the matcha with hot water in the ceramic bowl,\u201d said the founder. Afterwards, you’ll have time to drink, enjoy, socialize and ask as many questions as you like. The goal is to bring a sense of meditative stillness to customers in the city that never sleeps.<\/p>\n
S\u014drate grew out of an online matcha subscription service, which launched in 2020. A partner joined in 2023 to open the duo’s first brick-and-mortar store in Soho. The new outpost at 30 E. 18th St. is a sleek, 600-square-foot space with dark walls and elegant wood interior.<\/p>\n
Participation in a tea ceremony costs $120. Tea tastings cost $60 in Flatiron, where snacks are included, or $90 with light bites in Soho. "The tea ceremony symbolizes harmony, respect, purity and tranquility – in a simple bowl of tea," said a tea master, citing the four principles known in Japanese as "wa", "kei", "sei" and "jaku".<\/p>\n
Matcha, a finely powdered green tea stirred until smooth and frothy with a bamboo whisk and hot water, is offered hot or iced. The store adds milk upon request – no judgment, although the bright green drink, served for thousands of years in Japan and China, is meant to be served in its purest form.<\/p>\n
Japan now exports more than half of its matcha. Retail sales have grown 86% in the last three years, according to research. However, this year was difficult due to bad weather, leading to a smaller harvest and higher demand. U.S. imports from Japan are subject to a 15% tariff, resulting in price increases for ceremonial-grade matcha.<\/p>\n
Despite the challenges, S\u014drate’s customers are not deterred by the price increases. "They understand this is a global issue. Some people have canceled their subscriptions, but not many," said the founder. To keep up with demand, S\u014drate needs to expand its network and find new partner farms in Japan.<\/p>\n","protected":false},"excerpt":{"rendered":"
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