{"id":1914,"date":"2026-04-20T04:00:00","date_gmt":"2026-04-19T19:00:00","guid":{"rendered":"https:\/\/vietnam-gift.com\/news\/the-matcha-tokyo-hanoi-old-quarter-2026\/"},"modified":"2026-05-09T20:00:50","modified_gmt":"2026-05-09T11:00:50","slug":"matcha-tokyo-hanoi","status":"publish","type":"news","link":"https:\/\/vietnam-gift.com\/en\/news\/matcha-tokyo-hanoi\/","title":{"rendered":"Japan's premium matcha brand \"The Matcha Tokyo\" enters Hanoi's Old Quarter at 34 Hang Gai on January 24\u2014organic matcha making up only 1% of Japan's, a 4-floor expansion drawing long lines"},"content":{"rendered":"

On January 24, 2026, Japan's premium matcha brand \"The Matcha Tokyo\" opened its first store in Vietnam at 34 Hang Gai Street in Hanoi's Old Quarter. Following China, Thailand, and the Philippines, it marks the brand's fourth country in Asia, occupying a large four-floor location a three-minute walk from Hoan Kiem Lake. Using top-grade organic matcha that accounts for only about 1% of the matcha produced in Japan, it has been so popular that long lines have formed every day since opening. For Japanese travelers too, it draws attention as a new option to enjoy an \"authentic Japanese matcha experience\" in Hanoi at an affordable price.<\/p>\n\n\n\n

The full picture of the opening: four floors in a prime Old Quarter location<\/h2>\n\n\n\n

An overview of The Matcha Tokyo's store is as follows.<\/p>\n\n\n\n

Item<\/th>Details<\/th><\/tr><\/thead>
Address<\/td>34 Hang Gai Street, Hanoi Old Quarter<\/td><\/tr>
Opening date<\/td>January 24, 2026<\/td><\/tr>
Floor layout<\/td>Four floors (1st floor = ordering and takeout \/ 2nd\u20134th floors = seating)<\/td><\/tr>
From Hoan Kiem Lake,<\/td>a 3-minute walk<\/td><\/tr>
Recommended visiting time<\/td>Before 11:00 (right after opening is best; lines form afterward)<\/td><\/tr>
Asian expansion<\/td>China \u2192 Thailand \u2192 Philippines \u2192 Vietnam (fourth country)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Hang Gai Street is in the heart of Hanoi's Old Quarter, an area lined with souvenir shops, silk shops, and caf\u00e9s. It's a location that fits naturally into the sightseeing route around Hoan Kiem Lake. The very structure of a four-story building facing a narrow Old Quarter street symbolizes The Matcha Tokyo's brand strategy.<\/p>\n\n\n\n

The brand's identity: a top grade that makes up only 1% of Japan's matcha<\/h2>\n\n\n\n

The Matcha Tokyo is a premium tea house known as \"Japan's most expensive matcha brand.\" The organic matcha it uses is grown and processed under strict organic farming standards by a very limited number of farmers, accounting for only about 1% of all matcha produced in Japan. Using no additives or colorings and pursuing matcha's inherent \"rich aroma and long-lasting finish\" is the backdrop to the support it has gained in the Chinese, Thai, and Philippine markets.<\/p>\n\n\n\n

Its entry into the Vietnamese market appears to respond to the full-scale rise of Japanese matcha demand in Vietnam, followingthe success of the premium matcha specialty shop that Nagocha, an early mover, operates at HCM's Landmark 81,<\/a>as well as ATELIER MATCHA, which also opened in Hanoi. Vietnam's matcha market is projected to grow from 340 million dollars in 2025 to 790 million dollars by 2031 (14.8% annual growth), making The Matcha Tokyo's entry a symbolic event of this market expansion.<\/p>\n\n\n\n

Menu and prices: more affordable than in Japan<\/h2>\n\n\n\n
Menu<\/th>Price (VND)<\/th>Yen conversion (1 yen = 170 VND)<\/th><\/tr><\/thead>
Matcha Latte<\/td>Around 120,000 VND<\/td>About 705 yen<\/td><\/tr>
Matcha coffee latte<\/td>Around 120,000 VND<\/td>About 705 yen<\/td><\/tr>
Matcha soft serve<\/td>Around 70,000 VND<\/td>About 410 yen<\/td><\/tr>
Drinks in general<\/td>80,000\u301c130,000 VND<\/td>About 470\u2013765 yen<\/td><\/tr>
Matcha powder for takeaway<\/td>260,000\u301c350,000 VND<\/td>About 1,530\u20132,060 yen<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Considering that at The Matcha Tokyo in Japan (Shibuya, Harajuku, etc.) a matcha latte costs around 900\u20131,100 yen, the Vietnam price is about 25\u201330% cheaper. It's higher than a typical Hanoi caf\u00e9 (30,000\u201350,000 dong = 180\u2013300 yen), but it's on par with Nagocha and other premium caf\u00e9s that handle premium matcha, priced within the range of Hanoi's mid-tier caf\u00e9s.<\/p>\n\n\n\n

Reactions from Vietnamese customers: an \"authentic matcha experience\" becomes a talking point<\/h2>\n\n\n\n

Sorting through Vietnamese customer reactions on social media and review sites, the following kinds of voices are common (paraphrased and anonymized).<\/p>\n\n\n\n

\"It really smells of matcha. Completely different from the matcha drinks I've had in Vietnam before. It was my first time experiencing 'real Japanese matcha.'\"<\/p><\/blockquote>\n\n\n\n

\"The view of the Old Quarter from the fourth floor is stunning. The level of completeness as a caf\u00e9 is too high. No wonder it's going viral on social media.\"<\/p><\/blockquote>\n\n\n\n

\"The price is on the higher side, but for this quality it's worth it. The smoothness of the matcha soft serve is at the level of a specialty shop in Japan.\"<\/p><\/blockquote>\n\n\n\n

\"If you don't go right after opening (before 11), the 2nd and 3rd floors are full. Be especially careful during the tourist season.\"<\/p><\/blockquote>\n\n\n\n

The popular matcha soft serve is praised as \"slow to melt and creamy, and very photogenic,\" and the number of Instagram posts has surged since opening.<\/p>\n\n\n\n

Impact on Japanese travelers: a candidate to become a staple of Old Quarter sightseeing<\/h2>\n\n\n\n

For Japanese travelers, The Matcha Tokyo's appeal comes down to three main points.<\/p>\n\n\n\n

1. Premium matcha at a more affordable price than in Japan<\/strong>
The brand's matcha latte, which costs around 1,000 yen in Japan, is about 700 yen in Vietnam. It's a price point where you can easily feel the exchange-rate advantage.<\/p>\n\n\n\n

2. Ideal as a rest stop during Hanoi sightseeing<\/strong>
A three-minute walk from Hoan Kiem Lake and located in the heart of the Old Quarter, it fits naturally into your visiting route. From the table seats on the 2nd\u20134th floors you can gaze at the Old Quarter scenery, making it an ideal rest base for tourists tired from walking.<\/p>\n\n\n\n

3. Matcha powder for takeaway as a souvenir<\/strong>
The takeaway matcha powder (260,000\u2013350,000 VND) is significantly cheaper than specialty-shop prices in Japan, making it a popular souvenir choice for both personal use and gifts. It travels without issue in either carry-on or checked luggage.<\/p>\n\n\n\n

Matcha caf\u00e9 wars: Hanoi becomes a fierce battleground for Japanese brands<\/h2>\n\n\n\n

The Matcha Tokyo's entry is accelerating the intense competition among Japanese matcha caf\u00e9s in Hanoi. Adding The Matcha Tokyo to existing players like ATELIER MATCHA and Nagocha, the Hanoi Old Quarter\u2013Hoan Kiem Lake area now has \"the highest density of Japanese matcha caf\u00e9s in Vietnam.\"<\/p>\n\n\n\n

This movement is,just as Asia's highest Starbucks opened at the summit of Fansipan in Sapa,<\/a>part of a trend of caf\u00e9 culture diversifying and becoming more sophisticated across Vietnam.Mastering Vietnamese specialty coffee at Every Half,<\/a>the maturation of local brands parallels the accelerating entry of premium foreign brands.<\/p>\n\n\n\n

Practical information to know before your visit<\/h2>\n\n\n\n
Item<\/th>Details<\/th><\/tr><\/thead>
Address<\/td>34 Hang Gai Street, Hoan Kiem, Hanoi<\/td><\/tr>
Access<\/td>A 3-minute walk from Hoan Kiem Lake \/ a 5-minute walk from St. Joseph's Cathedral in Hanoi<\/td><\/tr>
Recommended times<\/td>Before 11:00 (to avoid crowds) or weekday afternoons<\/td><\/tr>
Recommended seating<\/td>3rd\u20134th floors (overlooking the Old Quarter, very photogenic)<\/td><\/tr>
Payment<\/td>Cash, credit cards, and QR payment accepted<\/td><\/tr>
Reservations<\/td>No reservations; first come, first served<\/td><\/tr>
Souvenirs<\/td>Matcha powder (260,000\u2013350,000 VND), tableware<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Summary: a staple spot for a Hanoi trip<\/h2>\n\n\n\n

The Matcha Tokyo's entry into Hanoi symbolizes the full-scale rise of the Japanese matcha market in Vietnam and the trend toward premiumization of Japanese food culture across Southeast Asia. For Japanese travelers too, it can be used in three ways: as a rest stop during Old Quarter sightseeing, as a place to buy souvenirs, and as a venue for an \"authentic Japanese matcha experience in Vietnam.\"<\/p>\n\n\n\n

When visiting Hanoi, it's well worth stopping by once as part of your Old Quarter stroll. That said, the trick to avoiding crowds is to aim for before 11 right after opening, or a weekday afternoon. It continues to be a talking point on social media as \"authentic Japanese matcha you drink in Vietnam,\" and its popularity is expected to continue over the coming months.<\/p>\n\n\n\n

Sources<\/h2>\n\n\n\n