{"id":1543,"date":"2026-03-19T15:21:14","date_gmt":"2026-03-19T06:21:14","guid":{"rendered":"https:\/\/vietnam-gift.com\/?p=1543"},"modified":"2026-09-29T02:25:21","modified_gmt":"2026-09-28T17:25:21","slug":"nagocha-matcha","status":"publish","type":"post","link":"https:\/\/vietnam-gift.com\/en\/cafe\/nagocha-matcha\/","title":{"rendered":"Nagocha matcha guide: authentic Uji matcha in Vietnam"},"content":{"rendered":"

In Vietnam, where a culture of enjoying coffee is deeply rooted, matcha is gaining a growing presence as another option. Nagocha, which has a location in Ho Chi Minh City's Landmark 81, is a specialty shop where you can choose from Japanese matcha by cultivar and preparation style. The name might catch your eye, but the menu\u2014with its usucha, koicha, and lattes lined up\u2014may leave you a little uncertain. Why has matcha spread in a coffee-drinking country, and what kind of experience does Nagocha offer within that landscape? Here is a guide to the background of the trend and the differences between tea styles, to help you find the cup that suits your taste.<\/p>\n\n

\"\u30db\u30fc\u30c1\u30df\u30f3\u306e\u62b9\u8336\u5c02\u9580\u5e97\u3067\u8584\u8336\u3092\u70b9\u3066\u308b\u30d9\u30c8\u30ca\u30e0\u4eba\u30b9\u30bf\u30c3\u30d5\"<\/figure>\n\n\n\n\n\n

Why matcha spread in a country of coffee<\/h2>\n\n\n\n

Matcha's popularity is not a phenomenon unique to Vietnam. According to Japan's Ministry of Agriculture, Forestry and Fisheries, Japan's green tea export value grew to 36.4 billion yen in 2024 and to 72.1 billion yen in 2025. These figures cover green tea as a whole, not matcha alone, but the ministry cites growing demand for powdered tea including matcha as a contributing factor. There are multiple entry points to matcha\u2014interest in Japanese food, health-conscious trends, lattes and sweets seen on social media. Encountering the flavor during a trip to Japan and then seeking it out after returning home is one possibility, but rather than pinning the boom on that single cause, it is more natural to see it as a broadening of opportunities to encounter matcha as a food and drink.<\/p>\n\n\n\n

In Vietnam, the caf\u00e9 culture of enjoying drinks outside and the versatility of matcha preparations have likely found a natural fit. In addition to lattes, a preparation combining matcha with coconut water has attracted attention, and in July 2025 it was introduced by local media as a Vietnam-specific Starbucks product. This is not a reference to Nagocha's menu, but an example of matcha spreading beyond specialty shops. Powder for brewing at home is also sold online, and Metric has compiled data on the matcha powder market across Shopee, TikTok, Lazada, and Tiki in 2025. However, that data alone is not sufficient to limit buyers to those in their 20s and 30s, or to conclude that more people are drinking it every day.<\/p>\n\n\n\n

Coffee and matcha are not an either\/or choice. You might have a c\u00e0 ph\u00ea s\u1eefa \u0111\u00e1 in the morning and a matcha latte on a different day's break, choosing based on your mood or what you're eating. While traveling, you can enjoy distinctly Vietnamese coffee and also observe how locals are incorporating Japanese matcha into their lives. The two sit together without any contradiction.<\/p>\n\n\n\n

Nagocha\u2019s stance in choosing the \u201cJapanese style\u201d<\/h2>\n\n\n\n

As matcha caf\u00e9s multiply, the differences between them become more apparent. Nagocha officially describes itself as a specialty shop sourcing matcha from various regions of Japan. It began in January 2023 as Chakokoro in Nha Trang, rebranded to Nagocha by the end of that year, and opened at Landmark 81 in July 2024. Its distinguishing feature is that rather than simply ordering \"one matcha latte,\" you can choose a combination of tea cultivar and preparation style. The official menu includes a Matcha Latte category alongside Usucha and Koicha. Deciding first whether you want milk added or prefer a bowl of tea on its own gives you a way into the selection even when unfamiliar cultivar names are lined up in front of you.<\/p>\n\n\n\n

Watching the tea being whisked is one of the pleasures of spending time at a specialty shop. A 2024 Kilala article about the Landmark 81 branch describes being able to watch the matcha being whisked at a counter beside the ordering area, and outlines the process of choosing the type of tea, milk, and sweetness level for a latte. That said, the handmade process alone does not determine how good it tastes. The amount of powder, the ratio of water or milk, and the sweetness all affect the impression. When choosing a tea, sharing one preference\u2014\"I'd like to keep the bitterness mild\" or \"I want a flavor that holds up against the milk\"\u2014makes the conversation more concrete than selecting by origin name alone.<\/p>\n\n\n\n

If you also want to enjoy a Japanese-style atmosphere, choosing the right branch matters. The same Kilala article describes the Landmark 81 branch's interior incorporating wood and shoji screens, with low tables and zabuton cushion seating\u2014though this does not mean every branch has tatami-style seating. The brand also has Express-format locations. According to the official branch information confirmed on September 28, 2026, the Landmark 81 branch is on the L3 floor of the shopping complex and is open 10:00\u201322:00; the B\u1ebfn Th\u00e0nh branch is at 6B L\u00ea Lai and open 8:30\u201322:00; and the Hanoi West Lake branch is at 38 Qu\u1ea3ng An and open 8:30\u201322:00. If you're exploring the area around the market, the B\u1ebfn Th\u00e0nh branch fits naturally; if you're already heading to Landmark 81, the in-building location is convenient. Check recent photos of a specific branch for its atmosphere, and confirm any changes to hours through official channels before your visit.<\/p>\n\n\n\n

What Japanese-grown tea leaves carry<\/h2>\n\n\n\n

The fact that Nagocha carries matcha from Uji, Kagoshima, Fukuoka, Shizuoka, and other regions is significant for understanding the shop's positioning. Tencha, the raw material for matcha, is made by shading the growing leaves, then steaming and drying them without rolling. Japan's Ministry of Agriculture, Forestry and Fisheries describes matcha as tencha ground into a fine powder using a stone mill or similar method. It is neither fresh leaves ground directly nor the same as powdered sencha. Knowing this process means you can look beyond a vivid green color and also consider what raw material and production method went into a given product.<\/p>\n\n\n\n

Origin can be a useful guide to understanding a tea, but you cannot categorically say \"Uji means sweet\" or \"Kagoshima means clean-tasting.\" Cultivar, harvest timing, processing, and blending all make a difference, so the table below pairs background on each origin with what to look for when you're at the shop.<\/p>\n\n\n\n

Growing regions<\/th>Background<\/th>A Guide to Choosing by Flavor<\/th><\/tr><\/thead>
Uji Tea<\/td>Under the definition of the Kyoto Prefecture Tea Industry Council, this refers to tea from Kyoto, Nara, Shiga, or Mie that has been finished within Kyoto Prefecture. It is not necessarily grown in Uji City itself.<\/td>Look at the aroma, umami, and bitterness of each cultivar. Nagocha describes Uji-enwa as a blend with umami and a creamy mouthfeel.<\/td><\/tr>
Kagoshima<\/td>A tea-growing region with a warm climate; prefectural materials indicate expanding tencha production there. Whether a product is single-cultivar or blended is also a useful guide when choosing.<\/td>Don't assume it means a light flavor. The official Nagocha House Blend combines multiple Kagoshima cultivars and is described as having umami and a gentle bitterness.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

The flavor descriptions in the table are the shop's own product notes, and how they actually taste will vary from person to person. Nagocha's cultivar descriptions also use terms such as Umami, Bitterness, and Astringency. Rather than treating bitterness and astringency as one and the same, you might try saying, \"I don't mind bitterness, but I'd prefer less lingering astringency.\" If you want to compare two teas side by side, keeping the preparation style the same for both\u2014rather than ordering one as a latte and the other as koicha\u2014makes it easier to notice the difference between the cultivars.<\/p>\n\n\n\n

What \u201cJapanese style\u201d means as Vietnamese-grown matcha increases<\/h2>\n\n\n\n

As demand grows, Japan is increasing production of tencha, the raw material for matcha. Kagoshima Prefecture's 2026 materials show that unit prices have risen alongside production volume. Meanwhile, not all matcha sold in Vietnam is imported. T\u00e2m Ch\u00e2u, based in B\u1ea3o L\u1ed9c in L\u00e2m \u0110\u1ed3ng Province's tea-growing region, offers products divided by intended use\u2014Premium, Latte, and Culinary\u2014and Sato\u00e9n has introduced matcha production equipment in S\u01a1n La Province. Rather than simplifying this as every country rushing to produce matcha in response to Japanese shortages, it is more accurate to look at each producer's methods and intended uses individually.<\/p>\n\n\n\n

As these options multiply, the entry points for trying matcha casually\u2014through lattes or sweets\u2014also expand. That said, it is not appropriate to draw a line based on country of origin alone, assuming Vietnamese-made means \"matcha-style\" and Japanese-made means guaranteed quality. It is worth distinguishing whether the ingredients are tea alone or a mix with added sugar and dairy, and what preparation method the product is designed for. The criteria for choosing will differ between someone who wants to compare the teas themselves and someone who wants to pair matcha with milk or sweets.<\/p>\n\n\n\n

With that in mind, the reason to choose Nagocha is the ability to compare Japanese tea cultivars and consult on preparation style. The official website describes the matcha it carries as \"ceremonial-grade,\" but what matters most to visitors is not that label alone. It is whether you can tell them whether you want to enjoy usucha or pair it with a latte, and have the differences between options explained to you. Choosing the most expensive cultivar is not necessarily the most direct route to the cup that suits you. Sharing your budget upfront and exploring your preferences for aroma and bitterness within that range gives the time spent choosing at a specialty shop real meaning.<\/p>\n\n\n\n

One rough guide to how to enjoy it<\/h2>\n\n\n\n

If it's your first time, thinking in this order\u2014preparation style first, then cultivar, then milk and sweetness for a latte\u2014will help you avoid feeling overwhelmed. If you want to check the aroma of the tea itself, usucha is the entry point; if you want it with milk, a Matcha Latte is the place to start. Koicha is a preparation whisked thick with a small amount of water, so it does not simply mean a larger size or a stronger latte. Prices vary depending on the tea you order, so confirm the total once you've settled on a cultivar and preparation style. Enjoy taking photos, but when your drink arrives, take a sip first. Checking the temperature and mouthfeel before drinking further will make it easier to put your preferences into words.<\/p>\n\n\n\n

Even if you're used to lattes, trying a bowl of matcha whisked with just tea and hot water at least once makes it easier to pick up the tea's aroma and bitterness. If you enjoy it, noting the cultivar name and preparation style\u2014not just the origin\u2014will help with your next order. Nagocha also offers powder to take home, so if you'd like to brew it yourself, ask whether the same cultivar is available for purchase. The official sales information states that stock depends on the situation at each branch. If you're buying it as a gift, thinking about whether the recipient will be whisking usucha or using it in lattes or baking will help you find a suitable product without needing to know specialist terminology.<\/p>\n\n\n\n

Part of what makes enjoying matcha in Vietnam interesting is not just looking for the same thing you'd find in Japan, but discovering what role it plays within the local caf\u00e9 culture. Nagocha is a shop suited to days when you want to choose your cup by cultivar and preparation style. Start by picking a convenient branch, share your preparation preference and budget, and choose one tea that sounds like it might suit you. Rather than building up knowledge of origin names, if you can take away a sense of \"I liked that aroma\" or \"next time I'd like a little less bitterness,\" your next tea experience will be something to look forward to.<\/p>\n\n\n\n

\ud83d\uddfa\ufe0f For Nagocha Matcha\u2019s basic information, signature menu, map, and reviews, seeShop guide (card)<\/a>where we've put it all together.<\/p>\n\n\n\n\n

\ud83d\uddfa\ufe0f If you also want to compare it with other caf\u00e9s,Vietnam's 30 Popular Caf\u00e9s: A Thorough Comparison Guide<\/a>lets you browse from a single list.<\/p>","protected":false},"excerpt":{"rendered":"

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