Ever wondered what drives someone to turn a simple love for a drink into a thriving business empire? At just 25, one young entrepreneur is doing exactly that, using a Japanese philosophy to transform her passion for matcha into a brand that’s capturing hearts in New York’s trendy East Village. Her story isn’t just about business savvy—it’s about finding purpose, chasing joy, and building something meaningful from the ground up.
The Power of Ikigai in Business
The Japanese concept of ikigai—finding the sweet spot where your passion, skills, and purpose intersect—has become a beacon for many seeking fulfillment. For this young entrepreneur, it’s the cornerstone of her matcha venture. She describes ikigai as the driving force that aligns her love for matcha with her desire to create a lasting impact, all while bringing joy to her customers.
Finding your ikigai means discovering what lights you up and benefits the world. That’s when success feels effortless.
– Young entrepreneur
Her journey began with a realization: matcha, a finely ground green tea with roots in Japan, wasn’t just a drink—it was a lifestyle. Its vibrant color, earthy flavor, and health benefits had already won over millennials and wellness enthusiasts. But she saw a gap in the market. While coffee brands like La Colombe or Illy were household names, matcha lacked a defining brand. That’s where her vision took root.
From Fashion to Food: A Bold Pivot
Before matcha, this entrepreneur was no stranger to hustle. By her early 20s, she’d already launched multiple ventures, from an e-commerce fashion brand to a recording studio. Each taught her valuable lessons about risk, resilience, and reinvention. I’ve always believed that pivoting isn’t failure—it’s growth. Her ability to shift gears led her to open two omakase sushi bars, earning her a spot on a prestigious under-30 list in the food industry.
But matcha was different. It wasn’t just another business idea; it was personal. Growing up in a Chinese-American household, matcha was a constant—a calming ritual in a chaotic world. She wanted to share that sense of zen with others, and thus, her matcha café was born in the heart of Manhattan.
Building a Matcha Movement
The café, tucked away in a shared space with one of her sushi bars, is unassuming yet ambitious. Its lack of a flashy storefront belies its bold mission: to become the go-to name in matcha. She envisions a future where her brand is synonymous with the green tea powder, much like Starbucks is to coffee. But how does a 25-year-old turn a niche café into a global name?
It starts with understanding the market. Matcha’s popularity has exploded, with production in Japan nearly tripling since 2010. Social media platforms are flooded with millions of posts showcasing vibrant matcha lattes and desserts. Celebrities have jumped on the bandwagon, boosting its status as a wellness staple. Yet, supply chain issues and recent tariffs pose challenges, pushing her to innovate constantly.
- Community focus: Hosting events like tea tastings and cultural celebrations to build a loyal following.
- Digital presence: Leveraging her background as an influencer to amplify her brand online.
- Product innovation: Launching a bottled matcha lemonade to reach new markets.
Her strategy is a blend of grit and creativity. By hosting events like Lunar New Year parties or collaborating with Asian-owned brands, she’s carved out a niche that resonates with her community. It’s a smart move—connecting authentically with customers builds loyalty in ways advertising can’t.
The Role of Social Media
In today’s world, a brand without a digital footprint is like a café without a sign. She gets this. Her experience as a fashion influencer gives her an edge, allowing her to craft a compelling online presence. From Instagram reels showcasing matcha preparation to TikTok videos of her events, she’s mastered the art of digital storytelling.
Your online presence is your currency. It’s how you connect with people who’ll never walk into your store.
Her café serves hundreds daily, but it’s the online buzz that’s turning heads. A recent viral moment came when she imported a batch of Olympic Village chocolate muffins, sparking a social media frenzy. It’s a reminder: in business, timing and a bit of luck can make all the difference.
Navigating Challenges as a Young Entrepreneur
Running a business at 25 isn’t all smooth sailing. Supply chain disruptions, like matcha shortages from top Japanese producers, keep her on her toes. Then there’s the pressure of being a young woman in a competitive industry. She’s candid about the need to project confidence, even when doubts creep in. “Sometimes, I don’t reveal my age right away,” she admits with a laugh. “It keeps people focused on my work.”
Her advice to aspiring entrepreneurs? Embrace FOMO—fear of missing out. Networking has been her secret weapon, from chance encounters with magazine founders to partnerships forged at events. One such meeting led to her latest venture: a bottled matcha lemonade now sold in over 100 stores.
| Challenge | Solution |
| Supply chain issues | Sourcing from multiple suppliers |
| Brand visibility | Leveraging social media and events |
| Youth in business | Projecting confidence and expertise |
Ikigai as a Life Philosophy
What sets this entrepreneur apart is her commitment to ikigai. It’s not just about profit—it’s about purpose. She sees her café as a “pillar” in people’s lives, a place to find calm amid the storm of daily demands. Whether it’s a morning matcha ritual or a community event, she’s creating moments of connection.
I find her approach refreshing. In a world obsessed with hustle, her focus on joy and impact feels like a wake-up call. It’s a reminder that success doesn’t have to mean burnout. By aligning her work with what brings her fulfillment, she’s building a brand that feels authentic and sustainable.
Lessons for Aspiring Entrepreneurs
Her story offers a roadmap for anyone looking to turn a passion into a career. Here are some key takeaways:
- Find your why: Let a philosophy like ikigai guide your decisions.
- Embrace your network: Connections can open unexpected doors.
- Stay adaptable: Pivoting isn’t failure—it’s evolution.
- Build a community: Authentic engagement trumps traditional marketing.
Perhaps the most compelling lesson is her approach to confidence. As a young woman, she’s learned to advocate for herself fiercely, never selling herself short. It’s a mindset that resonates beyond business, touching on personal growth and self-worth.
What’s Next for the Matcha Maven?
With her bottled matcha lemonade gaining traction and plans to expand her café’s reach, the future looks bright. She’s already eyeing new markets and products, all while staying true to her ikigai. Her ability to blend cultural roots, modern trends, and entrepreneurial grit makes her a force to watch.
In my experience, it’s rare to see someone so young balance passion and pragmatism so well. Her story is a testament to what happens when you chase what truly matters. So, next time you sip a matcha latte, think about the vision behind it—and maybe ask yourself, what’s your ikigai?
