Matcha Magic: From Ancient Rituals to Modern Innovations

If you’re like me, you have a sweet spot for anything Haribo and anything gummy.

The other day, while waiting in the checkout line at a 7-Eleven in Azabujuban, Tokyo, I spotted something new — Haribo’s latest flavor: Matcha Fun.

At first, I thought it was just a clever one-off.

But soon after, the same green gummies started popping up everywhere — in the office kitchen, in friends’ hands, casually offered with a smile.

It got me thinking:

Matcha isn’t just in our tea bowls anymore.

It’s in our beverages, pastries, snacks — and even our gummy bears.

But where did it all begin?

Before matcha became a global flavor trend, before it became a latte on every corner or a sweet dusting on donuts, it had a much quieter, more sacred beginning — one rooted in Zen, ritual, and craftsmanship.

And surprisingly, that story doesn’t start in Japan.

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Long before matcha became a worldwide sensation, it was born in ancient China.

During the Tang Dynasty (618–907 AD), tea masters began steaming, drying, and grinding tea leaves into fine powder.

Rather than steeping whole leaves, they would whisk the powdered tea directly into hot water, creating a bright, frothy brew — part tonic, part meditation.

In the Song Dynasty (960–1279 AD), this practice blossomed into an art form among monks, scholars, and the elite — a discipline of mindfulness and grace.

It was around this time that a Japanese monk named Eisai traveled to China to study.

When he returned home to Japan in 1191, he didn’t just bring tea seeds — he brought a philosophy:

Tea as a path to clarity, health, and awakening.

Eisai’s teachings took root, and over the centuries, Japan nurtured them into something uniquely its own.

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Japan transformed powdered tea into a masterpiece.

Through generations of refinement, Japan elevated matcha into an expression of the takumi (匠) spirit — a devotion to craftsmanship, patience, and simplicity.

Tea plants were shaded to deepen their flavor.

Only the youngest, most delicate leaves were picked.

And grinding them into matcha became an act of artistry in itself.

By the 15th century, matcha was no longer just a drink — it was the heartbeat of the emerging tea ceremony (茶の湯):

A ritual of respect, harmony, purity, and tranquility.

Samurai drank matcha for calm focus before battle.

Zen monks drank it to deepen meditation.

Families shared it to honor tradition and beauty in everyday life.

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Today, we find matcha everywhere — in ice cream, pastries, smoothies, and gummies.

It’s easy to forget that every spoonful of vivid green powder carries a journey across centuries — a bridge between worlds, crafted with care and devotion.

At Haruna Co-Create, we believe that matcha’s magic isn’t just in its taste —

it’s in the spirit of connection, craftsmanship, and innovation it embodies.

That’s why we’re working hand-in-hand with our partners to bring matcha’s timeless soul into new, imaginative creations.

From farm to cup, from tradition to transformation —

we’re co-creating the next chapter of matcha’s story.

Because when you honor the spirit of matcha,

you don’t just create new products —

you create seamless moments of Zen and wonder, connecting past and future.

Peter Thomas

Chief Innovation Officer

Haruna Group

Haruna Co-Create