Matcha lattes, matcha frappuccinos, matcha milkshakes, matcha mojitos, matcha espresso…. Many people have an idea of matcha from its introduction to the mainstream café menu, often disguised in sugary drinks and elaborate concoctions. But stripped down, matcha’s roots represent the core values of Japanese culture.
During the Song Dynasty, the practice of drinking powdered tea was introduced to Japan by Buddhist Monks, who found value in the meditative qualities of preparing and drinking matcha. (Not to mention, matcha contains an amino acid called L-theanine, which promotes relaxation without drowsiness.
When combined with caffeine, L-theanine creates a state of “zen-like” focus, excellent for long meditation sessions.) And so matcha became a staple of the tea culture of Japan, known as sado or the “way of tea.”
Fast forward to the 21st century, and as a coffee lover her entire life, Jamie Shelnitz’s body began to reject its side effects. Heart palpitations, tightness of chest, anxiety, and crashes no longer made the taste worth it.
A Personal Journey of Heritage and Healing
At the same time she was looking to replace her beloved morning coffee, Jamie discovered her Japanese roots through an ancestry search. Her mother was adopted, and Jamie’s great-grandmother, it turns out, grew up on Kyushu, the third-largest island of Japan’s four main islands.
As Jamie continued to learn, she became more enchanted with Japan’s traditions, especially tea culture. Kyushu’s tea farming caught her attention, and her curiosity led her into the world of matcha.
An actor by trade, Jamie found that the meditative experience of making matcha each morning and the positive effects it had on her mood were dramatic. She sought to introduce a product to the West that could benefit others, and the beginnings of her brand, Aikenka Matcha, were born.
Aikenka Matcha’s inception happened to follow a year of loss and deep grief. Two constants—the ritual of her morning matcha and cuddling with her Shiba Inu, Bao Bao, while she sipped—helped Jamie begin each day. This daily practice became a sacred, grounding ritual, one she hoped to share with others.
Aikenka means “lover of dogs” (that’s Bao Bao on the packaging), and the brand’s mission is simple but profound: To spread the powerful traditions and health benefits of Japanese tea culture into our disconnected modern world. To build connection and presence with each other and ourselves, starting with the ancient ritual of morning matcha.
Sourcing with Intention
As Jamie built her brand, she made her first trip to Japan with a clear goal: to partner with small, single-estate farms committed to organic and sustainable methods. The search took time—sampling matcha, visiting farms, and forging relationships—but the experience was invaluable.
“One of my favourite farms uses solar panels for power and goats for weed control—it’s a multi-generational farm with such a beautiful ethos. They welcomed me with open arms.”
She recalls spending a day tea-picking, where every leaf is hand-picked with care. Despite being a small-volume buyer, she was struck by the hospitality of the farmers.
“The owner of one farm literally picked us up at the train station, spent the whole day with us, and even took us to a sushi place in the woods. It was a lovely experience, and what impressed me most was that this is how they do business with everyone.”
The result? Aikenka sources limited batches to ensure the highest quality and peak freshness—an approach that has resonated with matcha enthusiasts looking for something beyond the mainstream.
The Rise of Matcha
Matcha demand has skyrocketed in recent years, thanks to the explosion of café culture. More and more people are turning to this vibrant green tea as an alternative to coffee, particularly those experiencing unexpected jitters or crashes from their usual brew. While coffee has a higher caffeine content, matcha’s caffeine is absorbed more gradually into the bloodstream, providing sustained energy without the crash.
“I really wanted to source very high-quality matcha that is also sustainable, and could be enjoyed in a more ceremonial way, on its own.”
That ceremonial aspect is a key part of Aikenka’s philosophy. Preparing matcha is an intentional act: measuring the matcha and water into a tea bowl, whisking vigorously until frothy, pouring it into your favourite cup, and adding water or milk of choice.
“The more intention and presence you put into anything that you’re doing, the more reward you get back. Meditation, for example, can be hard, but having a simple task, a ritual like making matcha, can be just as grounding.”
What’s Next for Aikenka Matcha
Aikenka’s future holds exciting possibilities. Jamie envisions the brand as a place where customers can explore and try new things. She’s considering adding premium-grade matcha—still first-harvest, but perhaps bolder or from a different cultivar. However, the beloved staples that have built Aikenka’s reputation will remain.
As matcha continues to grow in popularity, Aikenka Matcha stays rooted in tradition, sustainability, and the simple joy of a mindful morning ritual. And at the heart of it all? A cup of matcha, a moment of presence, and maybe a Shiba Inu curled up beside you.