Despite trying latte after latte, Quentin Vennie couldn’t come around to seemingly everyone’s favorite espresso-and-milk drink.

“It just did not appeal to me,” the West Baltimore native said. “So I wanted to figure out, how do I make this something that I would want to drink?”

Matcha, the increasingly popular powder made from Asian green tea leaves and used in warm and cold beverages, turned out to be the answer.

Years later, Vennie’s journey with matcha has reached a new milestone: Equitea Matcha Studio, his first brick-and-mortar café, opens this weekend (Saturday and Sunday from 10 a.m.-3 p.m.) at 311 W. 28th St. in Remington. It will then operate Wednesdays through Sundays with the same hours, with a grand opening event to come.

It’s been a whirlwind for Vennie, who started Equitea in 2022 as a tea company before moving to Los Angeles due to lack of demand in Baltimore. On the West Coast, Vennie grew the business, landing products such as canned tea drinks in 600-plus grocers nationwide while catching the attention of actress Gwyneth Paltrow, an eventual investor in the brand.

In late 2024, Vennie moved back to his home city and soon hosted a pop-up shop at 2600 N. Howard St., the old JBGB’s building in Remington. The enthusiastic response led him to commit to the neighborhood; Vennie signed a two-year lease in May.

“Being able to bring this business back to Baltimore and anchor ourselves back in this city — it’s been an incredible thing,” he said.

The shop arrives as matcha is having its mainstream moment. Retail sales in America have increased 86% from three years ago, according to market research firm NIQ, while social media influencers tout matcha as a less-caffeinated coffee alternative. Demand for matcha is leading to supply shortages and price hikes.

Ayda Abebe, co-owner of Adee’s Coffee Roasters, said she’s seen the price of matcha increase more than once in 2025 — a reflection of its popularity.

Since the store opened in September 2023, customer demand for matcha has grown significantly at Adee’s, leading to expanded menu offerings including matcha lattes and frappes. Matcha is most popular at the shop in the summer, Abebe said — a matcha tonic made with lavender syrup is one of the store’s best sellers.

Matcha’s rise is simple to explain, she said. Just look at social media. “It’s everywhere.”

But is it right for you? I asked Vennie and Abebe to make the case for matcha.

It forces you to take a beat

Matcha proponents often cite its meditative qualities, which date back centuries to Buddhist monks who used the tea to help focus during quiet, contemplative moments. In a world where people and screens demand our constant attention, carving out time with a cup of matcha is a reward unto itself, Vennie said.

“It becomes a moment to slow down, to pause, to reset and recenter,” he said.

A caffeine break and other perks

If cutting down caffeine is on your resolution list, matcha may be the solution. It generally has less caffeine than a traditional cup of coffee.

Supporters are also fast to sing the praises of L-theanine, the amino acid found in the tea leaves, which they say can help ease anxiety. Health studies have found matcha, with its fiber and antioxidants, promotes digestive health as well.

When Abebe asks customers why they’ve turned to matcha over coffee, they almost always give the same reason: “People say it’s healthier,” she said.

Looks appetizing, doesn’t it?

If we consume with our eyes first, it’s easy to see why matcha is popular. Its placid, rich green hue is an eye-catcher. When customers see a matcha drink delivered, Abebe said, the domino effect often follows. Then come the social media posts.

“Nowadays, it’s all about posting — showing what you’re eating or drinking,” she said.

To Vennie, the rise of matcha and the opening of his shop speak to a larger moment in local food trends — namely, that Baltimoreans shouldn’t have to travel to bigger cities to enjoy them.

“We shouldn’t have to jump on a plane or catch a train or go somewhere else in order to experience it,” he said. “We deserve it, you know?”

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The internet is low-key losing it over Ito En Ltd right now – from Matcha TikTok to finance bros on YouTube. But real talk: is this Japanese tea giant actually a must-have in your life or your portfolio… or just another overhyped import?

We dug into the vibes, the numbers, and the competition so you don’t have to. Spoiler: the story is way deeper than “just green tea.”

The Hype is Real: Ito En Ltd on TikTok and Beyond

If you’ve scrolled past a calming matcha pour, a convenience-store haul, or a “what I drink instead of energy drinks” video, you’ve probably seen Ito En without even clocking the logo.

US creators are boosting anything that feels “clean,” “Japanese,” and “aesthetic” – and Ito En’s bottled green teas and matcha are slipping right into that lane. The clout is fueled by:

• Healthy switch energy: People are ditching soda and sugary energy drinks for unsweetened green tea and matcha. Ito En’s zero-sugar options are getting praise as a “grown-up” drink flex.
• Bento-core and Japan-core: Japanese convenience-store culture is trending hard, and Ito En’s teas are basically props in every “Japan trip haul” video.
• Silent flex branding: The bottles don’t scream at you, they just sit there like, “If you know, you know.” That low-key aesthetic is huge with Gen Z.

Is it viral on the level of Prime or Celsius? Not that loud. But inside niche health, wellness, and Japan-obsessed corners of TikTok and YouTube, Ito En is fully in the rotation.

Want to see the receipts? Check the latest reviews here:

Top or Flop? What You Need to Know

Let’s break this down like you’re deciding between a random energy drink and a premium matcha bottle.

1. Taste and “Health Flex” Factor

Ito En is known for unsweetened and low-sugar teas – especially green tea and oolong. If you’re used to super-sweet iced tea, this hits very different. It’s more “grown palate” than “candy in a can.”

Why people say it’s a game-changer:

• Clean label: Short ingredients, no wild neon color, no dessert-level sugar. That makes it a go-to for people trying to look healthy on camera.
• Caffeine, but calmer: Green tea gives you a lighter buzz than most energy drinks. Think focus, not jitter.
• Fit check approved: Fitness and wellness creators love dropping it in “what I eat in a day” content as the anti-soda flex.

If you want sweet, this might feel like a flop on first sip. If you’re into gym-core, wellness-core, or that “I drink matcha now” lifestyle, it’s a must-cop.

2. Price vs. Vibes

In US stores, Ito En bottled teas usually sit above basic iced tea but below premium kombucha or trendy canned adaptogen drinks. It’s not dirt cheap, but it’s not luxury-only either.

Is it worth the hype for the price?

• For casual drinkers: If you just want something sweet and cold, there are cheaper options. You’re paying partially for the imported-Japan aesthetic and healthier profile.
• For wellness and Japan-core fans: This is a no-brainer. You get a recognizable Japanese brand, solid quality, and health flex with every bottle or tea bag.

Bottom line: not a price drop steal, but not a rip-off either. More “solid upgrade” than “budget hack.”

3. Brand Story and Trust

Ito En isn’t some random startup that popped up last month. It’s a long-running Japanese tea company that’s expanded worldwide and built a rep for consistent quality.

That matters because:

• It feels safe: People trust established Japanese food brands for quality control and tradition.
• It’s not trying too hard: The branding doesn’t chase memes or loud collabs, and that chill energy actually reads as more premium and authentic.
• Long game, not quick viral: Ito En is playing the slow-burn respect route instead of the “shock launch, influencer blitz, then disappear” playbook.

So while the clout level isn’t chaotic-viral, the brand has deep roots. That’s why it keeps showing up in stores long after flashier drinks vanish.

Ito En Ltd vs. The Competition

If Ito En is the calm, traditional tea kid, the rivals are the loud pre-workout cousin and the soda friend who swears they’re “healthy now.”

Main rival in the US clout war: think of brands like AriZona Iced Tea on the mass side and health-forward drinks like Celsius, Olipop, or Poppi on the hype side.

Clout check:

• AriZona: Cheaper, iconic design, but way sweeter and not really in the wellness lane. It wins on price and nostalgia, loses on health flex.
• Celsius / energy drinks: Massive online buzz, fitness-core audience, big influencers. But also loaded with caffeine and sometimes additives that wellness purists side-eye.
• Kombucha / gut-health sodas: Trendy, “I’m fixing my gut” vibes, but taste is polarizing and prices can spike.

Where Ito En wins:

• Subtle flex: It’s the choice for people who want to look put-together, healthy, and a little bit international – not chaotic.
• Ingredient simplicity: Especially with unsweetened green tea, it’s hard to argue with a short, clean label.
• Cross-culture appeal: Anime, J-pop, and Japan-trip content all give Ito En free cultural boosts.

Where Ito En loses:

• Less memeable: It doesn’t have outrageous flavors or collabs that turn into instant TikTok challenges.
• Price pressure: It’s competing against super-cheap tea and ultra-hyped functional drinks at the same time.

Winner? If you’re chasing pure online hype, the energy drink brands probably win the clout war. But if you care about long-term “I’m that healthy friend” energy, Ito En quietly takes the crown.

Final Verdict: Cop or Drop?

Let’s keep it honest.

For your everyday life: Ito En is a cop if you’re trying to get off soda, energy drinks, or extra-sweet teas and want something that still feels like a treat. It’s not a sugar bomb, it photographes well, and it fits right into wellness-core content.

For pure hype factor: It’s more “respectable classic” than explosive viral. If you want a drink that makes your comments go wild with “what is THAT,” there are louder options. Ito En is for the friend who has their life together, not the friend who’s doing backflips in the parking lot.

Is it worth the hype? For health-focused, Japan-loving, aesthetic-chasing drinkers: yes. For people who just want maximum sugar per dollar: probably not.

Is it a must-have? If your vibe is clean ingredients, quiet flex, and Japanese-brand clout, definitely. Otherwise, it’s a solid upgrade, not a life-changing obsession.

The Business Side: Ito En

Now for the money side, because some of you are absolutely wondering if this is just a cool drink or a stock you should actually watch.

Ito En Ltd trades in Japan under ISIN JP3143600009. According to live market data pulled from multiple financial sources on the latest trading day (cross-checked via major finance platforms), the stock’s most recently available price reflects typical daily market moves, not some insane moonshot or crash.

Here’s what matters for you:

• Steady, not meme-stock: Ito En trades more like a classic consumer staples company than a meme rocket. Think “slow grind” rather than “YOLO this and pray.”
• Real-world product, real demand: This isn’t a concept app. It’s tea. People actually buy it, drink it, and post it. That real consumption helps give the business staying power.
• Global growth angle: As Japanese food and wellness trends keep spreading in the US and beyond, Ito En is set up to benefit from that long-term cultural shift.

Because markets don’t run nonstop, any quote you see might be a last close price rather than a live tick, depending on when you check. Always confirm the latest numbers on a trusted finance site before making moves.

Investor real talk: If you’re looking for a wild day-trading play, Ito En probably isn’t your main character. But if you’re into slow-burn consumer brands, healthy lifestyle trends, and you like the idea of owning a piece of the Japanese tea wave, it’s a name worth putting on your watchlist and researching deeper.

The bottom line: In your fridge, Ito En is a smart, slightly bougie health switch. In the market, it’s a steady, culture-backed player, not a lottery ticket. Either way, it’s one of those brands that quietly sticks around while the loud fads come and go.