About us
Hi, we are Mark and Filip, best friends united by an obsession with, and love for matcha! Our enthusiasm and belief in the product sparked our motivation to set up MICHI, Amsterdam's first speciality matcha brand in the spring of 2023.
Our motivation
Matcha has been gaining popularity globally due to its numerous and widely reported health benefits - including high antioxidant content, and its energy-boosting properties. Recognising this trend, we saw an opportunity to capitalise on our passion in a rapidly growing market.
Setting up MICHI in Amsterdam, we have positioned our brand as a unique offering in the European market, filling a niche that is crying out for fully-traceable, speciality matcha.
Sourcing
Sourcing products directly from farmers, producers and artisans across Japan has been a fantastic journey. We are committed to full openness and traceability because we believe that sharing the details and nuances of tecnique and tradition can help bridge the gap between each of our suppliers and our consumers, leading to fuller understanding and more conscious consumption.
Sustainability
At MICHI, sustainability is at the heart of every decision we make. Our commitment to environmental, social, and governance principles aligns with the EU's SDG goals, ensuring that our operations promote a sustainable future while delivering the highest quality matcha to our customers.
Where it all began
MICHI began its life as a rolling concept bar touring Amsterdam's best food markets over the summer of 2023 serving a range of refreshing iced matcha beverages. In true Amsterdam style we hand-crafted our concept bar from an upcycled fishermans bicycle trailer.
Join us, sign up to the MICHI newsletter
Join us on our journey, sign up to the newsletter where we will be regularly sharing information about new products, special subscriber offers and our favourite matcha and hojicha recipes.
Be the first to find out details of our latest pop-ups, products and collaborations.
Our Products
Today, MICHI is dedicated to curating the finest selection of teas and specialist matcha tools from Japan for our online store and our network of speciality coffee shops and retailers in The Netherlands and across Europe.
Takayama chasen
The Takayama Chasen is a true masterpiece of craftsmanship. Each tine is carefully hand-carved to ensure the perfect shape and flexibility. The attention to detail is unparalleled, resulting in a tool that not only looks beautiful but also performs flawlessly.
Steep by MICHI
Introducing Steep's loose leaf collection: the next step in your matcha journey. In December 2025 we launched steep, a collection of rare Japanese loose-leaf tea varieties for those ready to explore the full depth of Japanese tea tradition. Every tea in our small selection is the result of genuine partnerships with Japanese farmers and producers we have built personal relationships with during our visits in Japan. Behind each tea there is a story of careful cultivation and exceptional craftsmanship. Our selection features Japanese favorites including genmaicha, gyokuro and kabusecha.
