On Tuesday evening, inside the auditorium at Japan Society, a room filled with cultural enthusiasts, entrepreneurs, and the matcha-curious gathered for Matcha: The Next Generation, a conversation and tasting presented as part of the organization’s annual Living Traditions series in partnership with the Government of Japan.
The evening explored the shift in matcha culture from ritualized, ceremonial, and preserved to an evolving and rapidly changing state. Moderated by Rona Tison, Tea Ambassador and Executive Advisor at ITO EN North America, the panel brought together three voices shaping matcha’s future across continents: Masae Shinjo, Founder and CEO of Matcha Tourism Co., Ltd.; Kunikazu Mochitani, Co-Founder of The Matcha Factory; and Silvia Mella, Founder and Creative Director of Sorate.
Japan’s rural tea-growing regions, particularly in areas like Uji and Shizuoka, are facing demographic decline. Aging farmers, shrinking labor pools, and global demand pressures have created a tension between preservation and production. Mochitani spoke to the technological shifts underway with innovations in farming and supply chain transparency that allow producers to maintain quality while adapting to modern market realities.
Shinjo approached the topic from another dimension with tourism and storytelling. Through Matcha Tourism Co., Ltd., she has built immersive experiences that reconnect consumers to origin, to the fields, the farmers, the labor behind the bowl. In an era where matcha is often consumed as a latte or aesthetic accessory, her work reframes it as agricultural heritage. Revitalizing rural communities, she explained, requires not only innovation but visibility by inviting global audiences to witness the process rather than just consume the product. The matcha boom has been shaped by global wellness trends, social media virality, and aesthetic minimalism, but Silvia Mella emphasized intentional growth by ensuring that farmers benefit from the expansion.
Beyond the economics, the panel returned repeatedly to cultivation itself. Matcha production is labor-intensive: shade-growing tea plants weeks before harvest, carefully selecting leaves, steaming, drying, de-stemming, and finally stone-grinding into the luminous green powder. Climate change, labor shortages, and mechanization debates all shape the future of this process. Following the discussion, guests moved into a tasting reception to experience the human experience behind the shift in match and how it’s being recontextualized through technology, tourism, and women-led entrepreneurship. For a beverage often photographed more than understood, the event offered insight on how the industry is balancing preservation with evolution.




















Masarin spoke candidly about Ghia’s origins, tracing the brand back to 2018, a time when the idea of a complex, nonalcoholic aperitif barely had a market. Originally planning to launch directly into restaurants in 2020, the pandemic forced a sudden pivot online. What might have stalled the brand instead reshaped it, and Ghia became something people welcomed into their homes, a grounding ritual shared digitally at a moment when connection felt scarce.
That inclusivity has shaped Ghia’s community. What began during lockdown as a personal ritual has grown into a cross-generational audience. While the brand resonates strongly with millennials, Masarin noted that older generations have embraced it just as readily. Today, Ghia appears on more than 1,200 menus across the United States and is carried by thousands of accounts nationwide, its growth driven less by trend cycles and more by restaurants recognizing a genuine shift in how people want to gather.
Felice’s menu grounded the evening with perfect savory pairings. Bruschetta topped with crushed tomato, garlic, sea salt, and Felice’s extra virgin olive oil on toasted bread opened the meal. Arancini was a standout, crisp and familiar, filled with tomato, mozzarella, and oregano. The night ended with fusilli al ferretto, dressed in San Marzano tomato sauce and finished with creamy stracciatella and basil. Each dish paired easily with the drinks, reinforcing the idea that these beverages belong at the table, not just the bar.
On a night when New York felt frozen and hushed, Felice Hudson became a small pocket of warmth and a reminder that celebration doesn’t need alcohol to feel complete, and that some of the most memorable evenings are built around intention. The room remained intimate, with guests mingling over thoughtfully made drinks alongside Masarin and the team, embodying Ghia’s philosophy as a way to gather, mark time, and enjoy complexity without compromise.
Sound also plays a central role in shaping the environment. An immersive audio program by Bang & Olufsen is integrated throughout the space, with speakers treated as sculptural components rather than visible technology. Audio functions as a material in its own right, influencing the pace and mood of the room. The effect is subtle but deliberate. The lounge feels lived in rather than staged, offering collectors and guests a moment of pause that remains fully in conversation with the fair.



