MATCHA, TEA & JAPANESE-INSPIRED MOMENTS IN THE HAGUE since 2015

What started in 2015 as a small tea bar in the heart of The Hague has grown into Hug the Tea as we know it today. Back then, Matcha was still relatively unknown in the Netherlands, but we immediately fell in love with its taste, ritual and versatility.

Almost 11 years later, we’re still here; sharing our love for Japanese Matcha and tea, working directly with producers in Japan and creating a place where people can slow down and take a moment for Matcha.

Today, our organic Matcha is available at our Matcha bar in The Hague, through our online shop, at selected Ekoplaza stores across the Netherlands, and at various hospitality businesses throughout the Netherlands.

In this blog, we take you back to where it all started, share how we discovered Matcha before it became the trend it is today, and give you a little look at what’s coming up at Hug the Tea this autumn.

From our new seasonal menu and Pumpkin Spice Matcha Latte to Houjicha, Onigiri and our renewed focus on the things we love most; this is what’s happening at Hug the Tea.

HOW DID YOU GET STARTED? I FEEL LIKE YOU WERE EARLY MATCHA ENTHUSIASTS. HOW DID YOU DISCOVER THIS “GREEN GOLD” BACK THEN?

We started in 2015 with a small tea bar in The Hague, offering organic tea and Matcha. At the time, Matcha was still relatively unknown in the Netherlands. We immediately fell in love with it ourselves and started organising tastings to introduce people to Matcha and share our enthusiasm.

Slowly but surely, Matcha became more popular, and so did Hug the Tea. In 2019, we moved from the Oude Molstraat to the Papestraat because we needed more space. This allowed us to offer not only Matcha and tea, but also High Teas, demonstrations and workshops for groups.

Today, we also supply our Matcha to various hospitality businesses, including some true The Hague gems such as Sam Sam and Blend One. At Hug the Tea, you can also enjoy fresh Onigiri, sweets, Japanese tea and, of course, our High Tea. We love being able to share Japanese tea culture in so many different ways.

AUTUMN IS JUST AROUND THE CORNER; DO YOU HAVE ANY FUN AUTUMN PLANS OR SPECIALS?

Absolutely! At the beginning of October, we're launching our autumn menu, with new seasonal specials such as our Pumpkin Spice Matcha Latte, as well as new cakes and Onigiri.

Our Houjicha Latte also remains a real autumn favourite, both hot and iced. And we now also have Houjicha macarons with a delicious milk chocolate ganache.

We're also making some changes to our concept, with a real “less is more” mindset. We want to create more focus and make Hug the Tea even more about what we truly stand for: great organic Matcha and tea, fresh Onigiri, delicious sweets and High Teas, beautiful rituals and, above all, a lovely place to slow down and enjoy.

WHAT DOES MATCHA MEAN TO YOU AFTER ALMOST 11 YEARS?

For us, Matcha is about much more than just a drink. It’s about taking a moment, slowing down and enjoying a small ritual in your day.

That is also where our motto “Take Time for Matcha” comes from. Whether you enjoy a Matcha latte in our bar, prepare a bowl at home or share Matcha with friends, we believe there is something special about taking the time to prepare and enjoy it.

And of course, quality has always been at the heart of what we do. THE PUREST OR NOTHING is not just a slogan for us. We work directly with producers in Japan and only select organic Matcha and tea that we truly believe in.

WHAT CAN PEOPLE EXPECT WHEN THEY VISIT HUG THE TEA?

We want Hug the Tea to be a place where you can take a break from your day. Of course, Matcha is at the heart of what we do, but there is more to discover.

You can enjoy different Matcha drinks, Japanese teas, fresh Onigiri, homemade sweets and our Japanese-inspired High Tea. We also love introducing people to the rituals behind Matcha and Japanese tea through tastings and workshops.

Whether you’re already a Matcha lover or trying it for the first time, everyone is welcome.

WHAT’S NEXT FOR HUG THE TEA?

We’re focusing more and more on the things we truly love and believe in. Rather than constantly adding more, we want to create more focus hence our “less is more” approach.

For us, that means great organic Matcha and tea, fresh Onigiri, delicious sweets and High Teas, beautiful rituals and a welcoming place where you can slow down.

After almost 11 years, we’re still incredibly excited about Matcha and Japanese tea culture. And we’re looking forward to continuing to share that enthusiasm with everyone who walks through our doors.

Take Time for Matcha 💚

THE PUREST OR NOTHING