In the heart of Manhattan’s NoHo neighborhood, a quiet revolution is brewing at 54 Bond Street. Enter 12 Matcha, a contemporary matcha brand that blends centuries-old tradition with forward-thinking craftsmanship.
Conceived by entrepreneur Alan Jiang and his family, 12 is an immersive experience designed to reconnect people with the ritual of matcha through meticulous design, sensory exploration, and deep-rooted storytelling.
At the core of 12 is a reverence for craft: its matcha is sourced from fifth-generation tea artisans in Uji, Japan, cultivated through a nearly two-decade relationship. Tea master Haruhide Morita collaborated closely on a range of proprietary blends, including the latest, Matcha #2—each varietal curated like wine, with flavor notes identified through extensive testing conducted with food science experts at Cornell.
But 12 doesn’t stop at the cup. Chef Francisco Migoya, formerly of The French Laundry, led the culinary direction, most notably in developing a Matcha Basque Cheesecake that pairs beautifully with the brand’s deeper blend. Alongside flavor scientist Dr. Christopher Loss, the team utilized charcoal filtration and even vacuum distillation to extract and enhance matcha’s natural aroma and character.
After placing their order, guests move in tandem down the counter with their barista, who prepares each beverage and plates each pastry with precision reminiscent of a lab experiment. Once each item in an order is ready, it’s placed below a spotlight for admiration (and ideally to be photographed and shared on social media). Guests are then encouraged to retire to the living room-esque space.
Designed by Parisian firm Ciguë, the café centers around a striking green marble tasting table sourced from France’s Volvic volcano. Vintage Scandinavian furniture from the 1960s and 70s, curated by collectors in Athens, creates a warm, lived-in atmosphere. Even the matcha bowls—crafted in collaboration with a Tokyo-based porcelain artist—are thoughtfully designed to preserve tradition while embracing modern aesthetics.
Launching soon is 12’s tea tasting experience, which invites guests into a subterranean world where every detail matters, from custom porcelain to the scent of freshly prepared matcha. Guests can reserve individual spots or book the entire space for private sessions, immersing themselves in the artistry behind both loose-leaf and matcha brews.
At 12, even more important than perfecting the art of matcha is presence. Every blend, every sip, and every object tells a story of heritage, evolution, and emotion. In a city that never stops moving, 12 offers a rare pause: a space where tea isn’t just consumed—it’s felt.
Top Takeaways:
Location: Nolita, New York City
Address: 54 Bond St, New York, New York
Cuisine: Matcha Drinks + Treats
The vibe: Refined, ritualistic, and serene, 12 Matcha is where heritage meets high design to promote prolonged moments of mindful pause.
Pricing: $$
Takes reservations? No
Our favorite thing on the menu: The Matcha Americano is pure matcha heaven, though the Matcha Latte is ever the crowd-favorite. Be sure to try the Matcha Basque Cheesecake–a heavenly treat with texture akin to a cloud.
Hours: 12 Matcha is open every day from 8:30 AM to 5:00 PM.
