Everything you need to know before visiting Japan’s most talked-about matcha brand — now right in the heart of Hanoi’s Old Quarter.
If you’re visiting Hanoi and you even like matcha, you can’t ignore one place right now: The Matcha Tokyo. Since it opened its first Vietnam location on January 24, 2026, this Japanese matcha brand has drawn long queues. Eager locals and curious tourists have come too, and for good reason.
What Is The Matcha Tokyo?
The Matcha Tokyo is a premium Japanese matcha brand known across Asia for its uncompromising quality. Often called “Japan’s most expensive matcha brand,” it began with one goal.
It delivers a pure, organic matcha experience in drinks, ice cream, and desserts.
What sets it apart from typical matcha cafés is the sourcing. The brand uses organic matcha that makes up about 1% of all matcha made in Japan.
Farmers grow and process it under strict agricultural standards. The result is a cup of matcha with a clear aroma, a rich but never harsh bitterness, and a smooth finish.
Japanese speakers call this lingering taste umami. No artificial sweeteners, no cheap fillers — just green tea at its most refined.
Before landing in Vietnam, The Matcha Tokyo had already expanded across Asia. It had locations in China, Thailand, and the Philippines. Hanoi now joins this elite list, making it a perfect addition to any travel itinerary in the Vietnamese capital.
Location: 34 Hang Gai, Hanoi Old Quarter
The Hanoi branch sits at 34 Hang Gai Street, one of the most scenic and well-known streets in the Old Quarter. The location couldn’t be more ideal for tourists. You’re just steps from Hoan Kiem Lake, the famous Ngoc Son Temple, and Dong Kinh Nghia Thuc Square.
So, a visit here fits easily into any walking tour of central Hanoi.
The shop spans four floors, each with its own character. The ground floor is primarily the ordering and preparation area, ideal if you prefer a quick takeaway.
Floors two, three, and four offer seating for those who want to slow down and savor the experience. Large glass windows on every level fill the interior with natural light.
As you go higher, the view gets better.
On a clear day, you can see rooftops and street life in the Old Quarter.
You also get a partial view of Dong Kinh Nghia Thuc Square, which adds charm.
The interior design is characteristically Japanese: clean lines, minimal decoration, neutral tones. Nothing about the space is loud or gimmicky. Quietly beautiful in a way that feels intentional, it’s a deliberate contrast to the bustling street below.
What to Order: Menu Highlights
The menu at The Matcha Tokyo Hanoi centers on a focused selection of matcha beverages, ice cream, and pastries. Here’s a breakdown of the must-try items:
Matcha Latte
This is the signature drink and the best place to start if you’re new to the brand. From the initial sip, the matcha flavor comes through boldly fragrant, layered, with a velvety texture. The milk is present but never dominant; it exists purely to complement the tea, not mask it. If you love authentic matcha taste rather than sweet, milky approximations, this is your drink.
Matcha Coffee Latte
A creative and surprisingly well-balanced fusion of matcha and espresso. Neither flavor overpowers the other.
The coffee adds alertness and depth. The matcha keeps the drink grounded with green, earthy notes. This is the perfect order for travelers who can’t decide between their morning coffee and their matcha ritual.
Matcha Soft Cream
The soft serve ice cream is a revelation in texture and flavor. Light, airy, and elegantly sweet, with the matcha fragrance still punching through beautifully. It’s a more approachable option for a gentle, dessert-like first encounter with The Matcha Tokyo. At 70,000 VND per cone, it’s also one of the more wallet-friendly items on the menu.
Matcha Powder to Take Home
For matcha lovers, the shop sells premium organic matcha powder for 260,000 to 350,000 VND. The price depends on the grade and quantity. This makes for an excellent and unique souvenir to bring back home — far more personal than a generic airport gift.
Price Guide
Let’s be upfront: The Matcha Tokyo is not a budget café. Here’s an approximate price guide for 2026:
- Matcha Latte: ~120,000 VND (small size)
- Matcha Coffee Latte: ~120,000 VND (small size)
- Drinks (general range): 80,000–130,000 VND
- Matcha Soft Cream: ~70,000 VND
- Ice cream range: 70,000–150,000 VND
- Pastries and sweets: 20,000–70,000 VND
- Take-home matcha powder: 260,000–350,000 VND
To put this in context, a small matcha latte here costs about the same as pho. At a mid-range Hanoi restaurant. A considered splurge rather than an everyday choice, but most visitors find it absolutely worth it.
Is It Worth the Hype?
Short answer: yes, with a caveat.
If you truly enjoy quality matcha that tastes like real green tea, The Matcha Tokyo may be your top stop in Hanoi. Sweet green milk is not the only thing it is. The flavor profile is distinctly Japanese: clean, multi-layered, with a satisfying depth that builds rather than fades. You won’t find this style of matcha on most Hanoi menus.
The atmosphere adds to the appeal. Sipping matcha while overlooking Hang Gai Street from a third-floor window is quietly memorable. Watching motorbikes weave below and vendors carry bamboo poles through the Old Quarter blends Japan and Vietnam.
The caveat? If you’re craving something sweet, strongly flavored, or full of toppings, the minimalist approach may feel stark at first. The Matcha Tokyo lets its ingredients speak for themselves, and they do. But this is not the place for a bubble tea-style experience.
Practical Tips for Tourists
Get there early. Since opening, the shop has attracted substantial foot traffic, especially on weekends and during the lunch hour. Morning visits (before 11am) tend to be calmer.
Take the stairs up. The best seats with Old Quarter views are on the upper floors. Don’t settle for ground floor seating if you’re staying to enjoy your drink.
Pair with a walk. The location on Hang Gai makes it easy to pair with a stroll to Hoan Kiem Lake.
The lake is a 3-minute walk away.
You can also browse the silk shops along Hang Gai.
Or you can visit Ngoc Son Temple on the lake island.
Cash or card? The store accepts both, but having Vietnamese dong on hand is always helpful in the Old Quarter.
Skip the sugar add-on. We calibrate the default sweetness level to let the matcha shine. Resist the urge to add extra sugar and taste the tea as it should taste.
Final Verdict
The Matcha Tokyo Hanoi is more than a trendy café – it’s a genuine encounter with Japan’s best-kept matcha tradition, transplanted into one of Southeast Asia’s most atmospheric neighborhoods.
For tourists visiting Hanoi who want to experience something beyond the usual iced coffee, a visit to this four-story matcha sanctuary on Hang Gai is highly recommended.
Just be warned: once you’ve tasted matcha at this level, the supermarket stuff will never quite be the same again.
34 Hàng Gai, Hoàn Kiếm (Old Quarter) – a super walkable spot near the Hoàn Kiếm Lake area.
Matcha soft cream (soft-serve) is the crowd-pleaser and usually the easiest “first order.”
If you want the baseline: Matcha Latte.
If you’re torn between caffeine types: Matcha Coffee Latte (matcha + espresso).
