How a 25-year-old entrepreneur is using this Japanese concept to grow a successful matcha business

Angel Zheng is utilizing the Japanese concept of “ikigai” to transform her passion for matcha into creating a potential iconic household brand. At 25 years old, Zheng has already owned multiple businesses and her latest venture, Isshiki Matcha, aims to embody her ikigai, defined as a passion that adds value and joy to life by the Japanese government.

Starting her first businesses while still in college, Zheng eventually opened omakase sushi bars that earned her recognition in the food and drink industry. Her newest project, Isshiki Matcha café, situated in Manhattan’s East Village, is poised to become a leading name in the matcha market, aiming to create a heritage brand like those in the coffee industry.

Driven by her love for matcha and inspired by its rising popularity among millennials and celebrities, Zheng is navigating challenges such as supply chain issues and tariffs. She believes in the importance of finding one’s purpose, as she has with Isshiki Matcha, where she sees her passion aligning with success and fulfillment.

Through strategic event planning and digital branding, Zheng has expanded Isshiki Matcha’s reach and visibility. By hosting events that celebrate Asian culture and collaborating with Asian-owned brands, Zheng aims to increase the community’s presence in the local scene while also creating unique products like bottled matcha lemonade.

As Zheng continues to grow her business, she emphasizes the significance of networking, seizing opportunities, and maintaining confidence as an entrepreneur, especially as a female in the industry. Her journey with Isshiki Matcha exemplifies her commitment to following her ikigai and building a brand that reflects her passion and purpose.