The Hotta family has been cultivating tea in Japan for 180 years, and recently launched a new café, 12, in Noho. Under the direction of tea master Haruhide Morita and entrepreneur Alan Jiang, the café aims to modernize traditional tea culture through inventive menu items like matcha lattes and vibrant ice cream. The space is intentionally designed to enhance the tea experience, featuring unique elements reflecting the tea-making process. The team includes experts from various fields, contributing to an atmosphere that's both cerebral and enjoyable, amidst New York's burgeoning matcha scene.
The Hotta family has been growing and selling tea in Japan for five generations, amounting to 180 years of expertise, which enriches the new café's authenticity.
‘We wanted to create something high-end that is approachable and fun,’ Jiang emphasized, highlighting the café's balance of elegance and accessibility in its offerings.
The café features unique design elements, such as emerald-colored lava stone countertops and clay walls, all reflecting a deeper connection to the tea-making tradition.
Through experiential tastings and innovative products like matcha lattes and vibrant ice cream, 12 aims to bridge traditional tea culture with modern consumer trends.
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