Pour yourself a cup for this one: In a world where coffee dominates morning rituals, a quiet revolution is brewing in Portland’s tea scene. Tao of Tea, a 30-year-old institution, is redefining how Americans engage with matcha—while Astoria’s Sleeper Coffee is proving that the green powder is more than a trend. The two are locked in a symbiotic dance, blending tradition with modern demand in a way that feels both intimate and urgent.
Tao of Tea’s founder, Veerinder Chawla, started with a Himalayan trip in 1997 and a single teahouse in Portland. Today, the brand spans retail, online sales, and wholesale, but its mission remains rooted in sourcing. Chawla’s new matcha mill in Portland aims to bridge the gap between Japanese tencha leaves and the American consumer, a task made harder by supply chain chaos. Last year, tencha shortages drove prices nearly double, leaving matcha lovers scrambling. “It’s gone viral,” Chawla said. “Japanese producers are already sold out.” Yet, for Sleeper Coffee’s Roxy Ficken-Jones, the challenge is part of the allure. Her shop’s menu is 30% matcha, with a pound and a half of powder consumed weekly. “It’s not just a drink—it’s a ritual,” she says, noting how social media has amplified its mystique.
The debate over matcha’s preparation is as fierce as its popularity. Should it be sifted? Brewed with hot or cold water? Pre-sweetened or left to the barista’s discretion? At Sleeper, Ficken-Jones leans into room-temperature water for a less bitter result, a choice that defies traditional norms. “We’re not sipping it ceremonially,” she admits. Yet, the human connection remains. “Tea ceremonies are about gathering,” she says. “Coffee shops are the same.”
Chawla’s vision is to make tea as revered as coffee. His new mill, with manual feed and automatic grinding, will churn out seven eight-ounce tins daily—a labor-intensive process that underscores the artistry behind each cup. “There’s tremendous love in that,” he says. For now, Sleeper and Tao of Tea are proof that even in a coffee-centric world, tea can hold its own.
5-pound weekly usage highlight its role in the trend.
KEY POINTS: – Matcha’s rising demand has strained global supply chains, with tencha prices nearly doubling in a year. – Sleeper Coffee’s 30% matcha menu and 1.5-pound weekly usage highlight its role in the trend. – Chawla’s new matcha mill aims to educate consumers on the labor and care behind each cup.
CLOSE: What if the future of matcha isn’t just about the drink itself, but the stories and hands that shape it? What role will small businesses like Sleeper play in keeping that narrative alive?
Questions & Answers
What makes Portland’s Tao of Tea a good match for Astoria’s Sleeper Coffee?
Tao of Tea’s loose-leaf blends complement Sleeper Coffee’s rich roast, creating a balanced flavor profile. Together, they offer a harmonious Oregon coffee and tea experience.
Where can I find Tao of Tea and Sleeper Coffee in Oregon?
Tao of Tea is in Portland, while Sleeper Coffee is in Astoria. Both are local favorites known for quality brews and tea.
Information sourced from industry reports and news outlets.
