History
Ito En was founded in Japan in 1966 by two brothers, Hachirō and Yasuhiro Honjō. The company pioneered the world's first ready-to-drink (RTD) unsweetened green tea and, in 1989, introduced Oi Ocha, which remains the best-selling RTD green tea brand in Japan. Today, Ito En is one of the largest tea companies in the world, generating billions of dollars in revenue and upcycling thousands of tons of tea leaves each year. Their ceremonial matcha is still traditionally stone-ground, preserving a centuries-old method that produces a finer powder and richer flavor.
Flavor
This matcha is strongly umami-forward with noticeable sweetness, balanced by a moderate amount of bitterness and astringency. The flavor is not especially complex, but it is well-rounded and enjoyable. Overall, I find it fairly middle-of-the-road, with a somewhat generic profile.
My Thoughts
I think this is the best matcha for the price. At around $10 for 20 grams, it is remarkably affordable while still being genuinely enjoyable. It is probably my favorite matcha for lattes and, for those on a budget, it also makes a solid everyday usucha. While it cannot compete with higher-end ceremonial matchas in terms of complexity, I think it offers exceptional value for the money.