"Matchaful feels like it was created for serious matcha purists maybe? Like a light roast coffee, it’s not catered to the masses or a young pallet. The space is calm and intentional, very plant forward, and you can tell right away that this is not another sugary coffee chain. They use high quality ceremonial grade matcha sourced directly from multi generational farms in Japan, and the whole vibe is thoughtful and intentional, from the color of the drinks to the way they whisk everything to order.  The matcha itself is earthy and grassy in a good way, but the drinks lean very clean and lightly sweet with maple and housemade plant milks. If you are used to creamy lattes and classic syrups, you will probably find yourself wishing for just a little more sweetness and creaminess, the kind of syrup situation we end up creating at home. Prices are also on the higher side for what you get, especially if you are more “treat drink” than “ritual matcha” in your daily life.  That said, for a true matcha lover with a sophisticated pallet, this could be easy five star spot. The quality of the tea, the clean ingredients, and the fact that they are female founded and focused on sustainable sourcing make it a destination if you care about what is in your cup. If you love pure matcha flavors and minimal sugar, you will be very happy here. If you like your drinks more treat like, you may appreciate it, but you will probably still be thinking about the custom syrup you could be adding at home. "

"if you want a genuine matcha experience, this is the place for you. they take their matcha seriously here and prepare their matcha the traditional way, all while implementing them into unique flavors and combinations. none of the drinks here are very sweet, and it may be an acquired taste for some. but it’s great if you prefer your drinks to taste homemade (which they are - all the milks are even made in house), need it to be 100% plant-based, all while sitting in a relaxed and cozy environment. the staff here is also lovely."

"The drinks here are very good, and they get creative with their matcha combinations. I really appreciate that they offer a few different milk alternatives and use natural sweeteners, which makes it a great option for anyone trying to keep things healthy. There’s also outdoor seating available, which is perfect for relaxing and people watching in SoHo. Overall, a great spot for matcha lovers!"

"I visited this location yesterday with some friends because we were craving some quality matcha. As soon as we walked in, we were warmly greeted by the staff — Leek, Ari, and Amelia — which was such a positive first impression. Leek, who was working the register, was so sweet and helpful. I loved their energy and attitude! They patiently answered all our questions and made great recommendations. I ordered the Autumn Matcha, while my friends got the Ichigo Matcha and Frozen Hojicha. Amelia and Ari immediately got to work making our drinks — they were quick without sacrificing quality. Everything came out perfectly, and the drinks were delicious. Overall, such a lovely experience at a café in a busy neighborhood. I’d definitely stop by again next time I’m in the area."

"Matchaful is easily one of my favorite Matcha spots. The quality of their Matcha is superb! I have been to Japan and this better. The aroma is rich, the bitterness is very low, and the taste is smooth and layered the way a true ceremonial Matcha should be. One of the highlights is that they make their own almond milk and oat milk in house. Both are gentle, creamy, and bring out the Matcha’s flavor instead of covering it up. They also offer different sweetener options, which makes the drinks more personal and enjoyable. There are a few areas that could be improved in how their Matcha is prepared. The whisking was done too quickly. Instead of creating that fine foam with small bubbles that keeps the Matcha suspended, it was just a few circles and the powder sank to the bottom. A proper sifting step before whisking would also make a big difference in smoothness and taste. The other detail is the water temperature. When I asked, they told me they use one hundred degrees. That is too hot for ceremonial Matcha and can scorch the tea, which can brings out bitterness. Matcha is sensitive and many of the Japanese spots I have visited always stay between eighty and ninety degrees max. That range keeps the flavor not bitter and instead fresh, and smooth. Even at home I find seventy five to eighty five degrees is the sweet spot. Boiling water can work for some blends, but it’s pushing it. Even with these points, the Matcha itself is superb and one of the best I have ever had! Matchaful is a five star experience and with a little more care in preparation it could even be better. Highly recommended."