12 is a modern matcha brand that bridges multicultural perspectives, from culinary artisans, food science specialists to interdisciplinary designers.

Through years of collaboration between award-winning tea masters, 5th generation artisans in Uji, we craft products and experiences with purpose, precision, and clarity.

In the pursuit of unattainable perfection, 12 evolves through time and is a symbol of constant improvement —12 hours a day, 12 months a year.

Our matcha and tea comes directly from the Shirakawa Region in Uji, Kyoto. Each matcha is proprietary, crafted collaboratively with our partners, the Hotta Family, a 5th generation, 180-year-old family of artisans and producers. We aim to celebrate more matcha and tea from other regions in the near future. For example, we are currently testing a new proprietary blend of first harvest matcha from Kagoshima to use in our dessert offerings.

Our matcha contains a high caffeine content— similar to a strong cup of coffee. We serve 6g per drink, roughly the equivalent of two shots of espresso. Made with early harvest leaves and a higher concentration, the energy is steady and uplifting.

Matcha is made of three things: tea, air, and water. We use a custom filtration system designed with Ciguë, incorporating Japanese binchotan charcoal. This filters out chlorine and heavier minerals. The binchotan charcoal raises the pH and softens the water, creating a more alkaline base. Since matcha is naturally acidic, this balance enhances the tea’s umami, sweetness, and vivid green color.

12 is located at 54 Bond Street, a historic cast-iron building from 1874 in New York’s NoHo neighborhood.

Designed by French architecture studio Ciguë, the space unfolds across two levels:

• Upstairs: A welcoming space filled with natural light, and relaxed energy
• Downstairs: A multifunctional environment featuring our Experiential Room for tastings and R&D, along with a kitchen, lounge, and work area

Wednesday to Sunday, 9 AM – 4 PM.

You can view the menu here. We are continuously working on expanding the menu.

Launching soon. We’ll be offering a curated collection of matcha, tools, and objects. Join our newsletter to be the first to know.

Currently, we are not hosting private tastings, but subscribe to our newsletter to stay updated on any exclusive offers, events, and announcements.