Fiori Introduces Japanese Matcha Experience with Yuzen Collab

Fiori has launched a new Matcha Menu in partnership with Yūzen Matcha, introducing ceremonial-grade matcha sourced from Japan to its beverage offerings. This collaboration aims to enhance the café's product lineup while tapping into the growing demand for premium, experience-driven drinks in India’s evolving café culture.

The curated selection is designed to highlight both the complexity of matcha and its appeal to a diverse customer base—from enthusiasts to first-time consumers. The menu draws creative influence from the work of renowned Japanese artist Yayoi Kusama, known for her visual language centered on repetition, infinite patterns, and layered detail.

Each item on the menu connects with specific themes in Kusama’s art. The Iced Matcha Latte, referencing “NO. F, 1959”, incorporates a classic presentation with nuanced layers of flavor. The Mango Matcha, inspired by “Polka Dots”, blends tropical fruit notes with matcha’s earthy base. The Apple Matcha Cloud, linked to “Infinity Nets”, uses gradients of juice and foam for a balanced composition. Matcha + Blueberry Jam, inspired by “Infinity Mirrors”, combines the sharpness of matcha with the sweetness of fruit preserves for a more contemplative taste. The Matcha and OJ, drawing from “Fireflies on the Water”, merges orange juice with matcha for a more citrus-forward option.

According to the brand, the collection is positioned as part of a long-term strategy to develop matcha as a cultural category within India’s beverage sector. The partnership with Yūzen Matcha is aimed at maintaining product authenticity while also offering innovation in flavor.

The launch reflects a broader industry trend in hospitality, where cafés and F&B venues are focusing on specialty beverages and thematic menu design to engage younger and more experience-driven consumers. Fiori’s approach aligns matcha consumption with art, wellness, and cultural storytelling, elements that continue to gain traction in urban markets.