Article published on November 7, 2025.

In 2025, Milia Matcha out to connect with its community across the globe. From Seoul to Tokyo and all the way to Paris, our pop-up events allowed tens of thousands of people to enjoy the Milia Matcha experience.

Three cities, three worlds

We have created three different worlds, one for each destination, designed down to the smallest detail, combining Japanese tradition and French modernity.

Seoul — May 2025

Seoul, in May, marked the start of our pop-up tour, one year after our first pop-up in Seoul in 2024. In the heart of the Hongdae neighborhood, we created an exclusive signature drink, White Chocolate, just a few weeks after the launch of our permanent-line matcha.

Deeply influenced by Seoul’s pervasive café culture, many Koreans have had the chance to discover and sample our full range of beverages and pastries, prepared on-site by a 100% Korean team.

In total, more than 1,500 people visited our first pop-up of 2025 over the course of two days.

Tokyo — June 2025

In June, Tokyo celebrated our limited-edition summer collection with a pop-up featuring our Mango Matcha colors. Our first Japanese pop-up opened for a weekend on the streets of Harajuku, Tokyo’s most cosmopolitan neighborhood, featuring an exclusive signature Mango Matcha drink and pastries from multi-starred chefs (Jérôme Quilbeuf, a three-star chef in Tokyo, and Normand Jubin, pastry chef at the Andaz).

For our first pop-up in Japan—just a few hundred kilometers from our matcha fields—we were immensely proud to give hundreds of Tokyoites the chance to discover our products and our brand identity.

In total, more than 1,600 people visited our pop-up store between Saturday and Sunday.

Paris — September 2025

Paris, in September, wrapped up our pop-up tour with more than 10,000 visitors over four days in a space spanning more than 500 m². Thousands of people waited in line for several hours each day to experience Milia Matcha Paris: four signature drinks custom-created by our pastry chef, exclusive pastries made for Milia Matcha Yann Couvreur, and an immersive experience brought straight from Japan. More than 90 people worked on-site during those four days to ensure the event’s success.

On the agenda: tastings of our signature drinks, exclusive pastries, gifts, surprises, and limited-time offers every day. More than just an event, each pop-up was an opportunity to share, connect, and introduce people to our products.

For even more surprises, we were able to count on our partner brands—Erborian, Shiseido, L'Occitane, Dyson, and Hello Glowery—which helped make each experience unique.

Thousands of encounters

In total, more than 13,000 drinks were served and thousands of visitors attended between Seoul, Tokyo and Paris. These pop-ups were much more than just events: they allowed us to meet the Milia Matcha© community.

A huge thank you to everyone who came to see us—it was a pleasure to share these moments with you from all corners of the world.

See you soon!