Milia Matcha Pop-Up Tour 2025

In 2025, Milia Matcha set out to meet its community across the globe. From Seoul to Tokyo to Paris, our pop-ups allowed tens of thousands of people to experience Milia Matcha.

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 district, we created an exclusive signature White Chocolate drink, just a few weeks after the release of our permanent matcha edition.
Deeply influenced by Seoul's ubiquitous café culture, many Koreans were able to discover and taste our entire range of drinks 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 two days.

Tokyo - June 2025

In June, Tokyo celebrated our limited summer edition with a pop-up in the colours of our Mango Matcha. Our first Japanese pop-up opened for a weekend in the streets of Harajuku, Tokyo's most cosmopolitan district, offering an exclusive signature Mango Matcha drink and pastries from multi-starred chefs (Jérôme Quilbeuf, 3-star chef in Tokyo, and Normand Jubin, pastry chef at Andaz).
Our first pop-up in Japan, just a few hundred kilometres from our matcha fields, we were immensely proud to introduce hundreds of Tokyoites to our products and our DNA.
In total, more than 1,600 people visited our pop-up between Saturday and Sunday.

Paris - September 2025

Paris in September closed our pop-up tour with more than 10,000 visitors over four days in a space covering more than 500 m². Thousands of people queued for several hours each day to discover the Milia Matcha© experience in Paris: four signature drinks specially developed by our pastry chef, exclusive pastries created for Milia Matcha© by Yann Couvreur, and an immersive experience imported straight from Japan.
More than 90 people worked on site during these four days to make this event a success.

A unique experience

On the agenda: tastings of our signature drinks, exclusive pastries, gifts, surprises, and limited offers every day. More than just an event, each pop-up was an opportunity to share, exchange, 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, who 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 around the world.

See you soon!