Matcha had a noticeably larger presence this year. Merchants including 16 Matcha, Jacque and Matcha, Matcha Tokyo, The Matcha Co. and Yōka Matcha joined the lineup, which gave visitors an alternative to the increasingly elaborate ways in which coffee can be consumed.
Jacque and Matcha also worked with Maya on a Signature Drink served at the Maya booth. Maya Black, the festival’s co-presenter, offered cardholders up to 10X Maya Miles on qualified purchases at participating merchants, while Maya Wallet Cardholders could receive 1 percent cashback under the event promotion.
The Maya booth also offered a Coffee Tasting Stub for a Signature Maya Drink made with either Jacque and Matcha matcha or Yardstick coffee.
Beyond the booths and promotional mechanics, the three-day gathering had the agreeable disorder of a good food market: people wandering, comparing notes, changing their minds and returning to something they had spotted earlier.
A festival like this does not require everyone to become a coffee expert. Sometimes the achievement is simply discovering a drink you did not know you wanted, buying a bag of beans you cannot yet pronounce, and going home sufficiently caffeinated to reconsider your life choices.