Business · Singapore Bureau
Matchaya founder Kevin Chee grows matcha empire from retail roots
What began as a weekend market venture has evolved into a major distribution network, as Kevin Chee capitalizes on Singapore's growing appetite for matcha products. The Matchaya founder identified the green tea trend early, building a business that now spans retail and wholesale operations across the region.
LSN Singapore ·
Kevin Chee's journey into the matcha business began over a decade ago, when the powdered green tea was still a niche product in Singapore's consumer market. Recognizing untapped potential in the beverage category, Chee started small, operating at weekend markets to test demand and build brand awareness among early adopters.
The early-stage retail presence proved successful, validating Chee's conviction that matcha would eventually achieve mainstream appeal in Singapore. As consumer interest grew, Matchaya expanded beyond its modest market stall origins, establishing dedicated retail outlets across the island.
Today, the company has evolved into a significant player in the matcha supply chain, transitioning from a pure retail operation into a major distributor serving cafes, restaurants, and other food service establishments throughout South and Southeast Asia. This diversification into wholesale has allowed Matchaya to scale beyond direct-to-consumer sales while cementing its position as a key supplier to the region's growing matcha-focused hospitality sector.
The expansion reflects broader trends in Singapore's food and beverage landscape, where premium, health-conscious products have gained traction among consumers. Matchaya's growth from weekend markets to a full-fledged distribution network demonstrates how early recognition of emerging food trends, combined with strategic business development, can create substantial commercial opportunities.