What is Shiro Matcha? An Interview with CEO of Shiro Matcha to build a brand, loved by the local community.
Expanded from the popular Japanese gelato shop, Shiro Gelato & Snacks, Shiro Matcha was launched to deliver the ceremonial matcha from Japan.
I'm a marketing coordinator at Shiro Matcha. I sat down with Norimasa Fukuhara (I call him Nori-san) to talk about how he built his brand from a market store into a growing matcha business.
Who is Norimasa Fukuhara?
After graduating university in Japan, Nori-san started working at Japan Agricultural Cooperatives (JAC) in Shizuoka prefecture. As a salesperson, he worked closely with farmers, later moving into supporting their finances. Through this experience, he saw both the quality of Japanese agricultural products and the financial difficulty many farmers faced. He wanted to find a way to contribute to them.
In 2020, he moved to Australia on a working holiday visa. He wanted to build a community where Japanese culture could blend with local culture, which led him to open a gelato shop, Shiro Gelato & Snack, creating an unique opportunity for customers to try something new like mochi gelato and matcha lattes.
How Shiro started?
Nori-san, how did the business start?
"Our business started from a small store in the market, selling Japanese noodles called yakisoba. Later I realised it was important to have a physical store to make the experience more interesting for customers." He said.
"In 2023, we started building a store in Southport. We decided to sell gelato first because it's such a popular dessert in Australia, and it can be any flavour. So it was easy to blend in unique Japanese flavours. We also decided to sell Onigiri, a popular Japanese snack."
The store opened right next to Southport tram station on the Gold Coast, and quickly became known for its famous mochi gelato and matcha drinks. In 2024, the second store opened at Elizabeth Street in Brisbane CBD and another store in Japan. From there, the brand was expanded to Shiro Matcha, bringing ceremonial matcha powder to customers and cafes across the country.
What Was Hardest About Building a Brand in Australia?
"As a Japanese person, it was difficult to break into the Australian market and access business-related information. I started Shiro Gelato & Snack during the COVID-19, when it was hard for everyone to predict the market."
Despite the challenge, the brand found ways to grow, particularly through social media. Before launch, Shiro Gelato & Snack's account had 1,000 followers on instagram. Today, the account has reached 27,900 followers.
Why Launch Shiro Matcha After Shiro Gelato & Snacks' Success?
I've watched matcha become a popular drink worldwide, but the production of matcha hasn't been able to keep up with the demand. I wanted to create a brand that provides ceremonial-grade matcha imported from Japan to Australia.
"It also comes back to my time at JAC, seeing farmers struggle. I wanted to create a system that fairly contributes to Japanese agriculture. Launching Shiro Matcha was for me to take the first step toward that.
What Does the Brand Stand for?
"Shiro" means white in Japanese. We see our brand as a white canvas where any different culture can blend in, coming from my respect for local culture as well as Japanese culture.
Nori-san says "Shiro Matcha is not just about selling premium matcha. We also want to provide a moment to pause, connect and experience Japan."
What Makes Shiro Matcha Different?
Nori-san believes what makes Shiro Matcha is its quality directly imported from Japan.
"We prioritise providing high-quality matcha from Shizuoka prefecture - one of the most famous matcha producing regions in Japan. We partner with Japanese farmers to buy matcha at a fair price, which helps them maintain a stable supply and the quality of their product," he said.
"Our matcha is also famous for its creamy texture and it is because of how it's produced. For our matcha powder, the matcha leaf is ground into very fine pieces, which is what creates that creamy texture."
What are the goals for Shiro Matcha?
As a matcha distributor, Nori-san has two goals, one for everyday customers, one for the businesses.
"For customers who drink our matcha daily, our goal is still to make matcha a part of your life. We want to keep improving our brand to offer a space where people can relax and feel grounded, day to day."
As a matcha distributor, we're aiming for the number one share in the matcha market in Australia. We also make other types of Japanese tea such as Hojicha (roasted green tea), Wakocha (Japanese black tea), and Genmai Matcha (roasted brown rice tea blended with matcha), and we'd love to bring more of these products."
Closing Thoughts
What stood out most to me from this interview was how much Nori-san values everyone connected to the brand including customers, employees and the farmers in Shizuoka.
Having made the same move from Japan to Australia around the same time he did, I can only imagine how hard it was to build a business from nothing in a foreign country. I think both Shiro Gelato & Snacks and Shiro Matcha successfully offer a space for customers as he wished. I always notice people's smiles every time I walk into the store. As a new marketing coordinator at Shiro Matcha, I would love to continue improving a brand that is loved by many.
Looking ahead, Shiro Matcha has recently joined the Sake Festival on the Gold Coast and in Brisbane, sharing matcha powder and Japanese tea with the community. The matcha team is heading to Melbourne in July and Sydney in September for the upcoming Sake Festival. Keep an eye out for Shiro Matcha in your city next! Follow us on instagram @shiro_matcha_official and on LinkedIn https://www.linkedin.com/company/japancrossworld/ or visit the website https://shiromatcha.com/ for more.
