12 Matcha

Definitely top 3 matcha in all of New York. 12 matcha has an attention to detail that is so refreshing and often seen in places like Korea, Japan, and Malaysia that I’m so glad to see finally come to New York. From their water purification to their privately sourced matcha, I’m so impressed. As a matcha lover and connoisseur I can’t recommend this place enough. When I visited I was explaining to a friend who had never had matcha how it’s made and good brands etc. The owner happened to be there and overheard and was really cool! He added some of his own knowledge and insight and it was a very nice chat! On top of that, the staff are also very good at making and immersing you into the creation of the matcha. I enjoyed watching each step and enjoyed the taste even more. I got the cheesecake to go with the matcha and I LOVED it. I normally don’t like cheesecake so this was extra amazing. My friend who had never had matcha became a matcha over after that as well. The only thing I can think of that isn’t great is the amount of table. With its popularity it was difficult to find a seat but it wasn’t bad after some people left. Just be prepared to wait and maybe if you’re not solo, get one person to secure a seat while you wait for your drinks.

A must-visit for matcha lovers! The drinks are high quality and prepared right in front of you, which makes the experience even better. The flavor is quite intense — they use a generous amount of matcha, so it’s rich and slightly bitter. Personally, I enjoyed it, but it might be a bit too strong for some people. The place has a clean, minimalist vibe. It does get crowded, so expect a bit of a wait, especially on weekends. The desserts were the real highlight for me — the matcha cheesecake and hojicha cheesecake are both absolutely delicious: balanced and beautifully flavored.

12 Matcha is hands down our favorite matcha spot in NYC, and it’s easy to see why it’s so hyped. We opted for the iced matcha latte and the warm matcha latte, and both were extremely delicious, with that rich, high-quality matcha taste that makes it stand out. Watching your order being prepared right in front of you adds to the experience. The café itself is stylish and trendy — you can tell it’s popular with influencers taking photos. After a short wait, we enjoyed our freshly made drinks right in the café. Definitely a must-visit for matcha lovers.

I love this spot! The amount of matcha they give you is amazing for the price in NYC. The whole experience is so fun, they make the matcha right in front of you and the interior is beautiful. All the staff is super friendly. I try to come once a week and I get an iced matcha, no sweetener and a croissant. Perfect combination. I try to only come in the morning though because when I’ve come midday on the weekend it’s a long line but I will say that’s normal for spots like this in nyc. Hope they keep doing well and keep the quality.

I went early on a Saturday morning and got there 10 minutes after opening----no line! I got just an iced matcha latte and a plain croissant. Both super delicious! The croissant was soft and didn't flake off and make a huge mess. Great pairing with the matcha latte--the matcha flavor is very present and delicious! Would love to come again but I come from slightly far away and am a bit worried about wait times.

Incredibly busy spot, expect about 45-60 mins wait at peak time. However, the matcha is very good and I can see why there's hype for this spot. The space is beautiful (2 floors) and the atmosphere is quite serene inside despite there being a long line outside. Would recommend the iced matcha drink with oat milk and unsweetened. The cake wasn't too memorable to me, but the ice cream was, especially the hojicha flavor. The service was excellent though. We were given umbrellas and cold water outside while waiting in the sun on a hot summer day, which was very considerate. Overall, really enjoyed the experience here.

What a gem for matcha lover. Could taste the umaminess from the matcha latte instead of latte so you know they have grasped the balance and ratio of powder and milk well. I went three times while I was in NY and tried both cheesecake and ice cream. Great matcha dessert guys. Keep it up. Perhaps consider opening up in London lol 😂

Work near by so I went to try this place. I had to wait in line for 20 minutes the first time. Nicely decor, I ordered the Matcha tea, 1 scoop of Matcha ice cream and one piece of the Matcha Basque Cheesecake. The Matcha ice cream was really good, ate it while I waited for my tea. The Tea what an artwork, and it was delicious. The Matcha Basque Cheesecake I ate it at work and it was really good, that after work I went to get another piece. my second time I ordered the Hojicha ice cream and it was refreshing. and bought two pieces of the cheesecake. I wonder if they sell an entire cheesecake. what an experience.

The fact that I would go back and wait on line here while preferring straight matcha over lattes and that I would still go back here says a lot for this place. Anyway, I was getting ahead of myself. I was on line for this place a month ago or so. The line took 15/20 minutes and they were handing out umbrellas to folks as it was sunny which was nice. I arrived inside soon enough and a person in a suit who said welcome and goodbye later (possibly one of the owners) was friendly. The place is aesthetically pleasing though I wish there was a bit more seating upstairs. While online, I decided to get a matcha latte (though I usually as said prefer straight matchas or as they list an americano) without any sugar/sweetener of course as well as a matcha Basque cheesecake. The person making the matcha was friendly and it's been a while since I had a tea ceremony. As the tables were full upstairs, I went downstairs where there is enough seating. The Matcha Latte, which is $7 (or $6 as an Americano sans milk,) is served in a layered way which was a nice spin and the man as I prefer stronger flavored matcha recommended trying a bit of the top and then mixing in the milk (which I was planning on doing.) I did first tried some from the top layer and the quality was very nice. It's not as mouthcoating or as complex as Sorate which costs more or the long since closed Ippodo but it was just a step below. This in other words made it more similar to the more pricey Setsugekka and definitely above other spots such as Matchaful or related. Once mixed with the milk, the matcha flavor was still present and strong probably due to the amount of powdered tea compared to other places while being smoother of course. For this reason, this is probably the best matcha latte in the city even with it not being the best straight matcha which is unique. The Basque Cheesecake for $8 was alright. There's some places to compare it to with the gold standard being Grace Street. The texture of the cake was very nice but by comparison, the matcha flavor wasn't too strong. It looks as dark as the top of the drinks but the flavor wasn't there as much. If the flavor was there, I would recommend it but for now, it's more of an aesthetically pleasing and good quality cheesecake with some matcha. It was still good quality and I would recommend it but in hindsight, I would have preferred the ice cream based on the excellent matcha sample as I wouldn't have minded trying the hojicha also with two scoops being the same price as the cheesecake. I had been putting off this spot mostly due to the line but I will very likely go back to this place. Very good matcha at a reasonable enough price for the quality.

Service: 4.5/5 While waiting in line we were given umbrellas to block the sun. The matcha whisking is cool too although not life changing. After you purchase you have to wait in a line to watch your matcha get made. Food: 4.5/5 We got an unsweetened matcha latte and the hojicha ice cream. Matcha latte is not better than Sorate, but still worth trying. Kettl can be inconsistent and Sorate is more pricey. The ice cream was really delicious, better than the matcha latte in my opinion. Ambiance: As someone in design, the ambience was great. Music and lighting were nice, and the bottom floor has a cool private area too.

I understand the hype-- it was delightful. Made right in front of you and the green color was magical. The ice cream was good as well! The wait was a bit long, but they gave us umbrellas in line so with some good company it was perfect! Cheers!

No shame in admitting I had a very caffeinated breakfast at 12 Matcha at 9am lol, anything to avoid the insane lines. I arrived 10 mins before they opened and only waited 15 mins total on a weekend, and I can confidently say it's 100000% worth the hype! Hands down this is the RICHEST matcha latte I've had in NYC. If you're only getting one thing, it has to be the matcha basque burnt cheesecake. It's honestly as good as the ones I've had in Asia. Pro tip: go early. There was a line when I left, but they handed out umbrellas to people waiting. However, I was surprised the cafe wasn't crowded at all. Both floors still had plenty of empty seats despite the line outside. ＊Matcha Latte $7 They use 6g of matcha per glass, which is wild! I got mine with oat milk and no sugar, and it completely blew me away. The milk-to-matcha ratio was PERFECT. Every sip was full of earthy matcha flavor without any bitterness. It proved how high quality and well-balanced the matcha powder was. ＊Matcha Basque Burnt Cheesecake $8 The BEST basque burnt cheesecake I've had in a long time. It was soft with a half-molten center and ultra-creamy texture, and packed with bold matcha flavor. ＊Hojicha & Matcha Gelato $8 While the tea flavors were rich, it was a bit too sweet for my taste. Also, the gelato melted into a watery pool quickly. ＊Croissant $5 A good croissant, though nothing remarkable. We just needed it to cut through all the sweetness lol.

Went a little past 2pm on Labor Day and ended up waiting over an hour in the sun. Like others have mentioned, they do give you sun umbrellas but there is limited quantity but it did help. There's two drink items - I opted for the matcha latte slightly sweetened and the matcha basque cheesecake. They call your name when they're making your drink so you can see them whisk the matcha - reminds me of how they did it in Kyoto. They use 6g of matcha, but idk if I could really tell if they used that much more. I liked the sweetness level of the drink. The cheesecake was great but for me I think the cheese flavor was stronger than the matcha. Seats are limited but since they control the number of people inside it didn't feel overly crowded! I probably wouldn't come back if there's a line!

An authentic matcha cafe focused on high-quality, directly-sourced tea leaves from a centuries old farm in Uji and an intentional, personal mixing experience. all somehow done exceptionally well in the heart of busy Manhattan! there is always a line outside to manage the flow of customers inside. helps preserve the experience and doesn't make me feel rushed. the design is beautifully done, my favorite aspect was the bespoke giant pieces of charcoal floating in huge water bins (to filter and calibrate the pH)! there are also two floors of seating to enjoy the goods if you are lucky enough to grab a spot. big fan of the concept and happy to see their success! lovely lovely matcha, though heads up to caffeine-sensitive folks like myself, they use 2-3x more grams of matcha than other places to make their drinks so rich!

Waited on a weekday at around 2pm for around 15 minutes ago which was not bad at all. The line was sizeable but it moved quickly. They gave us umbrellas for the scorching heat/sun which was super nice. The matcha is here is EXCELLENT, and one of my favorite in the city. The milk helps with the grassiness that you might expect from high quality matcha. Come here if you're a true matcha lover and see how it compares to your favorite spots. However, make sure to get everything on the menu because the ice cream and basque cheesecake are even BETTER than the matcha latte. This was the best matcha cheesecake I've ever had. It was so smooth, silky, soft, and creamy, with a rich matcha flavor running throughout and not too bitter, not too sweet. Such a great texture. I was amazed. The ice cream was excellent too - they had hojicha, matcha and panna. I felt that the panna was, among the three, relatively skippable, as it was not too far from a really good vanilla. I'm here for the tea flavors. HOWEVER! If you find that your matcha is still too bitter/earthy for you, you can throw some of the ice cream into your latte and make it sweeter and creamier! Which my friend did and it complemented really well. The hojicha ice cream is EXCELLENT. Prob best in the city. Matcha ice cream is similarly rich and earthy and what you want out of a high quality matcha ice cream. Delicious. Would return.

I saw really good reviews about this place but once I got here, there was already a line! I did appreciate that the workers were handing out umbrellas for rhe people who were waiting because I don't think I would've survived the summer heat without it. The inside of the cafe was very aesthetic to say the least, every drink is made in front of you while the barista is explaining the process. I do wish there were more seating since we had to wait until someone left. I think the Icecream was really good but I thought the matcha wasn't anything out of the ordinary.

I came here on a Sunday afternoon and had to wait about 30 minutes. Thankfully, they gave everyone waiting in line an umbrella, which really helped with the heat and sun. The interior of the cafe is beautiful, with modern Japanese design, and two levels of seating. We ordered the matcha latte, the matcha americano, the matcha basque cheesecake, and the seasonal yuzu sorbet. The matcha was great but I do think I've had better, richer matcha in NYC. The matcha cheesecake was rich and delicious. And the yuzu sorbet was light and refreshing. Overall, I would come back (but only if there wasn't a line).

I waited 50 minutes outside before entering the store on a Saturday. The matcha latte did taste water down even though I saw how much powder they used. It might be because they seem to use the same amount of ratio of water and milk. The matcha itself was good and a bit bitter, which I liked. But I'm not going to lie I don't think it's worth waiting any longer than 15 minutes for, if even. I got a scoop of panna and matcha ice cream. The Panna was creamy, but ultimately way too sweet. The matcha ice cream was also way too sweet I couldn't finish it. The matcha cheesecake was not too sweet and is packed with matcha. But I also don't think it's worth longer than a 15 minutes wait. I think the space looks cool and it's nice seeing them make my matcha in front of me. However, I think I'd go elsewhere for my matcha lattes.

Great matcha, definitely worth trying! This new matcha spot has been all over my Instagram, so I finally decided to check it out. This was actually my second attempt. The first time I went, back in July, the line was way too long, and I gave up halfway through because it was too hot to wait in the sun. This time, I got there around 10:30 a.m. on a Saturday and waited about 20 minutes. I would definitely come back again, although I don't think it's worth waiting too long just for the cafe itself. Once you're inside, though, it makes sense why there's usually a line. If everyone shows up at once, it gets crowded quickly, with people saving seats while others are still ordering. That makes seating a bit tricky. Overall, great matcha! My latte wasn't too sweet or too bitter; it was just right for me.

A solid 4.5 with (or, in spite of?) crazy social media hype! This was my second time attempting to get inside this currently very viral matcha tea house. There was a long wait despite it being so close to closing time last time. This time, the wait was not quite as long as it was a random Tuesday afternoon. They do provide an umbrella to protect you from the sun while you wait-- a lovely touch. The menu is relatively simple. You could get "Matcha Americano" - regular matcha, or a "Matcha Latte" - milk added. It was a little jarring to see that there was this pomp and ceremony around the matcha prep but they do not offer different blends or mixed beverages. There's also ice cream and some baked goods available. It is definitely interesting to see the big vats of water with the long stick of charcoal thrown in, how the water gets put in this heated urn, the methodical uniformity in which the matcha is prepped by the workers donning apron and little bandana. And the portion of matcha you get per drink feels like a generous amount for the price, which is not crazy expensive for a matcha drink in NYC. There is quite a bit of bottleneck because of this prep, though. I loved standing around smelling the floral and fragrant matcha, but it did take a while for the line to move. I got the Matcha Americano, iced and unsweetened. I also got the matcha Basque cheesecake and my friend got two scoops of ice cream, the hojicha and the matcha. The ice cream did start turning into a puddle by the time we got it because it was scooped out way before it was our turn for our matcha to be prepared. The cheesecake was absolutely forgettable and should be skipped altogether. The ice cream was better than expected, especially the hojicha flavor whose nuttiness really punctuated the strongly floral and bright flavor of the matcha drinks. The matcha drinks were also excellent, blended very well and with really balanced flavor. I did not regret my decision to get it unsweetened because the matcha itself felt light, not bitter at all, though the flavor was strong. Though there is seating inside the shop, there's not a lot of space and your ability to snag a seat depended on chance. There was also a "tasting room" corner on the basement level, but I wasn't sure what it was being used for, as there was no option of different blends being offered on the regular menu. I think the overcrowding might be alleviated if they kept separate lines for dine-in vs take-out, but that does take a lot of work. Overall, I was pleasantly surprised by the tasty matcha at 12 Matcha and would return again.

This should still be an operational sidewalk, line or no line. I just walked past not even 5 min ago and the line decided to take up the entire side walk - ignoring both the line barriers to not block the staircase and instead of being flush to the fence, the line decided to queue flush to curb. This literally leaves no space for people to walk on the actual sidewalk and have to walk on the cobblestone. The staff provides umbrellas for the line which is more than they have to do honestly, but it just takes one dumb person to steer the line the wrong way and at that point the staff can come correct. The last time I was actually on the line and people wanted to wait beyond the barriers too, in the direct path of the staircase.

We stopped by early on a Thursday morning. There was no line. We stayed for a while. The interior is simple and cozy, great for relaxing or getting some work done. As for the menu, the matcha was just okay. The quality was a bit lacking; it had a strong bitterness without a smooth finish. The matcha cheesecake had a slightly powdery texture and lacked the bold flavor I was hoping for. The biggest disappointment was the croissant, no layers, not crispy, and it tasted like it had been sitting out for a while. Overall, it's a nice spot to unwind, but the food and drinks definitely have room for improvement. If I come back, I'd be curious to try the ice cream and hojicha cheesecake instead.

The line is long on the weekends- we waiting 1hr in line. But they handed out umbrellas to customers on line to have shade from the sun - which I thought was really considerate. The menu is simple- matcha latte or matcha americano. They have a few selection of dessert including ice cream. I think 12 matcha stands out because of how strong their matcha is- I think I counted 4+ scoops of matcha per drink. If you are someone who likes some sugar in your drink, you might want to ask for more simple syrup. We also got their hojicha and yuzu ice cream. The hojicha was delightful and the yuzu was perfectly refreshing, especially after waiting in the sun. I'd come back, but I don't want to wait in line again LOL

The line is atrocious. Over half an hour wait but they were very thoughtful in offering umbrellas. The matcha latte was pretty good. The cheese cake was not impressive. It was too sweet for my taste. The ice cream was good. I especially like the yuzu and the hojicha. They talked about charcoal infused water etc... It's more a gimmick than anything imo. Not worth the wait.

After walking by on a Sunday afternoon and noticing a LONG line I decided to stop by early Monday morning shortly after they opened at 9am. 12 matcha has an insanely cool two story space with modern Japanese influenced interior design. When I entered a nice Albanian man informed me and a few others of the sad situation- no matcha drinks today. A pipe had burst in the building but he was kind enough to let us know as he dealt with the situation. They did have pastries and I had the chance to try their delicious matcha cheesecake. A perfect matcha cream cheese combo. No crust with a touch of sweetness. Unique yet simple and still indulgent. Just by the way they handled customers on a difficult day of business, (as a new business) I can only imagine how efficiently and diligently they normally operate. I can't wait to return to try the matcha dubbed the best in the city.

I absolutely love 12 matcha and come here at least once (usually twice) a week. There is no bitterness or grassiness in their matcha. I always order the americano sweetened or lightly sweetened with stevia. They use 6 g of matcha per drink so it's very strong but so delicious. Each barista really takes their time with whisking and you can tell they all genuinely enjoy the craft. They offer free water which is such a lovely bonus as many coffee/tea shops don't.

12 Matcha is located in NoHo of New York City. The line was very long outside of the building. I liked that they had sun umbrellas for their customers to use on the hot, sunny days while they wait. Unfortunately, 12 Matcha wasn't for me. I don't know how long we waited in line for exactly, but it was at least an hour. The menu is very limited to four items: two drinks and two other dessert items. I ordered an Iced Matcha Latte and a scoop of the matcha ice cream. I liked the matcha ice cream. The Iced Matcha Latte however was not what I expected. It was underwhelming. It wasn't bad, but it wasn't my favorite. The interaction with the matcharista was fun though. They were very interactive. The interior is decorated in a modern sort of minimalistic way. There is also seating on two floors. It's still pretty small inside though.

Wow! I think I hit a great week to go. It's been super hot in NYC and my friend and I only waited maximum 20 minutes for two visits! I loved how organized their system was, having a bouncer for a matcha shoppe was pretty funny to see but really allowed the place to maximize on efficiency as well as customer satisfaction. Both times we went, we were able to grab a table before we got our drinks! Also, the bathrooms downstairs are super useful after waiting in line! Overall, I loved the matcha. You can tell how good a matcha is by the coloring & the rich, dark and bitter flavor of the green tea really came out full force in our matcha lattes. I ordered some sweetener just because I do enjoy a more sugary matcha latte. My friend, who is a NYC local, said when they first opened, she waited almost 2 hours for the matcha!

Went twice already and both times have not disappointed! They put so much matcha in the tea. It's so rich and full of depth. I also really like the ice cream too - so smooth and full of flavor.

As an Asian who drinks a lot of Matcha, the matcha here was ok. It was my first time in and I didnt know if sweetness was customizable. My drink wasnt sweet. I got a matcha latte with oat milk. I love the experience more than the drink. They show you how to whisk matcha and you can ask them anything. The location was super convenient, next to now now noho my hostel. Literally just turned the corner and there it was. I came at 7:40 and waited for 20 mins, first in line. There was not a long line after me. There was a couple and that was it. I think the hype died down. I wanted to go back and try their matcha ice cream and cheesecake but they were closed. Maybe on my next trip I will give them another try.

A lovely location! A minimal design with natural wood. Very SoHo. The baristas will call over your name and you can watch them whisk the matcha. I like the matcha americano because it was light. You can also adjust the sweetener.

If you come here on a weekday right when they open, there's no wait! The Basque cheesecake and hojicha ice cream were absolutely delicious. The croissant looked just as good last time, and I'll definitely try that next time I visit. I can't handle too much caffeine personally, so the matcha latte was a bit much for me--but it's perfect for matcha lovers! The interior is beautiful and aesthetic--great for a work-from-home day or just to get some work done. Everything inside is modern, clean, and inviting. I also love that they make the matcha lattes right in front of you; it's a really cool and unique experience. The service here was also amazing--everyone was super kind, and someone always checked in to see if I wanted more water, even though it's self-serve.

12 Matcha has been flooding my tiktok and instagram reels, so I had to check it out. We went around 12:30 pm on a Sunday and waited approximately an hour. We got the matcha basque cheesecake and the matcha latte. The matcha latte itself was honestly a 2.5/5, but the overall experience, vibes and ambiance of the place made me round it up to a 4 star, and the cheesecake was delicious. The interior of the place is beautiful, and the workers whisk the matcha in front of you for a very long time. Now to get into the matcha latte itself, they use way too much water. I think I overheard them saying they use 100ml of water (don't quote me on it) which explains why the latte tasted so watery. I wish they used half the amount of water so I can taste the matcha better. I could tell the matcha they use is high quality though, and the microfoam was beautiful. If you are expecting life changing matcha, definitely lower your expectations. I do think it's worth checking out once for the experience, but probably not a regular place to visit due to the crazy wait.

Saw a matcha place popped up on yelp that I havent tried, so here I was. Didnt expect a line outside and being on lunch break, I was hoping to get in and out fast. I think I waited like 10 minutes before I was ushered in. They do offer umbrella for the first few guest at the front of the line which was nice. The place is beautiful inside and I wish I could have enjoyed the setting. Maybe next time. I ordered my ice latte with oat milk to go. They dont upcharge for alternative milk which is a big plus for someone who is lactose intolerant. They whisk the match in front of you and its definitely an experience, even for the 5 mins. I guess that's why there is a line. I didnt get to try their Basque cheesecake or other goods but they looked good. Will definitely be back, just maybe not around lunchtime/ tea hour if I want a good match to go. Definitely a better matcha latte than any nearby.

Oh my goodness. This place was amazing. They use ~5 scoops of matcha, so you know it's strong! I've never been so impressed by a cafe. Each matcha is hand-whisked right in front of you. They use some kind of premium water (just the right temp!). This place is more than your average matcha pick-up -- it's a whole experience :). I appreciate how clean the space was and the vibe. My order: Regular Matcha Latte (sweetness able to be adjusted) Matcha Cheesecake Everything was so delicious.

I waited about 30 minutes in line outside 12 Matcha, but they provided sun umbrellas which was very considerate. There's more seating downstairs and they offer complimentary water which I greatly appreciated. Overall, the experience was good! They make the matcha in front of you which is really cool to watch. Only thing is, I didn't love my drink. Even though it was sweetened, I barely tasted any sweetness. If you enjoy authentic and slightly bitter matcha, this place is for you. But personally and for sweet tooths, I would probably try somewhere else next time

Unfortunately, worth the wait and general irritation. If you are a matcha aficionado, this place may set the standard for you. As far as a matcha cafe in the US, I haven't had better. Even at opening, we wait about a half hour to get in to order (I don't wait for any BS in a line but this may be the exception). You understand why once you get in, the experience is slow, methodical and personal. Only a few matcha stations and each person makes it in front of you. The scent when that hot water hits the matcha powder as they begin to whisk..is euphoric to me. Just lovely. The best matcha latte you can get in NY period. The matcha ice cream as well as the basque cheesecake are sensational. One of my favorite places. Recommend.

Really high quality matcha! We came midday on a cold, rainy weekday and waited ~20 minutes. The small drink menu (either a matcha americano or latte) speaks to this shop's attention to detail. The drinks come unsweetened, which I personally prefer, but you should know to add sweetener if the astringent taste isn't for you. They also sell really large, fluffy croissants, a few other pastries, and ice cream. This place is definitely a full experience and therefore has a long wait, which can be annoying if you just want a good cup of matcha. After ordering, someone will call your name to have you watch them prepare your drink. They use a lot of matcha and whisk it *very* thoroughly, which makes the drinks very smooth and flavorful, but also majorly slows the line down. However, it's worth the stop if you're with friends or looking to kill some time.

Not sure if it's worth the almost 45 mins wait, but glad I tried it, not I can stop thinking about it. Service is top notch. They have a manager on floor to help you find a table or wipe tables down or bring you a glass of water. The one on one is special but one time is enough for me :) it's enjoyable but not sure if it's worth the wait.

First time waiting in line for matcha but it was well worth the wait -super cute interior (they do have a bathroom); love the matcha station set up where they make it in front of you I got the matcha americano and cheesecake: -matcha americano was just ok (bc it's mixed with water , it comes out a bit bland) -but the matcha cheesecake tho best I've ever had, mixed perfectly with good level of matcha and cheese - I tried their ice cream as well and they were some of the most flavorful matcha and hojicha ice cream I've ever had -highly recommend

I waited around 45 minutes in total for this place, and honestly didn't think it was really worth it. The line was actually a lot shorter than I thought it would be, but it still took a long time for them to make the drinks since they do each one in front of you. I got a matcha latte with oat milk, and also sampled some of the matcha ice cream. I will say the ice cream was really good - such a strong earthy matcha flavor and great texture. After ordering, they call you up by name and show you how they make the matcha. Despite being earlier in line, some others behind me were called up first which I was confused by. When I finally got my drink, it almost felt a little watery and flavorless - I expected more from such a pricey drink and unique experience. All in all, I definitely wouldn't wait again for this but I would still get the ice cream if there wasn't a line.

Been missing a good vibey matcha spot that reminds me of Asia! was suuuper buzzed because they put a good amount of matcha in each drink -- thought the drink was amazing and lived up to the hype! Interior is cute and they have charging outlets. They def took lots of care in making the drinks. It's absolutely a bit of a wait -- but you don't feel rushed when you're seated! But high quality matcha for sure

My friend took me here during our last trip to NY! There was a really long line and at first, I was like it better be worth the wait lol It was a little hot and the wait was about 30 minutes. They are really organized with the wait. After finally entering the building, I immediately understood why it was taking so long. You order at the register then you wait to be called to watch the employees make your drinks. They make each drink manually by hand, they use alkalized charcoal water, and they measure the matcha powder and water for consistency. At a glance, it seemed a little watery but the flavor was really good!

I went on a random Thursday afternoon and I waited in line for about 15 minutes. The setup of the counter was awkward. The register is the first thing you approach at the beginning of the line so you don't get a chance to see what desserts they have to offer before you order. I ordered the matcha latte and my friend ordered the matcha cheesecake. The matcha quality is spot on. It has that earthiness of matcha but it also had a natural sweetness of fresh green tea. Is it the best latte though...? The cheesecake had really strong matcha flavor which is great but it was over baked and dry for basque type cheesecake. I wish they would sell the matcha powder

I'm here to tell you that even though it is beautiful, it is not worth the 40 minute line. Came on a Wednesday at 11am and waited a solid 40 minutes until it was my turn to order. Not complaining about that, because this is New York, but I was a little disappointed with the matcha!! The color is beautiful, no denying, but the matcha is a bit watered down. I mean it's good but not THAT good. I'm more content with the matcha I make at home, so for that I am definitely saving myself the trip. The interior of the place is nice, and certainly aesthetic, so I understand coming to try and see how serious they take their preparation. But I don't think it's a place to regularly come back to. My friend the hojicha ice cream though!

Be prepared to wait anywhere from 15-35 min, you get an umbrella while you wait, they used to close 4pm but now extended to 5pm. This matcha went viral because they prioritize quality, they have a tasting room downstairs, menu is simple and delicious, they have Usucha or Americano as they call here, and Matcha Latte. Decor is amazing, modern and clean. My sister got basque cheesecake and she said it was excellent.

one of the best matchas in the city if you are a fan of strong and high quality matcha. the menu here is very simple, only two matcha drinks which we got: - iced oat matcha latte, midly sweetened ($7) - iced matcha americano, unsweetened ($6) I loved them both for their own reasons. the matcha latte had less milk than I expected, and the americano had more matcha concentration than expected, so towards the end they tasted pretty similar, but in a good way. I would've asked for a bit more milk in the latte. the ambiance is cool, you can watch the staff make your matchas, and they are calm about it (and they seem to use the 30-20-10 method for whisking).

I don't like matcha but this one is pretty decent. Only two drinks on the menu, but pretty solid matcha quality. You see them whisk it in front of you which is fun, and the space is really nice. It's still really busy, but umbrella's in line is a nice touch. Worth visiting if you like matcha. (I don't)

This viral matcha hot spot was one I definitely wanted to try while visiting in NYC, and while it was extremely good quality and very delicious I probably wouldn't wait in the extremely long line again in the summer heat. That is just a personal preference, not a reflection of the quality of the product! The interior is gorgeous and I love how the space has an upstairs and downstairs and is very sleek and minimalist. Service was great and I was appreciative that the manager or owner was coming outside with cups of water for all of us who were waiting in the long line outside. If you're a matcha lover, this spot is one you definitely don't want to miss!

They make an excellent and authentic Matcha Latte here! Expect to wait regardless what day you come. I was here on a Wednesday early afternoon and thought it'd be a shorter wait on a weekday. It was shorter than a weekend, but I still waited 30 minutes before I finally ordered. I sampled their ice cream as well which is good! There's also lots of space to sit inside and a bathroom.

Definitely better than average, but if there's a long line I probably wouldn't wait. I would say the price is really reasonable for what you get. I loved that they make it right in front of you. They're really generous with the amount of matcha they gave - it seems like they use 6 grams of matcha so it was nice, thick, and creamy!

Good matcha flavor. The matcha would be a 9/10 for me. My husband thought it tasted a bit watered down. The matcha basque cheesecake was packed with matcha and really good! Hojicha ice cream was creamy and tasted like Hojicha. However would not wait 1 hour in line for this.

Food/drinks: Thought I was going to be disappointed, but omg it was too good. The foam and the amount of matcha was perfect Atmosphere: insane it's like a museum for matcha & there's 2 floors Service: very good, lots of people helping before you even get inside Price: normal for NYC

I came here at closing time on a Wednesday and was excited to try the matcha latte which I thought was really good. I also got 3 scoops of ice cream: panna, hojicha, and matcha. I also had matcha basque cheesecake, which was a perfect consistency. I was pleasantly happy with all of the menu items. The appeal is that the matcha is made in front of you and the ambiance is cute as well.

The queue to enter moves slowly as drinks are individually made to order. There are 3 employees working the counter preparing drinks. Staff will call out your name and invite you to the counter to observe your drink being made. Best way to avoid the long wait time is to arrive around opening. The matcha latte was fantastic, I would definitely come back for it. The hojicha ice cream had a gritty mouth feel at the end and I wasn't a fan. Their matcha basque cheesecake is delicious, great flavor and just the right amount of sweetness.

Damn, the wait was super long! Even on a weekday, I had to wait about 2 hours! The hype is still going strong. But I have to admit, it's quite good. When I inquired about the matcha, they did confirm that it's from a matcha farm from Uji, Japan (so you know it's the real good stuff). They also pride themselves in having found the best process for making a perfect drink. They use a specific Japan wood infused water which you can see inside. They also measure every gram of water to match powder ratio - almost have it down to a science. You can order an iced or hot matcha drink. You can also opt for an added sweetener, but honestly wasn't too strong in sweetness. The richness of the matcha powder was apparent, so it will appease the true matcha fans. The thing I was most surprised about was their ice cream. My friends and I decided to try their tri-flavor ice cream which comes with panna, hojicha & matcha flavors and I was truly impressed! Their ice cream itself is super creamy - unlike anything I've tasted before. On top of that, each flavor was so delicious. Most of all, I was super blown away by the hojicha flavor. It was super rich and had the perfect amount of sweetness. This is now become my favorite hojicha ice cream. If I had a tea or powdered form of this to make everyday, I would be a happy camper. I would totally recommend that you don't skip out on their ice cream (as well as trying their matcha drinks of course).

I'm lucky to work nearby because I get to snag the matcha whenever there isn't a huge line. Even before open, there is a line to get in. Because of the high demand, they have someone outside to monitor the line and make sure the queueing process is smooth and orderly. By the time you get into the shop, you are hit with the smell of, as my coworker described, the smell of Tokyo, Japan. It must mean 12 Matcha is authentic as it gets. After you order at the counter, you wait for one of the baristas to call your name and you can watch as they prepare your matcha in front of you. The experience is serene and many of the baristas are friendly and make conversation so you don't awkwardly stare at them for the whole 5-10 minute ordeal. Before writing this review, I've had multiple pastries and the matcha both sweetened and unsweetened so here are my takes. Even at 20g of sugar for the sweetened matcha, it doesn't taste that sweet and actually enhances the earthy/umami flavor of the matcha. While I love an unsweetened matcha on occasion, the sweetened matcha at 12 matcha is the move. Definitely get the basque cheesecake which is an umami bomb of a dessert. Skip the croissant because there are better ones in the area, but the financier (comes with two) is a nice treat if you're not in the mood for cheesecake. My coworker and I have already decided that our next move is to try their ice cream. And also, if you compare 12 Matcha to the other matcha options in the city, you're getting a real bang for your buck for the quality. Don't settle for matcha places that make you pay the extra dollar for oat milk, or matcha at coffee shops, wait the extra 15 minutes and try a matcha from 12 Matcha.