Asayu Japan Mt. Fuji Matcha

I noticed something strange when buying this. Usually, you pay extra for the convenience of individual sticks, but on Amazon, the 30g loose tin is the exact same price (£24.99). That puts the tin in a weird spot. At £25, this is expensive matcha, and if you buy the tin, you are paying a premium price without getting the premium benefit of individual sealing.

The Visuals:
It is definitely high-quality matcha. The powder is an electric vibrant green and clumps up nicely, which is exactly what you want to see in a ceremonial grade.

The Brew:
I prepped one 1.5g stick as usucha using an electric frother at 80C. It mixes quite well and got a nice bubbly froth. The foam was a little airy rather than dense, but that is to be expected with Organic matcha.

The Taste:
The flavour profile is classic Shizuoka style. It’s quite nutty and rich in umami with a subtle creaminess and sweetness. It is a "deep green" tasting tea which may not be for everyone, quite distinct from the more balanced Uji styles.

The matcha itself is decent and enjoyable, but the pricing is the real sticking point. Since the loose tin costs the same as the sticks, buying the tin makes zero sense. You might as well buy the sticks to get the guaranteed freshness and portability for "free". If you want the sticks, this is a solid buy. If you want a loose tin, you can find better value elsewhere. 4 stars (for the sticks only).