Maizen — The Name That Changed Matcha Culture in Georgia
Maizen has introduced matcha not simply as a drink, but as a culture, a ritual, and an experience.
In Tbilisi, what began with matcha has grown into something much larger: a calm, carefully considered world where hospitality, design, food, objects, and discovery exist side by side.
For MOTTO’s debut story, we wanted to understand what happens when an idea becomes a culture of its own.Where it begins, how it grows, and what it takes to create a world people want to step into.
motto in conversation with maizen
— What was the original idea behind MAIZEN, and what did you want people to experience when they first walked into your world?
MAIZEN was born from a desire to introduce authentic Japanese matcha culture to Georgia, but to do so through an elevated, holistic lens. From the very beginning, we didn’t want to open just another café; we set out to build a calm, highly intentional sanctuary where design, hospitality, and daily rituals seamlessly converge.
When guests step through our doors, we want them to feel an immediate shift in pace. Inspired by Japanese minimalism and modern aesthetics, the space is crafted to offer a moment of pause—a sensory experience where the aroma of freshly whisked ceremonial matcha, refined architecture, and warm hospitality come together to make every visit feel like a grounding escape from daily chaos.
— When did you realize that MAIZEN was not simply introducing matcha, but actually helping create a new matcha culture in Georgia?
— The realization hit when we saw our guests evolving from curious first-time drinkers into conscious daily ritualists. In the beginning, many were unfamiliar with authentic, ceremonial-grade matcha—its vibrant color, nuanced umami profile, and clean, sustained energy.
As our community grew, people began embracing the theatrical preparation of matcha at the bar. They were no longer just grabbing a beverage to go; they were incorporating the ritual of whisking matcha into their own lives, coming back to explore seasonal menu flights, and seeking out high-grade functional ingredients. Seeing MAIZEN transform from a novel destination into an essential daily lifestyle habit for so many proved that a genuine matcha culture had taken root in Georgia.
— Why was it important for MAIZEN to become a space for objects, design and discovery—not just a place for matcha?
— For us, matcha is not an isolated product; it is part of a broader philosophy of intentional living. Japanese tea culture has historically always been tied to craftsmanship—from hand-carved bamboo chasen whisks to custom ceramic chawan bowls. It felt natural that our space should reflect that same dedication to form and utility.
Expanding into a concept store allows us to bridge food, art, and retail under one roof. By curating objects from around the world alongside our daily offerings, we invite our guests to take a piece of the MAIZEN aesthetic home. It turns a simple visit into an ongoing journey of design discovery.
— What makes you choose an object and think, “This belongs in the MAIZEN world”?
— Every object we select must balance understated elegance, authentic craftsmanship, and functional purpose. We look for pieces that honor the Japanese concept of Wabi-Sabi—finding beauty in simplicity, natural textures, and thoughtful imperfection—while remaining clean and modern.
Whether it’s a hand-thrown ceramic cup, a minimalist interior piece, or an artistic home accessory, it has to evoke a feeling of calm and quality. If an object feels timeless, respects its material, and elevates a daily home ritual, then we know it belongs in the MAIZEN universe.
— How do you create something that respects where these influences come from while still making MAIZEN feel completely like its own world?
— The key lies in honoring traditions without merely copying them. We approach traditional Japanese tea culture with deep reverence—using authentic ceremonial-grade matcha sourced directly from Japan and honoring traditional whisking techniques.
However, we filter those traditions through our own contemporary, international perspective. We combine classic rituals with progressive flavor profiles, modern architectural lines, curated global design pieces, and warm local hospitality. By maintaining absolute integrity in our raw materials while freely expressing our design aesthetic, MAIZEN feels both authentic to its origins and distinctly unique in its identity.
— What's next?
— We view MAIZEN as an evolving lifestyle platform with limitless potential. Looking ahead, our primary focus is expanding our brand footprint both locally and internationally through curated franchise formats—ranging from intimate lifestyle corners to flagship café-and-retail concept stores.
We are also preparing to launch exclusive lifestyle product collaborations, host collaborative design workshops, and continue pushing the boundaries of functional wellness and hospitality. Our ultimate goal remains clear: to build a globally recognized lifestyle brand that connects people through design, quality, and meaningful daily rituals.
