Why Do You Eat Sweets Before Matcha? Ginger Nut & Whittaker’s White Chocolate Pairings in New Zealand
Why Do Japanese Eat Something Sweet Before Matcha? Kiwi-Friendly Pairings to Try
As matcha becomes increasingly popular in New Zealand, you may have wondered:
- What sweets go well with matcha?
- Why do Japanese traditionally eat something sweet before drinking matcha?
In Japanese tea culture, it is customary to enjoy a small sweet before drinking matcha.
This is more than just a tradition. It is a way to enhance the flavor of matcha, an expression of hospitality, and a reflection of seasonal appreciation.
And the same idea can be beautifully applied to familiar New Zealand treats.
In this series, we explore the role of sweets in Japanese tea culture and introduce delicious pairings using treats you can easily find in New Zealand.
In Part 1, we feature two classic favourites available in most supermarkets:
- Griffins Ginger Nut
- Whittaker's White Chocolate (West Coast Buttermilk)
Both pair surprisingly well with matcha, highlighting its aroma, umami, and depth.
Why Eat Something Sweet Before Matcha?
There are four main reasons why sweets are traditionally served before matcha:
- To enhance matcha’s bitterness and umami
- To complete the experience of Ippuku (一服)
- To show hospitality and care for guests
- To appreciate the beauty of the season
1. Sweetness Enhances Matcha’s Flavor
Matcha is much more concentrated than regular green tea.
Each bowl contains layers of:
- Gentle bitterness
- Pleasant astringency
- Deep umami
- Sweet aroma
- Rich body
Eating something sweet first makes the following sip of matcha taste even more vivid.
You may notice its:
- Bitterness
- Aroma
- Umami
- Lingering finish
more clearly.
High-quality matcha is not simply “bitter.” It often has a naturally sweet fragrance and a savory depth reminiscent of broth. Sweets help reveal these subtle characteristics.
For example:
- Yōkan softens matcha’s astringency with dense sweetness
- Rakugan adds delicate sweetness without masking the aroma
Different sweets highlight different aspects of matcha.
2. In Tea Ceremony, Sweets and Matcha Complete One Experience
In Japanese tea ceremony, sweets and matcha are not treated as separate items.
They are part of one complete experience.
If matcha is the main course, sweets are like the seasoning that prepares the palate.
A small sweet is enjoyed first, followed by matcha, creating a more balanced and meaningful moment.
This complete tea experience is known as Ippuku (一服), a single bowl of tea shared as a moment of pause and appreciation.
3. A Gesture of Hospitality
Traditionally, matcha—especially thick tea (koicha)—could be very rich and intense.
Serving sweets beforehand helped to:
- Soften the impact on an empty stomach
- Help guests relax
- Create a natural conversation starter
This small gesture reflects the Japanese spirit of thoughtful hospitality.
4. A Way to Appreciate the Season
In Japan, sweets are often designed to reflect the time of year.
Spring may feature cherry blossom motifs, summer may evoke flowing water, and autumn may be inspired by maple leaves.
By enjoying seasonal sweets with matcha, guests are invited to notice and appreciate subtle changes in nature.
This seasonal sensitivity is an important part of Japanese tea culture.
What Are Wagashi? (Japanese Tea Sweets)
Japanese tea sweets are broadly divided into two categories.
Jōgashi (Moist Sweets)
Soft, fresh confections such as:
- Yōkan – a smooth, sweet red bean jelly with a dense, rich texture
-
Nerikiri – artistic seasonal sweets made from white bean paste
Higashi (Dry Sweets)
Light, dry sweets such as:
- Rakugan – delicate pressed sugar sweets with a subtle sweetness
- Konpeitō – small, colorful sugar crystals with a crunchy texture
-
Wasanbon – fine Japanese sugar sweets with an elegant melt-in-the-mouth finish
Higashi are appreciated for their refined sweetness, which gently complements matcha without overpowering it.
In a modern context, biscuits and chocolate can be thought of as everyday versions of higashi.
Ginger Nut: A Spicy Classic That Pairs Beautifully with Matcha
Ginger Nut is a beloved New Zealand biscuit known for its:
- Crisp texture
- Warm ginger spice
- Deep caramelised sweetness
The ginger notes complement matcha’s fresh, grassy aroma, while the sweetness softens its astringency.
After each sip, matcha’s umami lingers pleasantly on the palate.
The warming spice of Ginger Nuts pairs especially well with the creamy, umami-rich character of high-quality first-flush matcha.
Whittaker’s White Chocolate: Rich, Creamy, and Surprisingly Balanced
Whittaker's White Chocolate (West Coast Buttermilk) features:
- Rich caramelised buttermilk
- Sweet vanilla notes
- Smooth, creamy texture
Its luxurious sweetness creates a beautiful contrast with matcha’s gentle bitterness and savory depth.
The combination feels surprisingly sophisticated—much like a well-matched dessert and wine pairing.
Modern Higashi in New Zealand
You do not need traditional Japanese sweets to enjoy matcha in an authentic way.
Everyday New Zealand treats such as:
- Ginger Nut
- Whittaker’s White Chocolate
can highlight matcha’s complexity and create a meaningful tea experience.
How to Enjoy This Pairing at Home
- Take a bite of Ginger Nut or a piece of White Chocolate
- Sip your matcha
- Pause and notice the aroma and lingering umami
That is all it takes to turn an ordinary tea break into something more memorable.
A Moment of Ippuku
Eating something sweet before matcha is a longstanding Japanese tradition that serves several purposes:
- It enhances matcha’s flavor
- It completes the experience of Ippuku
- It expresses hospitality
- It reflects the beauty of the season
And this tradition can be enjoyed anywhere—including New Zealand.
The next time you prepare matcha, try pairing it with Ginger Nut or Whittaker's White Chocolate and discover how a simple sweet can transform your tea into a richer and more meaningful moment.
Enjoy Matcha at Home
Ready to create your own moment of Ippuku ?
If you’re new to matcha or prefer a smoother, less bitter taste, explore our organic ceremonial matcha from Japan.
Discover our organic ceremonial matcha and starter sets.
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