From Japan to SoCal: How a Matcha Cart is Brewing More Than Just Lattes

Welcome to another edition of Latino Owned, a newsletter for first gen and Latino entrepreneurs and creators. 🔥 

This week has been busy connecting with readers from this newsletter, and it’s been incredible getting to chat with so many entrepreneurs. Also, I started a page for Latino Owned on Linkedin to begin sharing stories there as well. Give it a like 🙂 if you’re on the platform. 👊

Eight months ago, Perla Lopez and her partner Giovanni were experimenting with the idea of a mobile matcha cart. 🍵 What began as the occasional popup has quickly grown into a near every-weekend commitment and a thriving small business that’s building community and introducing a beloved Japanese drink to new audiences including Latinos in Southern California.

Introducing Drink Mas Matcha, the matcha cart that is inspiring you to drink mas matcha, based in Orange County and San Diego. But this journey started years before the first latte was ever whisked.

Falling in Love With Matcha in Japan 🇯🇵

In 2018, during a study abroad program, Perla immersed herself in Japanese culture. Staying with a different host family each week, she explored new foods and traditions, where she was introduced to matcha.

“ It was like a different family, I was staying with so I was super immersed with the culture and I got to try a bunch of Japanese foods, and matcha was one of them,” Perla says.

That curiosity evolved into a matcha blog, where she reviewed lattes from local cafes. Eventually, she started wondering: What if I made my own?

Turning Passion Into a Business

After a career change left her feeling disconnected from her work, Perla decided to channel her business and marketing degree into something she truly loved.

“ It wasn't until matcha that I was like, okay, this is something I'm really passionate about and I already know all the marketing and the business side of it, so I just went ahead to start it,” Perla explains.

With Giovanni’s help on operations, and a graphic designer from Mexico creating a logo that reflected their Latino roots, the brand’s identity was born. “Friends tell me, ‘That branding is so you,’” Perla says. Perla and Giovanni both have full time jobs and dedicate nights and weekends to building Drink Mas Matcha.

The hardest part? Finding the perfect matcha. After testing countless varieties, she finally landed on her signature blend, only to face the global matcha shortage, forcing her to find new suppliers twice.

Building a Presence in the SoCal Vendor Scene

Launching the cart meant navigating permits, commercial kitchen requirements, and the unique rules of each farmer’s market Perla sets up at. Now, their weekends are filled with events, sometimes bringing in family and friends to help, not just as extra hands, but as part of the fun.

Interestingly, while their branding celebrates their heritage, much of their customer base is non-Latino. “Matcha isn’t something many Latino families grew up with,” Perla explains. Still, they’re reaching both new audiences and those curious to try something different.

There is an interesting juxtaposition about being a new generation of latino food vendors, especially in Southern California, where the food vendor scene is predominately immigrants from Mexico and Latin America.

Values, Voice, and Community

The couple isn’t afraid to use their platform to support causes they care about. That sometimes comes at a cost. They’ve lost followers when posting about charitable donations or social issues, but for Drink Mas Matcha, it’s about staying authentic.

“It’s okay if they unfollow,” Perla says. “We want our brand to reflect who we are.” Drink Mas Matcha isn’t just about serving drinks, it’s about building connections. Whether it’s a strawberry puree iced latte or a strong, traditional whisked matcha, each cup is served with intention.

Looking Ahead

While many ask when they’ll open a storefront, Perla and Giovanni are focused on what works now: popups, farmer’s markets, and expanding into events.

In the long run? Maybe a permanent location. For now, they’re content to grow sustainably, one event at a time.

Her advice to aspiring food entrepreneurs is simple: “You have to be passionate. This will take over your life, weekends, evenings, everything. People think popups are easy, but there’s so much planning. If you’re not excited about it, you’ll burn out. But if you love it, it’s worth it.”

From a host family kitchen in Japan to popups across Southern California, Perla has turned a love for matcha into a business grounded in culture, fueled by passion, and steeped in community. Connect with Drink Mas Matcha, and if you’re in SoCal, you may bump into them. 🍵

Missed other editions? Check out past features: ⤵️

• From Resilience to Retail Shelves: How Cactus Foods is Redefining the Tortilla Chip

• These Brothers are Building the First Latin-Inspired Endurance Gel

• Building the First Black Hispanic Woman-owned Tequila Brand

• This Shopify Agency Spills its Secrets

You may have seen me posting these hats on Instagram. 👀 Honestly, I had a few leftover blank hats from a previous project I did. So I thought why not add the Latino Owned logo on these.

Not sure what I will do with them, but I do want to send a hat to two or three readers at random. Just comment here what you’re working on. ⤵️