Every so often, a budding entrepreneur senses the gentle shifting of tectonic plates, those early tremors of a burgeoning cultural trend that can reap a windfall if they move early and fast. In 2014, that seismologist of the times was Kevin Chee, a then 27-year-old corporate rat who spotted an adjacent opportunity in the booming speciality coffee market. As we sat down to a fancy brew at his flagship Matchaya cafe in Tiong Bahru on a quiet weekday morning, Chee recalled looking into the mixed beverage market and zeroing in on matcha.
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