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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.\u00a0<\/span><\/p>\n \u201cAt that time, people mainly bought matcha from Starbucks,\u201d he said in his low, rapid-fire tone. \u201cPeople thought of it more as a flavour. Like, matcha ice cream is Haagen-Dazs, and matcha chocolates are from Royce.\u201d\u00a0<\/span><\/p>\n Matcha as a category was still nascent in Singapore, but Chee got brewing anyway, preparing bottled matcha lattes after work to sell at weekend markets.\u00a0<\/span>His side gig blew up on social media, garnering 50 to 60 posts each day from happy customers.\u00a0<\/span>That was enough to persuade him to quit his job as a management trainee at DBS Bank and open Matchaya\u2019s first outlet at Icon Village six months later \u2013 a 100-sq-ft space that ticked all the right boxes: a central location, good visibility and affordable rent<\/span>.<\/span><\/p>\n<\/div>\n 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…<\/p>\n","protected":false},"author":1,"featured_media":93890,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[2611],"tags":[],"class_list":["post-93889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buzz-headlines","wpcat-2611-id"],"brizy_media":[],"_links":{"self":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts\/93889","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=93889"}],"version-history":[{"count":0,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/posts\/93889\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=\/wp\/v2\/media\/93890"}],"wp:attachment":[{"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=93889"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=93889"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sgbuzz.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=93889"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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