Rising Stars: Meet Andree Hoang of Costa Mesa

Today we’d like to introduce you to Andree Hoang.

Hi Andree, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
We started our matcha business simply because we loved drinking matcha and sharing it with people. Over time, that interest turned into a deeper curiosity about the tea itself, where it comes from, how it’s grown, and how different regions in Japan produce very different flavors.

Before launching, we spent a lot of time tasting matcha from different regions across Japan and holding our own tasting sessions to really understand the differences. We tried many varieties side by side, paying attention to things like sweetness, umami, bitterness, and how well each one worked in drinks. After a lot of experimenting, we eventually landed on the matcha we use today from Kagoshima, which we felt had the balance and flavor profile we were looking for.

We began by setting up at local farmers markets and pop-ups in Orange County, serving matcha and hojicha lattes. In the beginning it was very grassroots, just a small booth, a simple menu, and a focus on using quality ingredients and well-prepared matcha.

Over time, people kept coming back and word started spreading. What started as a small market setup has grown into serving at multiple markets and events, and we now also cater private and corporate gatherings. Along the way, we’ve enjoyed experimenting with drinks like fresh corn milk matcha, Okinawan black sugar, and seasonal flavors.

It’s still a very hands-on business for us, and we’re always learning and refining what we do. At the end of the day, our goal is simply to introduce more people to really good matcha and create something people enjoy coming back to.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a completely smooth road. Running a mobile business comes with its own set of challenges. Every event involves a lot of packing, transporting equipment, setting up, and then unpacking everything again at the end of the day. On top of that, we’re always dealing with things we can’t control, like unpredictable weather, traffic, or slower days at markets.

There’s also a lot of behind-the-scenes work that people don’t always see, prepping ingredients, organizing inventory, and making sure everything runs smoothly at each event.

That said, one of the biggest things that’s helped us along the way has been the people. Because we’re serving drinks face-to-face at markets and pop-ups, we get to talk with customers directly and build real connections. A lot of people discover us just by walking by, trying a drink, and coming back the following week or bringing friends. That community support has really helped us grow and keeps us motivated despite the challenges.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Outside of the business, my day job has been in data analytics, and a lot of those skills have surprisingly translated into running our matcha business. Things like analyzing trends, paying attention to details, and constantly testing and refining processes have helped us improve our menu, understand what customers enjoy most, and make our operations more efficient. As the business has grown, I’m now in the process of transitioning into running it full time.

With our matcha business, we specialize in matcha and hojicha drinks made with high-quality tea sourced from Japan. Before launching, we spent a lot of time tasting matcha from different regions and holding our own tasting sessions to understand the differences in flavor and quality. After trying many options, we eventually chose the matcha we use today because of its balance, smoothness, and versatility in drinks.

We’re probably best known for our focus on quality and for creating drinks that highlight the tea itself while still being creative and approachable. Some of our drinks incorporate unique ingredients like fresh corn milk or Okinawan black sugar, but the goal is always to complement the matcha rather than overpower it.

What we’re most proud of is building something from the ground up and seeing the community respond to it. Many people first discover us while walking through a farmers market, and it’s really rewarding when they come back week after week or bring their friends to try our drinks.

What sets us apart is the intention behind everything we do, from carefully selecting our matcha after many tastings to putting a lot of care into every drink we serve. Even though we’re still a small mobile setup, we approach it with the same level of thoughtfulness and attention to detail as a dedicated tea shop.

Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
A lot of our learning has come from hands-on experience, tasting matcha, experimenting with drinks, and running our booth week after week at markets and events. But there are definitely a few resources that have helped along the way.

For tea culture, one book that really stood out to us is The Book of Tea by Okakura Kakuzō. It talks about the philosophy and culture behind Japanese tea and helped us appreciate matcha beyond just the drink itself.

On the business side, I listen to a lot of content from Gary Vaynerchuk. His perspective on entrepreneurship, consistency, and building a brand through social media has been really motivating while growing a small business from the ground up. A lot of what he talks about, just starting, staying consistent, and connecting with people, really resonates with how we’re building our business through farmers markets and pop-ups.

We also learn a lot by following tea producers, cafés, and other small food businesses online. Seeing how others develop menus, run their operations, and connect with their communities has been really helpful as we continue growing.

At the end of the day though, the biggest resource for us has been the people we meet at markets, talking with customers, getting feedback, and improving a little bit every week.

Contact Info:

• Instagram: https://www.instagram.com/rumalatte/

Image Credits
acphotocollective