Viceroy Santa Monica has partnered with More Than Matcha — a woman-owned brand specializing in ceremonial-grade organic matcha sourced from Kagoshima, Japan. Together, the two entities are launching a limited-time daytime pop-up at the hotel’s Sugar Palm restaurant. Set to begin on May 2nd, the venture marks National Matcha Day. This also marks More Than Matcha's first ongoing hospitality partnership and its first hotel collaboration.
The Viceroy Santa Monica x More Than Matcha menu includes Classic Matcha, Lavender Matcha, Strawberry Matcha, and an exclusive Tropical Mango Matcha created specifically for this partnership. These concoctions are part of what the brand calls the Summer Cloud Series of cream-top beverages.
Beyond the pop-up, customers can purchase More Than Matcha’s at-home whisking kits directly at the hotel.
Matcha-Forward Brand Collaborations
Viceroy Santa Monica Joined Forces with More Than Matcha
Trend Themes
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Hospitality-brand Collaborations — Strategic pairings between hotels and niche consumer brands are reshaping in-stay retail and F&B offerings with co-branded menu items and merchandise that blur accommodation and lifestyle retail models.
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Ceremonial Matcha Elevation — Premium, provenance-focused matcha is moving from niche tea ceremonies into mainstream dayparts and indulgent formats, creating opportunities for luxury ingredient storytelling and premiumization across beverage categories.
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Experience-driven Limited-time Pop-ups — Short-run activations that combine exclusive flavors, seasonal positioning, and physical presence are redefining how consumers discover brands and driving demand spikes tied to novelty and scarcity.
Industry Implications
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Hospitality — Hotel venues are becoming hybrid retail and brand-experience platforms that can disrupt traditional revenue mix through transient retail partnerships and captive audience merchandising.
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Food and Beverage Retail — Retailers and specialty grocers face shifting consumer expectations for premium at-home ritual kits and branded takeaways that challenge conventional packaged goods assortment and pricing strategies.
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Beverage Manufacturing — Small-batch, provenance-driven beverage producers are positioned to upend mass-market supply chains by commanding premium margins through bespoke formulations and co-branded partnerships.