As water moves into the matcha, it dissolves hundreds of different substances and extracts them from the matcha powder. If the water is hot, it extracts more rapidly and completely. Hot water also cooks as it extracts, forcing chemical reactions that transform some of the extracted substances into other things, and driving some aroma substances out of the liquid. In contrast, cold water extracts more slowly and selectively which produces a simpler extract, and doesn’t change the original flavor substances as much. Thus, cold brewed matcha is different from matcha brewed with hot water.
We allow the cold water to mix with the matcha powder for more than 12 hours; we say “+12 hours”. This gives it the perfect taste and the right amount of bitter tannins in the mix. Important to remember is that a cold brewed matcha will taste different than a matcha brewed in hot water.