How Hvala Elevates the Art of Matcha in Malaysia, an interview With Lee Jetyii

In a world where fast food and even faster lifestyles dominate, Hvala is a welcome reprieve—a space where each sip, each bite, and each moment is crafted with care. Now making waves with its first flagship store in Malaysia, Hvala isn’t just a café; it’s a philosophy brought to life. Rooted in the Japanese concept of ichi-go ichi-e—the idea that every encounter is unique and should be treasured—Hvala is redefining the culinary scene with its artisanal matcha creations, Japanese desserts, and a mindful dining experience that’s as much about the journey as it is the destination.

Interview with Lee Jetyii, Executive Pastry Chef of Hvala

Hvala is known for its philosophy of 'ichi-go ichi-e.' How do you incorporate this principle into your culinary creations, particularly in the matcha and Japanese tea offerings?

When we craft a drink or dessert, our goal is not only to create something delicious but also to make each experience feel thoughtful, intentional, and memorable. We source the finest ingredients, such as our ceremonial-grade matchas and rare Japanese teas, which carry stories of heritage and craft.

For our matcha flavoured desserts, we also incorporate our matcha profiles exclusively with the best Japanese ingredients, working towards palette inspiration. So every single bite is perfect and well balanced in terms of texture, appearance and more. And of course, it’s best to have a sip of Matcha or Japanese tea to go along with it!

The Shiro Matcha Latte is one of Hvala’s standout beverages, featuring a unique drying process for the tea leaves. Could you share more about the inspiration behind this preparation method and how it enhances the flavour profile?

The development of this matcha powder was borne out of a simple question: What if we could introduce Japanese teas that are completely new to the world and create new flavours and aromas that have never been derived from nihoncha?

Unlike regular matcha, which undergoes steaming to deactivate the enzymes that cause oxidation, Shiro Matcha is crafted from organically grown tea leaves that are naturally sun-dried. Sun-drying preserves the delicate flavours and nutrients in the tea leaves and results in a tencha (raw material for matcha powder) that retains the essence of white tea, offering a refreshing and aromatic experience.

You can refer to our blog post on Shiro Matcha for more info.

With the growing interest in matcha and Japanese teas globally, how do you balance traditional preparation techniques with modern innovations in your menu at Hvala’s flagship store?

Here at HVALA, we are always conducting R&D and exploring interesting matching profiles that suit modern innovations without straying too far from traditional baking techniques.

Hvala emphasises a serene, mindful dining experience. How does the design of the store, such as the open bar and horigotatsu seating, influence the way you prepare and present your dishes and beverages?

At Hvala, our store design is an intentional extension of our philosophy: creating a serene, mindful experience that invites guests to slow down, observe, and engage with the present moment. The open tea bar and horigotatsu seating play key roles in this vision.

The open tea bar, for instance, allows guests to witness each step in the preparation of their drinks. They get a peek into the inner workings of our team, see the intentional yet graceful way our team whisks matcha, the precision with which each beverage is crafted, and the reverence we bring to every item we serve. This transparency reflects our commitment to craftsmanship and authenticity, letting our guests feel truly connected to the process. It also gives our team members the opportunity to share their passion and expertise, creating a sense of closeness and trust with our guests.

The horigotatsu seating, with its grounded, comfortable design, encourages guests to relax and savour each bite. It's inspired by traditional Japanese tea rooms, where the act of dining is an immersive experience. By integrating elements like these, we aim to create an environment where guests can fully embrace the beauty of each moment, savouring not only the desserts and drinks but also the ambiance and the interactions around them. It’s our way of welcoming them to pause, be present, and enjoy a truly unique dining experience.

In Malaysia’s vibrant and diverse food scene, what unique elements do you think Hvala brings to the table, particularly when it comes to introducing authentic Japanese desserts and matcha beverages?

As a Malaysian, we are always amazed by our vibrant food culture. Personally, I feel that our community prefers tea flavours with an Asian flair. Just like our signature Shiro Matcha with Coconut Sliced Cake, which incorporates a traditional shiro matcha (white matcha) cake with a tropical coconut twist.

Hvala's vegan gelato is crafted with Japanese values in mind. Could you walk us through the process of creating these flavours and the role sustainability plays in your ingredient sourcing?

We noticed the market moving towards adopting healthier diets and the preference for dairy-free alternatives. There are also not many vegan gelato providers that we know of who produce small-batch vegan gelato in-house, so there was a gap in the market.

One of the main changes we made was to substitute sugar with healthier sugar alternatives, so our gelato is generally less sweet.

We also work closely with different local suppliers to source the various ingredients locally, but we also work with other suppliers to bring in special vegan ingredients like shiro matcha (white matcha) or buntan (Japanese citrus fruit), which may not be available locally. By sourcing ingredients locally first, we try to keep things as sustainable as possible while ensuring the consistency of our products and only bringing the best to the table!

The warabi mochi is a beloved Japanese dessert featured at Hvala. What challenges or adjustments did you face in perfecting this delicate dessert for the Malaysian palate while staying true to its traditional roots?

Challenge-wise, we did initially find it hard to source ingredients used to create our warabi mochi. We met with several local suppliers who shared that these particular ingredients are expensive and rare in the Malaysian market.

However, I insisted on keeping this dessert on the menu and refraining from changing the recipe to hold true to its traditional roots. Therefore, I spoke personally with the Japanese principal (from the supplier) to ship in the authentic ingredients that the Japanese use for the warabi mochi, just for Hvala. He actually flew in from Japan to visit our outlet on the third day of our grand opening to support us and felt really proud when he saw the final dessert!

As a chef, what do you find most exciting about working with matcha as an ingredient, and how do you keep experimenting with its different grades and intensities across Hvala’s menu?

First of all, I am a matcha lover! Therefore, it’s a bonus to be able to work with different intensities of premium matcha and incorporate it into my creations. I always enjoy the noticeable umami notes and earthy flavours when pairing it with dessert.

I studied the various matcha profiles to find the best balance, as some of the matcha powders are not suitable for pairings in dessert, especially ceremonial-grade matcha. This is because its fine quality and taste profiles are best enjoyed as a drink, where its aroma and nuttiness come out.

Mindfulness is at the heart of Hvala’s dining experience. How do you ensure that the preparation process, from hand-whisking matcha to crafting desserts, embodies this mindfulness for both you and the guests?

Mindfulness is woven into every aspect of our preparation process at Hvala. Before each shift, we encourage our team members to remind themselves of the values that define our service: calmness, purpose, and grace. This mindset helps them stay present and focused, even during busy times, so that each step—from hand-whisking matcha to crafting desserts—is carried out with care and intentionality.

When our team practises mindfulness, every drink and dessert we create reflects that presence and thoughtfulness. It’s more than just preparation; it’s an act of devotion that allows us to handcraft each item with heart and purpose, creating an experience that our guests can savour fully at the table. This mindful approach brings a quiet beauty to each moment, inviting our guests to share in the serenity we strive to embody.

With Hvala’s first flagship store in Malaysia, what are your long-term hopes for the brand’s growth here? Do you envision introducing any exclusive, location-specific creations in the future?

I hope that the community here appreciates the authenticity of the brand, like how we hand-whisk all our matcha drinks, staying true to tradition, and I hope that the research and hard work behind the desserts we serve, resonates with fans in Malaysia too.

Our brand was established in Singapore 10 years ago, and we would love to bring our speciality, craftsmanship and passion to serve Malaysians well! For exclusive location-based items, we launched our Matcha Yuzu Basque cheesecake specially for the Malaysia market, which has seen a positive response. An exclusive tidbit is that we will be launching a new cake flavour featuring the perennial favourite - Earl Grey with a twist in the next few weeks!

In the near future, we will continue exploring and intend to introduce more creations to add on this vibrant food culture!