[Movers & Shakers] The Armenian Matcha Master of Panyu Road

The best seller at Grace's matcha shop on Panyu Road is a matcha and celery drink.

Celery. The vegetable. The thing that belongs in a stir-fry, whipped into a bowl of stone-ground Japanese tea. That's right, a Celery Matcha drink. She started handing out free samples because nobody would order it. Very few in Shanghai refuse a free sample, and...well... curiosity did the rest. It now outsells everything else on the menu.

That tells you most of what you need to know about how Grace operates. She landed in Shanghai eight years ago from Armenia with a husband (his job offer, her leap), no Chinese, and no network beyond a sister with a six-month head start. She learned the language by eavesdropping on her own staff, memorizing the words, expressions, and tone they used with customers. She learned the city from its grandmothers: tai chi, morning exercises, warm water. Her unofficial business consultants are the neighborhood kids, one of whom recently marched in with a product idea she'd scouted at a rival shop. Grace took the note.

The shop itself opened in February 2025, just after the Spring Festival, on a stretch of Panyu Road that, despite being next to Fengshengli, is a leisurely street where people slow down, which is the entire point. Her operating philosophy is two words, "be present," and it sounds like a yoga studio wall until you watch her make tea and realize she means it.

You may remember Grace from our Hai Guide on How to Drink Matcha. This time we sat down for the long version: on leaving Armenia, learning Shanghai from scratch, and why the children of Panyu Rd keep asking her about how much money she makes.

CNS: What brought you to China?

Grace: My husband received a job offer, so we decided to move to China. After arriving, I began exploring different aspects of life here, and we quickly fell in love with it. From a foreigner's perspective, life in Shanghai feels less stressful in many ways. I really enjoy the pace of life and the overall lifestyle here.

CNS: Before coming to Shanghai, did you know much about the city?

Grace: I knew a little because my sister had moved here about six months before we did. She often shared her daily life with me through phone calls and videos. Even so, living here turned out to be quite different from what I had imagined.

One thing that really surprised me was how diverse Chinese cuisine is. Before coming here, I had no idea that every province – and even every city – has its own unique flavors, dishes, and food traditions. The climate was also very different. In Armenia, the air is dry, and the sunlight is much stronger, while Shanghai is much more humid and often cloudy.

CNS: Why did you decide to start your own business and open a matcha shop?

Grace: At first, matcha was just a hobby. But as more of my Armenian friends asked where to buy high-quality matcha and how to choose it, I realized it could become something more. I started sharing my knowledge online, and over time, matcha became part of my personal brand. People began to associate me with it, so I decided to source high-quality matcha and make it available to them.

After gaining experience selling matcha, I realized there was also demand for a space like this in Shanghai. So we took the next step and opened our own shop in February last year, right after the Chinese Spring Festival. Business has really picked up this year, and the shop has become much busier.

CNS: What goes through your mind when you make tea?

Grace: For me, making tea feels like meditation. I also enjoy yoga. Because they help me relax and stay focused. It allows me to be fully present in the moment. But with matcha, specifically if you look at the history behind it... It's not just a drink, but almost a ritual.

CNS: Do you think tea culture has influenced your personality?

Grace: Yes, tea culture has definitely influenced me, but I think I've always been a calm person by nature. I'm a bit introverted, though I still enjoy connecting with people. At the same time, I really value my quiet moments – making tea, slowing down, and simply relaxing. That sense of peace is one of the main reasons I'm so drawn to matcha and tea culture.

CNS: Why did you choose Panyu Road for your store?

Grace: I wanted the shop to be on a quiet street – somewhere that wasn't overly commercial or crowded, but still had a steady flow of people. More importantly, I wanted to create a peaceful space where customers could slow down and truly enjoy their time here.

CNS: Are customers surprised when they discover the owner is a foreigner?

Grace: [Laughs] Some are surprised at first and may even hesitate to come in because I'm a foreigner. But once they step inside and we start talking, that hesitation usually disappears. Many of them end up becoming both regular customers and friends, which I think is really special.

CNS: What was the most difficult part of starting your business?

Grace: The hardest part was opening a shop without having many friends or a support network in China. Once the shop opened, my biggest challenge became attracting customers.

Marketing in China is very different from marketing in Armenia. Even if you know how to run a business back home, you have to learn everything from scratch when you start one here. You need to understand what works in the local market and how to connect with local customers.

CNS: What strategies did you use to attract customers?

Grace: One of the most effective things we did was offer free samples of our matcha and celery drink. We invited customers to try it and share their honest feedback.

In China, celery is usually used in cooking, so people were curious to see it paired with matcha in a drink. It wasn't popular until we gave away free samples. That unexpected combination eventually became one of our best-selling items because it offered customers something completely different.

CNS: Has language been a challenge while running the business?

Grace: Yes, especially at the beginning. I learned a lot from the girls who worked with me. I listened carefully to how they talked to customers – the words they used, their expressions, and even their tone of voice. My listening skills are quite good, so I tried to remember everything and use it myself.

I've also picked up many habits from the older generation in China, like doing morning exercises, practicing tai chi, and drinking warm water. Those habits have become a positive part of my daily life.

CNS: Have Chinese customers ever asked you unusual questions because you're from Armenia?

Grace: I can't really remember any specific examples. What surprised me more was that even young children in China sometimes ask me how the business is going.

In Armenia, I don't think children would usually ask that kind of question. It might be considered a little personal, and business is not something children typically talk about. But in China, some young customers are surprisingly thoughtful. One little girl even came to me with a product idea she had seen at another shop, suggesting that we create something similar to attract more customers.

I found that really interesting, and with these types of interactions, I never feel uncomfortable. I see it as a sign of their care, friendship, and support. Since this is our first business, some of their suggestions have actually been very helpful.

CNS: Have you found any similarities between Armenian and Chinese culture?

Grace: Yes, I think there are many similarities. For example, family plays a very important role in both cultures. In China, family bonds are very strong, and it's the same in Armenia. We both value spending time with family and celebrating important holidays, such as New Year, together.

Both China and Armenia have long histories. Although our cultures are different in many ways, I believe we share many common values.

CNS: After living in Shanghai for almost eight years, what has made the biggest impression on you about Chinese culture or life in Shanghai?

Grace: One thing I've learned from Chinese culture is that you can stay young and active at any age. I've seen many Chinese grandmothers who are full of energy and have a real passion for life. They dress beautifully, take photos, ride bicycles, learn how to use AI, and explore new apps on their phones.

That really inspires me. In Armenia, some women may prefer a quieter lifestyle after becoming grandmothers. I hope to see more Armenian women stay active, embrace new experiences, and continue exploring life as they grow older.

CNS: What has matcha culture taught you on a deeper, personal level?

Grace: The biggest lesson matcha culture has taught me is how to be present. When you make matcha, your mind naturally focuses on the moment. By being truly present, other worries can temporarily fade away. You feel calmer, become more aware of your surroundings, and gain a clearer mind.