Inside Jujuhome Store: The Matcha Cloud Everyone’s Talking About

Jujuhome Store is technically a Japanese homeware shop, but most of the people inside are here for one thing – the viral matcha cloud drink. 

I’ve seen the thick, whipped, layered drink all over my feed, quoted in lists of the best matcha drinks in the city.

So naturally, I head to Fish Island (not actually an island) to visit Jujuhome Store. I tried two of their signature drinks to see whether the quality matched the hype.

Quick info on Jujuhome Store

• Cafe: Jujuhome Store
• Location: Fish Island, Hackney
• Order this: Matcha Cloud with brown sugar
• Sweetness level: Controlled, not cloying
• Texture factor: Off the charts
• Good to know: drinks are beautifully presented, but this is more of a treat stop than an everyday budget cafe

Find out the deets in the full Jujuhome Store review below.

First, the setting at Jujuhome Store

Before we even get to the drink, the space deserves a moment.

Jujuhome Store is a Japanese lifestyle shop downstairs, full of interesting ceramics, textiles, and homewares.

The space has a calm, minimalist feel, with a small but thoughtfully selected range of objects that fit the same aesthetic as the drinks upstairs.

If you enjoy browsing design-led spaces, it adds to the visit. But if you’re only interested in matcha drinks, the cafe will probably be the main draw.

The cafe is located on the mezzanine level. It feels tucked away and calm, and you feel as if you could stay a while. There is a communal table with stools, or a couple of very comfortable leather sofas to choose from.

Which feels appropriate, because the matcha is organic and ceremonial grade. This isn’t neon-green powder from a bulk tin. This is the good stuff.

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The Jujuhome Store menu – pure vs classic vs cloud

The Jujuhome Store menu splits its matcha drinks into three neat categories:

• Pure — clean, matcha-forward, minimal interference
• Classic — your familiar matcha lattes and comfort drinks
• Cloud — topped with that thick, whipped cream layer

The cloud section is where the drama lives.

The pricing feels positioned as a premium cafe treat rather than a casual grab-and-go option. The presentation is lovely and the ingredients are clearly part of the appeal, but whether it feels worth it will depend on how much you value the overall experience as well as the matcha itself.

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The Matcha Cloud with Brown Sugar

First we try the matcha cloud with added brown sugar. The action happens right in front of us, with matcha whisked vigorously, poured over iced milk and brown sugar, and then topped with the fluffy cloud layer. It’s layered and intentional.

It’s also a substantial matcha drink. This is not a flimsy foam situation. This is dense, creamy, almost spoonable.

The brown sugar brings a warm caramel depth from below, the matcha tastes clean and grassy but not bitter, and then that velvety whipped cloud hits.

It’s rich, but not heavy. Sweet, but not sugary. The matcha still cuts through.

And that’s important, because a lot of viral drinks lean too far into sugar. 

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For the purists – Green Coconut Matcha

We also try the green coconut matcha from the pure section of the Jujuhome Store menu.

This one is a completely different energy.

Instead of milk and cloud, you get whipped matcha poured over coconut water. It’s thinner, fresher and cleaner. You can really taste the ceremonial grade matcha here which is vegetal, slightly grassy, and gently bitter in a grown-up way.

Adding brown sugar softens it slightly and gives it that warm, rounded sweetness. But even then, it remains light and elegant.

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Texture is the star at Jujuhome Store

What makes the matcha cloud at Jujuhome Store London stand out isn’t just flavour. It’s mouthfeel.

The foam isn’t airy and forgettable – it’s dense. When stirred in, it coats the drink like silk.

And yet, importantly, the matcha never disappears. You still get that clean, earthy backbone. It’s a level of balance that can be hard to pull off well.

Is the matcha cloud worth the hype?

If you don’t like overly sweet matcha drinks, Jujuhome Store is for you.

If you want matcha that tastes like actual matcha, but still want it fun and layered and aesthetically pleasing, this is absolutely for you.

The matcha cloud manages to be viral and actually good at the same time. Which, frankly, is rare.

The green coconut matcha is lovely, especially if you lean purist. But the cloud? That’s the one I’d come back for.

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Jujuhome Store review
Address – STUDIO 14, BLOCK B, 14 Wyke Rd, Fish Island, London E3 2XD
Nearest Tube – Stratford