Japanese matcha tea house · Melbourne CBD Little Lonsdale Street, Melbourne CBD, Australia CBD students and shoppers moving through Melbourne Central Matcha drinkers who already know the brand from Asia Chinese-speaking dessert and cafe audiences in the city Opening campaign planning Creator programmes on REDNote (小红书) and Instagram Launch content production, Chinese and English Instagram and Facebook publishing TSUJIRI (辻利茶舗) has been selling Uji matcha since 1860. Its Melbourne store opened on 21 August 2026 at 329 Little Lonsdale Street, on the Melbourne Central corner, trading seven days a week. The brand arrives with more than a century and a half of recognition and no local track record whatsoever — a launch problem, not a positioning one. Already knows what good matcha is supposed to taste like Decides where to go from what appeared on their feed this week Will queue on opening weekend, once, if given a reason A heritage brand opening its first local store starts with awareness it did not have to buy, and zero proof that the Melbourne store is worth crossing town for. The window in which that converts into habit is short — measured in the weeks either side of opening day. We ran the opening as a concentrated campaign rather than a slow build: a firm opening date carried consistently across both platforms, a creator programme booked so visits landed from launch week onward, and one pinned street address used everywhere so nobody arrived at the wrong entrance of a shopping centre. Commit to the opening date and repeat it everywhere Concentrate creator visits into the launch window, not across the quarter One address, one set of hours, on every channel The Kyoto original, not a matcha trend A tea house in the middle of the city, open late, seven days Opening campaign plan and schedule Creator visits across REDNote and Instagram through the launch period Launch content produced in Chinese and English Daily Instagram Stories during the opening window Publishing and creator coordination handled end to end An opening is the one moment a venue gets attention for free. Spending it well is mostly logistics — the right creators, in the right week, all saying the same date and the same address. The Melbourne store opened on 21 August 2026 with a creator programme running across REDNote and Instagram from launch week, and a single consistent address and set of trading hours across every channel. Launch campaign delivered across two platforms in two languages Creator visits concentrated into the opening window One verified street address used consistently everywhere