For some, matcha is a daily caffeine fix. For Aimee, founder and owner of NBF Matcha Bar, it’s something worth exploring beyond the usual latte. What started as a familiar drink eventually grew into a deep appreciation for Japanese tea, inspiring her to create a space where matcha takes center stage.
NBF, short for No Bitter Feelings, started with a simple idea: a name that was playful, memorable, and a little unexpected. It also came from her first experience with matcha, which was, well, pretty bitter.
“Our very first experience with matcha was actually quite bitter and grassy, so when we were coming up with the name, No Bitter Feelings just clicked,” Aimee shares.
Aimee personally sources and selects the matcha served at NBF to find teas that suit different flavor profiles. For her, quality goes beyond “ceremonial grade”.
Good matcha comes down to more than a label or price tag. Origin, freshness, cultivar, harvest, and, most importantly, taste all play a part. “For me, my rule is pretty simple, if it’s not something I would genuinely enjoy drinking myself, I wouldn’t serve it at NBF,” she emphasizes.
For those who are looking for a more traditional and tea-forward experience, Usucha or thin tea lets the matcha’s natural flavors shine. For a classic oat milk matcha latte, get No Drama.
Of course, a little creativity goes a long way, too. While tea is taken very seriously at NBF, it’s also important to Aimee that they still have fun with their drinks. “Not every matcha is the same, and not every matcha works for every drink. Some are beautiful on their own, while others work really well with milk or flavored drinks,” she points out.
Salty Baby, one of NBF’s original bestsellers, pairs a matcha oat milk latte with salty cream for a balance of sweet, savory, and earthy flavors. Banana Dream features homemade banana pudding, while Kinako Puff pairs kinako cream with rice crispies.
Aimee also recommends NBF’s hojicha, which offers a deeper, toastier alternative to matcha. “I personally asked our partner farmer in Japan if they could make it extra dark roasted because I wanted something deeper, toastier, and more intense,” she shares. That roasted flavor shines in Toasty Puff, a hojicha oat milk latte topped with kinako cream and rice crispies, bringing together nutty notes and a satisfying crunch.
Other standouts include Banana Cinnamon, made with matcha specially sourced from another region in Japan, and Island Girl, a refreshing blend of cold-whisked matcha, coconut milk, and fresh mango. For a sweet-savory twist, there’s Miss Cara with miso caramel sauce.
Many of NBF’s sauces, creams, and toppings are made in-house, adding a personal touch to each creation. The names are personal, too, products from brainstorming sessions with Aimee’s family, who have helped test creations from the beginning.
Beyond drinks, the menu includes a classic Tamago Sando inspired by Japanese convenience-store sandwiches, a Chicken Ranch Wrap, freshly baked cookies, and homemade Nana Pudding.
As NBF looks toward new drinks, collaborations, and bringing its offerings to more cities, Aimee hopes the brand will grow without losing its personal touch. After all, the heart of NBF is simple: good tea, thoughtful details, and a little room for fun.
And maybe that’s what No Bitter Feelings is ultimately about—not eliminating bitterness altogether, but finding a way to appreciate every cup on your own terms.
Visit NBF Matcha Bar on Hernan Cortes St, Subangdaku, Mandaue. NBF is open from 11 AM to 8 PM Tuesday to Thursday, and from 11 AM to 9 PM Friday to Sunday. Watch out for pop-ups in your city on their Instagram @nbf.cebu and Facebook at NBF Matcha Cebu.
Photography Kyrra Kho
