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Matchaya, a homegrown speciality tea company under Telepathic Pte Ltd, has built a loyal following through its retail tea bars at Takashimaya and UOB Plaza, as well as franchise outlets in Singapore and Indonesia. As demand for matcha beverages grew, the team recognised the need to translate its craft knowledge into structured learning that could be applied consistently across the business.
To take a structured first step, Matchaya partnered the Institute for Adult Learning (IAL) on a NACE@IAL (Starter) consultancy project in 2025. The project focused on building internal capability to design and develop a WSQ‑aligned Matcha Tea Service course, laying the groundwork for future training initiatives
Laying the Foundation for Structured Training
When Matchaya engaged IAL through the NACE consultancy programme, the focus was on formalising existing expertise into a structured curriculum. While the team already ran a Matcha Appreciation and Wellness Workshop, it was clear that more comprehensive course specifications and learning materials were needed to support a full Matcha Tea Service course aligned with SSG requirements.
Their existing Matcha Appreciation and Wellness Workshop was a promising foundation to build upon. To realise their vision of establishing a Matchaya Tea Academy and eventually becoming an SSG-approved training provider, the company was ready to take the next step.
Reflecting on the decision to embark on the project, Kevin Chee, Founder and CEO of Matchaya, shared:
“Our enterprise joined because we saw a strong alignment with our goals and values. We wanted to leverage the expertise and support provided to build something meaningful and sustainable for the long term.”
Co‑Creating Capability with IAL
Working closely with Lina, IAL workplace learning consultant, the Matchaya team co‑created the core building blocks of a full Matcha Tea Service course. This included course specifications using the Skills Framework, customised courseware templates, and a structured roadmap for the Matchaya Tea Academy in both the short and long term.
IAL workplace learning consultant actively enabled the team to harness AI tools, including ChatGPT, Gemini, and Gamma AI, guiding them in applying technologies to accelerate content development and presentation creation. Clear timelines and weekly milestones kept everyone on track. Project champion Karmen Liew rose to the occasion, co-leading the courseware development alongside the new tea master champion.
To better appreciate the course structure and instructional methods used in WSQ programmes, IAL workplace learning consultant Lina attended a 'Specialty Tea Service' course. She also guided the project champions and tea master to do the same, helping them gain familiarity with SSG-WSQ requirements and ensuring the whole team was well-equipped and aligned.
Reflecting on the experience, Karmen Liew, Finance and HR Executive, shared: "The journey has been both challenging and rewarding. Our team collaborated closely, overcame obstacles, and learned a lot along the way."
Tangible Outcomes, Lasting Capabilities
By the end of the project, Matchaya had achieved significant milestones toward building its Tea Academy. The team co-developed a complete set of course materials for the Matcha Tea Service course, including a learner's guide, lesson plan, trainer's guide, presentation slides, and an assessment plan, all ready for piloting. A full course proposal has also been prepared and will be submitted to SSG when the team is ready to take the next step. Importantly, the team also developed short-term and long-term journey maps for the Matchaya Tea Academy, giving leadership a clear strategic roadmap for the academy's growth.
More importantly, the project champions now understand how to use the Skills Framework to create course specifications, apply Matchaya’s courseware templates, and plan future course development independently. These capabilities ensure that Matchaya can continue building its training portfolio beyond this initial course.
Karmen reflected warmly on what the team had accomplished: "I am proud of what the team achieved. The results reflect our hard work and collaboration, and they provide a strong foundation for future initiatives."
Building on the Starter Foundation
With a potential learner pool of 500 to 1,000 participants across staff and franchise partners, the reach of Matchaya's new Matcha Tea Service course is set to be significant.
Kevin captured the forward-looking spirit of the team: "The journey has been both challenging and rewarding. Our team worked closely, learned a lot, and achieved tangible outcomes. Moving forward, we plan to build on these lessons, optimise our processes, and continue exploring new opportunities to create even greater impact."
Matchaya’s experience shows how industry expertise can be transformed into structured, scalable capability through workplace learning. By starting with a focused, practical project, the enterprise has laid the groundwork for long‑term growth in both its business and learning ambitions.