Stepping into Maruwu Seicha feels like discovering a hidden gem in downtown Palo Alto. The soft golden lights and warm wooden accents create a zen-like atmosphere perfect for an after-school treat, a study destination or a late-night snack run.

Maruwu Seicha began its soft opening on Oct. 18 at 250 University Ave., with a grand opening planned for December.

Walking in, we immediately noticed the combination of the earthy, comforting scent of matcha and roasted tea filling the air. Employees were very inviting, allowing us to slow down and savor the moment.

Cameron Woods, a shift leader, said that Maruwu Seicha’s only other location was in Japantown, San Francisco, so they wanted to reach out more to matcha, dessert and tea lovers by opening a second one in Palo Alto.

“A lot of people were driving all the way down to go there [Maruwu Seicha], so this was the next step,” Woods said.

Inside the cafe, there’s a variety of cases of tarts and pastries; soft serve machines; and gelato containers behind a glass divider. Right after you order, employees begin packing and making your order in front of you.

Woods said the cafe prioritizes using the highest-quality ingredients to compete in a space already crowded with popular spots like Salt & Straw, Verve, and SomiSomi.

“All of our matcha and most of our products here are imported from Japan and they come directly from Maruwu Seicha, the biggest tea manufacturer in Japan based in Uji,” Woods said. “Our matcha is imported so it’s the highest quality you can probably find if not in California, then in the U.S. right now.”

Customer Emily Huang, a Stanford student, said she visits Maruwu Seicha frequently and appreciates its aesthetic and offerings.

“I come here three times a week because I really love the vibe of the place,” Huang said. “I love the hojicha lattes, and the tarts are great too.”

Maruwu Seicha is still trying to figure out how to handle the demand for its products in preparation for its grand opening. We found many matcha items out of stock during our evening visit with multiple signs to make customers aware. Woods said this issue comes with the unexpected volume of crowds, contributing to a smaller selection.

“We’ve been running out of stock of stuff because it’s our soft opening phase and we’re still feeling things out, seeing how much we need to order every week,” Woods said.

According to Woods, the cafe’s soft opening has brought challenges, particularly in serving cold items like soft serve. Despite these hurdles, the decision to open in such a busy area seems promising, as the cafe was packed with customers eating, chatting and working.

“Usually, at most other ice cream shops, you’ll order your ice cream with the cashier and they’ll make it with you,” Woods said. “But over here, you place your order and then you have to go pick up your ice cream. We’ll call someone’s order out and they won’t show up, so we have to leave their ticket behind so we can continue taking other people’s orders.”

With what was available to purchase, we ordered a spread of desserts ranging in flavors including the Hokkaido Milk Soft Serve, Uji Matcha Cheese Tart and Hojicha Chocolate Gelato. Here’s what we found:

Hokkaido Milk Soft Serve ($6.25)

This was a treat that balanced simplicity with a rich, clean and creamy flavor. Served atop a cone or inside a cup, it was decadently smooth, with a sweet subtleness and fresh taste that highlighted the quality of the Hokkaido milk. Its light and velvety texture makes it refreshing and not overly heavy — perfect for a warm day or a quick sweet bite. For fans of the popular milk-flavored White Rabbit Candy — this is an absolute must-try.

Uji Matcha Cheese Tart ($4.50)

This tart promised a matcha flavor, but it was underwhelming and tasted more like a standard cheese tart than a unique dessert. While the soft, buttery and flaky crust was enjoyable, the matcha filling lacked the boldness to set it apart, coming across as a mild, creamy matcha latte in tart form. The cheese flavor came through, but it was a bit too tangy and strong for us. It’s a safe choice for matcha enthusiasts but not a standout item for those looking for something memorable.

Hojicha Chocolate Gelato ($6.90)

The gelato had a very unique flavor profile with its roasted tea and chocolate blend, but the result was more complex than comforting. The hojicha’s toasty, slightly smokey notes did not quite blend well with the sweet and slight bitterness of the chocolate. While the gelato itself was smooth, the taste was too unusual for our liking and the balance of flavors was not there. However, it may be appealing to more adventurous guests.