How did a centuries-old green tea become the internet’s favourite status symbol?
Have you noticed locals swapping out oat lattes for a green beverage in the mornings recently?
The creamy green drink seen in the hands of many reformed coffee addicts is known as matcha. What started as a traditional Japanese tea is now a TikTok sensation, with matcha showing up everywhere — not just in tea bowls, but iced, flavoured with everything from blueberry to banana syrup, and tucked into every corner of your Instagram feed.
But what’s behind this sudden obsession? Is it the promise of wellness or the fact that it looks so perfect in a photo?
Matcha is a finely ground green tea powder made from specially grown tea leaves – its bold, distinctive flavour is intertwined with centuries of Japanese tradition.
At the heart of its production is Japan, particularly Uji in Kyoto Prefecture, renowned as the birthplace of matcha and Japanese green tea.
The green powder, paired with its rich umami flavour, is the result of steaming and drying the leaves – each step deepening matcha’s earthy, aromatic notes.
Unlike other teas, where the leaves are steeped and discarded, matcha involves consuming the entire leaf, offering a more concentrated taste and nutrient profile.
In Western markets, matcha is often categorised as ‘ceremonial grade’ or ‘culinary grade’, but these terms are primarily marketing tools rather than regulated classifications.
According to the matcha brand Naoki, each matcha blend is evaluated based on its unique characteristics such as its colour, taste and texture rather than a strict grading system.
In Japan, matcha quality is assessed by its intended use – with the finest varieties reserved for traditional tea ceremonies while others are used in baking or modern beverages.
In today’s fast-paced world, the ritual of preparing matcha—has become a mindful moment for many, offering a moment to slow down and embrace a brief pause in our hectic lives. This connection to mindfulness, rooted in tradition, has helped matcha integrate seamlessly into modern Western cultures.
The rise of matcha as a status symbol
How often have you seen a matcha latte pop up on your feed? A growing number of influencers and wellness communities are embracing matcha, with 1.3 million posts under the hashtag #Matcha on TikTok, attracting billions of views.
Its online presence is more than just being Instagram-worthy content; it is a reflection of changing consumer behaviour.
Scroll through TikTok, and you’ll find matcha lattes swirled to perfection, their creamy green drink glowing under dim cafe lighting, stamped with a lipstick mark for the ideal aesthetic.
With influencers showcasing their perfectly crafted matcha lattes, it’s clear it has become a status symbol of health and sophistication.
This influencer-driven appeal has a direct impact on consumer choices, particularly among younger audiences. “Matcha isn’t just a drink – it’s a lifestyle statement,” says Warda, a barista at Blank Street.
“People order it as much for the aesthetic as for the taste. You see it all over social media, and suddenly, everyone wants one.”
The influence of social media figures is not just about aesthetics – it’s shaping what cafes serve. Recently, Blank Street collaborated with Stormzy’s longtime stylist Melissa Holdbrook-Akposoe, to launch Mel’s Maple Matcha.
The limited edition latte quickly became a fan favourite. This partnership highlights how influencers aren’t just promoting matcha – they’re actively shaping menus, and turning personal preferences into marketable moments.
Youtuber Ifeyinwa tries Mel’s Maple Matcha [Courtesy of @Ifeyinwa via Youtube]
Matcha has taken the Western world by storm and is not just a fleeting social media trend. The global matcha market is forecast to reach £4.32 billion by 2028, driven by its growing popularity among matcha enthusiasts and cafe chains alike.
This is a clear indication that matcha has progressed from just being a trendy beverage to establishing itself as a mainstream staple.
Matcha’s takeover of coffee culture
Matcha crept up on the menus of major coffee chains, blending into the cafe culture we know today. The origins of the matcha craze can be pinpointed back to Blank Street, an American coffeehouse.
The New York-based coffee chain quickly became popular in London having opened in 2022, expanding to 37 locations shortly after. It’s clear that this drink quickly found a home in the UK, the coffeehouse generated £11.4 million in turnover for the 12 months ending December 2024, up from £1.9 million in its first six months in the UK market in 2022.
The cafe’s menu highlights a range of matcha beverages, with the signature blueberry matcha latte emerging as a crowd favourite. The chain has tapped into the growing matcha trend, becoming a go-to spot for all matcha addicts alike.
As London’s appetite for matcha continues to grow, matcha-focused cafes have followed suit. A wave of cafes that specialise in matcha have begun to open up across London.
Many are within walking distance in the corners of East London, with notable examples being Katuste 100 and Jenki.
One customer, sipping on an iced matcha at one of these spots, told us: “I keep everywhere warm but my hands, I can’t go without an iced matcha latte – not even in winter”.
This playful remark highlights the drinks’s growing presence in the city’s coffee culture, where it has quickly become as familiar as the classic latte.
Baristas have witnessed matcha’s rise first-hand, seeing how it went from being a speciality drink to a mainstream staple. “The amount of people coming in every day to get their daily dose of matcha is crazy,” says Warda, a barista from Blank Street. Similar to iced americanos, having a matcha latte in your arsenal is the latest trend.
As Warda observes, the matcha industry is quickly evolving, with consumers seeking a wider range of beverages – from ube-infused lattes to matcha shots.
What was once a niche alternative has now become a staple in cafes across London, appealing to a broader audience beyond coffee drinkers. But matcha’s appeal doesn’t stop at variety or taste – there’s another reason it has cemented itself into London’s coffee culture.
Matcha: More than just a drink?
Matcha is also deeply tied to its reputation as a health-conscious alternative to coffee. Experts call it a superfood, and it has been embraced by wellness gurus for its antioxidant properties, energy-boosting effects, and links to mindfulness.
Unlike coffee, the caffeine in matcha is slowly released into the body, giving you a sustained energy boost rather than a 60-minute caffeine spike; making it a favourite amongst those looking for focus without the crash. But does matcha live up to its superfood status, or are we under the illusion of the health halo effect?
A large part of matcha’s health appeal comes from its rich antioxidant profile which is often credited with benefits ranging from metabolism support to promoting glowier skin.
Health-conscious consumers often swap out their cup of coffee for a matcha latte, drawn in by the promises of sustained energy and detoxifying benefits. But it’s not just about the physical benefits – studies have shown that matcha also offers a calming effect.
Thanks to its high theanine content, matcha is known for its stress-reducing abilities, offering focus without the crash of a cup of coffee. This makes it a go-to for those seeking a balance between energy boosts and relaxation. Matcha has become more than a drink – it’s a wellness ritual a drink that makes people feel they’re nurturing both body and mind.
But not all matcha is created equal. The velvety green powder is a far cry from the bitter, dull taste of matcha lattes often found in coffee chains.
While high-grade matcha offers a smooth, sweet and vegetal flavour followed by a creamy finish, low-grade matcha tends to have a more astringent, chalky taste that lingers unpleasantly.
Many of these drinks, loaded with syrups and sweeteners, can undo the health benefits that matcha is known for. As demand grows, quality concerns have emerged – low-grade matcha, often grassy and muted in colour, has made its way into more cafes, leaving many customers disappointed.
In contrast, premium matcha offers a fresh, grassy aroma with a rich umami taste profile, impressing the senses and providing a deeper experience.
Matcha beyond the cup: Its role in skincare
But the world’s fascination with matcha doesn’t stop at food and drink, the powder has made its way into our beauty products. The same vibrant green powder that has captured cafe menus has now become a key ingredient in people’s skincare routines.
Beauty brands like Tatcha and KraveBeauty have tapped into its growing popularity, championing its natural anti-inflammatory and soothing qualities.
According to a report from Business Research Insights, the global market size for organic beauty products, which includes matcha-infused skincare, is projected at £9.65 billion in 2024 and is forecast to reach £18.49 billion by 2033. This growth reflects the increased consumer demand for clean beauty.
Matcha as an ingredient is being endorsed as an antidote to environmental stress, helping to protect against pollution and UV damage.
It’s also known for its ability to reduce redness, calm irritation and detoxify the skin – benefits that speak directly to the skincare industry’s obsession with natural, plant-based products.
The rise of matcha-infused skincare products from face masks to serums, has seen the green tea powder go from wellness drink to skin saviour.
This shift in its use speaks to the larger trend of holistic self-care, where matcha has become a status symbol of wellness beyond what we eat and drink.
It’s an ingredient that not only nourishes but also aligns with the contemporary desire for simplicity and authenticity in beauty routines. Matcha’s place in skincare is just another way it has woven itself into the fabric of our wellness-fixed culture.
The matcha shortage
As the matcha craze continues to fuel overconsumption, it’s clear that this green beverage has become more than a trend – it’s a full-blown cultural phenomenon.
Matcha is now entwined in the menus of cafes and wellness cultures across the world. As its health benefits and distinct flavour have gained international appeal, the green powder has become synonymous with mindful living and indulgence.
From New York’s bustling cafe scene to the rise of matcha-speciality cafes in London, its reach has fully expanded, fueled by a growing demand for healthier, visually pleasing drinks.
But as matcha’s popularity grows, it also raises a pressing question: is this fascination sustainable, or are we watching another fleeting trend spiral into overconsumption?
The surge in demand has already revealed cracks in the supply chain – rising prices, and declining quality signal that our collective obsession may be outpacing the industry’s ability to catch up.
In response to the shortage, some consumers are willing to go to great lengths to satiate their fix. As matcha shortages become more widespread, some consumers are travelling to Japan specifically to stock up on premium matcha, fearing they won’t be able to get their hands on it elsewhere.
The demand reflects how matcha has moved beyond a wellness trend, becoming yet another product caught in the cycle of overconsumption and trend-driven panic buying.
This hyperconsumption is pushing the boundaries of what’s considered “normal” for a trend. Matcha has become a symbol of status, lifestyle and wellness, but one that’s leading to an unsustainable demand.
Marukyu Koyamaen, one of Japan’s most respected matcha producers, even acknowledged the severity of the shortage: “Throughout all these years, we stock up raw tea leaves for annual production. However, because of the extreme high demand on Matcha products this year, we consider that there would be a very high possibility on a complete out-of-stock before the next tea harvest season arrives.”
Yet, this consumer frenzy begs a larger question: why do we do this with trends? From avocados to oat milk amid food microtrends – social media plays a key role in accelerating this shift – when a product aligns with both wellness narratives and aesthetic appeal, its widespread popularity becomes almost inevitable.
Matcha, with its frothy green texture and association with mindful living, has followed this trajectory. Having matcha, preparing it, and posting it online is as much a part of the experience as drinking it.
So will matcha remain a fixture in today’s wellness culture, or will it be replaced by the next superfood sensation? Its deep-rooted cultural significance and distinct taste may suggest that it won’t disappear entirely, but the hype around matcha as an accessible health drink may eventually die down.
If the obsession continues to grow at this pace, we may see a shift – from mass-produced, trendy matcha to a more conscious appreciation of its origins and quality.
For now, matcha has become more than just a drink. It’s a status symbol, a wellness staple, and a cultural phenomenon – one that embodies the way we consume trends today. Whether it will remain a fixture in wellness culture or fade into the next superfood trend remains unknown.
Featured image by Najma Yafarna.