Once the quiet darling of wellness cafés and Zen-minded influencers, matcha has suddenly exploded into cultural relevance. The electric-green powdered tea—lauded for its antioxidant profile and calming caffeine—has found new life in TikTok latte trends, Gen Z productivity hacks, and major café chain menus. In late 2024, global Google searches for matcha surged, signaling a fresh wave of mass interest. This isn’t just a revival; it’s a transformation of matcha from boutique niche to foundational food-culture icon. As consumers chase mental clarity, aesthetic food, and sustainable energy, matcha has emerged as the one-stop solution—clean, calming, and camera-ready. But is this true momentum, or just the final shimmer of a long-lived trend?
Trend Snapshot / Factbox
| Aspect | Details |
|---|---|
| Trend name and brief definition | Matcha – stone-ground green tea powder from Japan, traditionally whisked in ceremonies |
| Key ingredients or components | Powdered green tea leaves rich in antioxidants, L-Theanine, caffeine |
| Current distribution | Global: indie cafés, Starbucks, Dunkin’, bakeries, TikTok tutorials |
| Notable restaurants or products | Starbucks Matcha Latte, Cha Cha Matcha (NYC), MatchaBar, Starbucks Reserve Lavender Matcha Malt |
| Popular hashtags & social presence | #matcha #matchalatte #matchatea #matchamoment #greengoodness |
| Target demographics | Gen Z, Millennials, wellness-minded consumers |
| “Wow factor” or special feature | Clean-caffeine energy, focus-enhancing L-Theanine, photogenic green hue |
| Trend phase | Peak – ubiquitous but still evolving in form and storytelling |
A Ritual Turned Routine: From Japanese Tea Ceremonies to Global Menus
Matcha’s origin lies in the Japanese tea ceremony, where powdered green tea is whisked to a delicate froth. This ritual—steeped in mindfulness—gave early adopters in the West a narrative connection, not just a beverage. As wellness cafés rose in the mid-2010s, matcha became a “clean caffeine” alternative, drawing in urban consumers seeking clarity without coffee jitters. Health influencers touted its antioxidant content and mellow energy, and within a few years, matcha lattes became regular items on menus across North America and Europe.
But by the time major chains like Starbucks and Dunkin’ adopted matcha, it wasn’t just a trend—it was established consumer behavior. Still, for much of the past decade, matcha occupied a steady simmer: familiar, respected, but never a breakout star. That all changed in late 2024.
Why Matcha’s Moment Is Now
Several cultural forces converged to amplify matcha’s presence:
- Google Trends recorded a noticeable surge in matcha searches in late 2024 compared to previous years, signaling renewed global interest.
- The pandemic reshaped wellness priorities, with consumers seeking balance, clarity, and mood regulation through diet.
- Coffee fatigue is real: many consumers now seek caffeine sources that provide mental alertness without the crash.
- Matcha’s natural vibrancy and ritualized preparation play perfectly on TikTok and Instagram, helping it thrive visually.
- In early 2025, Starbucks launched a reworked, unsweetened matcha blend, while Starbucks Reserve introduced limited-edition drinks like the Lavender Matcha Malt, increasing accessibility and appeal.
Designed to Go Viral: Matcha’s Aesthetic Advantage
Matcha’s neon-green hue is a visual powerhouse. In the algorithmic economy of social media, few ingredients stand out as boldly in flat lays, reels, and b-roll latte shots. Creators craft whipped matcha drinks, matcha tiramisu, and iced matcha with edible flowers, creating an immersive visual experience.
On Instagram and TikTok, matcha occupies both the wellness and the aesthetic lifestyle categories. It’s a symbol of clean living, creativity, and consistency. Meanwhile, culinary professionals continue to innovate, pairing matcha with flavors like lavender, yuzu, pistachio, and coconut milk for content-friendly hybrids.
The trend isn’t just about taste—it’s about visual storytelling. Matcha communicates ritual, intentionality, and care.
Mainstream Momentum: Infrastructure, Not Experimentation
In early 2025, Starbucks revamped its matcha product line, removing added sugars and preparing it in blenders to improve quality and consistency. New items like the Lavender Matcha Malt at Starbucks Reserve signal how seriously chains now take matcha’s role in their menus.
Independent cafés and boutique drink brands have gone further, branding entire concepts around “green energy” and layering matcha with adaptogens, collagen, and mushrooms. Matcha is no longer a novelty—it’s a foundational element of modern wellness menus.
Even bakery and dessert trends are leaning in. Matcha babka, matcha mochi doughnuts, and matcha croissants are becoming recurring features in urban patisseries and social-first bakeries. The ingredient’s versatility is making it indispensable.
Cultural Cred: Celebs, K-Pop & Aspirational Energy
Matcha has benefited from endorsements by major cultural figures. Kourtney Kardashian has promoted matcha as part of her wellness routine, and BTS members have shared their enjoyment of ceremonial-grade matcha with fans. This visibility doesn’t just spike interest—it deepens the emotional and aspirational appeal.
Where matcha was once the drink of urban wellness insiders, it is now an international shorthand for balance, beauty, and mindful performance. It reflects a lifestyle of self-discipline with a visual payoff—perfect for digital narratives.
What Comes Next: Sustaining the Green Momentum
Matcha has entered its cultural prime, but staying relevant requires continuous evolution. We’re already seeing hybrid formats emerge: matcha in cocktails, matcha cold foam, sparkling matcha tonics. Beyond beverages, matcha is moving into skincare, nutritional supplements, and savory snack formats.
But competition looms. Yerba mate, yaupon, and mushroom-based drinks are all vying for attention in the clean energy space. Matcha’s staying power will depend on authenticity, quality storytelling, and innovative pairings that expand its use cases while honoring its roots.
As long as matcha continues to straddle ancient ritual and digital-age storytelling, it’s poised to remain a dominant force.
If you’d like to explore other wellness-counterpoint narratives, check out “Rebelling Against Wellness: The Maximalist Food Movement.”