Have you ever heard about Matcha? You probably have. A green, leafy, and healthy drink is taking over the internet, creating buzz focused on aesthetics and health benefits. If we scroll down to social media, we can notice the craze Matcha has created. From ice cream parlours to coffee shops, bakeries, and even skincare, Matcha is included in every sector. But why has it become so viral? Matcha didn’t go viral because of its taste. It created a buzz on the internet because people think it looks good in their profile.
But Matcha has 800 years of wisdom. It’s behind the story stated back from China. Then it became the central tea ceremony for the Japanese, and later Americans adopted this, especially in teahouses and groceries. Around 1600 century, matcha powder reached London, where merchants sold it as a green tea. But in the West, customers were skeptical about how it would taste as its flavour and tea preparation were quite unfamiliar from the regular one. Some even criticized Matcha for its bitter taste. Talking about the 21st century, people are more interested in Japanese culture, cuisine and health benefits. Now, Matcha has become GenZ’s favourite drink. Matcha latte has become a visual star among GenZ as they are obsessed over it on TikTok, Instagram and other social media platforms. We know how GenZ is obsessed with aesthetics and looking desirable on social media. So, they took a chance to portray this drink and make it more fascinating. Therefore, it is not just an aesthetic thing to show off on social media. It is currently sold as a health drink as well as a lifestyle symbol.
Eventually, Matcha has become a part of the fast-growing market trend. In 2024, the market was worth $4.23 billion. It is even expected that the market will hit $7.86 billion by 2033. This shows the growing demand for matcha for its beneficial, natural ingredients. It includes antioxidants like EGCG, which is best for metabolism, heart diseases and liver as well. Another significant health benefit is that Matcha tea is full of anti-inflammatory benefits. As it is a mix of caffeine, it gives energy for staying active all day long. However, Matcha obsession has swallowed the global supplies as the demands are high. Tea farmers are facing production challenges. Due to hype and demand, the powder is soaring. But the way Matcha has been exposed to social media trends or TikTok gimmicks, it is not meant to be obliterated like this. It has traditional roots, and is meant to be prepared with care, respect and with sincerity. It has a conventional standard in Japan where sugar isn’t mixed with the Matcha latte. This is a part of the westernization of Matcha, which is considered an unhealthy practice in east. Western media actually overlooks the sustainable production and overconsumption.
While passing the internet trends, Matcha has come across its centuries of tradition to modern consciousness. Matcha bridges the past and present from Japanese tea ceremonies to contemporary healthy lifestyles. Thus, Matcha has been introduced to the new generation in the name of aesthetics. Therefore, it has remarkable values enriched in its cultural depth, nutritive value, and viable potential. Accordingly, Matcha is not just a beverage; it’s a symbol of heritage and a timeless leafy legacy where modern culture quietly meets.
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Writer,
Shahanama Binte Azad
Intern, Content Writing Department
YSSE