The global matcha obsession explained

From niche to staple

Matcha's story begins in 12th-century China and became central to Japanese tea ceremonies, symbolising harmony, respect, purity, and tranquility. It entered Western markets in the late 20th century through specialty tea shops and Asian grocery stores - initially a niche products for tea enthusiasts.

Its Western debut coincided with the rise of the wellness culture. Health-conscious consumers were seeking alternatives to coffee, and matcha offered a compelling narrative: calm energy, antioxidants, and centuries of tradition. Starbucks accelerated its worldwide adoption by introducing green tea lattes, making matcha accessible for everyone.

Social media turned matcha even more into a visual magnet and lifestyle symbol. Cafés blended Japanese aesthetics with modern design, and mainstream chains like Dunkin' added matcha to their menus.

When the pandemic hit, it reshaped consumer behaviour overnight. Lockdowns sparked a surge in DIY food and beverage trends, while health consciousness skyrocketed. People sought products that combined wellness benefits with comfort, and - you've already guessed - matcha fit that need perfectly. Post-pandemic, the momentum continues, making matcha a cultural phenomenon across cafés, retail, and even beauty products.

The takeaway: the rise of matcha is a masterclass in cultural storytelling, influencer marketing, and product innovation. Its TikTok fame is well-earned - and its growth shows no signs of slowing.