Matcha started as a ritual in Japanese culture, but today it’s everywhere, from cafés to dessert counters, social posts to wellness routines. The transformation didn’t happen overnight, yet it hit hard once the right mix of visuals, wellness promises and café innovation came together.
Where it all began
In the Tang Dynasty in China, tea leaves were steamed, pressed into bricks, and ground into powder. That method laid the groundwork for what we now call matcha. Later, a Zen Buddhist monk named Eisai brought tea seeds and preparation techniques to Japan in the 12th century. In Japan, the substance evolved: tea leaves were covered from sunlight to intensify colour and flavour, then meticulously ground and whisked in bowls. Imagine monks whisking green powder in silence, samurai sipping it for alertness, and the tea ceremony taking shape around it.
Why matcha blew up globally
- Its bright emerald colour made it perfect for social media—“green” became a visual hook.
- Cafés and coffee chains adapted it into lattes, frappes, iced drinks and desserts, making it familiar yet novel.
- Wellness seekers embraced it as a gentler caffeine alternative with added benefits like antioxidants and a calming amino acid called L-theanine.
- Limited-edition flavours and products (brown sugar matcha, matcha croissants, matcha-infused sweets) created a sense of hype and urgency among younger consumers.
- The trend kicked up speed around social media platforms where matcha worked as aesthetic shorthand for healthy, stylish sipping.
How you can enjoy it
Try a straightforward matcha: whisk one teaspoon of polished powder into hot water at about 75 °C until frothy; add milk if you like. Or explore dessert territory: fold matcha into cookies, mousse or shakes. Observe the colour, breathe the aroma, let the first sip settle. And if you’re curious, compare a high-grade ceremonial matcha (simple, intense) with a café version (sweeter, milk-heavy).
Matcha’s rise isn’t just about a green drink; it’s a story of heritage, aesthetics and modern lifestyle merging. What started in temples and tea rooms now thrives in cafés, dessert menus and your morning cup. Whether you come for the taste, the colour or the ritual, matcha brings more than flavour, it brings a moment of intention.