The Rise of Matcha

Writer: Josie Mawdsley

Matcha has shot to popularity in recent years due to the aesthetic vibrant green beverages it creates and the various health benefits it boasts. With its roots in ancient Chinese medicine, matcha spread to Japan in the 12th century, where it was primarily used in Buddhist meditation practices for its calming effects. This article explores how this finely ground green tea powder has become a global phenomenon in recent years, considering factors such as social media influence and the rise in health and wellness trends.

Matcha is widely considered a superfood due to its uniquely high levels of catechins, particularly epigallocatechin gallate (EGCG), which are potent antioxidants, helping to combat free radicals in the body. This leads to an overall decrease in inflammation within the body, possibly reducing the risk of chronic disease. Furthermore, matcha contains a high concentration of vitamin B2, which plays a key role in boosting collagen production, leading to claims surrounding matcha’s ability to improve skin elasticity and slow visible signs of aging.

These properties of matcha have led it to rapidly gain popularity in the current culture of social media, which is obsessed with beauty, anti-aging and self-improvement. More specifically, the rise of matcha goes hand in hand with the trends such as overconsumption of Korean skincare and the ‘clean girl’ aesthetic, which has been widely popularised, mainly by LA influencers, on platforms such as TikTok and Instagram. This has led to the incorporation of matcha into beauty products, such as Krave Beauty’s popular ‘matcha hemp hydrating cleanser’. Additionally, popular gen z influencer, Emma Chamberlain, has managed to capitalise on this matcha craze, by selling the powder in numerous flavours from vanilla to chocolate, as part of her coffee brand. In fact, it seems that Matcha is slowly replacing coffee in many young people’s daily routines.

Choosing matcha over coffee for a morning pick-me-up may prevent mid-afternoon crashes, due to the green tea leaf naturally containing l-theanine. This amino acid causes the caffeine in matcha to be released at a much slower rate, leading to more stable energy levels throughout the day and a reduction in the risk of anxiety jitters commonly associated with coffee. However, due to matcha’s arguably ‘grassy’ taste, many large corporations attempt to make it more palatable, by using plenty of artificial sweeteners, sugar and typically low grade matcha powder, reducing the researched health benefits that come from consuming the actual green tea leaf. For example, Blank street’s popular white chocolate matcha is far better described as a milkshake than a health-boosting beverage.

Aside from its health benefits, it is no surprise that matcha, with its pretty green hue, has become more than a drink, but an accessory to. Whether people are sipping it whilst shopping or on their way to a Pilates class sporting a matching set, the beverage is everywhere and is perfectly aligned with the recent popularity of sage green fashion, the pistachio flavoured craze, and Charli XX’s BRAT aesthetic. Overall, the rise of matcha seems to stem not just from how it can contribute to internal wellness, but how it adds to an external image of the perfect Pinterest-worthy girl.

However, as global demand rises and supply tightens, prices are naturally increasing. In 2025, many matcha producers have raised their prices- some by as much as 20%- to cope with higher labour costs, raw material scarcity and inflation. With this comes concerns about western commercialisation overshadowing matcha’s cultural roots. It is undeniable that the rise of matcha has stripped it of its context, causing its spiritual and ceremonial significance to become overshadowed. When matcha is mass marketed, authentic Japanese voices are often marginalised in the supply chain and branding. 

To conclude, health and wellness trends, current aesthetics and social media influencers are mainly responsible for the current widespread matcha-mania. Whilst consumption in moderation has legitimate benefits, it is no miracle superfood. As with many trendy items, the obsession will inevitably decline. Future reduction in demand may actually be a positive thing, as it can help decrease current sky-high prices and leave room for more intentional appreciation for matcha’s cultural roots.