Once an exotic health drink found in quaint cafés and niche health shops, matcha has experienced a remarkable transformation into a mainstream wellness icon.
Today, this vibrant green beverage is ubiquitous, featured on social media, standard on menus at trendy establishments and proudly sipped by some of the world’s most celebrated figures.
But what has propelled matcha from obscurity to the forefront of contemporary culture, and why does it now represent both wellness and status?
The appeal of matcha
One of the primary drivers behind matcha’s rise to status symbol is its perceived health benefits.
In a world where wellness is increasingly intertwined with social status, matcha quickly became the drink of choice for those looking to reduce their coffee intake while still enjoying a caffeine boost.
Unlike coffee, the caffeine in matcha is released more slowly, providing steady, calm energy without the dreaded jitters or afternoon crashes.
“Matcha is really high in antioxidants. Plus, the caffeine is much more slow-releasing,” said an unnamed matcha enthusiast.
This slow-release energy is particularly appealing to people looking for a balanced lifestyle, making it a go-to beverage for yoga enthusiasts, meditators and anyone committed to wellness routines.
Aesthetic meets antioxidants
But it's not just the health benefits that have made matcha a darling of the wellness world. The vibrant green colour of the drink has also played a significant role.
On TikTok, the hashtag #matcha has garnered over 964,000 videos, many of which feature impeccably styled influencers whisking and pouring the frothy green beverage into minimalist cups.
The aesthetic appeal of matcha is undeniable — its bright hue pops on Instagram feeds and it fits seamlessly into the curated, clean, and health-conscious lifestyles that many influencers promote.
The visual allure of matcha is also amplified by its association with high-profile celebrities like Gwyneth Paltrow, Kylie Jenner and Rihanna, who have all been spotted sipping the green drink.
These celebrity endorsements have only added to the beverage’s allure, making it not just a health choice but a status symbol.
The price of green gold
However, not all matcha is created equal. The powder comes in different grades, starting from culinary grade and rising to premium and ceremonial grades. As the quality increases, so does the price.
According to Amelia Trillo, an executive at Japan Centre, “Matcha has a very specific way of being processed. If it’s made outside of Japan, it won’t reach high quality.”
She explained that the finest matcha is made from tea plants grown in the shade, with only the top leaves hand-picked and ground using a stone mill.
This meticulous process, along with the importation from Japan, drives up the cost of high-quality matcha, making it more than just your average green tea powder—it’s “green gold dust”.
And much like rare wines or gourmet coffee, the price tag has only added to its allure as a luxury item.
Matcha’s global boom
The growing popularity of matcha is not limited to high-end cafés or influencer feeds. According to the Japan Centre, sales of their matcha powder — suitable for brewing at home — have increased by over 40% in the last year.
Globally, the matcha market is valued at $2.3 billion (£1.8 billion) and is projected to rise to $2.9 billion by 2028. Its growth underscores the beverage’s role not just as a health trend but as a booming industry.
At the heart of matcha’s rise is how it fits seamlessly into the broader wellness movement.
Much like reformer Pilates or magnesium supplements, matcha has become a marker of a certain kind of lifestyle, one that’s focused on balance, health and mindfulness. It’s less about the drink itself and more about what it represents.
Drinking matcha signals that you’re in the know, that you care about what you put into your body, and that you’re willing to invest in your wellness.
In this way, matcha has transcended its original role as a simple beverage. It’s now a statement, a symbol of health, mindfulness and, yes, a bit of luxury.