Why Has Matcha Become So Popular? – The Japanese Green Tea That Conquered the World

Matcha lattes, iced matcha, matcha ice cream, cakes, and special desserts are increasingly appearing in various places. Social media has further amplified its popularity: the visually striking green drinks and videos about making them at home have sparked interest worldwide.

But what exactly is matcha? How does it differ from traditional green tea? Is it really healthier than coffee, and why can some versions cost several times more than traditional teas?

This article will introduce the history of matcha, its production, flavor profile, health properties, and culinary uses. We will also show you how to choose high-quality matcha and how to prepare the perfect matcha latte at home.

1. What is matcha, and how does it differ from traditional green tea?

Matcha is a special Japanese green tea made from finely ground tea leaves. Unlike traditional tea, where the leaves are simply steeped and then strained, we mix the tea powder with water, thus consuming the entire tea leaf.

The raw material for matcha is tencha, a specially grown and processed green tea.

The most significant difference compared to traditional green tea lies in the production process.

The tea bushes used for matcha are shaded for a specific period before harvesting. The leaves are then harvested, steamed, and dried without rolling. The stems and veins are removed, and finally, the leaves are ground into a fine powder.

In contrast, traditional Japanese sencha is typically made from leaves grown in sunlight, which are steamed, rolled, and dried afterward.

Why is matcha so vibrant green?

The shading affects the composition of the tea leaves. The plant reacts to reduced light by increasing its chlorophyll content, contributing to matcha's characteristic green color.

The shading also influences the flavor profile. Matcha is often less astringent than some traditional green teas and exhibits distinctive umami and vegetal flavor notes.

High-quality matcha is generally bright, fresh green. A dull, yellowish, or brownish hue may indicate inferior raw material, improper storage, or aging of the product, although color alone is not sufficient to assess quality.

2. The history of matcha – Centuries-old Japanese tradition

Although we now primarily associate matcha with modern cafés, social media, and trendy drinks, its history dates back several centuries.

Early forms of powdered tea consumption are linked to China. This method of tea drinking was also practiced by Buddhist monks, and the tea culture later evolved in Japan.

In the 12th century, Eisai, a Japanese Buddhist monk, played a significant role in spreading tea in Japan. Over the following centuries, the consumption of powdered green tea became increasingly associated with Zen Buddhism and Japanese cultural traditions.

By the 16th century, the Japanese tea ceremony, chanoyu, had developed, in which matcha played a central role.

What is the Japanese tea ceremony?

The Japanese tea ceremony is not merely about preparing a cup of tea. It is a carefully constructed cultural ritual centered around mindfulness, harmony, respect, and tranquility.

Every step in the tea preparation process holds significance: the selection of tools, the cleansing of the bowl, the measuring of the tea, the water temperature, and the use of a bamboo whisk.

One important figure in the traditional Japanese tea ceremony was Sen no Rikyū, who greatly influenced the aesthetics and philosophy of the tea ceremony in the 16th century.

Thus, matcha is much more than a trendy green drink: it symbolizes Japanese culture, craftsmanship, and mindfulness.

3. Why has matcha become so popular worldwide?

The global popularity of matcha is the result of several intersecting factors. It was not a single campaign or social media platform that made it famous, but rather a combination of interest in Japanese culture, the search for new drinks, health-conscious eating, and its visually striking appearance that contributed to its success.

1. The impact of social media

Matcha has become one of the most recognizable drinks on social media.

Its vibrant green color, the contrasting layers created with milk, and the visually appealing preparation process make it particularly suitable for short videos and photos.

On TikTok and Instagram, there is a wealth of content about making matcha, comparing different brands, and exploring new flavor combinations.

Making a matcha latte is also visually impressive at home: the powder is first mixed with a small amount of water to eliminate clumps, then complemented with milk and ice.

2. Consumers seeking an alternative to coffee

For many, matcha has become an alternative to coffee.

It contains caffeine, making it a stimulating drink, yet its flavor, preparation, and consumption experience differ significantly from traditional coffee.

Some matcha drinkers prefer the softer, more vegetal aroma over the strong flavor of coffee. Others simply want to add variety to their daily beverage consumption.

However, it is important to note that matcha is not caffeine-free, and it may not be a better choice for everyone compared to coffee.

3. The rise of health-conscious eating

Green tea has long been known for its antioxidant content, and matcha has received particular attention among health-conscious consumers.

The tea leaves contain catechins, amino acids, and caffeine, with EGCG (epigallocatechin gallate) and L-theanine being particularly highlighted.

As a result, matcha is often associated with a conscious lifestyle. However, it is important to remember that consuming antioxidant-rich foods does not guarantee specific health outcomes.

4. Interest in Japanese culture

Japanese cuisine has garnered increasing attention worldwide in recent years.

Alongside sushi, ramen, Japanese desserts, and specialty teas, matcha has also become one of the most recognized representatives of Japanese dining culture.

The Japanese tea ceremony, handcrafted ceramics, bamboo tools, and minimalist presentation all contribute to the experience that matcha represents.

5. The unique flavor experience

The flavor of matcha is difficult to describe in a single word. Depending on quality and preparation, it can be softly sweet, vegetal, nutty, reminiscent of seaweed, or slightly bitter.

Its distinctive umami flavor provides a completely different experience compared to traditional black or green tea.

Variations combined with milk, vanilla, strawberries, or white chocolate may also appeal to those who find the pure matcha flavor too intense.

4. The global success of matcha has already transformed the tea industry

The growing demand for matcha is evident not only in cafés but has also brought significant changes to the Japanese tea industry.

According to reports from Reuters and The Washington Post in 2025, global demand has increased so rapidly that Japanese producers have struggled to expand supply. Social media, tourism, and new foods containing matcha have all contributed to the rise in demand.

According to data from the Japanese Ministry of Agriculture, in 2024, Japanese tencha production was 5336 tons, nearly 2.7 times the amount from ten years ago. Despite the growth, demand continues to put pressure on supply.

Expanding production is not a simple task. Producing the tencha required for matcha involves specific cultivation and processing methods, and new tea plantations do not become productive overnight.

As a result, the price of high-quality Japanese matcha may rise significantly, and periodic shortages may occur.

This phenomenon also highlights how a global gastronomic trend can rapidly impact a traditional, local agricultural sector.

5. What does matcha taste like?

The flavor profile of matcha is unique, which is why it may not become a favorite for everyone on the first try.

High-quality matcha is generally complex, vegetal, and umami in character. Bitterness and astringency may also be present, but with the right quality and preparation, these do not dominate the flavor.

The key flavor notes of matcha

Umami: A deep, rich, slightly salty or broth-like taste sensation, which is one of the fundamental flavor notes in Japanese cuisine.

Vegetal, grassy aroma: A character reminiscent of fresh green leaves, spinach, or tender plants.

Sweet flavor: Some higher-quality matchas can provide a natural sweetness without added sugar.

Slight bitterness: The natural bitterness of matcha can also stem from its vegetal components. However, excessive bitterness may indicate inferior raw material or improper preparation.

The flavor of matcha is significantly influenced by the growing location, harvest time, processing, grinding, and storage.

6. Ceremonial and culinary matcha – What’s the difference?

When purchasing matcha, you may often encounter two designations: ceremonial grade and culinary grade.

These help navigate the uses of the products, but it is important to know that there is no uniform, official grading system for these categories in every market.

Ceremonial grade – For traditional tea preparation

Matcha labeled as ceremonial is primarily intended for consumption mixed with water.

Its characteristics may include:

• Bright, fresh green color.

• Fine, uniform particle size.

• Softer, more complex flavor profile.

• Pleasant umami character.

• Moderate bitterness.

These products are generally sold at a higher price, especially if they come from well-known Japanese growing regions and are made from carefully processed raw materials.

Culinary grade – For cooking and baking

Culinary matcha is primarily used for making foods and drinks.

Its characteristics include:

• More intense, pronounced flavor.

• Stronger bitter or vegetal character.

• Well combinable with other ingredients.

• Often more affordable than premium matcha intended for pure consumption.

It can be used for:

• Matcha lattes.

• Baked goods.

• Cookies.

• Ice cream.

• Creams.

• Smoothies.

• Chocolate desserts.

Which one should you choose?

If you want to consume matcha traditionally with water, it is worth choosing a high-quality, pure consumption recommended version.

If you primarily want to make lattes, baked goods, or desserts, a good quality culinary matcha may also be suitable.

Do not decide solely based on the ceremonial or culinary label: also consider the origin, manufacturer, ingredients, color, and freshness.

7. Matcha and coffee – How much caffeine is in each?

One reason for matcha's popularity is that, like coffee, it contains caffeine, yet it provides a completely different flavor and consumption experience.

The caffeine content of matcha varies and depends on the amount of powder used, the quality of the tea, and the preparation method.

A serving of matcha typically contains less caffeine than a traditional coffee, but this is not always the case.

These are indicative values and not fixed amounts applicable to every drink. In the case of matcha, it particularly matters whether we use one or two grams of powder.

What is L-theanine, and why is it mentioned in relation to matcha?

L-theanine is a natural amino acid found in tea leaves.

Matcha contains both caffeine and L-theanine. This combination is scientifically interesting as some research examines its potential effects on attention and cognitive performance.

It is often claimed that matcha provides a more even energy boost than coffee. However, this should not be treated as a guaranteed effect for everyone. Individual reactions to caffeine, the amount consumed, and sleep habits also influence the experience.

Is matcha better than coffee?

Not necessarily. Both drinks have their advantages and unique properties.

Matcha may be a good choice for those who enjoy the flavor of green tea, are eager to try new drinks, and want variety alongside coffee.

Coffee, on the other hand, remains an excellent choice for those who prefer a more intense flavor profile and higher caffeine content.

The key is not that one drink is better than the other in every aspect, but rather to adjust consumption to individual needs and caffeine tolerance.

8. What health benefits might matcha have?

Like green tea, matcha contains several bioactive compounds. Among these, catechins, amino acids, and caffeine are particularly important.

Since we consume the entire tea leaf, matcha provides the tea's components differently than traditionally steeped and strained tea.

Antioxidants and catechins

One important group of plant compounds in green tea is the family of catechins.

This includes EGCG, or epigallocatechin gallate, which has been studied for its antioxidant properties.

Antioxidants play a role in regulating the body's oxidative processes. However, this does not mean that consuming matcha alone will prevent diseases or guarantee a longer life.

Supporting concentration and attention

The caffeine in matcha may contribute to alertness. The combined effects of L-theanine and caffeine are being studied in terms of attention and cognitive performance.

The current findings are interesting, but matcha should not be considered a concentration-enhancing drug or a guaranteed performance booster.

Heart and vascular health

Numerous studies have examined the effects of green tea consumption on blood lipids and cardiovascular risk factors.

The available results show modest favorable changes in some cases, but much of the research pertains not specifically to matcha but to green tea in general or concentrated green tea extracts.

Thus, matcha can be part of a varied diet, but it does not replace a healthy lifestyle or medical treatment.

Important: matcha is not a miracle cure

On social media, you often encounter claims that matcha leads to rapid weight loss, detoxification, or remarkable skin-enhancing effects.

These should be approached with caution.

Matcha does not burn body fat on its own, does not cleanse the body of toxins, and does not replace a balanced diet.

Plain matcha without added sugar can be a low-calorie drink, but a large serving of sweetened matcha latte can contain significant amounts of sugar and calories.

9. How to prepare the perfect matcha at home?

Preparing matcha is not complicated, but a few small details can significantly influence the final result.

For traditional preparation, you only need matcha powder, water, a bowl, and a bamboo whisk.

Traditional matcha recipe

Ingredients:

• 1–2 g of high-quality matcha powder.

• 60–80 ml of warm water.

Preparation:

• Sift the matcha powder into a smaller bowl to avoid clumps.

• Heat the water to about 70–80 °C. Do not use boiling water, as it can overly emphasize the bitter flavors.

• Pour the warm water over the matcha powder.

• Using a bamboo whisk, or chasen, mix quickly in a W shape.

• When a fine, even frothy layer forms on top, the drink is ready.

Traditional matcha is consumed freshly prepared from a small bowl.

What is a chasen?

A chasen is a traditional Japanese bamboo whisk specifically used for preparing matcha.

Its fine, thin bamboo strands help evenly mix the powder with water and create a distinctive, light froth on top of the tea.

Alongside the chasen, the following are often used:

• Chawant – a traditional matcha bowl.

• Chashakut – a bamboo tea scoop.

• A fine tea strainer – to remove clumps.

However, it is not necessary to acquire all the tools immediately. As a start, a small sieve and a suitable hand whisk or milk frother can also be used.

10. Matcha latte – The world's favorite matcha drink

Matcha latte is the meeting point of traditional Japanese tea and the beverage world of modern cafés.

The matcha powder is first mixed with a small amount of warm water to eliminate clumps, then complemented with milk. The drink can be made hot or cold, using both dairy milk and plant-based drinks.

Homemade iced matcha latte

Ingredients – 1 serving:

• 2 g matcha powder.

• 50 ml of water at 70–80 °C.

• 150–180 ml of milk or plant-based drink.

• Ice cubes.

• Optionally a little honey or other sweetener.

Preparation:

• Sift the matcha powder into a small bowl.

• Add the warm water.

• Mix until smooth with a bamboo whisk or milk frother.

• Fill a tall glass with ice cubes.

• Pour in the milk.

• Slowly add the matcha.

• Sweeten to taste, then mix.

For visually striking layers, pour the matcha slowly over the milk. If you want a more intense flavor, increase the amount of matcha powder, but do not try to make the drink stronger with hotter water.

What milk is the best?

The choice of milk significantly affects the flavor and texture of the matcha latte.

• Cow's milk: provides a creamy, soft flavor and froths well.

• Oat milk: a naturally sweet, pleasantly creamy choice.

• Almond milk: a lighter option with a slightly nutty aroma.

• Soy milk: a relatively higher protein version that froths well.

• Coconut milk: adds a unique, tropical flavor that pairs well with matcha.

The best choice depends on the flavor profile you want to achieve.

11. The use of matcha in the kitchen – Not just for drinks

Matcha is becoming an increasingly popular ingredient in baking and home cooking.

Its distinctive green color and slightly bitter, vegetal flavor can add a unique character to desserts.

Matcha cheesecake

Matcha powder mixed into the cream cheese filling gives a lovely green color and characteristic tea aroma. It pairs particularly well with vanilla and white chocolate.

Matcha tiramisu

A Japanese-inspired version of the classic Italian dessert, where the ladyfingers are dipped in a matcha liquid instead of coffee. A little matcha powder can also be added to the mascarpone cream.

Matcha cookies

Matcha cookies work particularly well with white chocolate, whose sweetness nicely balances the tea's slight bitterness.

Matcha ice cream

One of the well-known dessert flavors in Japanese cuisine. The fresh, vegetal character of matcha pairs well with a creamy, rich base.

Matcha oatmeal and smoothies

Matcha powder can also be used in breakfast dishes. Mixed into oatmeal, yogurt, or smoothies, it adds a unique flavor and color.

Kitchen tip: Always mix matcha first with a small amount of liquid to eliminate clumps, and only then add it to larger amounts of batter or cream. This way, you will achieve a much more even color and flavor.

12. How to choose good quality matcha?

With the popularity of matcha, the range has significantly expanded. In stores and online shops, you can find products of various prices, origins, and qualities.

Not every green tea powder is real matcha, so it is worth considering a few factors.

Origin

Some of the most famous Japanese matcha-producing regions include:

• Uji, Kyoto Prefecture.

• Nishio, Aichi Prefecture.

• Kagoshima.

• Shizuoka.

Japanese origin does not guarantee quality by itself, but it can help trace the raw material.

Color

Good quality matcha is typically bright, fresh green. A dull or yellowish color may indicate oxidation, aging, or less careful processing.

Texture

Matcha should be a fine, even powder. Coarser products may be harder to mix and can result in a less pleasant drink.

Smell

The aroma of fresh matcha is vegetal, slightly sweet, and pleasantly tea-like. A musty or stale smell may indicate poor storage.

Ingredients

Choose a product that lists only matcha powder in its ingredients. Sweetened, flavored matcha blends represent a different category.

Packaging

Matcha is sensitive to light, air, moisture, and heat. It is advisable to buy it in light-protected, well-sealed packaging.

13. How to store matcha properly?

The quality of matcha can deteriorate relatively quickly without proper storage.

Exposure to air, light, and moisture can cause it to lose its vibrant color and fresh aroma. Therefore, the opened package should always be carefully resealed.

The most important storage rules:

• Keep it in a well-sealed, light-protected package.

• Avoid direct sunlight.

• Do not store near the stove or oven.

• Always use a dry spoon.

• Consume within a relatively short time after opening, if possible.

You can also store opened matcha in the refrigerator if the manufacturer recommends it. It is important to seal it airtight and let the sealed package come to room temperature before opening. This helps prevent condensation from forming on the cold powder's surface.

14. What to watch out for when consuming matcha?

Matcha can be well incorporated into the diet of most healthy adults in moderate amounts. However, since it contains caffeine, it is advisable to adjust consumption according to individual sensitivity.

Caffeine sensitivity: Those who react sensitively to caffeine may experience palpitations, restlessness, or sleep difficulties.

Evening consumption: Caffeine can also affect sleep quality, so those sensitive to it should consume matcha preferably in the morning or early afternoon.

Sweetened matcha drinks: Matcha lattes available in cafés often contain syrup, sugar, or sweetened plant-based drinks. Their energy content can be significantly higher than that of plain matcha.

Pregnancy and breastfeeding: The caffeine content of matcha should be included in the total daily caffeine intake. During pregnancy, a maximum daily intake of 200 mg of caffeine is generally recommended, but it is advisable to consult a healthcare professional about individual circumstances.

Green tea extracts: Matcha drinks and concentrated green tea extracts are not the same. Dietary supplements containing high doses of extracts may pose specific safety risks, so it is not advisable to automatically extend experiences with matcha drinks to these.

Conclusion – Matcha is more than just a trendy green drink

The popularity of matcha is the result of the convergence of Japanese traditions, unique flavor profiles, health-conscious eating, and social media.

Starting from centuries-old Japanese tea culture, it has now conquered the cafés, patisseries, and home kitchens of the world. Alongside traditional tea prepared with water, we increasingly encounter matcha in lattes, iced drinks, baked goods, and desserts.

The uniqueness of matcha lies in its production, vibrant green color, umami flavor profile, and the naturally occurring components found in tea leaves.

If you want to try it, it is worth starting with a smaller package of high-quality Japanese matcha. First, prepare it traditionally, then try it with milk, plant-based drinks, or even in baked goods.

Its flavor may seem unusual at first, but if you enjoy unique, vegetal aromas, it can easily become one of your favorites in your daily beverage selection.