It has captured many hearts, including Hollywood stars like Hailey Bieber, Zendaya, and Brad Pitt. This green powder seems to be clouding many people's algorithms today. Welcome to the era of matcha.
26 July, 2025 (Saturday) - By Yoo Jung
Matcha is a finely ground powder made from the tea plant Camellia sinensis. The powder originates in Japan and is known for having a complex flavor profile, such as earthy, grassy notes, but with a subtle sweetness.
Hot or cold, it can come in different dishes, mostly commonly in matcha tea or matcha latte. But it can also be in cakes, cookies, smoothies, and savory dishes like soba noodles. You can find it in online stores, specialist matcha companies, or a local supermarket.
Traditionally, matcha was used in the Japanese tea ceremony known as chanoyu or sadō. It was meticulously prepared and enjoyed as a meditative and spiritual practice. Matcha preparation started popularizing in the Song Dynasty, which reigned from the 10th to the 13th century. More specifically, a Japanese Buddhist monk, Eisai, returned to Japan, bringing tea seeds from China and the Zen Buddhist methods of preparing powdered green tea.
It also went viral on TikTok. Why is it, one may ask? It could be because the vibrant green color is perfect for short and eye-catching videos. It can also be because TikTokers associate matcha with a "better-for-you" coffee alternative, aligning with wellness, mindfulness, and self-care. The global matcha market is projected to reach $4.24 billion in 2025, up from $3.84 billion in 2024, with a compound annual growth rate (CAGR) of 10.3%.
This green powder has many appealing components. One of the most compelling is its health benefits. Matcha is packed with catechins, a class of antioxidants that protect cells from damage and may lower the risk of chronic diseases. Combining caffeine and L-theanine in matcha can also enhance alertness, concentration, and memory. Giving a calm and focused energy without the coffee jitters.
However, in 2025, matcha supplies in Japan have dropped sharply—hand-picked Uji tencha fell by 40% compared to 2024, and top machine-harvested grades dropped by 18%. This is causing prices to double and making premium matcha increasingly scarce.
This is significant because, unlike other crops, matcha (specifically ceremonial-grade) is only harvestedonce a year, in spring. Once the season ends, it's impossible to make more until next year. As a result, gaps in supply are frequent, and many sellers worldwide are waiting weeks or months for fresh stock.
The rise in matcha could represent a shift towards a more mindful consumption and wellness amongst young people. The following health benefits could have made matcha the fashionable badge for those who value health, self-care, and a "put-together" lifestyle. Ultimately, matcha drinks could have become more prevalent as they embody a blend of traditional ritual and modern minimalism that could resonate with individuals seeking moments of pause in this fast-paced, digital world.
