- Culturally, matcha was never meant to be rushed or diluted. Its traditional preparation is meditative, involving careful measurement and whisking.
- But in today’s café environment, it has morphed into a customisable base – much like espresso – for a variety of seasonal and signature drinks.
- Following the launch of its Peaches & Cream Matcha and Matcha Lemonade lines, Black Sheep Coffee saw its sales of lemonade and matcha-based beverages increase by an impressive 315%.
- As global demand surges, the intentionality and mindfulness of matcha preparation arguably wane to keep pace with the rapid market evolution.
- At the heart of this conversation is the tension between its cultural authenticity and global scalability.
Once reserved for Japanese tea ceremonies, matcha has rapidly transformed into a global phenomenon. It’s now found iced, foamed, carbonated, flavoured, and hashtagged across café menus and social media platforms worldwide.
Yet, as the trend scales, a question arises: are we still drinking matcha – or just a highly stylised version of it?
The journey from cultural ritual to commercial success highlights whether the world’s newfound love for matcha means it’s drifting too far from its roots – or simply evolving, as most traditions eventually do.
I spoke to Gerardo Callipo at Kerry Group and Andrew Richardson at Whitebeans Global to learn more.
You may also likeour article on whether matcha has become the new espresso.
Matcha’s meteoric rise meets supply limits
Over the past few years, matcha has experienced a surge in popularity worldwide. For centuries, it was a traditional Japanese ritual, but wellness trends, its vibrant green hue, and reputation as a “healthier” alternative to coffee have driven global consumption to new heights.
In some key markets, coffee brands report that iced matcha beverages are outperforming their espresso drinks, particularly among Gen Z consumers seeking caffeine with perceived wellness benefits.
In response, many café chains now release seasonal matcha “drops” – from floral-infused lemonades to pastel-hued iced lattes – designed to tap into the hype of limited-time offerings.
Black Sheep Coffee, a champion for robusta in specialty coffee, reported a 227% year-on-year surge in iced beverage sales in May 2025 following the launch of its Peaches & Cream Matcha and Matcha Lemonade lines. This signals a clear consumer pivot towards photogenic, non-coffee drinks.
Blank Street, another major chain, is also capitalising on this. The company recently refreshed its branding, dropping “Coffee” in its name, dialling back its iconic green colour to a matcha-latte hue, and focusing more on the diversity of its non-coffee offerings.
Social media feeds are also awash with viral matcha videos; its eye-catching aesthetic amasses billions of views on TikTok and Instagram. Influencers also tout its health benefits, largely due to its L-theanine content – an amino acid that has a calming effect on the body.
Today, it has become something of a fashion or lifestyle accessory. However, its surge in demand has come with a cost.
In Japan – where high-quality matcha is shade-grown, hand-picked, steamed, and stone-ground from tencha leaves – supply is under intense pressure. Only a small portion of Japan’s tea harvest is dedicated to matcha production, and many regions are now limiting exports to protect domestic quality and avoid over-commercialisation.
Meanwhile, the number of Japanese tea farmers continues to decline, threatening long-term sustainability. As demand outpaces supply, lower-grade or counterfeit matcha powders are increasingly making their way into global markets, raising concerns about authenticity and transparency.
As Japan struggles to meet the growing global demand, buyers may look elsewhere for more stable supplies. China is currently the world’s biggest producer of matcha, but farmers often lack the expertise and infrastructure to match the quality of matcha grown and processed in Japan.
Confusion around grades, quality, and health benefits
One of the key disconnects in matcha’s global rise is the lack of clarity around quality. Many use terms like “ceremonial grade” and “culinary grade” inconsistently – and sometimes misleadingly.
Although both terms have become synonymous with brands proliferating in Western countries, Japan doesn’t recognise these quality standards. Instead, matcha is graded by the time of year it’s harvested, as well as its colour, smell, cultivar or blend, and flavour.
Western marketing asserts that consumers should drink ceremonial-grade matcha – made from young, first-harvest leaves – “pure” without milk or flavourings. Culinary-grade matcha, typically more bitter and made from older leaves, is more suitable for blending and cooking.
However, many products labelled as “ceremonial” are far from Japan’s quality standards. Without strict regulatory definitions, consumers have to navigate a vague and crowded landscape.
“It’s not just about going green, it’s about going true,” says Gerardo, the Innovation Director at Kerry, a global provider of taste and nutrition solutions for the food, beverage, and pharmaceutical industries. “Flavour authenticity and provenance storytelling have become the real value-adds for savvy consumers.”
At the heart of this conversation is the tension between cultural authenticity and global scalability.
Matcha originates from centuries-old Japanese tea rituals, closely tied to Zen Buddhism (originating in China) and the practice of mindfulness. These traditions emphasise not just the drink, but also its preparation and consumption – a moment of presence, simplicity, and quiet.
Yet, booming global demand inevitably means that matcha is shifting further away from this. Often described as “not a trend, but a movement”, much of its modern global appeal centres around “tapping into your wellness era” – a popular phrase among younger consumers who are prioritising their physical, mental, and emotional health.
Containing both caffeine and L-theanine, matcha provides sustained energy without the sudden spike and subsequent slump, positioning it as a viable “healthier” alternative to coffee. But when consumed with sweeteners, flavourings, and other add-ons – as matcha often is – these health benefits can quickly disappear.
Some argue that matcha’s transformation is an inevitable, and even necessary, adaptation to rising global demand.
“Most of the drifts from tradition are actually positive moves if they help matcha expand in new markets,” says Andrew, the CEO of UK private label supplier Whitebeans Global. “Western tastes are different to Japan, but eventually, consumers evolve toward authenticity, as they did with espresso.”
This pattern mirrors the evolution of coffee culture: from sugary lattes and flavoured beans to a growing appreciation for single origin coffees, pour overs, and direct trade.
“As long as we respect the core character of matcha, our clients are very open to creative formats that help it stay relevant and exciting,” Gerardo says. “Whether it’s paired with yuzu in sparkling tea or transformed into frozen desserts, the key is to honour matcha’s identity while embracing new tastes.”
The problem isn’t that matcha is evolving, but how rapidly it’s changing. Much of the innovation seen in today’s cafés is creative, engaging, and overall beneficial to tencha producers. Seasonal drops, sparkling versions, and even RTD formats have helped propel matcha into mainstream culture.
However, without clear education or sourcing standards, innovation can easily slip into commodification. Consumer misconceptions are often driven by opportunistic marketing: over-promising on health benefits, hiding ingredient quality, and leaning into trendiness without substance.
“We’ve seen this before in coffee. It took years, but eventually, people learned to appreciate the real thing,” Andrew says. “With matcha, we already have that roadmap – now we need the consistency to follow it.”
A more conscious path forward for matcha
Matcha’s global rise isn’t inherently problematic. In fact, it holds tremendous potential for cultural exchange and agricultural revitalisation.
However, as matcha continues to expand into various products, from sparkling teas to beauty items, those shaping the trend – from café owners to product developers – must lead with clarity, curiosity, and care.
Cafés should be transparent about how their matcha is grown, sourced, and prepared, with quality as a top priority. Brands should also avoid misleading grade labels and health claims that reduce centuries of craftsmanship into marketing shorthand.
Consumers should be invited to explore matcha in all its forms – pure, whisked, seasonal, and blended – while understanding what distinguishes different quality grades. Producers are a key part of this narrative, and should be at the centre of it.
Much like coffee’s long journey from a ceremonial drink to instant granules to single origin pour overs, matcha is navigating its own cycle – from commodification back toward deeper understanding. Already, a new wave of consumers is seeking out traceability, authenticity, and the real story behind the product.
“Even when matcha becomes a ‘lifestyle flavour’, its Japanese roots remain visible, just with a ‘global accent’,” Gerardo says.
While the first wave of matcha hype often diluted authenticity with overly sweet or floral profiles, today’s consumers are leaning back toward tradition.
“We’re seeing a ‘Matcha Renaissance 2.0’,” Gerardo says. “Clients are asking for formulations that retain the true taste of Japanese matcha: grassy, umami-forward, and a slight, pleasant bitterness.
“With factory-grade precision, through techniques like nitrogen flushing and flavour encapsulation, we can preserve matcha’s integrity in large-scale formats like RTDs,” he adds. “It’s possible to maintain matcha’s signature character while meeting industrial demands – offering a bridge between tradition and taste evolution.”
Like coffee, matcha is more than just a drink; it’s a symbol of ritual, wellness, and ancient traditions. The recent global craze is less about matcha itself and more about strategic marketing.
But if we lose ourselves entirely to the hype, we risk forgetting matcha’s deep cultural roots. However, with thoughtful stewardship, shared intent, and a commitment to both innovation and integrity, matcha’s modern identity can still honour its tradition.
Enjoyed this? Then readour article on whether matcha can grow outside of Japan to address supply shortages.
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