The matcha latte’s rise from a niche drink to a wellness status symbol is a proud intersection of traditional Japanese tea culture and modern coffee shop culture; Social media aesthetics and wellness trends only make it better. Historically, Matcha tea has been a significant part of Japanese culture due to its health benefits.

Powdered green tea was traditionally brewed with hot water to create a frothy and vibrant green drink consumed only in formal settings. This cultural heritage gave the match an initial air of sophistication and authenticity that would later contribute to its status appeal.

The modern evolution of Matcha tea and lattes began in specialty coffee shops, especially in urban centers such as New York, Los Angeles, and London; when Matcha was introduced as a healthy drink available to everyone. Call it a marketing ploy or genuine promotion of health benefits – Matcha is now synonymous with one’s social stature. It is part of a well-being ritual for many.

Matcha’s initial taste: fresh and forest-like, it can be polarizing. However, just as coffee drinkers learn to love their bitter bite, matcha’s earthy intensity becomes mysteriously compelling over time. Once a niche drink, it is now offered in the most sophisticated food chains.

“I spend around £30 a week,” says luxury watch specialist Marie Dazzoni, according to The Independent. She added: “I think it tastes really good. It’s great because it’s available almost everywhere. I go to Starbucks at least four times a week.”

The news outlet quoted nutritionist Jenna Hope, who said, “Matcha is really high in antioxidants. In addition, caffeine is released much more slowly.”

More people are making matcha at home than ever before. According to the Independent, Japan Center – Europe’s largest Japanese grocery store – saw people buy 40% more of their matcha powder compared to last year. The global matcha business is huge, worth $2.3 billion now, and experts believe it will grow further to $2.9 billion by 2028.