Grass or gold? One of the hottest debates on your for you page. Is it liquid gold or some online gimmick everyone wants to follow. Matcha has rapidly grown on the internet over the past two years, with new trends like the soft “day in my life” and “get ready with me” videos, the green tea drink seems to always be present within them. This seemingly cultish matcha culture has consumed everyone’s feed to the point where it makes you wonder, is matcha really THAT good?  

Matcha can be traced back to its root in China during the Tang dynasty, around the 7th to 10th centuries where it was prepared, steamed and formed into bricks for transportation and trade. It wasn’t until the 12th century when matcha was introduced to Japan — the most recognised origin of matcha — by a Zen Buddhist Monk named Eisai, where the seeds were eventually planted near a temple in the Uji region of Japan, where the name Uji matcha or 宇治抹茶 came from. Uji continues to surge as the main manufacturing location for the finest quality of matcha, becoming the most sought after variant of the powder. 

It isn’t the first time matcha became the “newest trend in town”, it actually boomed quite a few times over the two decades. It is often packaged as the ultimate healthy yet delicious alternative to coffee. The umami flavour accompanied with slight bitterness and natural sweetness, gave consumers a whole new spectrum to what makes a good beverage. Its rich flavour profile plus being nutrients packed stirred popularity within the fitness community — having strong ties with the trend of the "pilates princess” — and quickly spread on social media as the new Japanese drink. The recent boom isn’t the only time this grassy powder has taken over the internet. Over the past 20 years, matcha has come back time and time, featuring in food products, but where did the matcha trend truly begin?

It is speculated that it started when Starbucks introduced a new drink called the Green Tea Latte back in 2006. It slowly spread to other products like kit-kats and the Haagen-Dazs ice cream, amplifying the growth of matcha in the western community. It was called “matcha” initially, but rather “green tea”, only making the name shift after Kyoto tourism boomed in the early 2010s. 

Although matcha has always had its online presence, it wasn’t until the pandemic when it skyrocketed. People were stuck at home, bored, and constantly scrolling on social media to entertain themselves. Matcha being packed with antioxidants and phytochemical properties became the center of attention. Many began experimenting with different recipes and ingredients to incorporate nutritious yet delectable elements into their daily life. The covid matcha trend was calm, people were purely posting their own healthy finds onto the internet during tough times, however, this ended quickly, with matcha slowly turning into a symbol and judgment of how “aesthetic” one can be. 

Matcha started shifting away from the relatable quarantine content many thrived watching, but rather a status symbol. People no longer drank matcha for its health benefits, but rather to fit in with current standards. Matcha, which was once a niche drink that provided numerous perks, has quickly evolved into a wellness and wealth branding, allowing celebrities and influences to subtly show off their healthy lifestyle to their audience through a simple drink, almost like a cult. People don’t chase matcha for its flavour depth, but the feeling that conformity gives them. 

Matcha has now become a luxury, with the continuous shortage of the product, a lasting price spike of  to 25% has occurred, affecting many businesses within the sector and making this already pricey product to be even more unreachable by many. This leaves you wondering, is matcha still loved by many for what it is, or the chase of the luxurious lifestyle matcha brands you as?

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