As winter’s chill grips London, a surprising trend has taken over coffee shops. Despite the frigid temperatures, many patrons at Blank Street—a popular coffee chain—opted for iced matcha lattes over the traditional warming cappuccinos. The matcha drinks, available in vibrant shades of green, white-chocolate cream, or even purple blueberry flavors, are becoming an unexpected favorite.
The rising popularity of matcha has sparked a global craze, with fans willing to brave the cold for their green tea fix. Blank Street reports that its 80 locations across the UK and the US sell some form of matcha drink “every four seconds,” though the chain has not disclosed the exact numbers. Meanwhile, in Japan—home of matcha’s origin—the export value of green tea surged by 33 percent in 2023 compared to the previous year.
Globally, the market for matcha-based products is projected to reach a value of $4.24 billion, with expectations of a 53 percent growth by 2029, according to the Business Research Company. Matcha’s growing influence is further evident on social media, where videos tagged #Matcha on TikTok have accumulated over 15 billion views. Enthusiasts share recipes and tips, including how to identify high-quality matcha powder, such as the prized “ceremonial grade,” known for its vibrant color, fine texture, and premium price.
In Asia, where more than 40 percent of matcha is consumed, the green tea powder has extended beyond beverages, finding its way into products like ice cream, biscuits, and mochi (traditional rice cakes). As matcha’s popularity continues to spread, it raises the question: Is this green drink truly a healthier alternative to coffee, or is it just another social media-driven trend?
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