Everything is matcha. I sound like a poetic TikToker trying to sell you something, but it’s true! Matcha lattes, brownies, skincare, Labubus (why?), everything is matcha-flavored. If you walk into a café and don’t see one aggressively green drink screaming at you to purchase it, are you even outside?
Matcha isn’t just a drink anymore. It’s become a personality. Ordering matcha signals that you are calm but busy, healthy but not too healthy, aesthetic but effortless. Coffee says “I’m surviving.” Matcha says “I’m thriving, but softly.”
And I’m sorry, but whoever says they actually like matcha is lying. I’ve tried, genuinely, but it tastes like grass. Recently, I was in the US and drank the best matcha I’ve ever tasted. Yes, it was drinkable, and the “aesthetic” I felt while drinking it was fun. But come on, hot chocolate goes so much further.
Now everyone is artificially unartificial, so matcha is the way to go. The green reminds us of nature (grass), but I highly doubt that matcha chocolate is healthier than normal chocolate. Sorry!
But seriously, matcha fits perfectly into the current wellness era, where everyone is optimizing something: sleep cycles, morning routines, skin barriers, mental health. Matcha promises energy with no jitters, no crash, no public meltdown before Block 3. It’s caffeine, but rebranded as inner peace (imagine little sparkles). Matcha sells the idea of balance, even if we’re still figuring out how to achieve it.
There’s also something funny about how fast trends like this spread. One minute, matcha is a niche Japanese tea with cultural history and ritual. Next, it’s being blended with vanilla syrup and labeled “Matcha Vibes” on a chalkboard menu. That’s not necessarily bad, but it’s worth noticing how easily meaningful things get turned into aesthetics. We love the aesthetic first, then Google the context later.
Matcha has become the cool alternative, the “I know something you don’t” beverage. It’s the vinyl record of drinks. And, whether you like to admit it or not, in a chaotic world, it’s nice to agree on something, even if that something is a slightly bitter green liquid. Matcha is a small ritual, a shared language.
Circling back, matcha is everything. But who knows? Maybe in a year the trend will be butter coffee or mushroom drinks. Trends move fast. But for now, matcha is having its moment, and honestly? Let it. I mean, I personally don’t like the drink, but you do you. If people are happy, who am I to judge?
