Rise of Matcha Latte: Is it a show of wealth or fitness?

The rise of matcha lattes from a niche beverage 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 speaking, Matcha tea has been a significant part of the Japanese culture because of its health benefits. 

When was Matcha used? 

The powdered green tea was traditionally whisked with hot water to create a frothy, vibrant green beverage consumed in formal settings only. This cultural heritage lent matcha an initial air of sophistication and authenticity that would later contribute to its status appeal. 

Cafe culture and Matcha 

The modern evolution of Matcha tea and lattes started in specialty coffee shops, particularly in urban centers like New York, Los Angeles, and London; when Matcha was introduced as a healthy drink available to all. Call it a marketing gimmick or actual health benefit promotion, Matcha is now synonymous with one’s social stature. It's part of a feel-good ritual for many. 

Matcha, health and taste 

The initial taste of matcha: fresh and forest-like, can be polarizing. Yet much like coffee drinkers learn to love its 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 just 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 stated nutritionist Jenna Hope who said, “Matcha is really high in antioxidants. Plus, the caffeine is much more slow-releasing”. 

Also read: Celebrity nutritionist Rujuta Diwekar tells us why to have Indian sweets this Diwali

Matcha business 

More people are making matcha at home than ever before. According to the Independent, Japan Centre, the biggest Japanese food store in Europe, has seen people buying 40 per cent more of their matcha powder compared to last year. The global matcha business is huge, worth $2.3 billion now, and experts think it will grow even bigger to $2.9 billion by 2028.