Why Matcha Is Still Everywhere and Shows No Sign of Disappearing

Few ingredients have travelled from traditional culture to global trend quite as dramatically as matcha . The vivid green powder now appears in lattes, cakes, ice creams, smoothies, biscuits and breakfast bowls. Its popularity is partly driven by its distinctive colour, but the story is bigger than aesthetics. Matcha combines a recognisable cultural identity with caffeine , a slightly bitter flavour and an association with mindful tea rituals. It has also benefited enormously from social media, where its colour makes it instantly recognisable. Yet behind the modern café trend is a centuries-old Japanese tradition involving careful cultivation, grinding and preparation.