Matcha isn’t just another performative TikTok trend—it’s a lifestyle rooted in ancient Japanese tea packed with antioxidants and offering calm, steady energy without the coffee jitters. 

Matcha was introduced to Japan in the 1100s by Zen Buddhist monk Eisai, who was returning from a study in China. He brought tea seeds along and later wrote Kissa Yojoki, where he recorded the health benefits and cultivation techniques he had learned in China. He presented this knowledge to other Zen monks and the shogun, even spreading to the samurai class during the Muromachi period. Matcha was a favorite among the warriors who had endured the bloody hardships of war, who believed it would help them recover from mental fatigue, lift their spirits, and promote healing.

As a result, matcha evolved beyond a luxury indulgence–it became a cultural practice with deep roots. Matcha eventually grew into an essential element of Japanese culture, and it was no longer exclusive by the Edo Period. Later, as Japan began to emerge from isolation in the Meiji Period, matcha began to gain international recognition–a trend that continues to grow in popularity today.

In recent years, matcha has become the latest reason people are ditching coffee. The vibrant green powder has skyrocketed on social media due to its visual appeal and representation in pop culture which has gained an almost cult-like following. As of November 2025, there are approximately 9.7 million posts on Instagram with the hashtag “Matcha,” which is almost the equivalent of Hungary’s population. Numerous celebrities, ranging from Dua Lipa to Blackpink’s Jennie, have shared their matcha routines on various social media platforms. “Matcha tastes really good–I often enjoy drinking it while listening to Clairo and reading my favorite piece of classical literature,” says Sean Lee, a sophomore at KIS. The drink has gained global influence, becoming an essential part of many people’s lives, including celebrities and everyday consumers around the world. Matcha continues to dominate cafés and social media platforms; however, its journey is far from over–and the next few chapters may just be the most influential yet. 

As matcha demand continues to grow, Japanese tea farmers must wrestle with climate variability and supply limits. According to forbes.com, the matcha market is predicted to grow to about $5 billion by 2028, a compound annual growth of 10.39% from 2023 to 2028. However, the rising global demand is putting pressure on small businesses to mass produce, often at the expense of traditional methods and quality. This has caused prices to drastically increase, and JA Kyoto reports the average price for first flush Tencha in Kyoto rose from JPY 5,500/kg in 2023 to 14,333/kg in 2024–a 265% increase in the span of a year. Although this boom is a reflection of matcha’s massive appeal, it also exposes a much deeper issue: balancing authenticity with an increasing demand. If demand keeps rising at this rate, the future of high-quality, traditional matcha may depend on how farmers adapt to the changing environment without losing the cultural essence that makes the drink meaningful.

What began as a meditative ritual for monks and samurai has transformed into a global obsession, yet at its heart it remains the same–a source of calmness, focus, and connection. Matcha is a reminder that despite modern challenges, the spirit behind the traditional Japanese tea continues to endure. In the meantime, however, it appears like matcha will still be a taste of the past and a symbol of mindful living in the contemporary world.