How matcha came to matter: celebs like Gwyneth Paltrow, Kylie Jenner, Jessica Alba and Bella Hadid did for the green powdered tea what the Olsen twins did for Starbucks coffee
- Matcha’s spread started in New York but has now circled the globe, with IG-famous spots including Rocky’s Matcha in Los Angeles and Matchali, Hong Kong’s first matcha cafe
- The striking green powder is considered healthier than coffee, containing antioxidants as well as L-theanine, an amino acid that helps to slow the absorption of caffeine
Around 2015, a somewhat “exotic” drink started to appear on the menus of independent cafes and coffee shops in New York. A fresh and earthy alternative to coffee, the newly christened “matcha latte” – a frothy combination of matcha powder and milk – would soon become the drink of choice for hipsters and Gen Z.
It wasn’t long before matcha-dedicated cafes started to pop up in cities around the world, from Los Angeles and London, to Sydney and Hong Kong, sparking a craze that shows no sign of abating even today. The Olsen twins may have put Starbucks coffee on the map, but fans like Gwyneth Paltrow, Kylie Jenner, Jessica Alba and Bella Hadid (and the list keeps growing) have made matcha an A-list favourite.
“There’s been a prioritisation of health, fitness, and general wellness over the last decade, and I think that matcha has been able to catch some of those general trend tailwinds,” says Rocky Xu, founder of Los Angeles-based Rocky’s Matcha, which launched in 2022.
“As more research comes out around food nutrition, consumers are better informed and desire healthier options. Matcha tea contains various amino acids and it’s also a great alternative for those who are sensitive to coffee,” he says.
Matcha – green tea in a powdered form – is most associated with Japan, although it originated in China. In the 12th century Chinese Buddhist monks brought green tea seeds with them to Japan and planted several crops in Kyoto. The resulting tea was prized by the monks for its ability to produce a calm yet alert state. Over the years drinking green tea became popular among the elite and the samurai, and by the 15th century it was a core part of the Japanese tea ceremony, a revered ritual still carried out today.
So how did this ancient ceremonial tea become the health drink of choice in the West?
“Matcha is a great source of caffeine that provides a more even and long-lasting boost, without the crash you tend to get from coffee. It naturally contains L-theanine, an amino acid that helps to slow the absorption of caffeine – it gives you a much more focused and calm energy compared to coffee. It’s also loaded with powerful antioxidants,” says Hannah Habes, chief matcha officer of New York-based Matchaful.
It’s not just matcha’s health benefits that have converted thousands of coffee lovers. Its versatility has inspired baristas to experiment with creations that keep customers coming back for more. While the traditional matcha is a combination of dried powder and water, the latest offerings range from smoothies and lemonades, to matcha shots. In addition to beverages, many cafes have extended their matcha menus to include cookies, cakes and even soft-serve ice cream.
