Wiki Article
Matcha latte
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 A hot matcha latte with latte art | |
| Type | Beverage (hot and iced) |
|---|---|
| Associated cuisine | Japanese cuisine |
| Main ingredients | Matcha and milk |
Matcha latte (抹茶ラテ) is a beverage made by combining matcha, a powdered green tea originating from Japan, with milk or a milk substitute. It can be served hot or iced and is considered a tea-based counterpart to the traditional coffee latte. Matcha lattes rose to international prominence in the 2020s due to social media visibility[1], expansion by major cafe chains, and their association with wellness-oriented lifestyle aesthetics.
History
[edit]Origins in Japan
[edit]Matcha, a powdered form of green tea that originated in China, was introduced to Japan in the late 12th century by the Zen monk Eisai, who brought tea seeds and knowledge of powdered tea preparation from China.[2] In Japan, matcha was initially consumed in monasteries and later became closely associated with Zen Buddhist practice and elite tea gatherings during the medieval period.[2]
These practices developed into the Japanese tea ceremony, known as chanoyu or chadō (“the way of tea”), in which matcha is prepared by whisking powdered tea with hot water using a bamboo whisk.[2]
As matcha spread globally in the late 20th and early 21st centuries, new ways of consuming it emerged, including sweetened beverages such as the modern matcha latte.
Introduction to Western cafés
[edit]The modern matcha latte is a Western adaptation that emerged in cafés in the late 20th and early 21st centuries. Its growth accelerated when Starbucks introduced its matcha latte in 2006,[3] followed by Dunkin' with its own version in 2020.[4] These chains helped mainstream the drink among younger consumers.
Popularity on social media
[edit]The drink became widely popular in the 2020s due to its visibility on TikTok and Instagram, where influencers showcased brightly colored matcha beverages as part of “clean” and wellness-focused aesthetics.[5] In the United Kingdom, Blank Street Coffee has been credited with helping popularize the drink.[5]
Some tea specialists have criticized commercial matcha lattes for using lower-grade green tea powder instead of ceremonial-grade matcha. Reports from Japan have also warned of shortages linked to increased global demand for matcha, especially ceremonial grades.[6] [7] The rapid growth in global demand has also led to increased concerns about counterfeit matcha and market instability, with reports describing the modern matcha trade as “the Wild West” due to fraud and inflated resale prices.[8] Critics argue that Western consumers sometimes misunderstand the drink, treating it primarily as a trend while overlooking its cultural and ceremonial roots. [9]
Preparation
[edit]A matcha latte is prepared by whisking matcha or green tea powder with a small amount of hot water to form a concentrated mixture. Milk or a milk substitute such as oat, almond, or soy milk is then added.[10] The drink may be sweetened using sugar, simple syrup, honey, or vanilla.
Characteristics
[edit]The beverage is known for its vibrant green pigment, rich texture, and subtle earthy flavor. It has been described by Vogue as an appealing alternative to coffee, especially among consumers seeking a beverage associated with wellness culture.[9]
Variations
[edit]Matcha lattes commonly appear in several variations, including:
- Iced matcha lattes, often shaken with ice
- Flavored versions, such as vanilla, lavender, or brown sugar [11]
- Layered fruit drinks, including strawberry matcha and banana matcha lattes popularized on social media
- Matcha-espresso "dirty matcha," which combines matcha with a shot of espresso
- Matcha has also appeared in desserts, pancakes, mousse, and bubble tea as part of its rise in global food culture.[12]
Commercialization
[edit]Matcha lattes have become widely available across major cafe chains like Starbucks and Dunkin' Donuts, as well as independent coffee shops and wellness brands. The popularity has coincided with increased marketing of matcha as a "health-conscious" alternative to coffee.[5]
Social connotations
[edit]In 2025, posts on social media platforms began to associate the matcha latte with an online masculine archetype known as the “performative male.”[13][14][15]
References
[edit]- ^ “Ceremonial to TikTok Trending: The Evolution of Matcha.” Tea & Coffee International. 2024. https://www.teaandcoffee.net/feature/35258/ceremonial-to-tiktok-trending-the-evolution-of-matcha/
- ^ a b c Ho, Hei Tung (2016). "Tasting Matcha in Hong Kong: Cultural Dynamics behind a New Global Food Fashion". Hong Kong Anthropologist. 8: 5–7.
- ^ “Matcha appeals to younger health-conscious restaurant consumers”. Nation’s Restaurant News. 1 August 2025. https://www.nrn.com/beverage-trends/matcha-appeals-to-younger-health-conscious-restaurant-consumers (Retrieved 18 November 2025).
- ^ Dunkin' (20 February 2020). “Make Way for Matcha Lattes at Dunkin’”. Dunkin’ News Releases. Retrieved 18 November 2025.https://news.dunkindonuts.com/news/make-way-for-matcha-lattes-at-dunkin
- ^ a b c Ng, Kate (19 June 2025). "Matcha-do about nothing: How the hype around matcha is making a mockery of this deeply traditional drink". The Independent. Retrieved 23 June 2025.https://www.the-independent.com/life-style/food-and-drink/features/matcha-tea-latte-trend-health-benefits-b2772204.html
- ^ Wang, Marina (7 June 2025). "Who drank all the matcha? How tourism drained a Japanese town". BBC. Retrieved 23 June 2025.https://www.bbc.com/travel/article/20250606-matcha-how-tourism-drained-a-japanese-town
- ^ Mark, Julian; Amouyal, Margot (30 July 2025). "Supplies of matcha are dwindling, thanks to lattes and TikTok videos". The Washington Post. Retrieved 2 December 2025. https://www.washingtonpost.com/business/2025/07/30/matcha-shortage-tiktok/
- ^ Wells, Pete (14 October 2025). "Shortages, Smoothies and Fraud: The Matcha Market Cracks Under Pressure". The New York Times. Retrieved 2 December 2025. https://www.nytimes.com/2025/10/14/dining/matcha-market-shortages-fraud.html
- ^ a b Lev-Tov, Deborah (20 June 2025). "The Maturing of Matcha: The New (Old) Wave of Matcha Sweeping the Country". Vogue. Retrieved 23 June 2025.https://www.vogue.com/article/matcha-new-wave
- ^ Najman, Katarzyna; Sadowska, Anna; Wolińska, Monika; Starczewska, Katarzyna; Buczak, Krzysztof (2023). "The Content of Bioactive Compounds and Technological Properties of Matcha Green Tea and Its Application in the Design of Functional Beverages." *Molecules*. 28 (20): 7018. doi:10.3390/molecules28207018. PMC10609021.
- ^ Bilow, Rochelle (14 January 2015). "Matcha Culture: Everything You Need to Know About the Next Big Thing in Tea". Bon Appétit.
- ^ Jobe, Nyima (31 July 2024). "The new green giant: how matcha took over the world". The Guardian. Retrieved 1 December 2025.
- ^ Gupta, Alisha Haridasani; Stock, Nicole (14 August 2025). "How Do You Spot a 'Performative' Male? Look for a Tote Bag". The New York Times. Retrieved 22 August 2025.https://www.nytimes.com/2025/08/14/style/performative-men.html
- ^ Bramley, Ellie Violet (22 August 2025). "Labubus, The Bell Jar and tampons: the 'performative male' attracts attention". The Guardian. Retrieved 22 August 2025.https://www.theguardian.com/fashion/2025/aug/22/labubus-bell-jar-tampons-performative-male-attracts-attention
- ^ Factora, James (20 August 2025). "What if we told you that all males are performative?". Vogue India. Retrieved 22 August 2025.https://www.vogue.in/content/what-if-we-told-you-that-all-males-are-performative?utm_source=facebook&utm_medium=social&utm_campaign=dhfacebook&utm_content=app.dashsocial.com/vogueindia/library/media/570549110
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