Matcha madness: how brands are capitalizing on the green gold rush
Matcha is no longer just a wellness trend—it’s a branding powerhouse. Here’s how marketers can tap into its green momentum.
What do noodles, coffee, and fried chicken have in common? The answer: matcha.
This vivid green tea powder, once reserved for Japanese tea ceremonies, has exploded into a full-blown global craze. Beyond its health benefits and calming buzz, matcha has become a cultural signifier—representing clean living, elevated taste, and a touch of status.
From convenience store snacks to influencer-crafted lattes, the matcha wave is still swelling, and savvy brands are riding it.
This article explores why matcha is everywhere right now, how it became a viral food phenomenon, and what strategic moves marketers can make to capitalize on its momentum.
Short on time?
Here’s a table of contents for quick access:
- The rise of the matcha obsession
- Matcha in literally everything
- The marketing power of matcha
- How brands can ride the matcha wave
Patrecia Meliana
The rise of the matcha obsession
Packed with wellness-first and a bonus of aesthetics second, matcha’s staying power starts with its health halo.
Packed with antioxidants—especially catechins like EGCG—it’s linked to stress reduction, calm focus, and a mild energy boost without the crash. L-theanine, a naturally occurring amino acid in matcha, adds to its appeal by enhancing cognitive function and reducing anxiety.
Clean-eating communities and wellness influencers have embraced it, elevating matcha from niche health trend to everyday ritual.
Plus it's a social media magnet!
@yuuuuto38 日本のおすすめ抹茶スイーツまとめ8選/Food Travel in Japan🍵 ①三軒茶屋「PARKSTORE」抹茶クリームドーナツ ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ ②押上「あんみつの深緑堂」抹茶ぜんざい ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ ③愛知「T-bearcafe」抹茶いちご大福ソフト ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ ④渋谷「ななや青山店」抹茶チョコ食べ比べセット ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ ⑤ 田原町「marblecafe」ベイクドチーズケーキ+抹茶アフォガード ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ ⑥ 吉祥寺「capoon抹茶製造所」抹茶ロールケーキ ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ ⑦三越前「IPPUKU&MATCHA」抹茶バスクチーズケーキ&抹茶プリン ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ ⑧銀座「Mercerbis」抹茶シフォンケーキ ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ どれが一番食べてみたい？ ㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤㅤ #東京グルメ #東京カフェ #抹茶 #matcha #japanesefood
♬ オリジナル楽曲 - キノピオAI セカンド🍄【公式】 - キノピオAI セカンド🍄【公式】
With over 42 million TikTok posts tied to #matcha, the drink has become a digital darling. Its vibrant hue and creamy textures look great on camera, helping it thrive in video-centric platforms. Weekly hashtags like #MatchaMonday have turned this beverage into a lifestyle. In short: matcha doesn’t just taste good—it performs well on social.
@peachpatra cold whisking my matcha🙌🏻 #matchalatte #marukyukoyamaen
♬ Chopin Nocturne No. 2 Piano Mono - moshimo sound design
Patrecia Meliana
Matcha in literally everything
Matcha isn’t just riding the wellness wave—it’s rewriting menus across the globe. From savory dishes to sweet indulgences, this vibrant green powder is showing up in places no one expected.
What started as a niche ingredient in tea ceremonies has become a creative canvas for chefs, food brands, and cafes eager to serve up something bold, healthy-ish, and irresistibly Instagrammable.
Matcha noodles and ramen
From Japanese fusion restaurants to homegrown instant ramen brands, matcha is showing up in savory formats too. The novelty factor combined with a mild tea flavor offers diners a playful twist on traditional Asian staples.
@tienisdrinkingmatcha So obsessed with matcha I had to try this matcha ramen 🍵 Suprisingly it exceeded my expectations! The flavor is rich and savory, with a distinct grassy note from the matcha that pairs surprisingly well with the duck and noodles. It is a bit creamier than I typically prefer, but it’s still enjoyable. I can see how this could be an acquired taste for some, but if you love matcha and are open to bold flavors, it’s definitely worth a try. Available at Mensho Tokyo 🍜 #sydney #sydneyeats #sydneyfoodie #placesinsydney #sydneylocal #exploresydney #matcha #matchalover #menshoramen #matcharamen #sydneyramen #fypシ゚ #fyppppppppppppppppppppppp
♬ for the matcha gals - Patricia Angela
Matcha coffee and lattes
Major players like Starbucks have leaned into customizable matcha drinks, often combining espresso and green tea into a two-caffeine hit. Independents are taking it further with DIY matcha-espresso kits, letting fans create their own drinks at home—and post the results online.
@peachiemariam Making and Trying the new matcha recipe at Starbucks! I think this is the closest a fast food coffeeshop will get to traditional matcha lol #starbucks #matcha #tarbucks #fyp #starbucksdrinks #target #barista #foryou #targetstarbucks #starbucksbarista #contentcreator #coffeeshop #matchalatte #matchatok *my opinions not Targets*
♬ original sound - Mariam 🦋
Matcha fried chicken
Yes, really. In Korea and Japan, matcha is finding its way into fried chicken coatings—melding umami with bitter-sweetness. Social media reactions range from curious to obsessed with creators experimenting and sharing their matcha flavored fried chicken recipes.
Matcha desserts and snacks
Matcha KitKats, pancakes, croissants—you name it. Once a novelty, matcha sweets are now mainstream, found in everything from upscale bakeries to 7-Eleven shelves. The flavor taps both indulgence and health trends, making it versatile across demographics.
@juniamatou 私は抹茶を愛しています🍵#抹茶 #スイーツ #飯テロ #大食い#mukbang #asmr #sweet
♬ 3 minutes cooking parody song - Kohrogi
The marketing power of matcha
Matcha isn’t just a flavor—it’s a branding tool. Its versatility allows companies to stand out, signal quality, and tap into cultural cues that resonate with today’s health-conscious and image-aware consumers.
Differentiation through flavor innovation
Limited-edition matcha flavors are an easy win for brands looking to stand out. Whether it’s ice cream, energy drinks, or kombucha, “matcha edition” gives a product an immediate edge: it feels indulgent and good for you.
Matcha means premium
Many brands lean into origin storytelling—featuring ceremonial-grade matcha sourced from Japan’s Uji region to justify premium pricing. The narrative of care, craftsmanship, and authenticity works especially well for eco-conscious and health-driven buyers.
Identity signaling for a mindful lifestyle
Matcha aligns with the “clean girl” aesthetic, yoga culture, and urban wellness rituals. It’s a lifestyle symbol—consumed not just for taste or health, but for what it communicates about the person consuming it. Smart marketers are aligning matcha with these subcultures to deepen resonance.
How brands can ride the matcha wave
1. Launch limited-edition matcha products
Scarcity drives hype. Think seasonal matcha lattes, green tea dessert drops, or collabs with local tea influencers. Pair launches with creator partnerships to build early buzz.
2. Innovate across categories
Matcha isn’t confined to tea shops. Brands are finding success blending it into surprising formats—like matcha beer or aioli. These mashups fuel curiosity and encourage shareable content, especially when the recipes go viral.
3. Use origin stories as brand assets
From tea fields in Japan to artisan production methods, brands can use storytelling to connect with conscious consumers. Packaging, in-store visuals, and short-form videos can elevate matcha from ingredient to experience.
Matcha your way into hearts and carts
Matcha’s continued evolution proves it’s more than just a fleeting food fad.
Whether savory or sweet, traditional or quirky, the green powder has cemented its place in the modern flavor palette and the brand strategy playbook.
For marketers, the takeaway is clear: matcha offers a powerful blend of visual appeal, health benefit alignment, and cultural cachet. The real opportunity lies in thoughtful innovation—products that feel both fresh and familiar, tied together with a strong narrative.
Matcha your move. The audience is already watching.
