Matcha is having a moment.

If it feels like everyone is drinking matcha right now, you're not imagining things.

Maybe it's suddenly featured at your local café.
Maybe your friend swapped their morning coffee for matcha.
Maybe your feed has included some matcha recipes.

But matcha’s rise didn’t happen overnight — and it’s not going anywhere.

Shifting to the norm

Over the past year, matcha has moved from niche to (almost) norm.

Now it’s been adopted by founders who need clarity before a day of calls.
Creatives who want a gentler boost.
Athletes looking for clean energy post-workout.
And everyday people who want something grounding and good for them in the morning.

This is part of a bigger cultural shift:
We’re more aware than ever of how we feel, and what fuels us.
And matcha is starting to make a lot more sense for more people (beyond those who’ve already gotten it or have had it as part of the cultural history for generations).

Why matcha?

For those who are new to it, matcha is finely ground green tea powder, traditionally whisked into hot water or milk.

Unlike coffee, which spikes and crashes, matcha offers slow-release energy thanks to a compound called L-theanine. It gives you a gentle lift without the jitters, and helps support focus, calm, and clarity — something that more people are craving, not just in their work, but in their lives.

It’s also packed with antioxidants, including catechins, which are linked to cell health, metabolism support, and immune function. So yes, it’s trending now. But it’s time-tested, used in Japanese tea ceremonies for centuries, and backed by modern health research.

What’s changed?

What’s different now is who is drinking it, and how.

In 2024 and early 2025, social media became flooded with matcha-making content — from minimalist reels showing the whisking process, to viral "matchatok" smoothie bowls. But beneath the trendiness, something deeper was happening:

People started choosing matcha not just as a coffee alternative, but as a symbol of consciousness and clarity.

It's becoming part of a lifestyle, one that values:

• A calm start to the day

• Fuel that doesn’t let you crash

• Intentional rituals

• Prioritizing focus

It’s not too late to join the moment

If you’ve felt like you missed the wave, you didn’t.
This isn’t about aesthetics or chasing trends.

This is about finding something that actually supports you — your body, your brain, your rhythm.

Whether you whisk it slowly by hand, blend it into a smoothie, or sip it between deep work sessions, matcha is becoming the beverage of choice for people who are rethinking their rituals.

And if that sounds like you? You’re in good company.

Want to try it for yourself?
Shop matcha here.