Matcha’s Journey: From Japanese Tea Rooms to Social Media Screens

One morning, as you glance through the window of a coffee shop in Nişantaşı, the scene has clearly changed: alongside traditional Turkish coffee and tea pots, bright green matcha lattes now decorate the tables.

Matcha originated in China in the 10th century, but production of the raw material for matcha was banned there in the 14th century. Since then, matcha has become deeply rooted in Japan, where it gained cultural significance through Zen Buddhism and the traditional tea ceremony known as chanoyu. Used by monks to enhance concentration during meditation, matcha embodies values of simplicity, mindfulness, and a deep connection to nature — concepts central to Japanese aesthetics such as wabi-sabi.

Today, Japan remains the main producer of matcha, carrying forward over 800 years of rich tradition. In essence, matcha is a finely ground powder made from specially processed shade-grown green tea leaves. Unlike most teas, which are brewed by infusing the leaves in water, matcha powder is whisked directly into the water, creating a vibrant green drink that represents both a meditative ritual and an aesthetic experience.

Surprisingly, matcha has experienced an unprecedented surge in popularity in the 21st century, unlike any other type of tea. Especially since 2020, the rise of social media platforms fueled this growth, driven by trends such as the “clean girl” and “that girl” aesthetics popularized on Pinterest, as well as influencers sharing their visually appealing morning routine videos featuring matcha preparation.

Photo by Cup of Couple on Pexels

According to IMARC Group, the global matcha market was valued at USD 3.4 billion in 2024 and is expected to reach USD 5.9 billion by 2033.

Moreover, Istanbul has not remained untouched by the matcha wave. The matcha trend has also reached Türkiye’s cultural capital. According to TrendsetterIstanbul, these five coffee shops are redefining the matcha experience in the city:

Chado Matcha, Melez Tea, Poco Matcha, Harman Matcha, and Arabica Istanbul are all popular among matcha enthusiasts. Some are well-known for their traditional Japanese aesthetic, while others have gained popularity worldwide. Additionally, a few of these brands stand out by offering workshops that engage and educate their customers.

With over 2 million videos shared under the #matcha hashtag on TikTok, this traditional green tea powder has evolved into more than just a beverage — it has become a global symbol of mindfulness, wellness, and aesthetic ritual, thanks to platforms like TikTok, Pinterest, and Instagram.

These vibrant, aesthetically pleasing videos have helped transform matcha from a traditional drink into a symbol of wellness and mindful living. Despite some young people criticizing these aesthetics as unrealistic or not entirely “healthy” due to added sugars or performative wellness culture, matcha’s association with wellness and mindfulness continues to attract a large following.

Matcha is especially popular among Gen Z, particularly young women. While coffee is often seen as a quick energy booster to enhance productivity, matcha is associated with calmness and a sense of clarity, reflecting the values many Gen Z individuals prioritize.

Matcha contains about 70 mg of caffeine per serving, along with approximately 16.84 mg of L-theanine per gram. This unique combination provides a calm and focused energy, making it ideal for meditation and mindfulness practices. In contrast, an 8-ounce (240 ml) cup of coffee typically contains around 95 mg of caffeine. While coffee delivers a quick energy boost, it can also lead to energy crashes and increased anxiety. Thanks to L-theanine, matcha offers a smoother, more sustained feeling of alertness without the jittery side effects often associated with coffee.

Ultimately, matcha today represents much more than just a beverage. For Gen Z, choosing matcha often reflects their aesthetic preferences as well as their concerns about health and wellness. This trend highlights how matcha has evolved into a symbol of mindful living and self-care.

Edited by: Derya Yener

Works cited

MARC Group. Matcha Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2024-2033. 2024, www.imarcgroup.com/matcha-market.

Grand View Research. Matcha Market Size, Share & Trends Analysis Report By Product, By Distribution Channel, By Region, And Segment Forecasts, 2024 – 2030. 2024, www.grandviewresearch.com/industry-analysis/matcha-market.

“Matcha.” Wikipedia, The Free Encyclopedia, Wikimedia Foundation, 11 June 2025, en.wikipedia.org/wiki/Matcha. Accessed 11 June 2025.

TrendsetterIstanbul. Instagram post about top 5 matcha cafes in Istanbul. Posted June 8, 2025. Accessed June 12, 2025. https://www.instagram.com/p/DEj662_sPnO/,

“Japan Landscape Natural.” Pixabay, uploaded by shell_ghostcage, Pixabay Content License, https://pixabay.com/photos/japan-landscape-natural-outdoor-1805865/. Accessed 19 June 2025.