The Algorithm Loves Matcha (and So Do We!)

Matcha isn’t a drink anymore. It’s a lifestyle filter, and the internet’s addicted to it. Once a centuries-old Japanese tea ceremony staple, it’s now the poster child for the modern wellness aesthetic: calm, curated, and camera-ready. From skincare to luxury handbags, matcha has become a full-blown marketing strategy and here's how.

Part of why matcha blew up is because it's aesthetic. The soft green, the foam, the slow whisk, it all looks good on camera. Beyond that, however, it fits perfectly with the current online trends around wellness, self-improvement, and slow living. On Instagram and TikTok, matcha mornings have become their own genre: cute mugs and linen robes with sunlight hitting the ceramic just right. It’s not about the taste anymore but the vibe. Matcha sells serenity, and serenity sells everything from skincare to self-care subscriptions.

Fashion labels have jumped on the trend, too. "Matcha green" has become a colour trend of its own, popping up in handbags, sneakers, nails, and limited-edition collabs. A new trend has even emerged on social media with people carrying glass handbags filled with matcha! Like it or not, it's genius marketing with brands turning the drink into a symbol of wellness. Even beauty brands are cashing in with firms like Drunk Elephant and Tatcha launching "matcha moisturisers" and "matcha cleansers." Whether the ingredient actually does much for your skin or not, it looks clean and natural on the label, and that’s what sells.

Moreover, the food and beverage industry has taken matcha’s glow-up to wild new heights. Forget the latte, there are now matcha energy shots and matcha sparkling sodas marketed as the "clean" way to recharge. Boutique cafés brand themselves entirely around matcha, selling "ceremonial experiences" complete with minimalist interiors and marble counters perfect for TikTok. Buba Tea, a cafe in Bali, has even recently started selling 1 litre matcha-filled IV drips. Even fast food chains have gone green, turning matcha drinks into must-have status symbols. It’s wellness, commodified — and it works.

Honestly, I think matcha blew up because it’s selling us something we all want—peace, health, and control—but in a demure, digestible way. It’s wellness you can post. Whether it’s a $12 latte or a glass handbag filled to the brim, matcha has gone from a traditional drink to a full-on marketing symbol. It represents calmness, taste, and "having your life together." And even though we know it’s mostly branding, we still buy into it because it feels good to. So yeah, maybe I’ll keep buying my overpriced matcha.

By Nicola Chan