Imagine this: You are standing in front of your favorite barista, the scent of freshly brewed coffee lingering in the air. Your eyes wander to the chalkboard menu, where the “Drink of the Month” is boldly displayed. But something unexpected catches your attention: Iced Matcha Latte.
It is not the familiar brown of espresso or the creamy beige of a cappuccino. Instead, it is a vibrant green color.
Curious, you wonder: What is this drink, and where does it come from?
The Origin and History of Matcha
Matcha is a green tea powder with its origin in Japan. It was first introduced to Japan in 1100s by a Zen Buddhist monk who had returned from China. It is grown from shade-grown tea plants, which have an increased amount of chlorophyll in it, giving it its vibrant green color.
Historically, matcha was used by Zen Buddhist monks during meditation and in the traditional Japanese tea ceremony called chanoyu, which emphasizes mindfulness and harmony. Its unique combination of caffeine and L-theanine promotes calmness yet also focus, ideal for meditation. This balance continues to be one of the key features of matcha today.
How Matcha Moves Across the Globe
Before Matcha arrives in your cup as a vibrant green latte or as a dessert, it travels a long journey.
It begins (in most cases) in the country of Japan; the plants are carefully shaded for several weeks before harvest. This shading process boosts chlorophyll levels, intensifying the green color and flavor.
Afterwards, the leaves are harvested. The first harvest is known to be the best quality and is therefore seen as a premium, used primarily for ceremonies, while the second and third harvest are used for other beverages, as it provides longer shelf life and is not as expensive as the first harvest.
After harvesting, the leaves undergo a precise production process. They are steamed to prevent oxidation, then dried and carefully de-stemmed. The resulting leaf material, known as tencha, is then stone-ground into an ultra-fine powder: matcha.
Once processed, matcha is packaged and exported from Japan to destinations around the world. Today, it is used in everything from tea ceremonies to smoothies, ice cream, and even skincare products.
The Global Boom of Matcha
Although Matcha has been appreciated in Asian cultures for decades, recent years showed an explosive global surge in popularity. This vibrant green powder has captivated the attention of younger generations, largely fueled by the influence of social media platforms. Aesthetic images of green matcha lattes, tutorials and lifestyle posts played a significant role in transforming it from a niche ingredient into a mainstream trend.
Creative variations now dominate the market: from iced matcha lattes to oat or almond milk-infused drinks. Even more experimental combinations include matcha with fruit sorbets or layered with ingredients like chia seeds, lavender, or coconut cream.
According to market forecasts, the global matcha market is expected to more than double current levels and reach $7.8 billion by 2032, highlighting just how high the expectations are.
Figure Global Matcha Market Growth Forecast, 2025–2032, Source
Innovation in Matcha Production
Modern technology has significantly boosted the efficiency and consistency of matcha production. Automated control systems ensure consistent quality throughout the process, reducing labor and time. Like for example:
- Shading: Traditional mats that are used for shading, block 70% of sunlight, while modern mats can block up to 90%. Resulting in increased chlorophyll and amino acid levels for richer flavor and greener color.
- Monitoring: Light levels and shading conditions are now measured and adjusted with specific instruments.
- Harvesting: Manual leaf picking has been replaced with mechanical harvesters, enabling faster operations.
Matcha Shortage
As matcha grows in global popularity, a new challenge is emerging: shortage of supply. What was once a niche product primarily consumed in Japan has now become a mainstream beverage trend worldwide.
But the matcha supply chain is not built for such explosive demand. High-quality matcha production is limited by geography, harvest seasons, and strict processing standards. Most authentic matcha still comes from small farms in Japan, where the production process is still slow and precise.
This mismatch between supply and demand has raised serious concerns:
- Rising prices of matcha
- Sustainability issues in overworked tea farms
- Quality decreases as some producers rush to meet global demand
These challenges highlight the fragile balance between global obsession and local craftsmanship.
Conclusion
Who would have thought that the green drink you spotted on a chalkboard menu had such a story? Matcha has become a global obsession, and the tea fields of Japan are now at the center of it all. As demand keeps growing, the journey of this green powder is only becoming more intense.
