The rise of matcha: the 'cool-girl' powdered tea
From cocktails to pancakes, the Japanese tea powder is cropping up in just about everything

Despite having a "vegetal, grassy" flavour that's "almost as divisive as Marmite", said Fiona Embleton in Glamour, matcha is rapidly becoming Gen Z's beverage of the moment.
Zendaya and Dua Lipa are among the A-listers who have been snapped sipping "Kermit-coloured" matcha smoothies, cementing the powdered tea's reputation as having the type of "cool-girl wellness aesthetic that Instagram eats up".
From "elusive to everywhere", matcha is cropping up in just about everything from pancakes to cocktails, said Nyima Jobe in The Guardian. As its popularity continues to soar, the value of the global market is expected to climb from £1.8 billion this year, to £2.2 billion by 2028.
The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Favoured by those looking for ways to avoid the jitters, matcha contains a lower caffeine dose of around 70mg per cup, while a standard cup of coffee has anywhere between 100-140mg.
It might be almost impossible to scroll through social media without seeing a "milky jade green cup of matcha latte" these days, said Medina Azaldin in Harper's Bazaar. However, the origins of the "buzzy" ingredient can be traced back to around the eighth century in China, when it was often served to the "upper echelons of society" before being introduced to Japan by a Zen Buddhist monk in the 1100s.
The "souped-up older sister of green tea" comes from the same Camellia sinensis plant as its sibling but is grown in the shade to boost the leaves' chlorophyll content, said Hannah Coates in Vogue. This means matcha is significantly higher in catechins – polyphenols that have potent antioxidant properties and can help protect cells from free radicals while reducing inflammation in the body.
Matcha has a "laundry list" of potential health benefits, said Glamour, spanning everything from period pain relief to improved memory and reduced risk of heart attack. Alongside catechins and vitamin C, it also contains l-theanine – an amino acid known for its stress-busting properties.
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
With the matcha movement showing no signs of abating, here are five of the best brands to try.
Matcha & Co premium matcha tea
This top-quality ceremonial grade tea is ground using traditional stone mills in Kyoto. The "beautifully packaged" organic matcha powder is one of the more "potent" options on the market, said the London Evening Standard, but it "truly does taste like premium stuff".
£34.95, matchaandco.co.uk
Clearspring organic Japanese kuwa matcha
For a naturally caffeine-free option, said Glamour, Clearspring's organic kuwa matcha is a "great choice". Made using mulberry leaves that are grown in Kagoshima instead of tea leaves, the bright green powder has a delicate, balanced flavour.
£8.99, clearspring.co.uk
Lalani & Co matcha gold
The "vibrant" colour of this tea "speaks to its quality", said Isabella Keeling in Olive. Grown in the Nakai family's gardens in Japan, it's made using artisan techniques, from hand-picking to stone milling. With its "floral, bright and sweet" taste, it's ideal for whisking into a "silky" froth for a latte.
£29, lalaniandco.com
Teapigs premium matcha green tea
Divvied up into "handy sachets", Teapigs' matcha is perfect for taking with you to the office to "whip up into a matcha latte", said the London Evening Standard. All you need to do is add a "heck-tonne" of your favourite milk (consider splashing out on the electric whisk, too).
£7, teapigs.co.uk
Naturya matcha superfood latte
Enriched with 450 million live bio cultures and calcium from seaweed, the benefits of this matcha are "far-reaching", said Glamour. The "delicious blend" expertly balances coconut milk, reishi mushrooms and a hint of cinnamon.
£9, naturya.com
Irenie Forshaw is a features writer at The Week, covering arts, culture and travel. She began her career in journalism at Leeds University, where she wrote for the student newspaper, The Gryphon, before working at The Guardian and The New Statesman Group. Irenie then became a senior writer at Elite Traveler, where she oversaw The Experts column.
-
Experience Tanzania’s untamed wilderness from Lemala’s luxury lodges
The Week Recommends The vast protected landscapes are transformed into a verdant paradise during ‘emerald season’
-
Crossword: October 9, 2025
The Week's daily crossword
-
Sudoku medium: October 9, 2025
The Week's daily medium sudoku puzzle
-
8 of the best ‘cozy crime’ series of all time
The Week Recommends Murder mysteries don’t necessarily have to make us miserable, and these shows have perfected a feel-good crime formula
-
One great cookbook: ‘The Woks of Life’
The Week Recommends A family’s opinionated, reliable take on all kinds of Chinese cooking
-
The 5 best mob movies of all time
The Week Recommends If you don’t like a good gangster flick, just fuhgeddaboudit
-
9 haunted hotels where things definitely go bump in the night
The Week Recommends Don’t fear these spirited spots. Embrace them.
-
The 5 best zombie TV shows of all time
The Week Recommends For undead aficionados, the age of abundance has truly arrived
-
Pucker up with these 8 soothing lip balms and treatments
The Week Recommends Don’t pout — these lip salves offer hydration and shine
-
7 bars to visit that celebrate the magic of the classic and the modern
The Week Recommends Where to drink now in the US
-
Enjoy the scenery on these 7 colorful fall road trips
The Week Recommends 'Tis the season for autumn foliage