You may have recently noticed an increase in the number of green-hued beverages at your local coffee shop. Or perhaps a surge in the number of cafes with “matcha” in the shop name.
Once considered an exotic drink associated with traditional Japanese tea ceremonies, the lesser-known sibling of green tea is now starting to challenge the heavyweights of the caffeinated beverage industry. According to the Matcha Global Market Report 2025, the industry is currently valued at approximately $4.24 billion, having experienced a rapid climb from $3.84 billion in 2024.
Experts suggest that the surge in matcha’s popularity is the result of a complex intersection of cultural, health, and social media-driven factors. “There’s been both an undeniable increase in demand and a shift in that demand,” said Haiya Tarik, founder of HAIYATEA. “Social media, particularly TikTok, has played a huge role – matcha has blown up and become somewhat of a lifestyle. It’s ‘in,’ and peer pressure plays a role too.” Tarik also points to the rise in travel to Japan, exposing more consumers to matcha firsthand, and a general move from industrial-grade to more premium ceremonial-grade matcha, which commands higher prices.
Matcha’s appeal lies not only in its cultural heritage but in its nutritional profile. Unlike green tea, where the leaves are steeped and discarded, matcha involves consuming the entire powdered leaf, providing a concentrated source of antioxidants, L-theanine, and other nutrients. “Matcha contains a stronger concentration of some antioxidants and nutrients, which might have more health benefits,” explained Dr Amir Firouzjaei, an acupuncture practitioner with Wellth.
Health benefits are a major driver of its success. Clinical dietitian Mitun De Sarkar of Simply Healthy adds, “People are actively looking for healthier energy alternatives, something with less of a crash and more calm — and matcha delivers that.” She added, “It contains L-theanine, which enhances calm focus without the crash.”
Clinical studies back these claims. A meta-analysis has indicated that matcha can help lower blood pressure and LDL cholesterol while offering anti-inflammatory benefits. Emerging research also points to potential cancer-preventative properties, although experts agree that more human studies are required.
Dubai and the wider Gulf region have proven to be fertile ground for matcha’s rise. “Dubai loves matcha, especially the younger crowd,” De Sarkar observed. However, she warned that not all matcha offered in the region is authentic or of high quality: “A lot of places use culinary-grade powder for drinks and pass it off as premium.”
Alexi Campsteyn, Brand Marketing Manager at Onda in Dubai, highlighted another dimension of matcha’s growth: its alignment with broader lifestyle trends. “The rise of intentional living, clean caffeine, and ‘quiet luxury’ in wellness has made matcha not just relevant, but aspirational,” Campsteyn said. “It’s not just what’s in your cup – it’s the mood that comes with it.”
The traditional preparation of matcha remains central to its appeal. In contrast to regular green tea, matcha is created from shade-grown leaves that are steamed, dried, and stone-ground into powder. The method of preparation, using tools such as the chawan (bowl) and chasen (bamboo whisk), forms an integral part of the matcha experience. “Making matcha is a meditative process,” said De Sarkar. “It feels like self-care, and it’s a wholesome experience in a cup.”
However, experts are cautious about modern applications that drift too far from matcha’s roots. While matcha’s incorporation into smoothies, protein snacks, and even skincare products is welcomed, some trends raise eyebrows. Tarik criticised the “cold-whisking of matcha directly into milk using a chasen” as disrespectful to the craftsmanship of traditional tools. Campsteyn echoed this sentiment, noting, “When it’s reduced to a novelty — dyed into fluorescent desserts or masked in artificial flavourings — it drifts away from its essence. Matcha isn’t meant to shout; it’s meant to ground.”
Despite these concerns, experts agree that the adaptability of matcha has helped broaden its appeal. “The variety of items which have matcha as a key ingredient brings more matcha-flavoured items to those who might not like to drink matcha as a tea,” said Dr Firouzjaei.
One factor distinguishing matcha from coffee is the experience of energy and focus. Matcha provides a “longer, smoother energy boost,” according to Dr Firouzjaei. While coffee causes a rapid spike and crash in energy levels, matcha’s caffeine is moderated by L-theanine, resulting in sustained alertness without jitters. Campsteyn put it more succinctly: “It’s the difference between sprinting and gliding – one’s a jolt, the other’s a groove.”
Traditionally sourced matcha from regions like Uji in Japan remains the ideal for those serious about quality. “Uji, Kyoto is the gold standard,” said Campsteyn. “The soil, the climate, the centuries of expertise – all come together to produce matcha that’s unbelievably vibrant, smooth, and flavourful.”
For those new to matcha, experts recommend starting with ceremonial-grade products and using the correct method of preparation. De Sarkar advised, “Never boil the water because too much heat can make the tea bitter. Use a bamboo whisk because it makes a huge difference in texture, and the whole process is calming and almost meditative.”
Ultimately, matcha’s recent rapid growth arguably reflects broader shifts in consumer values towards health, authenticity, and mindfulness. A trend that, if experts are correct, is likely to continue beyond the current wave of popularity. “Treat yourself to some good matcha,” urged Tarik. “A poor quality or poorly made matcha can really put you off what is a truly nuanced and special beverage.” In a world increasingly saturated with fleeting trends, matcha’s grounded elegance might just be its secret to longevity.
