I’ll be honest, I have always thought matcha tastes like garden clippings blended with regret. And the only reason I tried it today (for the very first time) was because I didn’t want to have a biased opinion (or one based on zero evidence). And let me tell you… it still tastes like grass. But I get it now. I get the hype. I get why the Instagram girlies sip on it like it’s holy water blessed by the wellness gods.
Aesthetic Industrial Complex
Matcha isn’t just a drink anymore. It is a colour palette, a personality trait, and basically a walking Pinterest board. People cling to their matcha like it’s going to solve all their problems. Make way for matcha’s world domination!
Every other Instagram story has someone saying, “I don’t have my life together, but look at my beautiful matcha!” And cafés don’t just serve matcha, they present it. Wooden trays, aesthetic glasses, perfect ice cubes, suspiciously photogenic straws… It’s like matcha is the new model and all the cafés are competing in a beauty pageant.
Influencers Ruined (and Popularised) Everything
Matcha went from a niche Japanese tea to a global obsession because influencers declared it the new “clean girl drink.” You cannot escape the morning ritual videos: glass mug, bamboo whisk, soft jazz, and sunlight that looks like it’s been scripted.
And honestly, we will never know whether their matcha actually tastes good (I firmly believe it doesn’t), because the internet only cares about the whisking aesthetics.
Health Halo or Marketing Scam?
Since I’m not a matcha fan, I obviously had to investigate whether it’s even good for us. And okay, it is rich in antioxidants, boosts metabolism, and gives calm energy. But the way cafés serve it? Pure chaos. They load it with so much sugar and syrup that any health benefit packs its bags and leaves.
Yet consumption keeps skyrocketing. Recent market reports value the global matcha market at over USD 4 billion, with projections pointing toward USD 7–7.5 billion by 2030. Proof that matcha’s gone from niche tea to big business. The wellness marketing machine has successfully turned it into a “superdrink.”
Matcha Has Become Fashion (Literally)
As much as it hurts my coffee-loving soul… matcha is now a full-fledged fashion accessory. The matcha latte aesthetic aligns perfectly with current trends like sage green, pistachio green, and pastel green. People coordinate their nails, outfits, notebooks, and Stanley cups with their matcha.
It’s giving “beverage-as-accessory” just the way coffee does.
Brands have hopped on the bandwagon too. We now have Huda Beauty’s Glowish Super Jelly Lip Balm in Matcha, Tatcha’s The Matcha Cleanse, and of course, matcha-flavoured desserts like ice creams and yogurts. Honestly, the list is never-ending. Matcha has infiltrated every industry like it’s on a mission.
The Cafe Upcharge Is Criminal
Why is no one talking about how overpriced matcha is? A regular latte (even with lactose-free milk for my lactose-intolerant self) costs ₹160. A matcha latte? ₹450. For what? Grass?
Apparently, the magic words “imported from Japan” justify the price. I’m just thankful that Korebi on campus has more reasonable rates or no one would even buy it. At this point, matcha is less of a drink and more of a social class indicator. You basically pay extra to say, “I’m different, but not really.”
Everyone Drinks It Pretending They Enjoy It
Here’s the universal truth: most people hated matcha the first three times. But peer pressure is real, and taste buds are weak. Slowly, people start having it every day. And yes, it looks very pretty on Instagram stories. I’ll give it that.
When I took my first sip today, I braced myself for the taste of blended grass, and honestly? My taste buds filed an official complaint.
But…Why Matcha Actually Makes Sense
I get why people like it. It doesn’t send you into jittery chaos like coffee does (for people who aren’t caffeine addicts like me). It gives a slow, sustained release of energy and is genuinely great for studying. Honestly, it’s also trendy and I can’t even pretend I don’t like hopping on trends sometimes.
I may never become a matcha devotee, but I now understand why the world treats it like liquid tranquillity.
Final Note
Matcha may taste like the earth… because it basically is. And while I may not join the cult, I’ll write about it respectfully. If green juice is the gym girl drink, matcha is definitely the college girl drink.
Is it over-commercialised? Yes. Overhyped? Absolutely. Overrated? I need a few more sips to decide.