“There’s been a prioritisation of health, fitness, and general wellness over the last decade, and I think that matcha has been able to catch some of those general trend tailwinds,” says Rocky Xu, founder of Los Angeles-based Rocky’s Matcha, which launched in 2022.

“As more research comes out around food nutrition, consumers are better informed and desire healthier options. Matcha tea contains various amino acids and it’s also a great alternative for those who are sensitive to coffee,” he says.

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Matcha – green tea in a powdered form – is most associated with Japan, although it originated in China. In the 12th century Chinese Buddhist monks brought green tea seeds with them to Japan and planted several crops in Kyoto. The resulting tea was prized by the monks for its ability to produce a calm yet alert state. Over the years drinking green tea became popular among the elite and the samurai, and by the 15th century it was a core part of the Japanese tea ceremony, a revered ritual still carried out today.

So how did this ancient ceremonial tea become the health drink of choice in the West?

“Matcha is a great source of caffeine that provides a more even and long-lasting boost, without the crash you tend to get from coffee. It naturally contains L-theanine, an amino acid that helps to slow the absorption of caffeine – it gives you a much more focused and calm energy compared to coffee. It’s also loaded with powerful antioxidants,” says Hannah Habes, chief matcha officer of New York-based Matchaful.

It’s not just matcha’s health benefits that have converted thousands of coffee lovers. Its versatility has inspired baristas to experiment with creations that keep customers coming back for more. While the traditional matcha is a combination of dried powder and water, the latest offerings range from smoothies and lemonades, to matcha shots. In addition to beverages, many cafes have extended their matcha menus to include cookies, cakes and even soft-serve ice cream.

“One of our main goals when we started was to make [matcha] more accessible and less serious by focusing on the health benefits, so we use other quality ingredients like plant-based milks, non-refined sugars and fresh fruits,” says Laura Li, who co-founded Matchali, Hong Kong’s first matcha cafe, with her cousin Cara Li.

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“We’ve developed more innovative drinks such as our Dirty Matcha, a combination of matcha and coffee, and our grey latte that uses a sesame paste which is produced locally in Hong Kong. Everyone has their own favourite matcha drink,” she says.

Matcha has grown so popular that many cafes and wellness companies also offer powders to take home. These usually fall into two categories: ceremonial grade or the cheaper culinary grade.

“Culinary grade typically means that the matcha came from a second or third harvest, which typically results in less antioxidants, vibrancy in colour, and more of a bitter taste. Even within ceremonial grade there are varying degrees of quality,” explains Xu.

Experts recommend customers buy ceremonial grade matcha, which is mostly produced in Uji, outside Kyoto, using specific cultivation processes to increase its antioxidant benefits and ensure a superior taste. The more vibrant the colour and fragrant the smell, the better the quality. And organic isn’t always essential.

“Most matcha sourced directly from Japan is not grown organically due to the precise cultivation process. Most farmers use organic fertilisers during the grow-out phase; however, a non-organic fertiliser is used during the shaded growth phase when it is especially crucial to ensure the plant’s health. Yes, you can get organic matcha, but it won’t necessarily be better than non-organic matcha and may not have as good a flavour,” says Matchali’s Cara Li.

One thing’s for certain: the matcha craze isn’t dying down any time soon.

“Once you switch from coffee and feel the benefits it’s hard to go back. Tea is a growing trend, and matcha is part of that. I don’t know if matcha will ever replace coffee, but the market is big enough for both of them,” she says.

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Top tips on making the perfect matcha at home

• Matcha won’t entirely dissolve in water so sift your powder first to break up any clumps for a smoother cuppa

• Never add boiling water to your matcha powder – this can burn it and ruin the taste – the ideal water temperature is around 75 to 80 degrees Celsius

• Mixing using a traditional bamboo whisk or chasen – a zigzag pattern creates more froth

• It’s not essential to use a bowl to mix your matcha, but as a rule, the bigger the surface area, the more froth you can produce

• The classic matcha/water mix can taste quite bitter – try cow’s milk and/or plant-based milks to balance it out