Why Everyone’s Suddenly Obsessed with the Matcha Trend

Everything old is new again—or so they say—and no truer could this be than in the case of the matcha trend. 

A centuries old traditional Japanese green tea drink, modern matcha is experiencing something of a renaissance amongst drink connoisseurs.

A new generation is embracing this powered green magic. They’re sipping it, baking with it, and promoting it to coffee status. It’s not just a trend, it’s a lifestyle. 

What Even Is Matcha, Anyway?

A finely ground powder of special green tea leaves,  Matcha originated in Japan centuries ago. Since then, it’s been used in traditional tea ceremonies and often consumed for its calming, focused energy. It’s whole leaf tea, meaning that it’s more potent and flavourful than regular green tea.

Although matcha does contain caffeine it hits differently than its drink counterparts like coffee. L-theanine, matcha’s amino acid magic ingredient, provides drinkers with a more sustained energy boost than the usual triple-shot iced latte that always ends with a crash.

Is Matcha Actually Healthy?

The short answer is that yes, matcha is healthy … but it’s more complex than you might expect.

Matcha is packed with antioxidants, it supports your metabolism, and even boasts potential anti-inflammatory effects. A traditional cup of matcha, prepared with simply hot water, is the nutritional boost you need. 

Let’s be honest though. Are you stopping with hot water or are you loading up with five pumps of vanilla syrup and whipped cream? If you are, then you’re losing the healthy edge you were counting on. 

The same can be said for matcha brownies, matcha tiramisu, and all the other new matcha-infused treats; they’re delicious but they’re dessert. In other words: if you’re drinking it for the benefits, keep it simple and skip the sugar.

Where Are People Getting Their Matcha Fix?

No longer an elusive, exotic indulgence, matcha can be found with ease in nearly every city. Most cafés will have some type of match offering and, if you get lucky, you might find those with variations on a theme, including everything from classic whisked matcha to creamy iced lattes, sparkling matcha sodas, and even matcha soft serve ice cream.

Some of the matcha making spots with the most buzz include:

• Cha Cha Matcha (multiple U.S. locations)—Influencer appeal and pink branding worthy of the IG feed
• Junbi Matcha & Tea (West Coast)—Offering fun twists like matcha lemonade
• Midori Matcha (Toronto)—A minimalist, beautifully curated space for authentic matcha
• Nana’s Green Tea (Japan, plus international locations)—A must-visit if you’re travelling to Japan for the real deal

Hushed + Matcha Scene

Imagine you match with someone cute on a dating app and you hit it off in your initial exchanges. They claim to have a great read on the local foodie scene and so when they ask if you want to meet for matcha at that trendy new spot, you’re down.

You’re excited but you’re also smart. You’re not going to give your real number to a stranger you just met online. Fortunately, you can take a risk on them and the matcha without risking your safety. 

With Hushed, you can use a second phone number to text, call, or plan your matcha date,  without giving away your actual digits. If the date goes well, amazing. If not? Just burn the number and move on. No awkward follow-ups, no unwanted texts.

Stay safe while still saying yes to spontaneous matcha moments.