Recently, beverages and desserts using matcha have become popular in Korea. It's almost unusual for a menu to not include products with matcha, from matcha lattes and shaved ice to cakes. The confectionery industry is also quickly launching new products such as matcha ice cream.
The trend of matcha in Korea is said to be somewhat late compared to global trends. This is because Korea has a culture that is primarily centered around coffee rather than tea. As interest in wellness and health grows, the sight of celebrities both domestically and internationally enjoying matcha has been shared on social media, driving imitation consumption known as "ditto".
◇ The flavor of matcha is different from green tea... from cultivation methods to taste
According to the industry on the 24th, the most popular menu item at 'The Coffee Seongsu,' which opened last month in Seongsu-dong, Seoul, is 'Ichigo Matcha.' The Coffee is a global coffee brand inspired by Japanese sensibilities founded by three brothers from Brazil, and the Seongsu branch is the first location in Korea. Ichigo Matcha adds milk and strawberry syrup to matcha. Despite being a coffee brand, the matcha menu is the most popular.
This year, Starbucks has led the matcha trend in Korea. In March, Starbucks introduced the matcha version of its spring season signature menu 'Choux Cream Latte,' called 'Choux Cream Matcha Latte.' It is the first spring season new menu introduced in nine years since the release of the Choux Cream Latte. Within two weeks of its release, more than 2 million cups of the two products were sold.
The confectionery industry is also rapidly releasing new matcha-related products. LOTTE Wellfood recently launched matcha flavors for its popular ice creams 'World Cone,' 'Sulleim,' and 'Tico.' Last month, it partnered with the famous bakery cafe 'Cheongsudang' to introduce limited-edition matcha-flavored 'Pepero,' 'Bints,' and 'Almond Balls.' Haitai Confectionery also released 'Home Run Ball Matcha Strawberry,' combining strawberry cream and matcha in February, and ORION introduced 'Choco Pie Matcha Chocolate.'
Matcha uses the same raw material as green tea, but its cultivation and processing methods and taste differ. Matcha is a powdered form made from young leaves that are shaded from sunlight for 3 to 4 weeks and then steamed, dried, and finely ground. The shading during cultivation preserves the sweetness while reducing bitterness. In contrast, green tea is made by harvesting tea leaves that are sun-exposed, steaming or roasting them, and then drying them. While green tea has a fragrant and moderately bitter taste, matcha has a deeper color and a rich grassy aroma.
◇ "It may be a short-lived trend... differentiation in quality and origin, and brand strategy are necessary"
The matcha boom is not a fleeting trend. Several years ago, the matcha-specialized brand 'Cha Cha Matcha,' based in New York, started capturing the sentiments of the younger generation on social media, igniting the matcha boom. Following that, global celebrities endorsed matcha consumption, accelerating the spread of the trend. Pop star Dua Lipa posted a video on social media enjoying a venti iced matcha latte with coconut milk from Starbucks, which created a buzz and made her matcha latte recipe trend.
Global celebrities such as Kylie Jenner and Zendaya have also shared their enjoyment of matcha beverages, leading to a consumer desire to imitate this among the younger generation in Korea. The impact of "ditto" consumption through social media has resulted in over 2 million pieces of content tagged with the hashtag '#matcha' on TikTok.
In this way, matcha has emerged as an 'Instagrammable' item that combines its bright green color and slightly bitter taste along with emotional stories derived from Japanese tea culture, making it perfect for sharing on social media. The changing consumer tendencies of the MZ generation are also one of the backgrounds for matcha's popularity. The younger generation places great importance on self-management and tends to strongly pursue both 'hip' and individuality.
An industry official noted, "Matcha is becoming a symbol of a new lifestyle that goes beyond being just a beverage," adding, "It aligns with global wellness and clean girl trends that resonate with young generations." He explained that it relates to lifestyle habits aimed at maintaining both physical and mental health. The complex interplay of a healthy image, sensory consumption, and a desire to express a unique lifestyle has solidified matcha's position as a symbol of 'hip wellness.'
According to global market research firm The Business Research Company, the global matcha market is projected to grow by 10.3%, from $3.84 billion (approximately 5.21 trillion won) last year to $4.24 billion (approximately 5.75 trillion won) this year. By 2029, it is expected to reach $6.4 billion (approximately 8.94 trillion won).
However, considering the rapidly changing trend cycles of certain product categories in Korea, there is a perspective that sustaining long-term popularity may be difficult. For example, during the early 2010s, products like shuni-ballen and honey ice cream quickly lost popularity due to high prices and lack of brand image management.
A food industry official stated, "While matcha is currently gaining attention as a consumer trend that encompasses health and emotion, if too many products are applied too quickly, consumer interest may shift rapidly." He added that to sustain its popularity, differentiation in quality, origin, and long-term brand strategy is necessary.