Don’t like matcha? How dare you

Deconstructing the buzz around matcha

You unfortunately cannot make do with your kitchen appliances for this internet fad, so hop on, as I try to see what the buzz about the latest moss-green Japanese drink is all about. For this, you’ll need a mini broom-like bamboo whisk, a bowl, and a wooden spoon. You will then have to sift the powder, add water (measure it!) that is just under a boil, whisk the concoction, and serve. In an age when our attention spans are measured in seconds, matcha, despite its elaborate process, has found many takers.

You see, the West went all out and embraced matcha in 2024, so Indians on social media dived into it 6-8 months later. And we went overboard with this newly ‘acquired’ taste, and all the hipster drama plus Instagram clout that goes with it. Now we can order matcha-flavoured cakes, ice-cream, and even noodles! (Try them with matcha dressing or miso broth – the kitchen is your playground really.) Given that green powder costs about Rs 500 for 100 grams, maybe it is best for your wallet if you do not develop a insatiable taste for it though!

If you find it grassy – and lets be honest, some of us do – try matcha-powered sheet masks, which you can spread on your face while you listen to a Spotify playlist curated for you with an extremely specific title like ‘melancholic matcha Monday mornings’ that will have songs that have nothing to do with matcha or Japan. I mean I found one playlist full of Harry Styles songs.

Brands are naturally capitalising on this craze, Huda Beauty debuted a matcha flavoured jelly lip balm while Laneige introduced a limited edition matcha lip mask. Amazon hopped on this trend and unveiled a matcha green Kindle.

This trend is so all encompassing that the other day I stumbled upon a YouTube short showing a woman make matcha in an airplane at 35,000 feet.

Clearly, matcha fans are on overdrive now, and yes, I have more receipts. There’s a town in Japan called Uji, which is about a half-hour train ride from Kyoto. This is called Japan’s matcha capital. So when some of your favourite influencers eventually land here in search of ‘authentic’ matcha, they will find out that most shops selling the powder have imposed limits on the number of tins a visitor can buy. The passion for this green drink is so intense that entire towns are reportedly drying up and running out of matcha supply. 

Despite all of this absurdity I am willing to reason with the matcha aficionados because they do seem to have a point. This green drink, made of crushed tea leaves, is packed with antioxidants, amino acids, and vitamins. It also supposedly releases caffeine slowly, ensuring you have a steady energy boost instead of a spike followed by a crash that our usual coffee gives us. With everyone trying to nail the clean girl aesthetic and shift their diet charts to eat healthy, I can see why one might want to grab a tin of matcha powder