Matcha latte
Matcha latte is a beverage made by combining matcha, a powdered green tea originating from Japan, with milk or a milk substitute. It can be served hot or iced and is considered a tea-based counterpart to the traditional coffee latte. Matcha lattes rose to international prominence in the 2020s due to social media visibility, expansion by major cafe chains, and their association with wellness-oriented lifestyle aesthetics.
History
Emergence of modern matcha
The modern form of matcha, characterized by its deep green color and mellow flavor, emerged between the 15th and 16th centuries in Uji, Kyoto, following the invention of a unique shaded cultivation method known as Ōishita saibai. Although this technique was originally developed as an effective measure to prevent frost damage, it resulted in the increased production of theanine, which led to the creation of the distinctive flavor profile of matcha.In the 16th century Azuchi-Momoyama period, matcha-flavored kakigōri made its first appearance, followed by the emergence of matcha ice cream during the Meiji era in the 19th century. During the 20th century, a variety of wagashi infused with matcha were developed.
As matcha spread globally in the late 20th and early 21st centuries, new ways of consuming it emerged, including sweetened beverages such as the modern matcha latte.
Introduction to Western cafés
The modern matcha latte is a Western adaptation that emerged in cafés in the late 20th and early 21st centuries. Its growth accelerated when Starbucks introduced its matcha latte in 2006, followed by Dunkin' with its own version in 2020. These chains helped mainstream the drink among younger consumers.Popularity on social media
The drink became widely popular in the 2020s due to its visibility on TikTok and Instagram, where influencers showcased brightly colored matcha beverages as part of “clean” and wellness-focused aesthetics. In the United Kingdom, Blank Street Coffee has been credited with helping popularize the drink.Some tea specialists have criticized commercial matcha lattes for using lower-grade green tea powder instead of ceremonial-grade matcha. Reports from Japan have also warned of shortages linked to increased global demand for matcha, especially ceremonial grades. The rapid growth in global demand has also led to increased concerns about counterfeit matcha and market instability, with reports describing the modern matcha trade as “the Wild West” due to fraud and inflated resale prices. Critics argue that Western consumers sometimes misunderstand the drink, treating it primarily as a trend while overlooking its cultural and ceremonial roots.
Preparation
A matcha latte is prepared by whisking matcha or green tea powder with a small amount of hot water to form a concentrated mixture. Milk or a milk substitute such as oat, almond, or soy milk is then added. The drink may be sweetened using sugar, simple syrup, honey, or vanilla.Characteristics
The beverage is known for its vibrant green pigment, rich texture, and subtle earthy flavor. It has been described by Vogue as an appealing alternative to coffee, especially among consumers seeking a beverage associated with wellness culture.Variations
Matcha lattes commonly appear in several variations, including:- Iced matcha lattes, often shaken with ice
- Flavored versions, such as vanilla, lavender, or brown sugar
- Layered fruit drinks, including strawberry matcha and banana matcha lattes popularized on social media
- Matcha-espresso "dirty matcha," which combines matcha with a shot of espresso
- Matcha has also appeared in desserts, pancakes, mousse, and bubble tea as part of its rise in global food culture.
Commercialization