The Rise of Matcha: From Traditional Tea Ceremonies to Global Sensation

Matcha has come a long way from its austere place in the world of the Japanese tea ceremony. In recent years, matcha has grown to be a worldwide culinary sensation. Plus, with its vibrant green hue, earthy flavor, and purported health benefits, it has become nearly as ubiquitous in cafés, bakeries, and restaurants as coffee and tea. Let’s take a look at how this once meditative drink has evolved into such a global, versatile ingredient.

Centuries of Tradition

With origins dating back over a thousand years to China’s Tang and Song dynasties, the ancestor to modern matcha consisted of forms of powdered tea whisked in hot water. It was in the 12th century that Zen monk Eisai is thought to have introduced green tea and these traditions to Japan when he brought back seeds from a trip to China. Thus began the long heritage and connection between the chanoyu tea ceremony and Zen Buddhism—a practice that to this day continues to emphasize mindfulness, respect, and harmony.

A Cultivation of Patience

Traditional matcha production is a meticulous craft, combining skills in horticulture and production. Shade-grown tea leaves, called tencha, must be handpicked, steamed, dried, and stone-ground to create and preserve the distinctive rich color and depth of umami we associate with matcha. This painstaking process not only helps to safeguard a centuries-old tradition but also preserves the chlorophyll and amino acids that produce matcha’s distinctive qualities. It may come as no surprise, then, that matcha has been revered for centuries as a spiritual aid as well as a luxury indulgence.

A Modern Matcha Renaissance

Fueled by growing interest in wellness and sustainability in the early 2000s, matcha had what can be called a global resurgence. With the more mellow, steady focus it offered over the jitteriness associated with coffee, studies abounded regarding matcha’s many health benefits. The rise of social media also helped propel matcha’s rise on the global culinary scene. Vivid green lattes went viral on Instagram and specialty cafés from Tokyo to New York began offering matcha in a variety of creative ways: iced, blended, flavored, and infused. Many global coffee chains also hopped on the matcha train, securing matcha’s place in mainstream culture.

Culinary Innovations

Matcha’s popularity has gone far beyond the world of beverages. In Japan, matcha has long been used to flavor traditional sweets, called wagashi, as well as soba noodles, known as cha-soba, or tea soba. In the modern culinary world, chefs and bakers around the world have experimented with matcha, including it in desserts, pastries, and even savory dishes. Matcha’s natural bitterness counterbalances the sweetness of treats like macarons, cheesecakes, croissants, and ice cream, much the same way it is used in the traditional Japanese tea ceremony. It also easily adds a vibrant color that can be difficult to achieve with other natural products.

Pushing matcha’s culinary limits, chefs have even used matcha to enhance sauces, butters, and salts. In doing so, they can elevate ingredients like seafood and tempura. Matcha’s earthy richness also adds to its versatility, making it a common addition in plant-based cooking.

What’s more, the matcha beverage options don’t stop at lattes! In recent years, sparkling matcha sodas, energy drinks, and matcha-infused cocktails have even made their way onto the market. Functional food brands have also introduced matcha alongside other health-food products like adaptogens and probiotics, truly embracing the ancient tea traditions with contemporary wellness trends.

Sustainability and the Future of Matcha

With rising demands around the globe, concerns for the sustainable cultivation of matcha have also grown. Authentic Japanese matcha, typically grown in Uji, Nishio, and Shizuoka, is labor-intensive and produced in small batches. Producers aim to uphold the quality and eco-friendly nature of traditional farming methods in an increasingly demanding global market. There are, of course, other global producers, but many find them to be lacking compared to traditional Japanese matcha.

Wherever the future takes matcha, one thing is sure. Matcha’s global popularity marks a convergence of tradition and creativity that honors centuries of culture and will no doubt endure for years to come.

Interested in trying some of these matcha treats at home? Shop our selection of matcha drinks, snacks, sweets & more here!

About the author: 

Kevin Kilcoyne

The spark that lit Kevin Kilcoyne’s interest in Japanese culture began in elementary school through a friendship with his then classmate Keisuke. Since then, that passion has evolved and bloomed to encompass more than just video games and manga, leading Kevin to live in Japan as a participant of the JET program. During his time in Japan, Kevin sought out as many foods as he could, the experiences and taste memories lingering long after they had gone. Now he is forging a path to link his passions for Japanese food, history, and visual culture and is planning for his return to live in Japan once again. For now, you can find Kevin on Instagram (@waruishouten) where he posts his photography and illustration work. Keep an eye out for more posts and updates as Kevin delves more deeply into his passions for writing and food.