These days, it’s hard to scroll your feed without seeing a perfectly frothy, jade-green matcha latte. Thanks to platforms like TikTok and Instagram, matcha has skyrocketed into global fame, pushing its market value beyond $4.5 billion USD in 2025. But that popularity has come with a cost: production limits, pricing volatility, and growing concern over quality.
Top producers in Japan are now capping sales to protect supply. And with demand outpacing traditional farming methods, the market has opened the door to questionable imports and diluted standards.
It’s Everywhere
Promising ceremonial-grade benefits, antioxidant boosts, and wellness in a cup, matcha has made its way into just about everything. Cafés dedicated entirely to it are popping up from Tokyo to Toronto, and the drinks now come dressed up with strawberry purées, yuzu foam, pistachio milk, or spirulina swirls. Erewhon’s iced strawberry matcha? A social media favorite. And while creativity has its place, so does context. The more we remix it, the more important it becomes to understand where matcha comes from, and what it was originally meant to be.
Somewhere between the froth and the filters, the meaning started to slip, and here’s what most people don’t realize: not all matcha is meant for your morning latte.
A History Rooted in Stillness
Over 800 years ago, Zen Buddhist monks used matcha as a meditation aid. Finely ground green tea leaves were whisked with hot water to create a grassy, vibrant brew, rich in L-theanine, a calming amino acid that offered alert tranquility.
Back then, it wasn’t about health claims or aesthetic appeal. It was about focus. Stillness. Presence.
This ritual later evolved into the Japanese tea ceremony, chanoyu, a practice of intention and refinement. Every step, from sifting to sipping, was deliberate. The result wasn’t just a drink. It was a moment.
Ceremonial vs. Culinary: What’s the Difference?
Understanding the two most common types of matcha can help cut through the noise and the marketing.
Ceremonial Matcha
The highest grade, made from the youngest, most tender leaves. These are carefully shaded before harvest, then stone-ground into a fine, umami-rich powder.
- Tastes Like: grassy, slightly sweet, with a smooth, savoury finish
- How to Enjoy It: just hot water, nothing added
- Why It Matters: tradition, purity, and subtlety
Culinary Matcha
A stronger, more robust version made from older leaves. It’s slightly more bitter and bold enough to pair with other flavours.
- Tastes Like: astringent and punchy, great for mixing
- How to Use It: lattes, smoothies, baking
- Why It Matters: versatility, affordability, accessibility
The Price of Prestige
In a culture that often confuses high cost with high quality, “ceremonial” has become shorthand for luxury, even when it’s used incorrectly.
A latte made with ceremonial-grade matcha may sound impressive, but it defeats the purpose. Milk and sweeteners flatten the very notes that make it special.
It’s like adding cola to a single malt like Oban, not a crime, but you lose the reason it was made in the first place.
True ceremonial matcha isn’t about status. It’s about subtlety. And that only comes through when it’s enjoyed the way it was meant to be.
Choosing the Right Matcha
If you’re here for the calm and clarity of a traditional cup, look for ceremonial matcha sourced from trusted regions like Uji, Kyoto. If you love a good matcha latte, or a viral favourite like strawberry matcha or pistachio milk-infused blends, culinary grade will serve you better. It’s made for milk, made to mix, and your wallet will thank you.
Whatever you choose, check the label. Know the source. And skip the blends hiding behind buzzwords.
At iIts Core
Matcha isn’t just a pretty drink. It’s not a shortcut to wellness or a stand-in for good habits. It’s a piece of Japanese culture, steeped in history, ritual, and respect.
There’s nothing wrong with enjoying it your way. But the real value comes from knowing what’s in your cup.
Because some things weren’t meant to go viral. They were meant to be respected.
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