Coffee Shops Takeover: Everyone's Obsession With Matcha?

by Sana Bun

Coffee Shops Takeover: Why Is Everyone Suddenly Obsessed With Matcha?

7 Oct 2024

You have probably noticed that coffee shops and restaurants are recently jumping on the matcha trend, adding all sorts of drinks and foods with this green tea powder to their menus. The matcha craze has gotten so big that now it even feels odd to walk into a place that doesn’t serve it. But why is everyone suddenly so obsessed with it? Let’s hunt it down.

I can’t speak for everyone’s matcha motivations, but I can definitely share my own experience alongside scientific data (let’s leave marketing behind and talk facts). I honestly don’t remember the exact moment I first tried matcha, but I know it has been a while since I started reaching for it instead of coffee. And for the last three or four years, I have been making it at home almost daily.

It all started with the taste. One day, I simply tried this mysterious Japanese drink and liked it. But after making matcha part of my routine, I noticed some benefits. Just like coffee, it gives me a nice energy boost but delivers it way smoother — with no caffeine crashes. If I have coffee in the afternoon, I will be staring at the ceiling all night. And I’m not even talking about the anxiety I get from too much of it. With matcha, it is different, though. It contains caffeine and L-theanine, an amino acid that calms your nervous system. So, while the caffeine gets you alert, the L-theanine keeps you calm and focused with none of the jitters. Another thing I have experienced is improved metabolism. When I consistently have my morning matcha, I feel lighter and more energised throughout the day.

I would say these are the two main perks I can confidently credit to matcha. That said, there are likely other, less obvious health profits working behind the scenes over the long run.

Word to science

After diving into the evidential base, I found the results of multiple research performed both on animals and humans, and, I should say, they are more than impressive.

For instance, a group of scientists from Qatar University conducted studies on the therapeutic potential of matcha. Their findings showed that matcha not only reduces stress and anxiety (which is also verified by this stress-reducing function of matcha study from Japan) but also enhances memory and cognitive function, improves glucose metabolism and aids in weight management even on a high-fat diet. Another study from Italy revealed that matcha can inhibit cancer growth, while a long-term 11-year study from Japan confirmed that green tea consumption is linked to a lower risk of death from all causes, particularly cardiovascular disease, and a significant reduction in stroke-related mortality. Super nice for a trendy drink, ha?

It doesn’t taste good to me

I know plenty of folks who tried matcha, absolutely hated the taste, and swore they would never touch it again. I totally get it — many people probably had a similar experience after sipping on a low-quality version or one that was just made wrong. I have had my fair share of questionable matcha, too, like those odd cups with lumps floating at the bottom. But here is the thing: I would encourage anyone who had a bad first impression to keep an open mind and give it another shot. You might be surprised!

Try out places that specialise in matcha. These guys really know how to work with the ingredients and usually have some great-quality powder for you to take home, too!

How do I choose matcha powder?

If possible, try a sample before buying. The flavour should be smooth, slightly sweet, and not overly bitter. If this is not the case, take these things into consideration:

— Quality grade. If you are planning to use it for making drinks, go for ceremonial or premium grade, which is finer and has a more vibrant flavour. For cooking and baking, go for the culinary grade.

— Colour. High-quality matcha should have a vivid, bright green colour. Dark or yellowish hues often indicate lower quality.

— Smell. Good matcha should have a fresh, grassy aroma.

— Packaging. An airtight pack will protect matcha powder from light and moisture, which can degrade its quality.

— Origin. Look for matcha sourced from its motherland — Japan.

Akira Matcha832.56 AED

Encha Organic Matcha248.12 AED

NaturaleBio Organic Matcha Green Tea Powder249 AED

Akira Matcha832.56 AED

Encha Organic Matcha248.12 AED

NaturaleBio Organic Matcha Green Tea Powder249 AED

How do I make matcha at home?

Most of the time, you will find helpful instructions on the package detailing the amounts to use. However, I would say go ahead and experiment a bit to discover the proportions, ingredients, and equipment that suit your taste best.

You can opt for a traditional chawan bowl for mixing matcha, a bamboo chasen whisk, and all the fancy tools, or you can keep it simple. The same goes for your ingredients — whether you like it hot or cold, mixed with water or milk, the choice is all yours.

GZPKJ Matcha Whisk Set75.65 AED

NEKIT Japanese Matcha Tea Set99.99 AED

Luikyei Matcha Whisk Set89.99 AED

GZPKJ Matcha Whisk Set75.65 AED

NEKIT Japanese Matcha Tea Set99.99 AED

Luikyei Matcha Whisk Set89.99 AED

Personally, I like to take it easy: I mix matcha powder with some hot water in a stoneware milk jug using a simple electrical frother, then pour that creamy goodness over a glass of ice-cold, sugar-free Oatly oat milk. With good-quality matcha powder, I truly believe you don’t need any sweeteners, but hey, to each their own!

IraXpro Milk Frother39.99 AED

Alipis 1 Set Milk Can51.69 AED

Oatly Organic Oat Drink10.95 AED

IraXpro Milk Frother39.99 AED

Alipis 1 Set Milk Can51.69 AED

Oatly Organic Oat Drink10.95 AED