What’s green, photogenic, and screams ‘clean girl era’?

Matcha lattes have seen a serious rise in popularity lately—so much so that they’ve practically turned into a status symbol. With roots in traditional Japanese tea ceremonies, matcha has now become more than just a drink: it’s a stylish accessory, spotted in perfectly manicured hands from Instagram feeds to city streets.

The days of curated Instagram stories declaring “I can’t start my day without coffee” feel like yesterday. Coffee, accompanied by carefully arranged books, flowers, journals, and aesthetic breakfast spreads, had long been the official drink of the clean girl era. That is, until matcha came along—a healthier, prettier, and undeniably cooler alternative that quickly stole the spotlight. This green drink turns any clear cup into a photo-op—especially when mixed with strawberry or blueberry syrups that turn it into a pastel-hued spectacle. Love it or not, matcha has found its way into just about everyone’s daily routine. Some are even arguing over who drank it first. Its popularity has surged so rapidly in recent years that Japan is reportedly struggling to keep up with global demand.

Matcha, at its core, is finely ground green tea powder with a rich backstory dating all the way back to the 9th century. Over time, it evolved from a drink into a ritual—adopted by monks, embraced by aristocrats, and woven into the daily ceremonies of samurais. In the early 2010s, matcha was still a niche product, hard to find and known mostly to health-conscious circles. But by the end of the decade, it had fully crossed over into pop culture. These days, no matter where you are, you’ll likely find matcha on the menu—though let’s not talk about the quality.

As Instagram quietly turned into a battleground of subtle superiority, matcha became the unspoken way of saying “I’m better than coffee drinkers.” Whether it’s for the health benefits, the aesthetic, or simply a fear of missing out, matcha is now undeniably part of pop culture.

Yes, matcha is healthy. And sure, it looks good. But what really makes it so popular has less to do with taste—and more to do with what it stands for. Minimalism, clean eating, mindfulness… matcha manages to pack all of it into one plastic cup. And we’re more than happy to let what we drink speak for who we are. Maybe the next trend will come with a new beverage, a new aesthetic, a new set of values. But for now, matcha is enough to look the part and feel like you belong. These days, it’s not about what you’re drinking—it’s about how it looks on the feed.