Matcha craze sweeps Korea’s cafes, supermarkets

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There’s something about the color of a matcha latte that draws people in, as if the shade itself has healing powers. Also there’s an undeniable allure to matcha's rich, creamy texture and sweet, earthy flavor.

And these days, it feels like everyone is sipping on it.

The popularity of matcha, a finely ground powder of specially grown green tea leaves, is sweeping through cafes and dessert shops across Korea.

From small independent cafes to major franchise chains, matcha has taken over menus in the form of lattes, cookies and cakes.

Matcha-flavored Pepero, Korean chocolate-covered biscuit sticks / Captured from Lottesweetmall.com

It’s also turning supermarket snack aisles green, with matcha-flavored Choco Pie — Korea’s version of the Moon Pie — and matcha-flavored Pepero, the chocolate-covered biscuit sticks developed in collaboration with popular cafe Cheongsudang, filling the shelves.

Scroll through social media, and you'll find a sea of matcha content. People share photos of their beautifully layered matcha drinks, short videos of green batter swirling into cookies and even do-it-yourself matcha-inspired recipes.

Matcha’s appeal goes beyond aesthetics and taste.

Matcha is made from the same plant as green tea but while green tea is steeped, matcha involves consuming the entire ground leaf, which results in a more concentrated flavor — and a more potent dose of nutrients.

According to market reports, much of matcha’s global boom is driven by its perceived health benefits. Experts say it’s rich in antioxidants, including polyphenols that have anti-inflammatory effects, and the amino acid L-theanine, which may help improve concentration and alertness. It also contains rutin, a bioflavonoid that can help lower blood pressure and bad cholesterol, according to Harvard Medical School.

But the trend comes with a word of caution: matcha can give your body too much caffeine. A standard 236-milliliter cup of matcha can contain from 38 to 89 milligrams of caffeine — a higher concentration than steeped green tea offers. Doctors warn that consuming too much can lead to anxiety, insomnia or other side effects.

“The taste of matcha latte is really good, but I’m trying to control myself because of the caffeine,” an anonymous matcha lover in Seoul told The Korea Times.

And it’s not just Korea that’s caught matcha fever. Around the world, demand for matcha is soaring. Japan, the main global supplier, is struggling to keep up.

In Uji, the historic heart of Japan’s matcha production, tourists from around the world line up at tea shops, eager to buy tins of the prized green powder.

According to BBC Travel, some stores have begun imposing purchase limits per customer to stretch their supply.

Whether it’s the health benefits, the flavor or that unmistakable pistachio green glow, matcha has found its moment and for now, it seems the world just can’t get enough.