Celebrity Matcha Moments of 2025

We've watched celebrities move beyond coffee this year. A-listers have been photographed with matcha lattes, launched matcha brands, and shared their matcha routines with millions of followers—and we've been keeping track.

Celebrity-Owned Matcha Brands

Emma Chamberlain x Chamberlain Coffee (January 2025)

We've seen YouTube star Emma Chamberlain expand her coffee brand into matcha with three blends:

Products:

• Daily Ritual - Café-grade matcha ($28/30g)
• Ceremonial Reserve - Single-origin Uji ($48/30g)
• Matcha Packets - Individual servings ($2.50 each)

Reception:

• Sold out within 48 hours
• Gen Z embraced accessible pricing
• Restocks every 2 weeks still sell out

Impact: We've noticed Emma's 12+ million followers introducing matcha to coffee-focused audiences.

Gwyneth Paltrow's Goop Matcha (March 2025)

We watched as Goop partnered with a Kyoto-based family farm:

Product:

• Goop x Marukyu Koyamaen Matcha ($85/40g)
• Limited edition ceramic bowl set ($245)
• Organic, first-flush ceremonial grade

Reception:

• Mixed reviews on pricing (highest-priced celebrity matcha we've seen)
• Sold 5,000 units first month

Controversy: We noticed some questioned if quality justified 2-3x typical ceremonial prices.

Red Carpet and Event Sightings

Met Gala 2025 "Matcha Moment"

Zendaya arrived holding iced matcha latte instead of champagne, sparking immediate buzz—and we were here for it.

Impact:

• #MatchaAtTheMet trended 3 days
• "Gen Z replacing champagne with matcha" think pieces
• Cha Cha Matcha reported 200% sales increase day after

Coachella 2025 VIP Matcha Bar

We loved that the VIP area featured a dedicated matcha bar with:

• Ceremonial grade service
• Custom matcha lattes
• Matcha soft serve
• Matcha-infused cocktails

Celebrity sightings:

• Hailey Bieber posted Instagram story with matcha
• Bad Bunny photographed at matcha bar
• Dua Lipa posted TikTok of matcha soft serve

Festival trend: We've noticed other major festivals adding matcha options after Coachella's success.

Morning Routine Content

Hailey Bieber's Viral Matcha Recipe (February 2025)

We couldn't escape her viral daily matcha latte recipe on YouTube:

Recipe:

• 2 tsp ceremonial matcha
• Coconut cream
• Maple syrup
• Vanilla extract
• Cinnamon

Virality:

• 8.2 million views first week
• "Hailey Bieber matcha" trending search
• Coconut cream sales spiked 45%
• Cafes added "Hailey's Matcha" to menus

Impact: We saw several matcha brands report 30-40% sales increases that week.

Simu Liu's "Marvel Matcha" Series (Ongoing)

We've been enjoying the Shang-Chi star's "Marvel Matcha Monday" content showing matcha prep before workouts.

Format:

• Short-form video (TikTok, Reels)
• Matches matcha to upcoming Marvel projects
• Humor-focused (superhero puns about matcha benefits)
• Educational (explains quality grades)

Reception:

• Average 2-3 million views per video
• Introduces matcha to action movie fans
• Rumored brand deal in works

Athletes and Matcha

Naomi Osaka's Matcha Advocacy (March 2025)

We were moved when tennis champion Naomi Osaka spoke about matcha's role in her training:

Quote: "I grew up drinking matcha with my Japanese grandparents. It's part of my heritage and performance routine. The sustained energy without jitters helps during long matches."

Impact:

• Sports nutrition outlets covered matcha as coffee alternative
• Athletic brands explored matcha-based performance drinks
• We noticed cafes near tennis clubs reported increased matcha sales

LeBron James Instagram Story (June 2025)

We saw NBA star LeBron James post an Instagram story drinking matcha pre-game.

Reach:

• 160+ million followers saw the story
• Brands scrambled to identify which matcha he used
• Speculation about potential endorsement
• "LeBron matcha" trended on sports Twitter

The Kardashian Effect

Kris Jenner's Daily Matcha Ritual

We learned through a Vogue interview that her morning routine includes ceremonial matcha whisked in a vintage Japanese bowl.

Impact:

• High-end matcha bowls sold out (bowl she used: $380)
• Older demographic (45-65) became interested in matcha
• We've seen "mature woman wellness" angle gain traction

Kylie Jenner's Matcha Cosmetics Rumors

We're tracking speculation about Kylie Cosmetics launching matcha-infused skincare:

Status:

• Unconfirmed but heavily rumored
• Kylie posted multiple matcha-related content
• Beauty industry sources report matcha extract in development
• Expected announcement Q4 2025

Music Industry Matcha

Billie Eilish Tour Rider

We found it fascinating when news leaked that her tour rider specifies ceremonial-grade matcha at every venue:

Specifications:

• Organic, first-flush matcha
• Traditional bamboo whisk
• Specific water temperature requirements
• Oat milk and agave syrup

Impact:

• Venue staff must learn proper matcha prep
• Normalizes matcha as hospitality standard
• We've heard other artists reportedly adding matcha to riders

The Double-Edged Sword

Positive Impacts

We've observed celebrity endorsements bringing matcha to new audiences:

• Older demographics (Kris Jenner effect)
• Sports/fitness communities (athlete advocacy)
• Mainstream pop culture (red carpet moments)
• Increased sales for Japanese tea farms

Concerns

Quality questions: We wonder—do celebrities actually drink high-quality matcha daily or just for content?

Cultural appropriation: We've seen discussions sparked when non-Japanese celebrities promote matcha without acknowledging cultural origins.

Inflated expectations: We notice consumers expect celebrity-level experiences at local cafes.

Pricing pressure: We're concerned celebrity brands at premium prices may inflate customer expectations across the market.

What This Means for Matcha Culture

We've watched celebrity involvement accelerate matcha's journey from niche tea to mainstream beverage.

The trajectory:

• 2020-2022: Early adopters and wellness influencers
• 2023-2024: TikTok creators and micro-influencers
• 2025: A-list celebrities and mainstream media

In our view, matcha has officially entered the cultural mainstream. The next celebrity matcha moment is probably happening right now—and we'll be watching.