Celebrity Matcha Moments of 2025

Celebrities have moved beyond coffee. This year, A-listers were photographed with matcha lattes, launched matcha brands, and shared their matcha routines with millions of followers.

Celebrity-Owned Matcha Brands

Emma Chamberlain x Chamberlain Coffee (January 2025)

YouTube star expanded 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: Emma's 12+ million followers introduced matcha to coffee-focused audiences.

Gwyneth Paltrow's Goop Matcha (March 2025)

Goop partnered with 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)
• Sold 5,000 units first month

Controversy: 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.

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

VIP area featured 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: Other major festivals added matcha options after Coachella's success.

Morning Routine Content

Hailey Bieber's Viral Matcha Recipe (February 2025)

Shared 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: Several matcha brands reported 30-40% sales increases that week.

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

Shang-Chi star posts "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)

Tennis champion spoke about matcha's role in 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
• Cafes near tennis clubs reported increased matcha sales

LeBron James Instagram Story (June 2025)

NBA star posted 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

Revealed in Vogue interview her morning routine includes ceremonial matcha whisked in vintage Japanese bowl.

Impact:

• High-end matcha bowls sold out (bowl she used: $380)
• Older demographic (45-65) became interested in matcha
• "Mature woman wellness" angle gained traction

Kylie Jenner's Matcha Cosmetics Rumors

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

News leaked that 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
• Other artists reportedly adding matcha to riders

The Double-Edged Sword

Positive Impacts

Celebrity endorsements brought 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: Do celebrities actually drink high-quality matcha daily or just for content?

Cultural appropriation: Non-Japanese celebrities promoting matcha without acknowledging cultural origins sparked discussion.

Inflated expectations: Consumers expect celebrity-level experiences at local cafes.

Pricing pressure: Celebrity brands at premium prices may inflate customer expectations across market.

What This Means for Matcha Culture

Celebrity involvement accelerated 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

Matcha has officially entered the cultural mainstream. The next celebrity matcha moment is probably happening right now.