The Matcha Trend Taking Over Instagram in 2025

If you've spent any time on Instagram lately, you've probably noticed something: matcha is everywhere. But here's the thing—this isn't just another fleeting trend. For those of us who genuinely love matcha, Instagram has become an incredible resource for discovering new cafes, learning about quality, and connecting with fellow enthusiasts.

Let's dive into what's actually happening in the matcha world on Instagram, featuring some posts that had us bookmarking new spots and laughing out loud.

The Shops Taking Over Our Feeds

12 Matcha - NYC's Matcha Purist Paradise

If you're in New York and serious about matcha, you've probably seen 12 Matcha all over your feed. Food critic @jeremyjacobowitz captured exactly why this spot is special:

What makes 12 Matcha stand out? They're obsessive about sourcing—every matcha they serve is ceremonial grade from Uji, Japan. No shortcuts, no compromise. The result is that vibrant green color and smooth, umami-rich flavor that true matcha lovers crave.

The Cha Cha Matcha Phenomenon

Cha Cha Matcha has basically become the poster child for Instagram matcha culture. Their pastel pink interiors and photogenic drinks have made them a mandatory stop for anyone visiting NYC. They've also expanded to LA, bringing that same aesthetic energy to the West Coast.

But it's not just about looks—their matcha quality holds up, making it a solid choice for enthusiasts who also appreciate good vibes.

West Coast Gems: Midori Matcha Cafe

Over in LA, Midori Matcha Cafe has been quietly building a cult following. Their dedication to traditional preparation methods while still being approachable has made them a favorite among both matcha newbies and veterans.

When Matcha Gets... Creative

One of the wildest things to hit matcha Instagram this year? The MATCHA TURKEY. Yes, you read that right. @itsmejuliette went full send with this one:

The comments are absolutely unhinged:

• "That's a Shrekey"
• "But is this ceremonial grade?" (asking the real questions)
• "Finna call da po-lice"

Look, we're not saying you should make a matcha turkey. But we respect the commitment to the bit.

The Other Side: When Non-Matcha People Try Matcha

Part of what makes matcha Instagram so entertaining is watching people try matcha for the first time. @speedymorman's reaction went absolutely viral (165K+ likes):

His commentary: "that sht tasted like 3 tablespoons of front lawn"*

Meanwhile, comments were going off:

• "A cup of photosynthesis"
• "Matcha tastes like you're eating grass"

For those of us who love matcha, these reactions are hilarious because we get it—matcha IS an acquired taste. But once you develop a palate for it, there's nothing else quite like it.

Latte Art That'll Make You Put Down Your Coffee

The sheep matcha latte from @h0mec4fe genuinely stopped us in our tracks. With over 371K likes, it's one of the most viral matcha posts this year:

This level of latte art skill is insane. If you're ever in a position to get something like this made for you, please don't drink it immediately. Take approximately 47 photos first.

Food Critics Driving Discovery

Keith Lee's matcha content has been a game-changer for smaller shops. His review of 7th Day Coffee's strawberry matcha brought massive attention to a local Dallas spot:

The shop's response was heartfelt: "Words cannot describe how honored, blessed, and grateful we were to have you stop by."

This is what we love about matcha Instagram—it's not just the big names getting attention. Smaller, passionate cafes are being discovered by people who actually care about quality.

What This Means for Matcha Lovers

So what does all this Instagram activity mean for those of us who genuinely love matcha?

More options, better quality: As matcha becomes more popular, cafes are stepping up their game. More competition means better sourcing, better preparation, and more variety.

A community to connect with: Finding people who geek out about the difference between culinary and ceremonial grade? That used to be hard. Now you can find your people through hashtags and recommendations.

New spots to discover: Every viral post is a potential new favorite cafe. That LA poster from @citiesbytheslice? It's basically a matcha bucket list in one image.

Ready to explore matcha in your city? Check out our curated guides:

• Best Matcha in NYC
• Best Matcha in LA
• Best Matcha in SF

Keep exploring, keep sipping, and don't forget to snap a photo for the 'gram.