How TikTok Is Changing the Matcha Scene

Open TikTok and search #matcha. You'll find 2.4 billion views of people whisking, sipping, and creating elaborate matcha drinks. #MatchaTok has become its own subculture - and it's changing what cafes serve.

The Viral Matcha Trends

Whipped Matcha (Spring 2023)

The trend that launched #MatchaTok: whip matcha powder with a tiny amount of water until it forms thick, creamy peaks, then add to milk.

The appeal:

• Visually stunning (bright green foam)
• Fun to make (satisfying whisking ASMR)
• Tastes smoother than traditional preparation
• Highly photogenic

Impact:

• Matcha whisk sales on Amazon increased 340% in 3 months
• "How to whip matcha" searches jumped 1,200%
• Cafes added "whipped matcha" to menus

Iced Matcha Towers (Summer 2024)

Layered matcha drinks stacked in clear glasses became TikTok gold:

The formula:

• Bottom: Sweetened condensed milk or brown sugar
• Middle: Milk or oat milk
• Top: Iced matcha
• Don't stir - film the layers

Impact:

• Clear glasses and reusable straws sales boom
• Cafes create signature layered drinks
• Home matcha prep shifts from hot to iced

Matcha Art (Fall 2024)

Baristas discovered matcha powder works like cocoa for latte art - but brighter green.

Techniques:

• Stencils with matcha powder on foam
• Matcha "painting" with toothpicks
• 3D matcha foam sculptures

Engagement: Matcha art videos average 2-3x views compared to regular matcha content.

Matcha + Unexpected Flavors

Viral pairings:

• Matcha + brown butter (savory-sweet)
• Matcha + strawberry cream (spring vibes)
• Matcha + ube (purple + green aesthetic)
• Matcha + lavender honey (floral notes)
• Matcha + tahini (nutty richness)

Cafes watch TikTok to spot emerging flavor trends before they peak.

How TikTok Influences Cafe Menus

Speed of Trend Adoption

Pre-TikTok:

• Trends took 6-12 months to spread nationally
• Industry publications drove trends
• Chains tested in select markets first

Post-TikTok:

• Viral trends spread in days or weeks
• Customers request specific drinks they saw online
• Cafes must respond quickly or lose traffic

Example: A small LA cafe's strawberry matcha went viral (4.2 million views). Within 3 weeks:

• 50+ cafes nationwide added similar drinks
• Cafe's revenue increased 60% month-over-month

The "Instagrammable" Evolution

Instagram prioritized polished photos. TikTok rewards authenticity and motion.

This changes drink design:

Instagram era:

• Perfect latte art
• Clean, minimal presentation
• Professional lighting

TikTok era:

• Movement and texture (whipping, layering, stirring)
• Dramatic reveals (clear cups, before/after)
• Sound matters (whisking ASMR, ice clinking)

Cafes now design drinks with TikTok in mind: Will this film well?

The New Matcha Influencers

Who's Driving #MatchaTok

Micro-influencers (10K-100K followers):

• Matcha enthusiasts sharing daily recipes
• "Matcha mom" lifestyle creators
• Aesthetic-focused creators (cottagecore, clean girl)

Baristas and cafe workers:

• Behind-the-scenes cafe content
• "Secret menu" reveals
• Recipe tutorials

Gen Z health/wellness creators:

• Morning routine videos featuring matcha
• "That girl" aesthetic (matcha as self-care)
• Study routine vlogs (matcha as focus aid)

Impact on Cafe Popularity

A single viral TikTok can transform a local cafe:

Case study: Cha Cha Matcha (NYC)

• Went viral summer 2023 (videos >1M views)
• Lines increased from 15-minute to 45-60 minute waits
• Had to implement mobile order-ahead
• Revenue increased but customer experience suffered temporarily

Lesson: Virality is double-edged. Need infrastructure for traffic spikes.

How Home Matcha Culture Changed

Equipment Sales Boom

TikTok-driven purchases:

• Handheld electric frothers
• Clear glass cups for layering videos
• Bamboo matcha whisks (aesthetic)
• Ceremonial-grade matcha

Amazon data (2024):

• Matcha accessories up 290% year-over-year
• "Electric matcha frother" top-selling kitchen gadget Q2
• Ceremonial matcha outsold culinary for first time

Recipe Complexity Increases

Early #MatchaTok: Simple matcha + milk

Current #MatchaTok: Multi-step recipes with:

• Homemade syrups (brown sugar, vanilla, lavender)
• Multiple milk layers
• Toppings (whipped cream, matcha powder, edible flowers)
• Special ice (large cubes, matcha ice cubes)

The Dark Side

Misinformation Spreads Fast

Common false claims:

• "Matcha burns fat faster than exercise"
• "Drink matcha on empty stomach for max benefits" (can cause nausea)
• "All matcha is the same"
• "Matcha has no caffeine" (has 60-80mg per serving)

Pressure on Small Cafes

• Specialty ingredients may not be available locally
• Labor-intensive preparations don't scale during rush
• Pressure to constantly innovate
• Customers compare small cafes to well-funded chains

Sustainability Concerns

TikTok culture emphasizes:

• Single-use clear plastic cups (film better)
• Disposable straws (better for content)
• Ordering multiple drinks for content (waste)

This conflicts with specialty coffee's sustainability values.

What's Next

Emerging trends (early 2025):

• Matcha cocktails (alcohol + matcha)
• Matcha in unexpected foods (pasta, pizza, savory)
• Regional matcha tours (visiting multiple cafes, documenting journey)
• Matcha "dupes" (recreating expensive cafe drinks at home)

TikTok accelerated matcha from niche tea to mainstream phenomenon. Whether you love or hate #MatchaTok, it's undeniably changing matcha culture.