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 we've been watching it reshape what cafes serve and how we all think about matcha.

The Viral Matcha Trends We're Seeing

Whipped Matcha (Spring 2023)

This is the trend that launched #MatchaTok: whip matcha powder with a tiny amount of water until it forms thick, creamy peaks, then add to milk. We've tried it ourselves, and honestly? It's satisfying.

Why we love it:

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

The impact we've seen:

• 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. We've been obsessed with these.

The formula:

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

What we've noticed:

• Clear glasses and reusable straws sales booming
• Cafes creating signature layered drinks
• Home matcha prep shifting from hot to iced

Matcha Art (Fall 2024)

Baristas discovered matcha powder works like cocoa for latte art—but brighter green. We think this might be our favorite trend.

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 we've been trying:

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

Smart cafes watch TikTok to spot emerging flavor trends before they peak—and we recommend you do too.

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 (what we're seeing now):

• 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
• The cafe's revenue increased 60% month-over-month

The "Instagrammable" Evolution

Instagram prioritized polished photos. TikTok rewards authenticity and motion. We think this shift is actually great for matcha.

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? We've noticed this changes everything.

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. We've seen it happen again and again.

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

The lesson we take from this: Virality is double-edged. Cafes need infrastructure for traffic spikes.

How Home Matcha Culture Changed

Equipment Sales Boom

TikTok-driven purchases we've made (or considered):

• 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)

We're here for it.

The Dark Side

Misinformation Spreads Fast

Common false claims we want to debunk:

• "Matcha burns fat faster than exercise" (nope)
• "Drink matcha on empty stomach for max benefits" (can cause nausea—don't do this)
• "All matcha is the same" (definitely not true)
• "Matcha has no caffeine" (has 60-80mg per serving)

Pressure on Small Cafes

We empathize with small cafe owners facing:

• Specialty ingredients that may not be available locally
• Labor-intensive preparations that don't scale during rush
• Pressure to constantly innovate
• Customers comparing 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—and honestly, we think this is something the community needs to address.

What's Next

Emerging trends we're watching (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, we can't deny it's changing matcha culture—and we're excited to see where it goes next.