Matcha has long been a part of Japanese culture. The traditional Japanese tea ceremony, typically known as chanoyu is centered around the preparation, serving and drinking of matcha.
The history of matcha
It was initially drunk by Zen monks and the Japanese elite, and the entire ritual was highly ceremonial in nature, with each element executed with painstaking attention to detail, be it the motions using which the powder was whisked with water, or the way the tea was poured.
Even the green tea powder that qualifies as matcha, is made from high-quality tea leaves. These plants are grown in the shade to increase chlorophyll production, giving the tea its colour and taste. However, even within Japan, there are many different kinds of matcha, each with a distinct taste. Some are more bitter, some have an earthier, richer taste, all depending on how and where it was grown and harvested.
The evolution of Matcha
In the 21st century, matcha has undergone a dramatic transformation. What was once a deeply traditional and niche drink has now become a global sensation, thanks to social media.
Not just match tea, Gen Z folk and millenials love matcha lattes, matcha-flavoured ice creams, and even matcha doughnuts! Be it the green hue or the health benefits it offers, matcha is more than just a trend—it has become a lifestyle.
Of course, the Instagrammable vibrant hue of matcha drinks and desserts has made it the perfect “aesthetic” drink for Gen Z!
The Matcha craze in India
In urban India, the matcha craze is particularly evident. As a growing health-conscious population evolves, cafes and bakeries are embracing matcha with open arms, incorporating it into everything, be it smoothies, desserts, or even chai blends.
Given the deep-rooted love Indians have for chai, it is unsurprising that matcha has found a fanbase here, making it yet another type of tea that has grown on us.
Matcha's traditional form is dying?
But not all developments in the matcha world have been smooth. Recently, Poda, a new matcha startup, made headlines with a controversial viral ad promoting their “squeezable matcha” paste, which comes in a tube. The ad boldly dismissed traditional matcha tools, such as whisks and bowls, which are integral to the ritual of the Japanese tea ceremony. This marketing move has sparked an intense backlash, with people accusing Poda of disrespecting the cultural heritage of matcha.
