"You Can Find It Everywhere These Days" Matcha Becomes a Daily Staple as Everyone Seeks It [Now Buying Habits]

Riding the Wave of Ultra-Short SNS Trends,

Matcha Becomes a Cafe Essential Category

Health-Conscious Consumption and Product Versatility Sustain Demand

Editor's NoteWhat are people buying these days? From everyday essentials you can't leave Daiso without, to cosmetics that sell out at Olive Young, and even breads that people line up for. These familiar scenes of consumption reflect the current state of the market. is a series that explores today's consumer trends by looking at "what's selling well" in daily life. Which products are being chosen, and what strategies are opening wallets? We break down the changes on the front lines of consumption in an easy and engaging way.

IVE member Jang Wonyoung is holding a matcha drink. Screenshot from Jang Wonyoung's Instagram.

"Coffee doesn't really suit me, so I only drink matcha lattes. These days, you can find them everywhere, so I find myself seeking them out even more."

While new desserts such as Dubai Jjondeuk Cookie (Dujjonku) and Butter Rice Cake are quickly cycling through social networking services (SNS) as rapidly changing trends, matcha stands out as an exception, maintaining steady demand. As the so-called "healthy pleasure" trend continues, where people seek both wellness and gourmet flavors, matcha has established itself as a "coffee alternative,"according to industry analysis.

From 'Trend' to 'Category'

According to industry sources on March 20, the release of new products featuring matcha continues steadily. Recently, Compose Coffee introduced four new matcha-based drinks, including matcha lattes and smoothies, while Paul Bassett and Twosome Place have also launched seasonal matcha drinks and cream coffees.

What is noteworthy is that matcha is no longer limited to seasonal menu items. Recently, it has become a permanent feature in many cafes, increasingly forming part of their core lineup.

Four types of matcha drinks (left) launched by Compose Coffee to welcome spring, and Paul Bassett's Cherry Blossom Matcha Latte. Compose Coffee · Paul Bassett

The types of products are also rapidly diversifying. Moving beyond drinks, matcha is expanding into cakes, ice cream, and snacks, creating multiple points of contact for consumers. Industry insiders note, "Matcha is no longer a fleeting trend but has become a product category in its own right."

Demand Driven by 'Healthy Pleasure'

Behind the matcha boom is the so-called "healthy pleasure" trend, where people manage their health in enjoyable ways. With its antioxidant content and relatively low caffeine levels, matcha has become established as a beverage that can replace coffee.

Celebrity endorsements have also fueled this trend. Last year, BLACKPINK's Jennie sparked buzz by showing herself making iced matcha in a video on her YouTube channel, saying, "These days, I enjoy drinking this instead of coffee." International stars like singer Dua Lipa, actress Zendaya, and model Hailey Bieber have further fueled the craze by sharing their own matcha moments on social media.

BLACKPINK member Jennie is holding a matcha drink. Screenshot from Jennie's YouTube video.

This matcha boom is expected to continue. According to global market research firm Research and Markets, the global matcha market is projected to grow from $3.84 billion (about KRW 5.21 trillion) in 2024 to $6.4 billion (about KRW 8.94 trillion) by 2029.It is truly a "matcha syndrome."

The Secret to Longevity Amid 'Ultra-Short-Term Trends'

Recently, dessert trends like Dujjonku, Butter Rice Cake, and Tanghulu have been rapidly changing. As content spread through SNS algorithms turns into consumption in a short period, the lifespan of trends has become extremely short.

Matcha-related image. Getty Images Bank

Despite this, matcha continues to enjoy stable demand. Rather than relying solely on buzz or visuals, it drives "repeat consumption" by offering multiple elements such as health benefits, taste, and product variety. This demonstrates that matcha has shifted from being a trend to becoming a part of everyday consumption.

Ultimately, the case of matcha shows what kind of trends can survive in an era of rapidly consumed and discarded "ultra-short-term trends." Only when a trend builds a structure that expands into daily consumption—beyond mere hype—can it achieve true sustainability.

This content was produced with the assistance of AI translation services.