[Tried and Tested] The Sweet and Bitter Temptation... Who Will Claim the Throne of Matcha?

Matcha, which enjoyed explosive popularity, continues to be in vogue this year following last year and is now joining the ranks of steady sellers. Its characteristic bitter flavor and healthy image have become a matter of personal taste, leading to the continuous release of matcha beverages targeting all age groups. Even in the already fiercely competitive matcha beverage market, new products have recently entered the fray. I personally tried three matcha drinks launched last month and this month: 'Helicobacter Project Will Jeju Matcha' by hy, 'Pasteur Jeju Matcha Latte' by Lotte Wellfood, and 'Wangsil Matcha' by Binggrae.

Banana Milk's recently released "Royal Matcha" (from left), Lotte Wellfood's "Pasteur Jeju Matcha Latte," and hy's "Helicobacter Project Will Jeju Matcha." Photo by Hyunjin Jung

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The three products vividly reflect the intense competition in the matcha market, with packaging and volume varying widely. 'Pasteur Jeju Matcha Latte' comes in a large 300ml sterilized pack for a more indulgent experience, while 'Wangsil Matcha' features a convenient 190ml sterilized pack with an attached straw for easy drinking. The fermented milk product 'Will Jeju Matcha' is a refrigerated item, packaged in a 150ml plastic bottle identical to 'Will Original.' All three products have incorporated matcha’s distinctive green color into both the packaging and the beverage itself, successfully capturing an “Instagrammable” appeal.

There is even more variety in taste than in packaging or volume. 'Will Jeju Matcha' is the first limited seasonal edition of hy’s flagship product, 'Will.' From the first sip, the pronounced tartness typical of fermented milk is immediately noticeable. Unlike processed milk drinks that blend milk and matcha, this product retains the unique qualities of fermented milk. The matcha flavor subtly follows, with very little bitterness and a sweetness level similar to 'Will Original.' According to hy’s research lab, they had to go through several trials and errors to find the optimal combination between the tartness of fermented milk and the bitterness of matcha. The functional benefits are the same as 'Will Original,' containing hy’s patented probiotic strains HP7 and HY7013.

'Pasteur Jeju Matcha Latte' highlights the rich, smooth flavor of Pasteur’s signature milk. By using Jeju-grown matcha powder, the drink delivers both the taste and aroma of matcha, but the impression of consuming milk stands out more than that of a typical matcha beverage. It is noticeably less sweet than other matcha drinks on the market. With its larger volume, finishing a whole pack was quite filling.

Contents of recently released Binggrae 'Wangsil Malcha' (from left), Lotte Wellfood 'Pasteur Jeju Malcha Latte', hy 'Helicobacter Project Will Jeju Malcha'. Photo by Jeong Hyunjin

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'Wangsil Matcha' delivers the most intense matcha flavor of the three, with the deepest green color. While the aroma of matcha is subtle before drinking, the flavor comes through strongly and sweetly from the first sip. Compared to previously released matcha drinks, the milk flavor in this one is more pronounced, making it smoother and masking much of matcha’s characteristic bitterness for broader appeal. Binggrae explained that the product was designed to offer a balanced flavor that preserves matcha’s original taste while being approachable for all ages.

All three products are formulated so that the bitterness of matcha is not overpowering, making them suitable for those new to matcha. Both 'Will Jeju Matcha' and 'Pasteur Jeju Matcha Latte' use matcha powder from Jeju, while 'Wangsil Matcha' uses domestically produced matcha. The sugar content per 100ml is 11.7g for 'Pasteur Jeju Matcha Latte,' 9.1g for 'Will Jeju Matcha,' and 8.4g for 'Wangsil Matcha.' According to Lotte Wellfood, this is the result of focusing on the completeness of flavor in 'Pasteur Jeju Matcha Latte.'

'Will Jeju Matcha' is currently sold on the official online mall for 1,600 won per bottle. For bundled products, the per-unit price of 'Pasteur Jeju Matcha Latte' and 'Wangsil Matcha' is approximately 1,950 won and 800 won, respectively. It remains to be seen which beverage will survive in the fiercely competitive matcha market. According to global market research firm Research and Markets, the global matcha market is expected to grow from 3.84 billion dollars (about 5.6 trillion won) last year to 6.48 billion dollars (about 9.5 trillion won) by 2029.

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