The matcha craze sweeping across the globe has now taken Korea's food and beverage market by storm. Products featuring matcha are flooding the market, not only in beverages and desserts but even in Makgeolli.

Starbucks Korea's Choux Cream Matcha Latte (left) and the three 'Twosome Matcha' beverages (Iced Matcha, Matcha Cream Latte, Strawberry Matcha Latte). Provided by each company

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On August 28, Starbucks Korea announced that sales of its 'Jeju Matcha Latte' and 'Jeju Matcha Cream Frappuccino' in the first half of this year increased by 30% compared to the same period last year. Currently, Starbucks offers nine types of matcha beverages, in stark contrast to just one green tea drink. A Starbucks representative explained, "The popularity of matcha is especially high among younger consumers, driven by the 'Healthy Pleasure' trend and the influence of celebrities that fuels imitation consumption."

Twosome Place is also seeing significant results from its new matcha menu. The three matcha beverages launched last month sold over 500,000 cups within just two weeks, and the brand introduced a new version of its signature cake, 'Spoonable Abak,' now featuring matcha as the 'Spoonable Matcha Abak.'

Dua Lipa drinking a matcha beverage. Dua Lipa Instagram

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The soaring popularity of matcha has been greatly influenced by both domestic and international celebrities. Blackpink's Jennie personally introduced an iced matcha recipe on YouTube, saying, "I've been drinking this instead of coffee lately." Overseas stars such as Dua Lipa and Zendaya have also shared moments enjoying matcha on their social media accounts. On Instagram, posts with the matcha hashtag have surpassed 400,000, while posts tagged with the English term 'matcha' have exceeded 9.3 million.

Matcha's healthy image is another key factor driving its popularity. Its rich antioxidant content supports cardiovascular health and boosts metabolism, making it effective for weight management-qualities that have particularly appealed to younger consumers.

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Korean food companies are also responding quickly to this matcha boom. Namyang Dairy Products launched 'Matchaemong,' a matcha-enhanced version of its 'Chocoemong,' which sold out twice via live commerce. Lotte Wellfood has introduced matcha flavors to its World Cone and Seolreim ice creams, and collaborated with the Hanok cafe 'Cheongsudang' to release limited editions such as 'Matcha Bints,' 'Matcha Almond Ball,' and 'Matcha Pepero.' SPC Samlip and Binggrae are also expanding their product lines with matcha bread and matcha ice cream.

The franchise cafe industry is fiercely competitive as well. Tous Les Jours, Paul Bassett, and Gong Cha have all launched matcha bingsu, while Noted has released 11 new matcha-based products, including donuts and bread. Convenience stores have joined in, with Seven Eleven offering 'Matcha Makgeolli' and 'Matcha Bar.' GS25, in collaboration with Chef Edward Lee, who gained fame from Netflix's 'Black and White Chef,' launched 'Lee Kyun Matcha Makgeolli' on the 25th.

Matcha is a rare ingredient that combines color, flavor, and a healthy image. The industry is paying attention to the possibility that matcha will become a long-term hit item beyond a simple trend. Getty Images Bank

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The industry is paying close attention to the possibility that matcha will become a long-term hit item rather than just a passing trend. An industry insider commented, "It's rare to find an ingredient that combines color, flavor, and a healthy image," adding, "Matcha will establish itself as a steady seller, not just a seasonal item."

According to market research firm Research and Markets, the global matcha market grew from $3.84 billion (about 5.35 trillion won) last year to $4.24 billion (5.9 trillion won) this year, and is expected to expand to $6.48 billion (about 9.02 trillion won) by 2029.