Goodbye Espresso, Hello Green Glow: TikTok Just Crowned Matcha the Queen of Drinks!

Tea and coffee, the age-old beverages that have shaped cultures and economies, are now witnessing a global shift. TikTok, a short-form video app, has the power to transform a quiet Japanese tradition into a worldwide lifestyle trend: Matcha. This global phenomenon is not just a trend, but a shared experience that unites Gen Z and Millennials across the globe.

How TikTok Changes Habits

TikTok, a unique platform that blends entertainment with influence, has redefined marketing. A 15-second video of matcha preparation can wield more influence than a million-dollar coffee ad. This digital revolution has turned a centuries-old Japanese tea ceremony into a daily ritual for Gen Z and Millennials worldwide. Hashtags like #MatchaLatte and #MatchaTok have amassed billions of views, underscoring the power of social media in shaping consumer habits.

What is Matcha?

• Health Halo: TikTok creators talk about how matcha has a lot of antioxidants, caffeine that slowly releases, and "calm energy" instead of coffee jitters.

• Looks: The bright green color looks great in pictures, so it's good for Instagram and TikTok.

• Lifestyle Sign: Drinking matcha isn't just about the taste anymore; it also shows that you're mindful, healthy, and part of an online community.

A Case of Industries That Were Disrupted

Coffee chains have noticed the change. Starbucks, Dunkin', and many other independent cafés are changing their menus to make matcha stand out. Influencer Emma Chamberlain started Chamberlain Coffee, which is now adding green tea powders to its product line. This isn't just a change in drinks; it's a change in how people spend their money, a change in how people see themselves, and a change in the whole beverage market.

What Companies Can Learn

The rise of matcha is a testament to the significant impact social media can have on consumer behavior. What used to take decades to change can now be influenced by a few viral posts. The lesson is clear: businesses that fail to adapt to social media trends risk falling behind, while those that do can revolutionize entire industries. This should serve as a motivating factor for businesses to stay ahead in the digital age.

Our Business Administration program (2025) at Raffles Jakarta teaches students how to understand, analyze, and use this power. We show future business leaders how to run companies and how to predict and change how people act in the age of TikTok and beyond.

So, no matter if the next "matcha moment" comes from a new superfood, a digital influencer, or the next viral app, our graduates will know how to use it to make money.

References

Artefact Magazine. (2025, February 21). Why are we all so obsessed with matcha? Artefact Magazine. https://www.artefactmagazine.com/2025/02/21/why-are-we-all-so-obsessed-with-matcha/

Economic Times. (2025, February 27). Why matcha is trending everywhere: From boosting heart health to weight loss this over 800-yr-old tea surprisingly beats coffee, chai in many ways. The Economic Times. https://economictimes.indiatimes.com/news/new-updates/why-matcha-is-trending-everywhere-from-boosting-heart-health-to-weight-loss-this-over-800-yr-old-tea-surprisingly-beats-coffee-chai-in-many-ways/articleshow/121978533.cms

Time. (2025, July 30). We are drinking so much matcha that supplies are running out. Time. https://time.com/7305699/we-are-drinking-so-much-matcha-that-supplies-are-running-out/

Washington Post. (2025, July 30). Supplies of matcha are dwindling, thanks to lattes and TikTok videos. The Washington Post. https://www.washingtonpost.com/business/2025/07/30/matcha-shortage-global-price-japan/

Vox. (2025, August 19). How a Japanese delicacy muscled its way into my kitchen. Vox. https://www.vox.com/culture/458421/matcha-latte-starbucks-japan-tea-tiktok-crumbl