What happens when you swap your morning coffee for matcha?

Matcha's popularity has proven far more than a passing trend, sustaining itself over years in a way that few food fads manage. The green tea powder has earned a firm foothold in the alternative beverage market, with analysts crediting its many advantages over coffee.

Matcha's staying power becomes clearer when set against other recent food crazes. According to global market research firms, Dubai chocolate and the pistachio boom it sparked dominated world markets for more than a year before losing steam this year. In South Korea, drinks like the pistachio chocolate latte — once a menu staple — have largely disappeared from cafe boards. The ube drink wave that followed generated a flurry of new menu items as well, but never matched the heat of Dubai chocolate or matcha.

Matcha first caught attention in 2022 when its vivid green color went viral on TikTok, then exploded in global markets from 2024 onward. Grand View Research projects the global matcha market will grow at a compound annual growth rate of 7.1 percent from 2026 to 2033.

The US market is now among the most enthusiastic. Korean cafes using matcha sourced from Boseong and Jeju have drawn attention amid the craze. A Los Angeles cafe called Community Goods became well known as the spot where pop star Justin Bieber drinks a Korean-style matcha latte every morning.

In South Korea, new matcha offerings continue to appear alongside established menu items. Twosome Place has introduced new matcha drinks including a yuzu lemon matcha tonic and an apple mango matcha latte. Starbucks recently launched its Iced Pure Matcha.

Central to matcha's appeal is its potential as a coffee substitute. Matcha contains more caffeine than regular green tea — enough to deliver the alertness many coffee drinkers seek.

What sets matcha apart from coffee is the presence of L-theanine alongside caffeine. L-theanine, an amino acid, promotes mental and physical calm. Two studies published in 2022 in the international academic journals PMC and Cureus found that caffeine stimulates dopamine and choline pathways to produce strong alertness, while L-theanine acts on GABA and glutamate receptors to moderate neural excitation. In matcha, the two pathways work simultaneously — preserving the alertness effect while offsetting the anxiety and jitteriness that caffeine alone can cause.

On social media, users have shared experiences that reflect this dynamic. "Since I quit coffee and switched to matcha, the alertness feels calmer than before," wrote one user. Another said, "One week into my morning matcha routine — my focus and energy feel pleasantly steady." A third noted, "It has caffeine, but I feel healthier than I did with coffee."

Matcha's deep color, pleasantly bitter taste and antioxidant properties add further to its appeal.

Catechin, the antioxidant compound most associated with green tea and matcha, is found in higher concentrations in matcha than in regular green tea. Researchers at the University of Parma in Italy, writing in the international journal Molecules in 2025, said a review of 17 related studies found catechin showed benefits in cognitive function, anti-inflammatory and antioxidant activity, and obesity and metabolic health.

Catechin is also widely used in skin care. Through its antioxidant action, it can help brighten skin and soothe inflammation.

However, adults sensitive to caffeine and those drinking matcha late in the afternoon should exercise caution. Because caffeine content varies by drink, checking the level beforehand is advisable.