Spoiler: Matcha isn't going anywhere, but the quality might be.
If you've scrolled through TikTok, popped on Instagram, walked into a trendy café, or checked out the wellness aisle lately, you've probably noticed one thing: Matcha is having a serious moment. Everyone from health influencers to celebrities to your Nan seems to be sipping the vibrant green elixir, and for good reason. Matcha is rich in antioxidants, gives you a calm and focused energy boost, and looks pretty in your Stories.
But with all this hype, some people have started asking:
"Is matcha just another passing fad?"
"Is it sustainable?"
"Could it disappear from shelves altogether?"
"Is Matcha going EXTINCT????"
Let's clear that up. Matcha is not going extinct. What we're seeing is a natural rise in popularity, much like what happened with oat milk a few years ago. Remember when everyone suddenly ditched cow's milk? Oat milk took off not just because it was trendy, but because it delivered real benefits: taste, texture, and sustainability. Matcha is going through a similar wave right now.
What's actually at risk is not Matcha's existence, but Matcha's quality.
As more brands try to jump on the trend, we're seeing an increase in lower-grade Matcha hitting the market. Matcha that's bitter, dull in colour, or sourced without care. True, high-quality ceremonial-grade Matcha is grown in specific regions of Japan under meticulous conditions. (I'll get into the rising problem with the label 'ceremonial grade' later). It's not mass-produced or dyed green to look appealing. In fact, it takes five years for the leaves to mature before farms can even start producing Matcha, not to mention the hours of milling to get 20g of the powder. However, with more demand, some companies are cutting corners, and that's where consumers can get caught out.
So what does this mean for you?
If you're new to Matcha or even a seasoned sipper, now is the time to do your research. Look into the origin of your Matcha. Ask questions like:
- Is it shade-grown and stone-ground?
- Is it ceremonial grade or culinary?
- Is it sourced from Japan, and if so, which region?
- Does the brand share quality certifications?
At The Matcha Yaad, we're passionate about sourcing high-quality ceremonial Matcha and pairing it with Jamaican roots, culture, and vibes. We travelled all the way to Japan to ensure we were getting the best Matcha from reputable farmers. We're not here for hype, we're here for heritage and health. Our mission is to help you enjoy the real thing: Matcha that calms your nervous system, boosts your focus, and tastes as good as it looks.
So no, Matcha isn't disappearing, but if you want the good stuff, you've got to be intentional. Because when the trend dies down (and it will), what's left will be those who drink it not just for the aesthetic, but for the ritual, the wellness, and the roots.
Stay calm, stay curious, and sip smarter.
With matcha love,
The Matcha Yaad Team 💚
