Matcha isn’t just a trend, it’s a vibe for Gen Zoomers

What started off as a little treat for Gen Z-ers is now a whole identity. Whether it’s an ASMR video of an influencer’s calming morning routine, a post-workout pick-me-up, or your favourite cafe going green, matcha is everywhere.

“Matcha speaks to Gen Z because it brings a sense of calm. The colour, ritual, the way it tastes—it’s all very soothing. Many young people choose it over coffee because it gives them that quiet energy without the crash. And honestly, it photographs beautifully,” says baker Shivesh Bhatia, who has 3.7 million Instagram followers. He’s hit the light foam on the head. Gen Z wants the aesthetic, but it has to be more than just the pretty post. Starbucks has seen this shift first hand as Gen Z has become a core café-going segment in India.

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This preference has now translated into demand. “For young con sumers, matcha is not just a drink, it’s a lifestyle cue,” says Adrit Mishra, COO, Tata Starbucks.

“For India’s Gen Z, personalisa tion, aesthetic appeal, digital fluen cy and immersive visual experi ences are key and this applies to everything. This is shaping how the whole F&B space is evolving to ca ter to this new generation for whom trends and vibe are sac rosanct,” he adds.

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South Korean entrepre neur and cofounder of the Indian bubble tea brand Got Tea, YuSung Eo, says that everything they design is looked at through the lens of Gen Z and what could potentially go vi ral. “Since January, we’ve seen matcha grow organically. It started at around 8% of sales, then went up to 13%. We decided to prepare for a full matcha campaign,” he says.

Gen Z has shaped cafe culture as we know it today.