Matcha: Vibe served in a cup

Time of India

2 days ago

Representative image/iStock
This Gen Z writer and wellness enthusiast tried matcha for the same reason most people do: the supremely aesthetic visuals flooding social media — vibrant green powder, satisfying bamboo whisks, pretty glassware, and those tempting, slow, hypnotic swirls of matcha and milk.
Add to that the influencers selling the 'wellness girlie' dream, sipping matcha and swearing it's the elixir of life. It was all too convincing. But the verdict? It tasted grassy, almost like black tea, and she'll never have it again. Still, many embrace it for the lifestyle and Instagram appeal, overlooking the taste. Matcha's obsession has grown so intense that there's now a global shortage, with producers struggling to meet demand.
Why the craze
Matcha isn't just a beverage; it has become a lifestyle symbol, largely shaped by social media. It's about how the drink fits into the broader vibe you're trying to project.
Esha Ibrampurkar, a creative director and matcha enthusiast who recently hosted a matcha workshop, tells us, 'Many force themselves into trying matcha because of social media. Aesthetics play a crucial role in driving its popularity. Take, for instance, how people consume it.
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On most days, I drink my matcha in the traditional usucha style, made with warm water. If I post a photo of that, many might not find it aesthetic, but a beautiful matcha latte might perform far better as it looks more 'Instagrammable'.
Matcha aligns with the current narrative of slow living… that's the kind of package being sold — It's about appearing calm, having a certain aesthetic and needing matcha to complete that image… But how much you buy into it is entirely your prerogative
Esha Ibrampurkar, creative director & matcha enthusiast
Sayan Bandyopadhyay, a clinical psychologist, adds, 'People today seek validation. Seeing others gain it for following wellness trends like matcha — largely promoted by celebrities — makes them aspire to do the same.'
Aesthetics and health choices trump taste
Kritika (23) recently tried out the Japanese tea influenced by social media. 'Since the tea is both healthy and aesthetic, I was like, 'Why not? I can also post it on social media.' I didn't like it… It tasted like liquid grass.' Nevertheless, Kritika is willing to drink it again because she says it is healthier than coffee. Many who don't like the taste either blame the faulty process of making the tea or the pairings, but, in any case, attempt to like it.
Unique things sell faster in digital spaces. The colour of matcha has a strong visual appeal and recall value. Brands and creators have thus included matcha into their ad campaigns as well as content, tempting people to try it out and also become a part of the community
Bhagyashree Dakhane, food and product stylist
Ridam Mishra (21) tried her first cuppa after she saw her favourite influencer adding matcha to her morning routine. 'Honestly, I didn't like it at first, but I liked it better when I tried it with milk. Gradually, I acquired a taste for it. Now, I have it regularly… and often when my matcha looks cute, I post it online.' To elevate the taste, cafes and matcha drinkers are experimenting with different pairings — mango pulp, strawberries, coconut water, etc.
, further raising it's aesthetic appeal.
Rebecca Daisy Valles (26), a student from Munich, has been relishing matcha since she was 10. She tells us, 'When working at a cafe, I noticed people ordering interesting matcha combinations.. I also got to try a few and figure out my personal flavour.' While she doesn't post much on social media, her phone's gallery is full of aesthetic matcha drinks. 'It's the perfect blend of wellness and visual appeal.
I capture the drink for myself, to archive the calm ritual.
.. They're visual keepsakes just for me.'
How healthy is it?
Matcha is a healthier alternative to coffee. Gauri Anand, a clinical dietitian, says, 'It offers a steady energy boost. It is rich in antioxidants that help reduce oxidative stress and support heart health. It also enhances focus, memory, and alertness, improves circulation, aids detoxification and strengthens immunity. Limit its intake to 1-2 cups daily. Excess can cause insomnia, irritability or digestive issues.
'
Even if we don't like matcha, we convince ourselves that it's worth drinking to seek praise. We try to adapt to the taste because looking and feeling healthy is now the norm
Sayan Bandyopadhyay, clinical psychologist