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Matcha’s Main Character Moment

2025 is officially powered by matcha.

By
Daria Smith
January 23, 2025
https://latecheckouttime.com/articles/food-and-beverage-having-a-moment-matcha-trend
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In 2025, matcha isn’t just having a moment — it’s owning the spotlight.

Matcha, the finely ground powder made from green tea leaves, has a distinct green color and a higher caffeine content, making it a healthy alternative to coffee. According to research, “Its popularity is on the rise as the global matcha market is expected to grow to about $5 billion by 2028, reflecting a compound annual growth rate (CAGR) of 10.39% from 2023 to 2028.”

But why now? Celebrity collaborations are everywhere, from skincare to nonalcoholic beverages, making matcha the green queen. “That is exactly enough to capture the hearts of their target audience: millennials and Gen Z, known for their passion for natural and plant-based products,” says Forbes. “These generations are not just consumers; they are trendsetters who prioritize wellness and holistic health in their dietary choices. As a result, matcha has surged in popularity, popping up in cafes and restaurants worldwide.”

As nonalcoholic beverages surge and social rituals shift, here’s the tea (literally):

Pret a Manger's Matcha Menu

Starting Jan. 29, Pret A Manger’s U.S. locations will officially launch a selection of matcha drinks for the first time in its U.S. stores. The dreamy new matcha lineup features organic, ceremonial-grade matcha from Japan. Think Oat Matcha Lattes (hot or iced), Matcha Lemonade and even a Pink Guava Iced Matcha Latte. On launch day, snag a free Matcha Latte by downloading their app.

Millie Bobby Brown x Cha Cha Matcha

Millie’s Florence by Mills teams up with Cha Cha Matcha for the “Glow Flo” Latte, dropping alongside her “Glow Forward” Glaze Drops. This sip steals the spotlight — matcha’s clean boost meets calming ube, lavender and hyaluronic acid, finished with creamy oat milk and dreamy ube foam. And those Glaze Drops? A glow-getter’s dream, packed with peptides, hyaluronic acid and squalane.

Clearstem x Alyssa Lynch

Matcha’s here for more than sipping — it’s for serving looks. Clearstem’s Matcha Eye Patches, co-created with influencer Alyssa Lynch, are the skincare hack we didn’t know we needed. Green tea caffeine, peptides and botanical extracts brighten, de-puff and hydrate while staying locked in place.  

Kin Euphorics x matcha.com

Meet the Matchatini, a collab between Bella Hadid-backed Kin Euphorics and matcha.com, co-founded by integrative medicine pioneer Dr. Andrew Weil. This creamy, alcohol-free take on the espresso martini is the ultimate vibe check. Think matcha’s clean energy plus ashwagandha for chill vibes, maca for mood-boosting magic and maitake mushrooms for that inner glow. Espresso martinis who?

McConnell’s Fine Ice Creams

The pint you didn’t know you needed just hit the freezer aisle: matcha ice cream. Sure, matcha gets hyped for its superpowers — antioxidants this, heart health that, blah blah science — but let’s cut to the chase. We’re here for the vibes, not a biology lesson. This pint? It’s smooth, umami-rich and as creamy as your wildest dessert dreams. Think velvety green tea goodness with an edge. Snag a 14-ounce pint for $12. Meet your matcha match.

FKA twigs x Matchaful

Singer FKA twigs and Matchaful join forces to craft pure matcha magic, unveiling the Eusexia Matcha. Available until March 31 at Matchaful cafes, this limited-edition sip celebrates her Jan. 24 album EUSEXUA. The ultimate energy and wellness upgrade in a cup — ceremonial-grade matcha, blue spirulina, black and white tahini, amazake, vanilla bean and maple.  

Califia Farms

For those of us too lazy to whisk (no shame), Califia Farms has your back with a grab-and-go Matcha Almond Latte. Real matcha and almond milk make it the perfect plant-based pick-me-up.

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