As the seasons change, so do the preferences of L.A.’s drink enthusiasts. While Autumn has brought pumpkin spice lattes and dirty chais to the sweater-clad hands of sippers, the city’s matcha craze shows no sign of slowing down.
Matcha, a green tea powder made from leaves grown in Kyoto and whisked together with milk or water, has become more than just a filtered-through Gen Z obsession. The anxious generation has turned to matcha for their caffeine fix, as it contains less caffeine than coffee or energy drinks. Green tea is purifying, smooth, and well paired with any meal. Does part of the appeal have to do with social media?
A striking grass-green drink held up beside a brown Alo hoodie makes for a great Instagram post. Once again, the root of a trend can be traced back to internet users chattering about its uniqueness.
These content creators were not solely focused on the beauty of a mason-jarred glass of matcha – the ‘health’ factor, or alternative to high-caffeine substances, drew them in.
This is a generation that grew up on Celsius and Monster energy drinks. Legs were tapping anxiously all through 2nd period, leading up to one final caffeine crash after lunch. It’s no surprise that younger generations have gravitated toward a thirst-quencher that promises the boost without a crash.
Matcha contains about 30 to 70 milligrams of caffeine – about 100 milligrams less than any energy drink. The drink’s combination with L-theanine provides a steady boost for up to six hours without the crash. It’s a natural alternative to energy boosters of the past, though some versions include copious amounts of sugar.
This modern-day matcha craze is fueled by barista creativity. For years, matcha was mixed simply and efficiently, served green and fresh with the basic ingredients. Now, you can find matcha blended with pinks, reds, blues, and yellows. Strawberries, blueberries, and bananas, that is.
Credit: Mikan bakery & moreSpecialty drinks have become increasingly popular in the last few years, with certain cafes making their own mark on the matcha trend. Damo Tea House, a cafe located in Koreatown at 3510 W 8th St, steps outside the box with creations like coconut matcha and chocolate forest. Both of these contain a ceremonial-grade blend mixed with chocolate or flavored milks. These drinks are both pleasing to the eye and make for great Instagram posts.
The locations that produce specialty matcha make the craze what it is. Many matcha cafes are designed to be aesthetically pleasing, drawing in customers who enjoy a minimalistically designed space. Whether the walls are filled with plants or framed pictures, everybody can enjoy the peaceful environment of a matcha shop. These $7 drinks may have the power to bring ‘cafe-society’ to Gen Z. The ‘90s had their dark, brooding coffee shops, while the ‘80s embraced a culture of restaurant dining. Can matcha cafes be Gen Z’s new offline social sphere?
Regardless of how the trend lands in society, it does create community between cafe-goers and internet users. Despite claims that matcha is ‘performative’ or overly trendy, its enthusiasts can agree that the craze has ushered in a new wave of exciting spots to visit and new innovations to try.
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