In an era where beauty starts from within and health is an everlasting trend, "matcha" has become more than just green tea—it represents a convergence of lifestyle and deep self-care. Just one spoonful of matcha powder can brighten your day more than your favorite cup of coffee.

From a traditional beverage in Japanese tea ceremonies to a health icon of our time, matcha is finely ground Japanese green tea that allows you to consume the whole leaf. It is powerful in both flavor and nutritional value. With its unique vibrant green hue, matcha powder not only enhances the richness of lattes or smoothies but also perfectly fulfills the "core desires of modern well-being consumers."

Matcha… The Extraordinary Power of Deep Green In terms of nutrition, matcha is akin to the diamond of green tea because one gram of matcha powder contains an astonishing 1,384 ORAC units of antioxidants, which is over five times more than goji berries, the previously popular superfood, and more than six times that of dark chocolate.

When measuring the power of antioxidants, which play a crucial role in anti-aging, disease prevention, and immune enhancement, matcha is the new answer for those seeking sustainable inner beauty.

However, matcha is not just "good for health"; it is also "good for the heart" of the new generation. It connects with every aspect of lifestyle, being friendly for cooking, a key ingredient in baking, and a highlight in trendy cafes that are winning the hearts of urban dwellers.

The Rising Popularity Surging Through Social Media

In 2025, searches for the term "matcha" on social media in Thailand skyrocketed to 5.2 million times in less than two months, according to the Kasikorn Research Center. This clearly reflects that matcha has become a culture intertwined with beauty, lifestyle, and inspiration for people in the online world.

Interestingly, 38% of matcha-related content in the digital world discusses the health benefits and the positive feelings derived from drinking matcha. This is a clear signal that any brand that can tap into this will easily win over consumers.

Thailand as a Major Importer is Changing the Tea Market Landscape

According to data from 2024, Thailand ranks as the 11th largest importer of "green tea" in the world, with 47% being matcha powder. It is expected that in 2025, a significant turning point will occur—matcha powder will surpass green tea leaves in imports.

While green tea leaves are still in demand in the food and beverage industry, the growth of matcha reflects a market shift towards higher value products that genuinely respond to health trends.

Particularly when looking at the import trend graph for Thailand, it shows that from 2021 to 2024, the import volume of matcha powder has continuously increased, and by 2025, it is projected to exceed 5,000 tons, surpassing green tea leaves for the first time in history.

Matcha as an Opportunity: From Cafes to Households

The growth of matcha is not limited to cafes or bakeries; it is expanding to the general consumer base, with more people starting to have small milk frothers at home, keeping matcha powder in small packets in their refrigerators, and transforming their morning tea rituals into moments of self-care for both mind and body.

This also includes the B2B segment, such as hotels, restaurants, health beverage brands, and bakeries that are lining up to source high-quality matcha powder to enhance their brand image in line with health trends that are becoming a key selling point.

From Ordinary Green Tea to a Global Trend That Thais Should Watch

Matcha is not just a passing trend; it is becoming one of the main beverages of the Well-being and Sustainable Living era. Matcha is not only good for the drinker but also comes with a story of culture, meticulous harvesting, and production that is deeply connected to nature.

This presents an opportunity for Thai businesses to create brands, develop products, and build value based on genuine health concepts, whether in the form of ready-to-drink matcha, matcha snacks, or beauty products made from matcha.

When "green" is no longer just the color of nature but a symbol of health, sustainability, and creativity… matcha is more than just tea; it is a new culture of self-care that Thais should not overlook.