A barista scoops up a generous amount of powdered green tea from a container before placing it into two large cups meant for eager customers. But there are plenty more orders to follow in this Islamabad cafe, as plenty more await the bright green beverage taking social media by storm these days.
Matcha is a bright green powder made from ground, shade-grown green tea leaves that is traditionally used in Japanese tea ceremonies. The beverage has gained considerable hype on social media platforms such as TikTok and Instagram during the past few months worldwide, inspiring various versions of the product, from matcha lattes to even matcha donuts.
According to the German Tea Association, more than 240 tons of matcha were delivered to Germany alone between January and August 2024, an increase of 240 percent compared to the same period from the previous year. In the US, retail sales of matcha have gone up by 86 percent from three years ago, according to NIQ, a market research firm.
Pakistan isn’t immune to online trends and the matcha craze has latched on to the country. Cafes and tea shops have taken notice and have quickly started featuring matcha beverages on their menus. Fariha Farooq, a 19-year-old student, said online trends among the young generation were responsible for the matcha craze.
