The Food, Cafe, and Retail Industries Embrace Matcha Products
Jennie and Global Celebrities Fuel the 'Matcha Craze'
The global matcha craze is sweeping across the domestic food and beverage market. Products containing matcha are flooding the shelves, not only in beverages and desserts but even in Makgeolli.
Starbucks Korea announced on August 28 that sales of its "Jeju Matcha Latte" and "Jeju Matcha Cream Frappuccino" in the first half of this year increased by 30% compared to the same period last year. Currently, Starbucks offers nine types of matcha beverages, in stark contrast to only one type of green tea beverage. A Starbucks representative explained, "The popularity of matcha is especially high among younger consumers, driven by the 'Healthy Pleasure' trend and imitation consumption of celebrities."
Twosome Place is also seeing significant results from its new matcha menu. Three matcha beverages launched last month sold over 500,000 cups within just two weeks, and the company also introduced a new cake, "Spoonable Matcha Abak," which adds matcha to its signature "Spoonable Abak" cake.
The 'Matcha Craze' Fueled by Global Celebrities
The popularity of matcha has been greatly influenced by both domestic and international celebrities. Jennie of Blackpink introduced her own iced matcha recipe on YouTube, saying she now drinks it instead of coffee, while overseas stars such as Dua Lipa and Zendaya have shared their enjoyment of matcha on their social media accounts. On Instagram, posts with the matcha hashtag have surpassed 400,000, and posts with the English hashtag "matcha" have exceeded 9.3 million.
Matcha's healthy image is also a key factor in its popularity. Its high antioxidant content is said to benefit cardiovascular health, and its ability to boost metabolism and aid weight management has attracted younger consumers.
The 'Matcha War' in the Food and Cafe Industry
The domestic food industry is responding swiftly to this matcha boom. Namyang Dairy Products introduced "Matcha Emong," a matcha version of its "Choco Emong" product, which sold out twice on live commerce platforms. Lotte Wellfood added matcha flavors to its World Cone and Seolleim ice creams and released limited editions such as "Matcha Binz," "Matcha Almond Ball," and "Matcha Pepero" in collaboration with the Hanok cafe Cheongsudang. SPC Samlip and Binggrae are also expanding their product lines with matcha bread and matcha ice cream.
Competition is fierce among franchise cafes as well. Tous Les Jours, Paul Bassett, and Gong Cha have launched matcha bingsu, while Knotted has released 11 new matcha products, including donuts and bread. Convenience stores are joining in, too: Seven Eleven launched "Matcha Makgeolli" and "Matcha Bar," while GS25 released "Lee Gyun Matcha Makgeolli" on August 25, created in collaboration with Chef Edward Lee, who gained fame through the Netflix show "Black and White Chef."
The industry is paying close attention to the possibility that matcha will become a long-term hit item rather than just a passing trend. An industry insider predicted, "It is rare to find an ingredient that combines color, flavor, and a healthy image," adding, "Matcha will establish itself as a steady seller, not just a seasonal limited edition."
According to market research firm Research and Markets, the global matcha market grew from $3.84 billion (about 5.35 trillion won) last year to $4.24 billion (about 5.9 trillion won) this year, and is expected to expand to $6.48 billion (about 9.02 trillion won) by 2029.
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