From Douyin and milk tea shops in China to Instagram and TikTok feeds abroad, matcha is dominating the screen. What exactly is its charm that makes young people unable to stop?

The answer lies in a “triple resonance” of Health, Aesthetics, and Culture, made even more moving by a cross-temporal connection to the “Thousand-Year Song Dynasty Rhyme.”

As Japan struggles with climate-induced shortages and tariff barriers, China—armed with a significant cost advantage—is quietly rewriting the rules of the global matcha industry.

This trend is significant. The international trade of matcha is moving from a unidirectional “Made in Japan” output to a new stage where brand and origin are deeply separated. Japanese brands may use global raw materials to maintain their market position, while green tea producing countries like China are accelerating their own branding to penetrate the high-end market in reverse.