In London, Blank Street Coffee sells a cup of matcha every 4 seconds. In New York, a single matcha ice cream cone sells for $9 (approx. 63 RMB), with one shop’s monthly revenue hitting $400,000 (approx. 2.8 million RMB).
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.”
1. Health: The Core Code for Breaking Through
Health is the primary driver behind matcha’s explosion. The rapid rise of PerfectTed, the UK’s fastest-growing retail brand in 2025, is the best proof of this charm.
Founded in 2021 and skyrocketing to fame after appearing on a UK business reality show in 2023, the brand’s story is rooted in founder Marisa’s personal journey. As a student with ADHD, Marisa relied on coffee and energy drinks to cope with exams and deadlines, only to suffer from rapid heartbeats and severe anxiety.
An accidental trial led her to discover matcha. Its method of boosting energy was gentle yet long-lasting—awakening focus without burdening the body. This is due to the golden ratio of caffeine and L-theanine in matcha. It acts like a gentle remedy tailored for high-pressure youth, building an “invisible shield” for bodies living in a fast-paced world.
2. Aesthetics: The “Vibe” and Social Currency
Aesthetic value and social attributes have turned matcha into a trendy symbol.
New York’s Blank Street understands the psychology of young people deeply. By fusing elements like blueberry and Oreo with matcha, they create drinks that score high on both looks and taste. The low-saturation green base, paired with colorful toppings, creates a visual impact that makes every cup a “photogenic tool” for social media.
When young people appear on the street holding a matcha latte, they aren’t just drinking a beverage; they are signaling a fresh, fashionable lifestyle “vibe.”
3. Innovation: From Cafes to Kitchens
Today, brands are constantly widening the track. Products have extended from canned energy drinks to lattes, pour-over powders, and matcha capsules.
Home matcha machines are also entering more households. Simply pop in a matcha capsule, click a button, and in moments you have a cup of pure matcha. With personalized toppings, anyone can create an exclusive drink that is both beautiful and delicious.
From the explosion of PerfectTed to the innovation of Blank Street, and from supermarket shelves to kitchen countertops, matcha is reshaping the consumption habits of overseas youth.
4. Culture: A Cup of Matcha, A Thousand Years of Song Dynasty Elegance
“One cup of matcha, a thousand years of Song rhyme.”
When young people overseas use a machine to swirl up green tea soup and create dense foam, they may not deeply investigate the source of this elegance, but they are quietly aligning with the Eastern tea culture’s pursuit of “beauty” and “tranquility.”
The exquisite art of “Dian Cha” (tea whisking) from the Song Dynasty—where foam gathers like flowers on the surface—has been replicated into a modern daily routine via matcha machines. This cup of green tea soup has ultimately become a cultural carrier connecting the past and present, crossing national borders, allowing the charm of the Song Dynasty to revitalize the lives of young people around the world.